Abstract:

The purpose of this report is to discuss an approach to converting preference ranks to intensities so that the scaled degree of hedonic difference among the ranked items can be determined. These preliminary results can then be used to predict paired preference and provide a basis for designing quantitative preference advertising claims or used to guide the development of products that are superior to competitors. Preference clams against competitors, especially if they are quantitative such as “two out of three people prefer…” are very powerful. To prepare for the test on which a claim will rely, it is often worthwhile to conduct preliminary or pilot research. Projections from this research can help to plan research aimed at the most compelling claims outcome.