Revolutionizing How We Evaluate Consumer Decision-Making
Measuring both System 1 and 2 thinking is important because it more accurately captures how the brain works…
Systems 1 and 2: Not Either/Or, But Both
Plenty has been written about advances in cognitive science around System 1 thinking (fast, automatic, and emotional) and System 2 thinking (slow, deliberate, and rational). Since Daniel Kahneman published his book Thinking, Fast and Slow, popular industry lore has claimed that 95% of consumer decisions are made by non-conscious System 1 thought. (This assertion is misleading; the portion of non-conscious thinking can't even be measured, as we've written about this 95% fallacy.)
Therefore, in developing your brand strategy and marketing programs, it is critical to understand how consumers make decisions and choices using both System 1 and System 2 thinking. Each contributes to purchase decisions to a varying degree, depending on context and other factors. Moreover, with today's short-form communications, such as banner ads, in-store communications, or social media, you get only 6 seconds or 7 words to grab consumers' attention.
And yet, traditional market research tools focus exclusively on rational measures to the point that the emotional, impulsive reactions are nearly ignored, while some System 1 tools neglect thoughtful System 2 reactions. Because consumers use both System 1 and 2 thinking, it is unlikely that research evaluating only their rational assessment OR focusing entirely on implicit/emotional reactions will yield complete results and insight to make the best brand strategy and messaging choices possible.
A Groundbreaking Solution
ACUPOLL's SPARK MCR® (Multi-Cognition Research®) is a one-of-a-kind tool designed to tackle the challenges of evaluating consumer decisions by incorporating both System 1 Impulse (unconscious) and System 2 Reflection (conscious) thought processes. SPARK MCR® provides a comprehensive tool-set that considers both the emotional and rational aspects of consumer decision-making.
Measuring both System 1 and 2 thinking is important because it more accurately captures how the brain works: how messages capture people's attention and interest quickly with System 1 thinking and then drive choice when System 2's conscious thought kicks in, such as when consumers are comparing products or their usual product is out-of-stock. Today, you need to find the best message for when you have little time to grab attention and must hook people impulsively in their System 1 thinking stage.
That means screening short forms of early-stage ideas, e.g., headline only or headline + package, in the Impulse or System 1 portion of research, and then proceeding to more complete descriptions or concepts as needed. When developing new brand positionings or messaging, we often find clients can learn more by screening a wide range of benefit and reason-to-believe sound bites to find what best grabs attention and connects on both System 1 and 2 levels, rather than (or prior to) testing full-text concepts that can perform very similarly when compared as a whole piece of cloth.
Focusing on capturing emotional reactions alongside rational responses uncovers insights that traditional methods overlook, and reveals the subtle yet impactful differences that can truly resonate with consumers, even in brief interactions lasting mere seconds.
Spark MCR® is particularly effective for tasks like screening positioning messages, claims, and seed/early-stage ideas, where traditional methods fail to capture System 1 reactions. Moreover, it enables more detailed analysis by optimizing components such as phrases or one-line ideas across multiple vectors. SPARK utilizes proprietary visual scales for eliciting more Impulsive responses, which were optimized in six phases of quantitative validation, including more than 40,000 participant responses. These scales are preferred by participants nearly 2:1 over traditional 5-point scale responses for accurately capturing their natural or intuitive “gut” reaction.
SPARK MCR® was co-developed by ACUPOLL with P&G's former top cognitive scientist, who led their new methodology development. ACUPOLL conducted multiple validation studies to prove the effectiveness of SPARK MCR® against traditional methods:
In one validation study, SPARK MCR® predicted trial and sales for 18 new nutritional bar/snack products across n=800 consumers, with an accuracy of R2 = 0.67.
Another study measured the impact of 18 Pinterest ads/posts on engagement and e-commerce sales. We ran 2 cells: one used SPARK's Impulse metric and other measures, and the other used traditional 5-point scale metrics (Purchase Intent, Uniqueness, and Relevance). Results showed that SPARK MCR® measures were twice as predictive as Purchase Intent in delivering e-commerce sales from an audience of 1,300 Pinterest users.
