To quote one of our clients:
“The problem with consumers is they know what they like, but they don’t know how to tell you”.
SynSeMetric is a revolutionary new way to measure consumer preference that does not require rating scales or language.
So what is wrong with rating scales?
In short they are noisy. They can generate more noise in the data than the main effects they are trying to measure.
The net result: a ‘rubber ruler’.
What about linear analogue scales?
In short, response strategy. Each respondent will have a different one, which results in a different score on the linear analogue scale.
The net results, even with standardised data is:
another ‘rubber ruler’.
So what is wrong with language?
Quite simply, it is imprecise and more complex questions require even more complex language.
‘yet another ‘rubber ruler’.
So what is wrong with rubber rulers?
The majority of statistical methods used in Market Research require data of Interval quality but, for the most part, Market Research just cannot deliver it.
SynSeMetric takes Original data and improves its quality to approximate Interval data. Technically this is called an Ordered Metric. Hence SynSeMetric ‘Synthesises data of Metric quality.
SynSeMetric does not rely on a consumer’s ability to find the right word to describe a product, nor to choose the right phrase on a semantic scale. Nor to score a product out of ten, nor choose a point on a linear analogue scale.
But, if a responsent can place two or more stimuli in rank order, SynSeMetric can analyse the underlying structure on which the decision was based, and then measure it.
SynSeMetric is particularly valuable when language is a problem. For example, research among children, with pets, and a great many international studies present the researcher with problems of question construction and data interpretation. All SynSeMetric requires is that respondents demonstrate a preference, then the analysis is able to calculate the rest.
SynSeMetric, for virtually noiseless, error free questioning without language.