The ACT platform offers a novel approach to capturing and analysing respondents’ decision-making processes. It works by presenting several options and the respondent can choose one or more or none.
The response analysis algorithm is based on three key elements: the choices selected, their response times, and the order in which the choices are made.
For each prompt or statement, respondents are presented with a set of options to choose from. The response time is crucial for evaluating engagement and interest.
The order of choices made is particularly valuable because it allows researchers to gain insight into which brand values are more important.
Together, the combined power of option selection, response time, and the order of items selected, provides valuable insights into the decision-making processes of respondents. One important advantage of this test is that if there are many parts to a survey and one needs to reduce the length of the interview, it can be achieved through the use of this survey tool. Another advantage is where there are multiple brands to test. One can ask respondents to choose the brand that an attribute (feature, benefit, or emotion) is most associated with. This information can be used to inform marketing strategies, product development, and brand positioning. This makes the ACT platform an interesting tool for market research.
The data collected from the ACT platform can be downloaded in a tabular form as an Excel file. The Excel format makes it easy for researchers to sort, filter, and analyse the data. This provides them with a detailed understanding of the respondents’ behaviour and preferences.
The ACT platform is designed to be used as a Do-It-Together model. This means that it is not available in our forthcoming Software-as-a-Service (SaaS) offering. Instead, users can access the platform with the guidance and support of our expert team. This ensures the most effective use of the platform and the most accurate results.
The Do-It-Together approach involves a collaborative effort between our team and the users of the platform. Our team provides guidance on the most effective way to use the platform and how to interpret the results. Meanwhile, the users of the platform carry out the research themselves. This approach allows for greater flexibility, control and customisation. Users can tailor the research to their specific needs and goals.
Our team is always available to provide support and guidance throughout the research process. We can help with all aspects, from designing the study to interpreting the results. This ensures that users have enough support to make the most of the platform and obtain the most valuable insights.
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Recently, we at Split Second Research undertook a tongue-in-cheek study, commissioned by Aldi, that delved into the phenomenon of beer-spilling during England football matches. The results? Both amusing and revealing, particularly for those interested in market research.
Danielle Blugrind, in an interview with Kadence International, gets it spot on when talking about reasons for doing market research.
We are delighted to announce that Geraldine Trufil, Chief Operating Officer and Co-Founder of Split Second Research (SSR), has been recognised as one of the Market Research Society’s (MRS) Research Heroes for 2024. Geraldine was nominated due to her exceptional work across numerous projects with Split Second Research with a particular focus on her client-first approach.
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