Dig deeper into feature sentiment specifics
The ProductExhibitor, like all Socratic interactive online tools, can be fully integrated within our active survey environment. Following exposure and study, standard ratings and measurements can be captured using a survey process.
Output: What You Get:
The output from the ProductExhibitor is generally related to the quantitative data captured in the survey following the exhibition. These data may range from attribute communication ratings, purchase intent, preference, and likability, to open-ended statements about the concept in general. Behavioral data (e.g., time spent examining the product, whether text was zoomed in on, whether the glossary was accessed, etc.) can be used as co-variants in the analysis of data (i.e., “Did those who read the text provide higher ratings?”). Like the name suggests, the Socratic ProductExhibitor is a standard interface for displaying and demonstrating product characteristics and/or packaging options.
Just like in the real world where display items are put out for customers to examine, the ProductExhibitor allows participants to take a closer look, view the product from various angles, get more information on specific features and spend time becoming more familiar with a product before making purchase decisions.
In the research design application for this technique, the ProductExhibitor can be used in several ways.
First, it gives respondents more in-depth exposure to graphic design and feature elements prior to asking them about preferences or comparisons to other, competitive items. Studies involving this type of product demonstration show that findings from product ratings and price-feature tradeoff exercises are more like results from tests where respondents were actually able to view a real product, rather than results from tests where the stimulus was only a static picture or text description.
Second, we can use the various time and interaction variable captured during the test to act as a surrogate for interest. There is a positive correlation between the time people spend looking at a virtual product demonstration and their eventual purchase interest. Similar findings have been noted when comparing the proportions of groups that zoom, rotate or engage feature explanations or animations. Subgroups of people (e.g., men, women, different ages, etc.) who study the products in greater depth tend to express more interest in the category being studied.