People need to shop like passionate Italian chefs. They need to care a lot about flavor, spend a lot of time on food — finding cucumbers that taste like cucumbers, tomatoes that taste like tomato — and the food is more satisfying. It’s also a lot easier to cook. – Mark Schatzker
A friend of mine recently asked me if it was possible to allow participants to choose between the third and fourth most preferred options identified from a rank order question type in Qualtrics. It is. And this post tells how you can do it.
Adam Alter and Hal Hershfield have a study in the Proceedings of the National Academy of Sciences showing people search for meaning when they approach a new decade in chronological age.
- A.L. Alter, and H.E. Hershfield, "People search for meaning when they approach a new decade in chronological age: Table 1.", Proceedings of the National Academy of Sciences, vol. 111, pp. 17066-17070, 2014. http://dx.doi.org/10.1073/pnas.1415086111
European telecommunications company Orange partnered with Paris-based advertising agency Publicis Conseil and Toronto-based digital design agency Jam3 to create a surreal digital experience that allows users to speak with a simulated version of themselves 20 years in the future. The result, which is part of Orange’s 20th anniversary #futureself campaign, uses a combination of aging simulation and 3D rendering technologies to essentially allow folks to question their future selves.
In Defense of ‘Nudging’: When the Government Nudges, Everyone Wins by Noah Castelo & Jon Jachimowicz
Hal Hershfield, one of my closest advisors and mentors delivers a brilliant TED talk. You MUST check this out.
Link to video
Clinical Professor of Marketing at NYU Stern Scott Galloway predicts that “buy” buttons on Facebook may not be effective, as buyers may not be in the mood to buy. His comments raise bigger questions about mindsets more generally, and how they influence consumer behavior.
Accounting for slight variations in choices which are intended to be “the same”
This article outlines a procedure to use in Qualtrics to counterbalance two choices within a single question. This is useful when you are offering a choice between to items which are intended to be the same, with the exception of some experimentally manipulated item. But when you offer two choices, it is obvious your intention if you make them the same, so instead you make them similar. This leads to problems, however. Are differences you see in the data the result of the experimental manipulation or a slight preference for one of the options? You can correct this by counterbalancing, associating your manipulation with one choice to half the participants, and to the other choice with the other half. Here’s how.