Dial Testing / Perception Analyzing

The role of dial testing / perception analyzing methodology is to be able to understand continuous, second by second account of how a group is feeling about a particular stimulus. Dial testing is a highly significant examining research tool used to assist companies in gaining a deeper understanding of their customers’ and prospects’ perceptions, feelings, motivations, and desires. Dial testing is a well-respected means of gathering in-depth, immediate results using handheld wireless technology to monitor emotional responses.

The primary reason for conducting market research using dial testing is that dial testing allows respondents to express honest viewpoints through nonverbal and semi-anonymous feedback. In the dial testing session, individuals can give their responses by moving a digital dial from 0 to 100 as a way to monitor their positive or negative reaction to what they are viewing and hearing. A line graph is immediately created as a mean of the individual responses of the participants in the group, to show the mean or average response to the stimulus. A line graph can be broken into sub groups so that so that any specific category of respondent can be identified. As the line graph is being created, it is superimposed on to the stimulus itself through videotaping. Therefore, one can tell exactly when the stimulus becomes undesirable to the respondents.

In addition, dial testing gives the client the opportunity to remove a part of the stimulus that is undesirable and replace it with something more advantageous. The client then has a chance to maximize the market share, response rate, and or attention span, which ultimately turn into profit. A controlled session can involve starting and stopping the stimulus to interject questions related to what was just seen or heard. This methodology is an effective way to delve into the meaning that exists beneath the surface positive and negative responses, while simultaneously identifying key attributes those consumers believe to be either important or unimportant.

• Dial testing can be applied to many forms of research such as, television shows, advertising, live broadcasts, fundraising efforts, consumer product testing, speeches and or seminars.
• Generates new ideas (either for new products, advertising campaigns, etc.).
• Obtains un-biased feedback on an image that a regular questionnaire cannot provide.
• Helps to point out the key attributes that consumers believe are important, as well as what is not important.
• Allow respondents to express instant emotion towards a controlled stimulus.
• Obtains fast, immediate reactions from participants that can be superimposed onto a videotaped or CD format for easy readability in spotting trends.
• Assists marketers in preparing better advertising pieces to promote their goods and services to the right target market.

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