Monadic Test Surveys
Typically, market researchers need to evaluate various alternatives, from concepts, packs, products or advertising campaigns.
Monadic testing allows you to test several stimuli, among different respondents, from the same target, to find a winner.
The results obtained can be analyzed independently for the tested stimuli or compared with another stimulus whose results have been obtained in the same way, but with a different group of consumers.
In a monadic set-up, you get unbiased evaluations of the stimuli you are testing.
Step 1 – Select Monadic Test
From the Zinklar platform homepage you need to select Create Project which is located in the top right of the page. After clicking this option the screen will change and allow you to enter your project name and to choose either a Study, Monadic Test, Multicountry or tracking project. For new users you might see Multicountry and Tracking as disabled this is only because you need to launch your first study and then these options will become available.
It is quick to design and set-up with Zinklar, and easy to analyze and understand the results.
Step 2 – Interviewing the correct target audience
After you name your projects, you can select the country you want to survey. You can select from upto 80 different countries, where 99% of market research takes place.
Next, you can select the desired sample size. This will decide how many respondents see each concept we are showing in the test. For example, you could choose 300 for each concept.
Remember, this is a monadic test. So, you will actually have 900 total interviews, split between the 3 projects, each showing a different concept.
You can tell this, as the number shows “x3 Stimulus – you can choose up to 12 stimuli.
Step 3 – creating a Monadic survey
First, as this is a monadic set-up, we must configure all the stimuli.
In this example, you could test 3 different concepts, in 3 unique projects.
In this box, you can upload the stimulus we will show in each project.
You can write an introduction to them if necessary, and label them so we know which is each image.
To upload an image you select a file from your computer.
Depending on the project, the image will then be shown in the block below, identified with the eye.
Right now this question block is at the top of the survey, but it’s likely you would want to ask some other questions first in the survey before you show the concept.
You could ask some questions about brand usage for example. Now, you could ask “which brands have you bought in the past 3 months” and “most often”. Then, we recommend you show the stimuli.
If you need to edit the stimuli at a later stage, you can always edit and change them as you like in the configuration block
Step 4 – Complete creation of survey
All the question types you can think of are available in Zinklar, including open ended answers and video responses; ranking and scale questions, heatmap questions, and including video, audio and images in the survey.
We also have a question library. This can help you get started and quickly create surveys. These are pre-filled questions, which you then customize once added to the survey.
Step 5 – Preview survey
This shows you exactly how your survey will display on the respondent’s mobile phone. It is useful to try out all the possible different paths you have programmed.
As this is a monadic test, you will need to select the stimulus we want to test. These are the 3 concepts we uploaded earlier.
Depending on which project a respondent enters, they will see one of these concepts
Step 6 – Launch survey
Before launching the survey you will need to confirm your billing information, decide if you want to pay with balance in your account or through credit card, and decide if you want to schedule your launch or launch immediately.
Step 7 – Analyze results
After around 10 minutes the first answers will start entering and you will be able to start analyzing the results in real-time.
You will see we have scores for each of the concepts we tested, compared next to each other.
Each question comes through as its own Chart. You can decide to see sample size, the average or change it to a table. You can also hide certain answers. Open ended answers will also come through as a word cloud, with sentiment coding.
On the left menu you can choose Demographics to filter by gender, ages or regions.
You can also use the Advanced tab to also filter by any of the answers given with a survey. This is a really powerful tool to quickly see the results by any sub-targets or brand buyers or certain characteristics.
You also can Export any of the data from the Dashboard, based on any of the customizations you make.
This can be as a Data File. This includes each answer every respondent gave.
As Aggregated Tables. This tabulates each question for you, with column headers for demographics.
The Aggregated Tables also show significant differences between column headers automatically for you, removing the need for any data processing.
You can also export as PPT. This downloads every chart in the Dashboard into an editable format on PowerPoint. So, if you want to change a chart visualization or write a very quick report, you can do it this way.
Furthermore, you can also Share the Dashboard to anyone you like, with the URL or email.
Step 8 – Comparison of stimulus
If you have launched a study that includes scale questions then you can view the summary scorecard. The table shows all of the stimulus and includes information on the overall liking for each stimuli. The data is split to show the top 2 % and the top 3 % as to provide a clear indicator of the popularity of each option/concept.