SPARK MCR® represents a paradigm shift in understanding consumer decision-making. By embracing the complexity of human cognition and exploring both System 1 and 2 processes, our tool empowers marketers to craft strategies and messages that truly resonate with their target audiences. In a time where attention spans are shrinking and competition is fierce, SPARK MCR® is the key to unlocking meaningful consumer connections and driving business success.
Tap into how both System 1 and System 2 thinking can work for your next project! Contact ACUPOLL to learn more about SPARK MCR®.
Going to Quirk’s–Chicago in March? Let's talk! Come see us present with T-Mobile, Fueling the T-Mobile Uncarrier Growth Story with System 1 Research, and Visit ACUPOLL in Booth 606!
Inflation Insights for Action – '23 versus '22
Inflation is attacking every industry, and organizations are looking for leadership and insight on how to respond.
Inflation is attacking every industry, and organizations are looking for leadership and insight on how to respond.
Our most recent free ACUPULSE™ report compares consumer thoughts, feelings, and behaviors today versus Spring 2022, to answer questions such as:
How are different age groups changing their shopping priorities?
Are any consumers buying more across certain categories than last year?
Beyond lower prices, what kinds of things will motivate consumers to purchase new products?
Click here to download the free report, and be sure to check out the offers at the end of the deck to get even more data customized to your sector, category, or brand.
5 Success Stories Leveraging Multi-Cognition Research
We’ve debated with ChatGPT about the importance of understanding how emotion/impulse and rational thought factor into consumers’ purchase decisions.
Research can help you identify your best ideas, yet the choice of research methodology can make or break your initiative. Failing to understand the strengths of each idea rationally AND emotionally can mean overlooking the most powerful idea, or even chasing the wrong one.
SPARK Multi-Cognition Research® goes beyond the thoughtful “System 2” reasoning of traditional idea screening to also capture consumers’ “System 1” Impulse and Emotion – which are critical drivers of success in today’s noisy, hyper-competitive marketplace.
Here are 5 great examples of how our methodology has helped clients succeed:
Leading OTC Health Care Company (Innovation) – Evaluated 144 seed ideas (headline, package, a few bullets) across 9 studies for their market-leading brand and 6 other brands, resulting in 20 new product launches
Top 3 Telecom Company (Messaging) – Evaluated 126 ad messages, performance claims, value messages and offers across 7 studies, fueling multiple campaigns, including their 2023 Super Bowl ad
Top 15 Fast Food Restaurant (Positioning) – Screened 37 positioning statements across 14 strategic territories to identify the top 2-3 sound bites – positioning benefits and RTBs – that most attract competitive users and elevate the brand’s Value perception
Leading Lifestyle Food Brand (Packaging) – Evaluated 30 messages in 5 areas to find the most appealing and unique language for upgrading the positioning and on-pack claims, resulting in new designs with significantly increased purchase intent, uniqueness, taste, and equity communication
Top Jewelry Retailers (Design/Style) – Screened 250 new jewelry designs, licenses, and product “stories” across 14 studies to determine the most powerful images and language to introduce across several retail chains
Connect with us to learn more about how Spark MCR® can help solve your challenge!
Factors in System 1 (Emotional/Impulsive) vs. System 2 (Rational/Conscious) Decision-Making
It’s true that human beings often make decisions based on emotion, impulse, and non-conscious automatic behavior. But there are occasions when conscious, rational thinking takes the lead. We challenged ChatGPT to explain what factors determine this. The AI offered 6 scenarios, but ACUPOLL has identified 2 more.
