Monadic/Sequential Testing
Monadic/Sequential Testing
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In comms testing, a monadic approach, where respondents evaluate only one comms, offers the purest evaluation
- Consumers simply rate the comms or concept on a series of measures
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A sequential monadic design, where respondents evaluate multiple comms, offers higher levels of sampling efficiency
- But this can be over sensitive if there is a high degree of similarity between the products being tested
