Views from the Hills by R. E. Stevens, GENESIS II (The Second Beginning) E-Mail views@aol.com

Previous Views

I have been asked about re-issuing some of my old Views, especially some of the better ones written in the early 1990s.  Instead, I would like to call your attention to some of the ones that I think are worth reviewing and if you are interested, you can use the website "www.mrlibrary.com" to review them at your convenience.  If you go to the website, look under "Experts/Forums" in the Research category and click on "Views."  There are over 200 Views on that site.

Following are some very early Views that you may find interesting:

Pair vs. Single Product Testing  DATE: September 3, 1994  [In this Views, I discuss the difference in the two protocols and the purpose for which each is used.  For instance, a pair test is about discerning choice while a single product test is used for evaluation.  I believe that the pair test is one of the most frequently mis-used research protocols.]

Test Protocols of Possible Interest DATE: February 24, 1994 [In one of the studies cited in this paper, the test shows that we can measure the effects of a simple addition to the carton copy and also the dramatic effect the addition plays in acceptance.]

S.P.A.C.E. (Sequential Point Assessment in Concept Evaluation)  DATE:  September 27, 1994 [This paper outlines the Space Protocol and the information generated.  Space is an excellent tool in the development and evaluation of concepts.]

Negative Brand Share DATE:  October 17, 1994 [The Negative Brand Share Technique is ideal for exploring how a brand might be improved based on reasons why a particular brand is not selected at the time of a category purchase.  Also see Negative Brand Share DATE:  September 27, 1999 for an additional perspective.]

Ten-Step Program DATE: November 19, 1994 [This paper focuses on the difference between Brand vs. Product testing or as it is called in the outline, Identified vs. Blind testing and how each protocol can lead to dramatically different results.  Also a paper sent out a year later follows the same theme.  That paper was Blind Tests Are Poor Indicators of Market Success DATE: October 14, 1995]

Sequential Monadic Testing DATE: December 1, 1994 [This Views discusses the problems of order effects in the Sequential Monadic or Protomonadic test design.]

Testers vs. Users DATE:  January 11, 1995 and
Testers vs. Users DATE:  June 10, 1995 [Both of these papers cover the difference in results obtained under the two different research environments.  Both are valid research techniques and each has its own place in product development.]

Performance vs. Perception Research DATE:   December 22, 1994 [Do you want to know what happened or what the consumer sees or thinks happened?  Each perspective requires a different research protocol and environment.]


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