March 5-6, 2019

Register Now Convince the Boss

How AT&T Gained Accuracy and Reduced the Respondent Burden in New Product Research

Room 2 | 4:00-4:30 | Wednesday, March 6, 2019

AT&T’s John Voda, in conjunction with KS&R, will detail the workings of a technique to improve accuracy and make the task of researching new products and services less cumbersome for respondents. The methodology is a two-step approach that combines discrete choice and Q-sort to yield a stronger result when a long list of features needs to be tested than forcing everything into a potentially burdensome discrete choice exercise.

There have been numerous ways proposed to augment discrete choice data when it involves an attribute with many levels such as a list of promotional items or possible features. These include progressive build tasks, partial profiles, tournament tasks and data augmentation using a max-diff or Q-sort exercise. The presenters will propose an alternative solution to this problem which lies in breaking the standard choice task into two simple tasks, a positive Q-sort exercise (or max-diff) and a reduced set of discrete choice scenarios with fixed sets of features. This approach relieves the strain on the respondent and results in a more accurate assessment of each feature at the individual level.


More sessions

See all sessions

Drink the Honey: Embrace the New Market Research Technology

Wednesday, March 6 | 10:00 a.m. – 10:30 a.m. | Agile Insights Lab Why in two quick years, my job looks almost nothing like it once did and is 10 times [...]


Enhancing Guest Experience by Turning Insights Into Belief

Known for making healthy living affordable, Sprouts’ welcoming environment and knowledgeable team members continue to drive its expansion from coast to coast. But with constant growth, how does a retailer [...]


Tuesday | 11:30-12:00 | Room 4

Writing Better Questionnaires: How to Identify and Fix Biases and Communication Errors in Your Surveys (45-minutes session)

Writing a questionnaire is arguably one of the most challenging forms of writing. It is a conversation between you and hundreds – and often thousands – of diverse respondents. The [...]


Wednesday | 11:30-12:00 | Room 2