Exploring how to bridge the gap between liking and purchasing by testing two innovative, real-life inspired approaches to uncover true market potential.

Challenge

Hedonic scales and traditional purchase intent questions often fail to distinguish between products, making it difficult to identify clear market winners.

Approach

Review of two methods that incorporate real-world consequences to enhance product differentiation. 

Outcome

Designing research with consequences to the choices changed the conclusions drawn compared to the traditional PI measure. These designs enhanced discrimination and identified those samples with universal, and those with minority, appeal.

The placement of the decision point impacted the conclusions drawn. Of the two testing methods the Hedonext method may more closely reflect real-world purchase behaviour but further, larger scale testing is required to understand the benefits of the approaches to preduct re-purchase potential.

Click here to view our Pangborn 2025 research poster.