4 Types of Qualitative Testing Methods

When a researcher has multiple concepts or products to test, they often turn to us to help design the research to optimize their insights. In doing so, we have to make the choice between several different qualitative testing options.

In this blog we’ll discuss:

1. Direct Exploration

2. Monadic Testing

3. Sequential Monadic Testing

4. Discrete Choice Testing

The following is a quick guide for researchers and clients alike on how to use each. Below you’ll find quick definitions and examples. It is important to note that these are all taken within the context of qualitative research. Examples and definitions will be somewhat different for statistical or quantitative testing.

1. Direct Exploration

This method is generally used in the initial phases of testing to gauge a sample’s expectations, attitudes, and initial interest in a potential product or concept. This approach usually does not provide the sample with a stimuli, but instead relies on them to give open-ended, unaided feedback. This feedback is then used as the initial building block for development.

Use Case:
Understand pain points current users have with a product’s use and storage to help develop better packaging.

Example:
Major CPG company needed to understand consumer pain points with storage and pouring using their current packaging. Feedback was used to develop new, innovative packaging that directly addressed consumer need.

2. Monadic Testing

Monadic testing involves providing the respondent with an individual concept, product, or isolated aspect of a stimulus. In monadic testing, the stimuli is shown and evaluated on its own, separately from other designs. This is a common approach when direct comparisons aren’t desired, but instead a team needs to get a completely clean read on each piece of stimuli.

Use Case:
After gaining initial exploration, show one potential new package idea and have respondents discuss overall reactions, interest and concerns.

Example:
After gaining initial exploration feedback, a petcare company shows one potential new package idea for pet food, having respondents discuss overall reactions, interest, and concerns.

3. Sequential Monadic Testing

Like monadic testing, sequential monadic (also called paired testing) involves showing one piece of stimuli at a time. However, in sequential monadic tests, respondents will also be shown another alternative design. This is an excellent option for understanding small differences and preferences between two designs, as each is shown on its own and given the respondents’ full attention.

Use Case:
Have respondents view and evaluate both the current package and the new design. Control for order bias by using two groups, one which sees the new design first; the other which sees the current design first.

Example:
A home and lawncare product company is testing a new design for a lawncare product against its current product. Researchers used two groups, one which saw the new design first; the other which saw the current design first. The company was able to take feedback to make iterative improvements to their concepts.

4. Discrete Choice Testing

Discrete choice testing is similar to paired monadic testing in that multiple options are being tested. The difference is that all choices are presented at once, and respondents might be asked questions regarding different aspects of each concept as compared to another option. In other words, they are given a set of options and asked to make a discrete choice at each step. In qualitative research, we would then ask them to explain their choice to better understand driving factors.

Use Case:
Show consumers all possible options in each category (font, icons, manipulation, etc…) and test them all against each other at once to determine audience preference for multiple aspects of a concept.

Example:
A food and beverage company wants to understand audience preferences for multiple aspects of a new product: The font used on the package, the icons used on the package directions, and the description and benefits listed on the package.

Before you start developing your qualitative research strategy, make sure you understand what kind of testing would best help you meet your goals. If you’re not sure, the GutCheck team is always here to help! To see an example of these strategies in action, check out the case study below, in which a major beauty brand employed qualitative research to optimize their latest cosmetic packaging.

And be sure to check out our other case studies where we take a deeper dive into both qualitative and quantitative research.