What is comparison testing?

In comparison tests, respondents compare multiple concepts as they are shown next to each other. The respondents can rank the concepts or directly select the best concept.

To set up a comparison test in your QuestionPro account, please follow the steps below:

• Go to: Surveys >> Edit. Add a closed ended question type to your survey.
• Add the question text and answer text.

• That's it. You have successfully created a comparison study in your QuestionPro account.
• The results of the comparison study are pretty straight forward. You can go to: Surveys >> Analytics to check the results for your question.

Following are some question types which can be used for the comparison testing:

• Multiple choice(select one): You can use this question type to ask the likability of the respondent towards a specific text.
• Image Chooser (select one): You can use this question type to ask the likability of the respondent towards a specific image.
• Ordering(Rank Order): You can use this question type to ask the likability of the respondent towards a specific text/image by giving them the option to rank the answer choices.
• Basic Matrix(Multi-Point Scales): You can use this question type to ask the rating/satisfaction of the respondent towards various items by giving them the option to select the rating or answer option of each item mention in the question.

• Comparison testing provides results that are easy to understand.
• This is a clear winner amongst the concepts since the respondents directly identify that they like a specific ad campaign better than the others or are willing to pay more for a particular product.

• Although the results provided by a comparison test are easy to digest, they seldom offer real context about the true appeal of a concept
• There might be a specific detail about an ad campaign or a particular feature of a product that made it more appealing to the respondents. Such details are essential while deciding whether to invest in a concept.