In September 2004, I wrote about the effects of personalities and occupations on how a glass half filled is seen.  The intent of that paper was to demonstrate how the same thing can be seen differently by different people.  I would like to extend that thought to how the mental and physical environments can also play an important part in how things are viewed.  Also that a person can, under different conditions, see and respond differently to the same thing.  This should have a profound effect on how you design your research.  In the simplest of terms, for example, a person can be a shopper, tester or user.  Under each of these three conditions, the respondent will see the same thing differently.

Tester vs. User

In the ancient times of the Views (January 1995 & June 1995), I wrote about two studies that compared the results obtained under different circumstances.  In the first test, we compared the results obtained from two panels.  In the first panel, the participants were asked to test a liquid dishwashing detergent.  In the second panel, the participants were told that we had some leftover dishwashing detergent and they could have some to use if they wanted it.  After two weeks both panels were called and interviewed about the dishwashing detergent.  The results from the two panels were dramatically different.  In the first panel, we had testers whereas in the second panel, we had users -- resulting in two completely different mindsets during usage.

In the second study, we were about to introduce an up-grade to a current brand.  The up-grade was an 80/w0 winner, in a paired comparison blind test, over the current market product.  The packaging of the up-grade resulted in a packaging negative.  When the new version, containing the packaging negative was tested against the current version, the previous loser, the current version, was a slight winner.  After considerable discussion, the new version complete with the packaging negative was introduced into the market via a controlled store test.  Follow-up interviews among the purchasers of the new new version showed that the packaging negative was not seen or at least not important enough in their evaluation to be mentioned.  Testers thought the packaging negative was critical, while the users (purchasers) did not consider it important.

Testers vs. Shoppers

In the early 1980s, in order to speed up our research and at the same time make it more realistic, a simulated store was set up in one of our technical centers.  This allowed us to conduct in-aisle research under a more tightly controlled environment.  concern was expressed about the validity of the data collected under simulated conditions.  A study was conducted and it showed small but important differences.  Before rejecting this new research tool based on one study, a second person was selected to conduct a series of studies comparing data collected in the simulated store with data collected from real stores.  His results showed significant differences in all ten studies and important differences in three of the ten.  Important meaning that the difference was not just intensity but directional.  Were the differences in results due to the physical differences (simulated vs. real stores) or could it have been mental (tester vs. shopper)?  We don't know.  Regardless, they yield different results.

Next

POPSG home

MRlibrary

Sorensen Associates

Views

Researcher Resumes

In-store Bibliography

Register for Email Views

Previous