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Multi-code (market research)
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Multi-code (market research)
Multi-code lists are useful where decisions or behaviours are likely to be influenced by more than one factor. For example, when shopping for a new pair of shoes, purchase decisions are often influenced by a variety of considerations such as price, design, comfort, brand etc.
Therefore, using a multi-code question can provide a broader understanding of purchasing behaviours by highlighting all possible drivers behind the decision (or purchase in this example). Questions like this are clearly defined in all questionnaires where they are utilised, and respondents are directed with specific instructions such as ‘Please select all that apply’ to ensure they understand they are able to select more than one answer option.
When it comes to analysis of multi-code questions, it is typically based on frequency of selection and reported as a percentage of respondents who selected each answer option. As respondents are able to select more than one answer option, questions like this do not provide insight into mutually exclusive preferences.
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.
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.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
