top of page


To learn how your new ad, product or concept fits the market before launching, it can be beneficial to test it to the target audience before the release.


A test can assist to the shortlisting of the luxury of too many good concepts, it also reduces the risk of nasty surprises, you did not think of before launch, and a test just gives a nice confidence and comfort in the decision process. Various methods are involved in the development of the questionnaire, the structuring of data and the analysis - as it is of particular concern to be sure to ask the right questions and not unintentionally probing the interviewed in a specific direction.


A final assesment of the succes of a future contept will hence, be based on a deep analysis of vaious aspects and dimensions.


Monadic Testing

A monadic survey means that each respondent is presented exclusively to one idea or concept in the test situation.


A monadic study is conducted with uniform, but independent and comparable samples and the results are presented by comparing the results of each sample. This method will provide a valid depiction of the success of each concept, as the results will not be influenced by the another concepts’ attractiveness. If multiple concepts are tested among all respondents, there is a high risk of order effect and thus bias in the assessment of the different concepts.


A monadic survey contradicts from the monadic sequential survey where each respondent is shown every idea next to each other for direct comparision.

bottom of page