FORCED CHOICES REVEAL MORE CUSTOMER INSIGHTS THAN RATINGS

Summary from the TLDR Marketing newsletter

Traditional rating-based surveys, such as asking consumers how likely they are to purchase a product or visit a restaurant, often produce misleading results. These studies fail to account for real-world trade-offs. Research shows that forcing respondents to prioritize choices, such as ranking a movie among their top three weekend plans or choosing between clear and conflicting options. This approach, used in discrete choice models like MaxDiff and conjoint analysis, enhances market research by identifying true consumer preferences rather than hypothetical intentions.