The AcuPOLL Modified Juster Scale

Consumer Preferred – More Intuitive – With Greater Statistical Sensitivity

Since its beginning in 1991, AcuPOLL has pioneered using the 11-point scale inspired by census researcher F.T. Juster.





A TRUER READ

In recent consumer research comparing two surveys, which were identical except for the scales, consumers preferred the AcuPOLL Scale over the traditional 5-point scale 2-to-1 for ease, intuitiveness, and precision. 


FASTER AND MORE STATISTICALLY SENSITIVE

It’s not just their opinion – AcuPOLL studies are completed 15% faster than those using the traditional 5-point scale.

As noted recently in Nobel Prize-winning psychologist Daniel Kahneman’s Thinking, Fast and Slow, humans have inherent ability to match the intensities of their attitudes across a scale like AcuPOLL's, and are more likely to answer with their impulsive, emotional “System 1” reactions when under less reading strain.


3X GREATER STATISTICAL SENSITIVITY

Mean analysis on the AcuPOLL Scale also provides approximately three times (3x) greater statistical sensitivity than top-box analysis on a 5-point scale.

  • This provides clients the options of testing with greater accuracy and discrimination on smaller bases sizes.
  • It also increases the reliability of mean ratings on small base sizes (like those used in AcuPOLL30+ Sessions and on narrow segments in online tests).

And, the AcuPOLL scale is an equal-interval scale (unlike the 5-point scale, where definitely would buy is closer to probably, than probably is to might/might not), enabling higher-level analytics of messaging, and targets.

It’s no wonder the Net Promoter Scale launched in Harvard Business Review in 2003 and the U.S. Health Care System Pain Management Scale follow the AcuPOLL path!


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