Qualitative research employs a variety of methods to achieve a well balanced set of data. Monadic Testing and Sequential Monadic Testing are two simple, albeit effective, forms of qualitative research, both with their respective strengths and limitations. Let’s look at what they are, how they are different, and how they can be applied in real-world scenarios.
Monadic testing is a research method that allows a company to get product feedback in complete isolation. Research participants are given a stimulus and provide their thoughts and opinions on it without having another version or product to compare it to. Hence, their responses are completely neutral.
Example of Monadic Testing
A toy manufacturer wants to gauge what consumers feel about their latest high-tech RC car. Participants would be given only that RC car model to play with, and provide feedback on what they think about it – from its looks to its build quality. This offers the company an understanding of how their customers feel about this specific product without comparing it to another toy car.
Sequential Monadic Testing
Like monadic testing, sequential monadic testing is a straightforward method of evaluating a product; however, instead of a single item, sequential monadic testing involves comparing multiple versions of a product, shown one after another. Therefore, participants comparatively analyze products against each other, and the company can get audience feedback on strengths and weaknesses of each iteration.
Example of Sequential Monadic Testing
Let’s take the same toy manufacturer from the earlier example. They’ve built their latest RC car to be faster than the previous model, but would like to get consumer feedback on how it stacks up to the older one. Using sequential monadic testing, the company asks the subjects to compare and contrast the two models, asking them what they like and dislike about each one. Therefore, the manufacturer might get a better understanding on what about the newer model resonates with customers, and what they might prefer in the previous one. The company can now use this feedback to make a clearer judgment on how to tweak their upcoming design to appeal best to customers.
Learn more about the various types of qualitative research methods!
How Is Invoke Different?
- Invoke Is Big Qual. An Invoke LIVE session brings every stakeholder together on a consumer-led journey that leads to a real-time decision.
- It’s inclusive, bringing together marketing executives, producers, showrunners, brand managers, business executives, and insights teams on an hour-long conversation with your target audience
- It’s conclusive, enabling you to probe audience sentiment, test concepts on the fly, attain clarity about strategy and message – and make the right decisions, often by session’s end
- It’s organic and illuminating, offering rich and sometimes unanticipated insights into how your audience view you and their world: the Why behind the What
- It’s qual and quant simultaneously, with audiences of many hundreds in a single session
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