Key Conclusions
These are based on 2018 ACUPOLL research and ChatGPT AI, which draw similar conclusions; dialogue excerpt shown below
Both non-conscious ”System 1” impulse/emotion and “System 2” rational/conscious thought play a critical role in decision-making
ChatGPT identified 6 scenarios when we tend to rely more on rational System 2 thinking:
When decisions are more complex and we need to analyze/apply reason
When we’re less familiar with a situation or decision and can’t act on auto-pilot (e.g. habit) or intuition
When we’re less time-pressured and stakes are high (which allows System 2 conscious thought opportunity and motive to engage)
When emotions are more moderate (or, we’d add, in categories that are inherently more logical, like choosing a product for specific symptoms or a food based on ingredient/nutritional facts, not image-driven categories like fashion or fine fragrance)
When decisions involve personal goals or values, which cause our conscious mind to input more into decisions
When cognitive load is low and you have mental energy available to think through options
ACUPOLL previously identified two additional factors that determine when conscious/thoughtful decisions occur more often:
When we’re deciding by ourselves and not in a social context where we feel judged (e.g. when people are drinking alcohol with others, System 1 emotions increase their influence on brand choices)
When situational context favors System 2 (e.g. no distractions, no pressure from salespeople or promotional nudges, a manageable number of choices, easy comparisons, a thoughtful/browsing shopping experience rather than a grab-and-go trip, etc.)
Connect with us to learn more about how to measure both impulsive and conscious/ rational reactions to positionings, messaging, claims, packaging, and ads!
Click here to read our previous conversation with ChatGPT about how much of our decision-making is rational versus emotional.
ChatGPT debunks “95% of decisions are non-conscious”
According to Harvard professor Gerald Zaltman, “95% of our purchase decision-making takes place in the subconscious mind,” implying that emotions are what really drive purchasing behavior, and decision-making in general. We challenged ChatGPT on this statistic… and actually changed its “mind.”
Key Conclusions
These are based on both ACUPOLL’s research and dialogue with ChatGPT ... when we dug deeper and won it over to our POV!
Harvard Business School Professor Gerald Zaltman is the original source for this quote
The 95% is an estimate – not the result of a particular study – as % non-conscious cannot even be measured
When pressed, Zaltman and ChatGPT both acknowledge that the conscious mind still plays a critical role in decision-making (despite the impression one gets from hearing 95%!)
Rational thought is particularly important in analyzing information, weighing options, and making choices – especially in later stages of decision-making – all things that can happen at times when buying, at the shelf, showroom, restaurant, or when online
The interplay between conscious and non-conscious is complex, and both emotional and rational inputs to decision-making operate in tandem
That’s why it’s critical to use research tools that measure both “System 1” impulse/emotion AND “System 2” rational reactions
Read our dialogue with ChatGPT below and see how it changes its “mind!”
Then connect with us to learn more about how to put this learning to use.
Click here to see ChatGPT’s response to our follow-up question about when rational thought outweighs emotion and impulse.
Free Report – What Consumers Want Your Brand to Do in This Inflationary Environment
Following up on our award-winning ACUPULSE™ COVID-19 Tracking Reports, we’re delving into consumer struggles, emotions, shopping behavior changes, and – most important – how they want companies to respond to this difficult economic environment.
System 1 Weight Management
How consumer psychology and marketing strategy helped me lose—and keep off—20 pounds
How consumer psychology and marketing strategy helped me lose – and keep off – 20 pounds
42% of Americans say they’ve gained weight during COVID, with 1 in 7 saying they’ve packed on 10 pounds or more – yet nearly half also say diets have not been successful for them. If you’re one of those who struggle with managing and maintaining your weight, consider these “System 1”-inspired strategies.
Tests on Data Quality in the COVID-19 Environment
We have published several Free Covid-19 Tracking reports to help you understand how consumers are responding to the crisis, and what to expect in the future. To provide you with the best research leadership possible, we have also analyzed historical results in prior crises, re-fielded tests, analyzed our studies in the field, talked to sample providers, and monitored competitive/industry learning. The bottom line is that research continues to deliver insights reliably in this environment.
