Motivation Map Opinion Research

Motivation Map opinion research was created to collect "high quality" opinion data for concept testing, message testing, product style ranking, benefit segmentation and price testing. It is a choice-based adaptive survey tool to rank the appeal of up to 100 images, designs, product styles, features, benefits, messages, prices and sales offers.

What is "high quality" opinion data?

Great care must be taken in the design of opinion surveys to elicit the most unbiased response.  Question type, question order and wording used in instructions and questions can have unintended effects on responses.  It is human nature to take cues from early questions for how later questions should be answered, to figure out what brand or organization is sponsoring the survey and adjust answers accordingly, or to over-think questions to give intellectualized, politically correct answers.  See the detailed discussion of the Seven Nemeses of Opinion Research.  Read more

Motivation Map opinion research is designed to address these seven challenges to collecting unbiased opinions.  The game-like visual structure of choosing among options in a Motivation Map ranking exercise elicits a gut level emotional response to rank concepts and messages.  Choosing among options is the most natural of thought processes.  Each of us makes thousands of such choices each day.   It is how we navigate life.   We don't slow down to analyze, rationalize or tweak our political correctness. Further, the game-like feel and the structure of asking respondents to only rank stimuli "that are important", reduces respondent fatigue.  The result is high quality opinion data that is less affected by the pitfalls of opinion research than traditional surveys.

Even with these precautions some respondents become distracted as they take a survey.  Motivation Map rank ordering is configured with two unobtrusive validity tests to detect position order bias and consistency of response to allow the researcher to identify and remove invalid answer sets from the study, removing meaningless variance from the data.  The result is high quality opinion data to guide your marketing and communication decisions.