单子测试市场研究

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什么是单子测试市场研究？

Monadic Testing is a method of consumer testing. With this method, the respondent rates one thing by itself. In essence, it’s done in isolation, separate from the influence of other choices. It is unlike comparison testing, which uses many options and respondents. Monadic Testing is suitable for concept testing and packing research. Areas like this need specific information that can grab a new customer’s attention. Why? Because they represent the brand itself in a way. In most cases, a monadic test operates like this:

图 1.0 显示了单子测试

在图 1.0 中，研究人员给每个小组一个想法，并提出问题以了解他们对这个想法的感受。对照组也作为衡量变化的基准。然后，当他们进行测试时，研究人员收集结果并进行分析。在这个测试中，人们不必自己比较产品/想法/设计。他们只需关注眼前的东西。因此，他们的选择不会受到周围其他产品的影响。

为什么单子测试市场研究很重要？

The main advantage of the monadic test is that it can realistically measure the appeal of a product or service. In other words, it gets an accurate opinion of the potential customers. Even better, it does so without outside influences. Monadic tests are essential to get a more realistic view of customers’ choices in the market. In contrast, a comparison test usually provides information that lacks context. Thus, it is less valuable. When doing market research, getting the most accurate information is crucial.

To summarize, the better the info, the better the insights. And the better the insights, the better the predictions. Market research seeks to produce accurate information with practical application. And you can’t do that if your methods lack depth.

主要职位

一些值得注意的工作包括：

• 市场研究分析师
• 数据研究分析师
• 产品分析师

企业为何需要单子测试市场研究

One of the main things to note when running a business is efficiency. You have to make sure you’re getting the most bang for your buck. You have to look at it spending-wise and consider the time and effort spent on your new projects. Monadic Testing is an excellent way of getting more in-depth and valuable info for your market research. Furthermore, monadic tests need fewer people to run, saving time and money.

关键成功因素

虽然人性化始终很重要，但如果不利用我们掌握的新工具，那就太浪费了。算法可以让你浏览数千个数据集。它们可以为你节省数月的研究时间。从本质上讲，基于软件的方法可以加快市场研究的速度。

So, one solution is to use other market research studies and learn from them. Many businesses use monadic market research to help fine-tune their operations. Some of this information is available online and is easy to access. While it’s best to do your market research for the kind of data most relevant to your needs, it doesn’t hurt to read up.

It is worth noting that people’s choices can influence results. So, for Monadic Testing, researchers show them different scenarios. For example, a person who starts the test with a product design they like may give the ones that come after a lower score. If the researcher only showed people each design without prior knowledge, that wouldn’t happen. They would give a more accurate representation of a new consumer. So, it’s essential to make a note of that.

关于 Monadic Testing Market Research

研究人员在定价研究中使用单子测试。他们在测试中使用定性和定量研究。通过纳入焦点小组和调查来增加数据集也是不错的选择。访谈是另一个可以融入到您的流程中的好工具。这些也可以帮助填补空白并提供更好的“见解”。