We have published several Free Covid-19 Tracking Reports to help you understand how consumers are responding to the crisis, and what to expect in the future. To provide you with the best research leadership possible, we have also analyzed historical results in prior crises, re-fielded tests, analyzed our studies in the field, talked to sample providers, and monitored competitive/industry learning. The bottom line is that research continues to deliver insights reliably in this environment:
We have not had significant difficulties recruiting respondents to participate.
Historically, mean Purchase Probability, Uniqueness, and Value for our entire concept database did not vary more than 0.1 points in most cases over the 12-month periods before, during, and after the Credit Crisis – and competitors report the same learning.
We’ve re-tested 13 ideas across a number of categories and price points, for both leading and challenger brands (thanks to Precision Sample for providing some of the sample for this).
Below are more details on the results and recommendations for future studies.
We continue to provide custom online surveys, FastTrack™ evaluations, low-cost ACUPULSE™ omnibus studies, and Live Online™ qual+quant solutions to help you navigate and come out even stronger during the rebound in the months ahead. Please contact us if you have questions or if there’s anything else we can do to help.
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DATA QUALITY RE-TEST RESULTS AND TEST RECOMMENDATIONS
On 10 of the 13 concepts, there were no significant differences in Purchase Probability, Uniqueness, or Value (or General Interest for 3 unpriced concepts) versus the original tests.
Three of the 13 changed, for (mostly) clear reasons:
One health concept generates higher Purchase Probability and higher Value now, likely because it included a bacteria cleaning benefit – we believe this increase is a real/sustaining change.
One food concept generates the same Purchase Probability but significantly lower Value now … reflecting the heightened attention on a premium idea that didn’t really justify its premium.
One personal care concept related to shaving had significantly lower Purchase Probability and the same Value, perhaps because people are shaving less.
This is consistent with 2 competitors who’ve re-tested in the U.S. and abroad and found nearly identical results.
12 personal care ideas tested in rapid succession on Impulse/Gut Reaction identified/ranked the top 5 ideas and bottom 2 ideas in the same order, and only one of the “middle” ideas tested significantly differently on this measure, perhaps because it had an on-the-go benefit after gym/sports which is a sore point right now.
Mean agreement levels were statistically equal for 13 of 14 insight statements, and the 14th was only off 0.3 points on a 0-to-10 scale.
All this notwithstanding, we have seen some movement in sub-segments as well as on diagnostic measures, indicating there may be some changes in isolated cases in how consumers react, understandably, but not to the level of changing overall recommendations.
All in all, we believe consumers have a clear cognitive capacity to project their feelings and conceptualize the future that lets them rate an idea or attitude in general instead of limiting themselves to the moment.
Going-forward, we’ll go the extra mile to help you get the learning you need:
CONTINUED CARE: We will continue to monitor results closely and re-test examples as needed. We predict results may elevate for anything involving promises of infection control, sanitization, or saving money, which would be real/sustainable advantages in the foreseeable future.
PREMIUMS: We encourage you to make sure any premium pricing in concepts is fully justified by perceived efficacy advantage that sustains good value, as consumer scrutiny on value has increased.
NEW STUDIES DURING CRISIS: We are happy to include/re-test a previously-tested idea for comparison – at a substantially reduced cost. While we expect similar results, to the extent they vary higher/lower, we can use this to help you understand any impact current conditions may be having on newly-tested concepts. Re-tests are also recommended when you are interested in closely comparing results to previously tested ideas among specific segments or on detailed diagnostics.
STUDIES AFTER THE CRISIS: For extra confidence, we would be happy to re-test an idea that was tested during the crisis for the first-time once it has passed, at a substantially reduced cost, to confirm the learnings hold true.
Free Report #10 – Holiday Safety, Vaccine Trends, and School Concerns
To close out 2020, our final waves of research for the year focus on holiday plans and precautions, parents’ concerns about current learning models for their children, and evolving trends related to economic and emotional impact as well as vaccination and coping strategies.
With the year coming to a close, our final waves of 2020 Covid research explore holiday plans, seasonal coping strategies, and parental concerns about education. We also revisit the economic and emotional effects of the pandemic, specifically looking at trends related to vaccination, employment, spending, and social behaviors.
