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. Here are 4 quick topline results:
- 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+
- 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!
- 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.).
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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
1Kahneman, D. (2011). Thinking, Fast and Slow. New York, NY: Farrar, Straus and Giroux.
2McCaffery, M., & Beebe, A. (1993). Pain: Clinical Manual for Nursing Practice. Baltimore, MD: V.V. Mosby Company.
3Reichheld, F. (2003, December). The one number you need to grow. Harvard Business Review, 81(12), 46–54.
4Walker, 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.