Value Proposition testing plays to Google Consumer Surveys’ strength.
Traditionally, when you test the value of a proposition in an opinion survey, your respondents are contaminated by order bias (what a respondent hears early in a questionnaire can contaminate what a respondent thinks later in the same survey).
Typically, you describe a new product to a respondent (let’s call the new product “x“). You ask the respondent if he/she is willing to pay $40 for x. If the respondent says “no,” you ask if he/she is willing to pay $30, and if the respondent still says “no,” you ask if he she is willing to pay $20. The problem is, $20 sounds a lot better if you have already heard $40 and $30 read to you. In fact, $20 sounds about half as much as $40.
Inversely, you can work the respondent up the ladder (Would you pay $10 for x? How about $15? How about $20? … but somehow $20 sounds more expensive when it follows $10 and $15, if all of those pricepoints are described to the same respondent, as they are in a typical research study). Plus, any rational consumer would say to himself/herself, “why should i pay $20 if the interviewer just offered it to me for $10?”
With Google Consumer Surveys, no respondent ever sees more than one question. So in the example that follows, where the DIY researcher is testing 5 different value propositions, the DIY researcher can know that a respondent who is offered 5 GB of free storage for a lifetime will not have been (and will not ever be) contaminated by the respondents who were offered a “sweeter” deal, of which there were 4 sweeter deals simultaneously being tested. Even the respondents who were offered 20 GB of free storage for life were not aware that an even sweeter offer was being tested. See the range of value propositions here:
Google Consumer Surveys has some limitations, as we have documented in recent posts, but in the case of testing a value proposition, Google Consumer Surveys may have certain strengths that make it a better choice than a traditional research. Our hat is off to this DIY research outfit for making a creative use of Google Consumer Surveys.
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