Click below to download the FREE report.
Some key findings:
Most Americans are following safety precautions for the holidays, yet many are still willing to take at least some risk to celebrate with family/friends
Remote/virtual learning outweighs in-person schooling for the majority of children, and parents are now more concerned about academic and social setbacks than virus transmission
Most people are following the news about vaccines, and while those who do are more likely to want vaccination soon, interest remains lower versus what we saw during the summer, with 1-in-4 saying they probably or definitely won't get vaccinated
Not surprisingly, due to colder weather and recent spikes in cases, people are relying on indoor/at-home leisure activities more than before
Free Report #9 – News Sources, Politics, and Workplace Changes
This most recent wave of our pandemic tracking digs deeper into how the American workplace is changing – perhaps permanently – and looks at consumer opinions of different news sources and their correlation with political leanings.
This most recent wave of our pandemic tracking investigates which media outlets consumers are turning to for their news, how much they trust those sources, and how that correlates with their voting intentions in the 2020 presidential election.
We also explore what our changing workplaces look like, in addition to ongoing tracking of consumers’ core motivations and financial situations.
Click below to download the FREE report.
And, as a special addendum to this wave, we uncovered consumers’ attitudes and plans around this year’s Halloween:
CLICK TO ENLARGE
Free Report #8 – Safety Measures, Schools, and Coping through Food, Faith, and Alcohol
Our most recent COVID-related ACUPULSE surveys focus on consumers’ coping strategies, degree of adherence to safety measures, and the back-to-school decisions/challenges being faced by parents – in addition to tracking unemployment, shopping/spending habits, and personal priorities.
Waves 15–16 of our COVID-related ACUPULSE surveys conducted across nearly 20,000 consumers continue to explore important aspects of everyday life for Americans during the pandemic, specifically:
Adherence to safety measures such as hand washing/sanitizing, mask wearing, and social distancing
Intentions regarding vaccination
Coping through hobbies/entertainment, food/alcohol, health & fitness, spirituality, and more
Parents' choices and challenges around sending kids back to school – or not
Ongoing tracking of consumers' priorities, spending habits, and income/employment
Click below to download the FREE report.
Free Report #7 – Psychological Insights into Consumers’ COVID Reactions
Waves 13–14 of our ongoing tracking focus on the underlying psychology of attitudes toward mask-wearing and other crisis-related behaviors.
Waves 13–14 of our ongoing COVID tracking explore the underlying psychology of attitudes toward mask-wearing and other crisis-related behaviors, specifically:
The surprising threats that "mask avoiders" perceive as superseding their health concerns
A leading cognitive scientist's qual interviews yielding insights about emotionality, rational inconsistencies, and mental dichotomies
Statistical analysis identifying four COVID attitudinal factors – fear, self-assurance, trusting compliance, and skeptical non-compliance
Cognitive biases and System 1/System 2 conflicts
Click below to download the FREE report.
Free Report #6B – Re-Start Reactions, Commerce & Controversy (Quirk's Edition)
This Special Report for Quirk’s Media Subscribers captures Waves 10–12 tracking of peoples’ everyday lives, hearts, and minds since March 18 across more than 15,000 consumers.
This Special Report for Quirk’s Media Subscribers captures Waves 10–12 tracking of peoples’ everyday lives, hearts, and minds since March 18 across more than 15,000 consumers, including:
The positives, priorities, and emotions surrounding the crisis
Our most recent learning on reactions to resuming activities
Mixed attitudes concerning the protests against government restrictions – plus reactions to broader racial protests
How people want advertisers to adjust to current events
Click below to download the FREE report.
Free Report #6 – Re-Start Reactions, Commerce & Controversy
While many consumers have resumed normal activities, or plan to as soon as restrictions are lifted, up to 40% continue to say they will wait until they feel safe doing so. Many also hope to continue some of the new (positive) behaviors they’ve adopted during the lock-down. Still, patience is wearing thin, and the social landscape has become increasingly complex amid recent protests.
