Anchored scaling in best–worst experiments: A process for facilitating comparison of conceptual profiles

Expedited procedures for conceptual profiling of brands, products and packaging

“…The practical considerations involved in conceptual profi ling and the associated analysis tools developed by the author and his colleagues at MMR Research Worldwide are described in detail in a suite of recent, peer-reviewed scientifi c publications Crocker and Thomson, 2014;Thomson and Crocker, 2014).…”

“…This section describes the nature and role of concepts (Carey, 2009), sometimes referred to as implicit associations (Greenwald and Banaji, 1995; or conceptual associations (Thomson, 2010), and how these might be elicited and quantifi ed Crocker and Thomson, 2014;Thomson and Crocker, 2014). If behaviour is an output of mental activity then sensory stimulation is a triggering input.…”

“…As an alternative, it may be possible to learn something of consumers' likely reactions to products by elucidating and measuring the conceptualisations and emotional outcomes that engender reward ( Fig. 5 conceptualisations Crocker and Thomson;Thomson and Crocker, 2014). Although these two approaches are essentially complementary, important phenomenological distinctions need to be drawn that could (and should) inform the researcher's choice of approach.…”

“…The output is a set of scale values, one for each conceptual term for each retailer. Within each retailer, the scale values for the conceptual terms were then transformed using a unique rescaling factor derived from the calibration data according to the procedure described by Crocker and Thomson (2014). The rescaled data for each of the three retailers were plotted on a common difference scale, thereby facilitating direct comparison of the scale values for the conceptual terms across retailers (Fig.…”

Predicting Purchase and Consumption of New Products

“…Figure 4 shows the concepts that are most and least associated with the colors yellow and purple (Thomson and Coates 2018). These are the conceptual profiles of yellow and purple, derived using a process known as best-worst scaling (Crocker and Thomson 2014;Thomson and Crocker 2014). The qualitative and quantitative differences in the conceptual profiles of these two colors are readily apparent.…”