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Subjects test two concepts to determine the better concept

Paired-Comparison experiments are when subjects are asked to test two or more concepts and specify the better or more preferred concept. This research design:

  • Allows subject to contrast the finer details between the two concepts.
  • Tends to be an inexpensive experimental technique as sample sizes can be smaller.
  • This type of experiment is so heavily influenced by the consumer that it can cause an “interaction effect”, which means that any differences in the first product (known as the control) will create a correlating variance in the test concept's scores.

To learn about the Protomonadic Research Design, click here.