What is a good element score?
• Each study has its own range of scores. The scores are relative to one another, with larger numbers indicating elements with greater impact (positive or negative). There is no absolute number, which is meaningful across all studies. • AS A VERY GENERAL RULE OF THUMB (which will vary with product category, element list, branded or unbranded study, innovative or traditional product, and so on): Below -2: Avoid this element. It detracts from interest Between -1 and +3: This element is broadly neutral. It does not greatly impact interest. Between +4 and +7: Solid but not inspired Over +7: Strongly motivating. Probably important. • Studies, which include a wide range of scores, indicate that it makes a difference to the consumer what you say, and how you say it. • Studies, which have more neutral scores, may have higher constants, variations between subgroups, or a wider selection of acceptable alternatives within the middle range.
