Monadic Testing

Monadic Testing is an experimental design that allows researchers to create a single testing instrument that systematically assesses multiple different concepts and controls for the potential for bias. In this experiment, respondents use the testing instrument to assess only one concept, and each concept is tested among different respondents. Thus, researchers can compare the performance of each concept at the end of the experiment, and each concept can be evaluated without being biased by the influence of the other concepts.

Monadic Testing can be leveraged for a wide variety of use cases, including ad testing, creative testing, concept testing, price testing, and product testing.

 

Example

A car manufacturer is re-designing its logo and has 3 potential creatives for consideration. They decide to survey people who are aware of their brand and use monadic testing to see which logo they prefer. The Research Director designs of survey of n=2,000 respondents, and creates quotas for n=500 respondents per creative. The current logo is included in this test to see whether any of the new logos are an improvement on the current logo. Each respondent is randomly shown a logo to assess, thus having a 33% chance of seeing any one logo.

Once the survey is complete, the Research Director compares the three new logos and the current logo against each other to see how they performed at each question. She discovers that only one of the new logos performs just as well as the current logo, so the team decides to save money and keep the current logo.