Whats different about the survey design?
We have used the flexibility of online research to come up with a new design for BrandIndex. It is a design which we know is convenient and responsive to those taking the survey, and which produces robust and sensitive data. Instead of asking people to rate each brand separately – a mind-numbing task which would lead to very poor data – we present them with a screen of brands in a particular sector and ask them to click on all those which (for example) they associate with value-for-money. And then we ask them to review the same brands a second time, to click on those which they associate with poor value-for-money. When a respondent has answered on one aspect on a sector (e.g. value-for-money), he or she will not rate that sector on any other aspect. In this way – and this is important – all measures are independent of the others. Differences in the profiles are therefore reliable.
We have used the flexibility of online research to come up with a new design for BrandIndex. It is a design which we know is convenient and responsive to those taking the survey, and which produces robust and sensitive data. Instead of asking people to rate each brand separately – a mind-numbing task which would lead to very poor data – we present them with a screen-full of brands in a particular sector and ask them to click on all those which (for example) they associate with good value-for-money. And then the same brands a second time, to click on those which they associate with poor value-for-money. When a respondent has answered on one aspect on a sector (e.g. value-for-money), he or she will not rate that sector on any other aspect. In this way – and this is important – all measures are independent of the others. Differences in the profiles are therefore reliable.
