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Understanding the Order Effects in Sequential Monadic Product Tests

Dr. Nikolai Reynolds, Ipsos InnoQuest, in Point of View, Mai 2013

This document details an analysis of 22 product tests in which two products have been evaluated by consumers in each study. The objective of the study was to understand if the adoption of sequential designs improves data sensitivity and discrimination in comparison to a monadic design. It also examines how order effects can be exploited to improve recommendation in product development. In addition, a “second position effect” is revealed which can be further utilized to improve product testing results.


Ipsos InnoQuest

Dr. Nikolai Reynolds
Dr. Nikolai Reynolds
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