While many consumers have resumed normal activities, or plan to as soon as restrictions are lifted, up to 40% continue to say they will wait until they feel safe doing so. Many also hope to continue some of the new (positive) behaviors they’ve adopted during the lockdown. Still, patience is wearing thin, and the social landscape has become increasingly complex amid recent protests.
Click below to download our latest FREE report.
In our 10th and 11th waves of COVID-19 research, we explored:
How re-start's going and the future of commerce
Resumed activities, reactions, and plans
What's happening in e-commerce, including interest in subscription services and Amazon 2-hour delivery
The high (but declining) support for government restrictions, and demos behind changes
How people want advertisers to react to these social issues
Free Report #5 – Snacks, Masks, and Economic Impacts
It’s no surprise that consumers have been cooking and eating more during this time, which presents opportunities for Brands to meet a variety of needs regarding nutrition as well as convenience. Our most recent surveys looked to uncover these insights, as well as to understand differing opinions and expectations around safety restrictions, business re-openings, and income recovery.
It’s no surprise that consumers have been cooking and eating more during this time, which presents opportunities for Brands to meet a variety of needs regarding nutrition as well as convenience. Our most recent surveys looked to uncover these insights, as well as to understand differing opinions and expectations around safety restrictions, business re-openings, and income recovery.
Click below to download our latest FREE report.
In our 8th and 9th waves of COVID-19 research, we explored:
Changes in snacking habits – and resulting weight gains
Views from both sides of the fence around government restrictions and mask requirements
Trends in salary reductions, including impact of the crisis by income bracket
Expectations around job recovery among those who've lost employment or income
Free Report #4 – Opening Up
Government restrictions have little to do with consumers’ decisions about getting back into public life – personal perceptions of safety are what matter. Therefore, providing reassurance will be paramount to regaining business.
Government restrictions have little to do with consumers’ decisions about getting back into public life – personal perceptions of safety are what matter. Two-thirds of those who have stopped shopping in stores, going to restaurants, etc., say they will wait until it feels safe to go back. Therefore, providing reassurance will be paramount to regaining business.
Click below to download our latest FREE report.
In our 6th and 7th waves of COVID-19 research, we explored:
What, specifically, are the top 3 solutions most likely to make consumers feel safe?
Are people still willing to make sacrifices to help others, and how is that changing?
The dramatic shift we are seeing in consumers' priorities when buying products, right now!
As well as tracking changes in previous questions
Free Report #3 – Consumer Expectations
Recognizing that the world will be fundamentally changed following the COVID-19 pandemic, consumers share how their priorities and behaviors are shifting, as well as what they hope to see from companies as “the new normal” unfolds.
Recognizing that the world will be fundamentally changed following the COVID-19 pandemic, consumers share how their priorities and behaviors are shifting, as well as what they hope to see from companies as “the new normal” unfolds.
Click below to download our latest FREE report.
In our 4th and 5th waves of COVID-19 research, we explored:
More reactions to the changes in consumers' lives
What's giving them pride and confidence admidst the crisis
Attitudes toward the sacrifices and restrictions they're being asked to make, and what it means for the future
How they want companies and retailers to respond to the crisis
As well as tracking changes in previous questions
Free Report #2 – Looking Ahead to Post-Crisis
Because the situation is rapidly evolving, we are updating our learning periodically to keep you informed on trends related to the COVID-19 pandemic and how it’s affecting behaviors of American consumers.
Because the situation is rapidly evolving, we are updating our learning periodically to keep you informed on trends related to the COVID-19 pandemic and how it’s affecting behaviors of American consumers.
Click below to download our latest FREE report.
The 3rd wave of our research captures:
Consumers' shifting priorities post-crisis, including their opportunities and fears
The “unsung (product) heroes” and activities that are helping them through the crisis
How they expect their behaviors/lives to change when this is over – which suggest a variety of opportunities
Additional insights into the changes they want to see in advertising
Other trend data reinforcing the extent of the virus impact
Free Report #1 – Questions No One is Asking about the COVID-19 Consumer
As the COVID-19 pandemic continues to spread, affecting daily life for virtually all Americans, ACUPOLL seeks to provide a window into the hearts, minds, and evolving behaviors of consumers by posing questions we haven’t seen anyone else ask about it.
