Traditional scaled questions are confusing, limited, and prone to individual interpretation. Choice-based approaches remove these limitations by asking respondents to choose between two options – product A versus product B or message C versus message D.
As consumers, we don’t rate things on a scale and then pick the highest rated item. We compare across the category and choose what best fits our needs. Insights from choice models tend to better reflect consumer behavior in market.
Any research agency can do standard choice modeling (discrete choice models or DCMs, MaxDiffs, etc.). PSB turns these methods on their heads to solve our client’s unique challenges.
