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The Demographix Research Blog
Random thoughts from the team at demographix, keeping you up to date with what's new in the world of online research. Use the year and month links below to navigate the blog entries.
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July 2010 blog entries:
Using Demographix for researching new products
26 Jul 2010 — Surveys built with Demographix are frequently used for research into developing new products and services. Market research techniques, such as conjoint analysis, are used to determine what features (or attributes) a new product or service should have and how it should be priced.
Researchers aim to identify the individual attributes that really matter to buyers - and what "trade-offs" buyers make. For example, when buying a pen, is the grip and feel of the pen more important than the cost of an ink cartridge refill? And what is most likely to be traded off, and what least likely, and what combinations thereof?
Demographix has several kinds of question types that researchers use to measure the importance of product or service attributes, and the relative importance respondents place on these. We'd like to highlight a couple:
1. Slider Mixing Desk questions: These allow you to create attribute scales between two opposing qualities, and ask respondents to position themselves according to their preferences. This is just one of a variety of "flavours" we offer in our "Sliders" range of question types, available as standard to all users. Here's an example:
2. Randomiser questions: Showing respondents a range of prices (or attributes) can have an inherent bias - most respondents will always pick the cheapest price, for example. Randomiser questions randomly show a value in a statement, such as "Would you pay [X] for this service?". You specify the values - such as $25, $50, $75 and $100. Respondents are asked to make a price evaluation, allowing researchers to discover if there is a crucial "breaking point" above which few will go.
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