As the COVID-19 pandemic continues to spread, affecting daily life for virtually all Americans, ACUPOLL seeks to provide a window into the hearts, minds, and evolving behaviors of consumers by posing questions we haven’t seen anyone else ask about it.
Click below to download our FREE report showing the first two waves of research.
Because the situation is rapidly evolving, we began by capturing data over the course of 2 nights approximately one week apart, and will continue to update this learning periodically going forward.
Some areas of probing include:
Core Motivations behind purchase decisions
Behavior changes resulting from loss of income, social distancing, etc.
Opinions about the responsibility of advertisers
Key opportunities for strengthening/building loyalties
Research On Research: Methods Matter
Everyone knows the questions are important – but so are the answers! In this head-to-head comparison, we assessed two research scales to see which performs better.
Everyone knows the questions are important – but so are the answers! In this head-to-head comparison, we assessed two research scales to see which performs better.
The Contestants
The Competition
Sequential monadic concept test with 3 food concepts
A separate cell using each scale, with a series of forced choice comparison questions at the end
Nationally representative sample of 209 adults 18+
The Results
TWICE as many respondents thought the ACUPOLL Scale was easier to answer, more intuitive, and better captured how they feel.
This wasn’t just consumers’ opinions – they actually completed the survey with the ACUPOLL scale 15% faster!
The Implications
More Accurate Research: The ACUPOLL Scale provides clients with results that consumers indicate better represent their natural and true opinions, without forcing them to choose among labeled answers that often split hairs.
More In Less Time: With 15% faster data collection, your surveys can cover more ground in the same amount of time, with less consumer fatigue.
Better Statistics: Unlike traditional labeled scales where “extremely” is closer to “very” than “very” is to “somewhat,” the ACUPOLL Scale is an equal-interval scale that facilitates more accurate and reliable statistical analysis (correlations, regressions, etc.).
Contact us today to learn more, and find out how we can apply this to give you
Greater Clarity for Better Decisions™!
Additional perspective is below if you’re interested!
The “System 1” Scale: As Nobel Prize-winning psychologist and author of Thinking, Fast and Slow describes, “Our thoughts and actions are routinely guided by [our brain’s] ‘System 1’ and generally are on the mark.”(1) System 1 is the automatic, impulsive, and more emotional side of the brain, as opposed to System 2, which is more effortful, reflective, and has a risk of “over-think.” An easier, more intuitive scale like ACUPOLL’s allows consumers to react more impulsively, consistent with their true feelings, which results in more accurate data for better learning.
Ahead of Our Time: ACUPOLL launched with this scale in 1991. The 0-to-10 pain intensity scale recommended by the National Institute of Health was introduced in 1993.(2) And, Fred Reichheld used this scale when he introduced the Net Promoter Scale in 2003.(3)
Consistent with Better Research Quality: Twice as many consumers also said the ACUPOLL Scale would be “more enjoyable in a long survey.” The Advertising Research Foundation’s Foundations of Quality study concluded, “As Survey Enjoyment increases, so does a respondent’s level of attention and engagement, ultimately affecting data quality.”(4)
Kahneman, D. (2011). Thinking, Fast and Slow. New York, NY: Farrar, Straus and Giroux.
McCaffery, M., & Beebe, A. (1993). Pain: Clinical Manual for Nursing Practice. Baltimore, MD: V.V. Mosby Company.
Reichheld, F. (2003, December). The one number you need to grow. Harvard Business Review, 81(12), 46–54.
Walker, R.W., & Cook, W.A. (2013). You can’t put a price tag on a survey participant’s enjoyment: the latest findings from the ARF’s “foundations of quality” research. Journal of Advertising Research, 53(3), 254–257.