Monadic rating

In monadic rating, the respondent is asked to give a product or service a rating on a scale without any reference or comparison to another product or service. The aim of monadic rating is to get a respondent’s honest reaction to a single concept without other ideas or products clouding their judgment. Once the researcher has gathered feedback on the single product or concept, they can then analyse the results to determine its effectiveness, appeal and any potential areas for improvement.

Monadic rating can be used in various qualitative and quantitative studies. Common use cases include product concept testing or packaging research, and it is also used in pricing studies. These types of surveys tend to be short but offer lot of depth compared to a process known as sequential monadic testing (a type of comparison testing), where multiple concepts are shown one after the other. This is because only focusing on one product or concept allows the researcher to follow up with more questions.

This type of study is very important in market research, particularly for companies seeking unbiased, focused feedback. By minimising order bias and interaction effects, which commonly occur with comparison testing, it increases the reliability of the study. Monadic rating can also give an accurate assessment of how a product will perform in a market as it essentially mimics a real-life scenario. For example, consumers will usually only see one version of a product or concept on the shelf, mirroring the process of monadic rating.

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We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.

From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.

Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.

Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.