Market Research News: Aha! Releases Multi-day TruRotation® Ad and Concept Testing Tool for Online Qualitative Research
Ray Fischer, CEO of Aha!, announced the release of Aha!’s advanced multi-day TruRotation® Ad/Concept testing feature as part of the online qualitative technology platform’s comprehensive suite of market research tools. Using a proprietary algorithm to rotate ideas equally over multiple days, TruRotation® allows insight strategists and researchers the ability to deliver a randomized but exact balance of idea presentation for qual/quant ad, concept, and idea testing for consumer and B2B market research studies. This ultimately eliminates rotation bias and potential human error and, as importantly, respondent blur and fatigue.
“Testing more than 2-3 concepts in one sitting has always been a best practice challenge for market researchers,” said Fischer, “Respondents get some idea cross-pollination when they see too many ideas at once, and their focus diminishes as do their contributions with each successive idea past 2 or 3. TruRotation® technology eliminates any potential human-assigned rotation errors and because they see only a few ideas at a time, delivers deeper richer feedback to qualitative concept tests.”
In the past, when trying to spread multiple concepts over several days, online research programmers had to manually assign concepts to respondents. This introduces potential human error in the assignment of activities and makes it very difficult to get a truly balanced rotation of concepts. TruRotation® delivers the desired balance and eliminates the possibility of errors.
“In collaboration with our clients, we’ve truly created a world-class tool that goes beyond the multi-day concept testing tools in the marketplace today,” said Fischer, “TruRotation® is a real leap forward driven by both technology and a human understanding.”
Aha! is a global online qual research platform designed to give clients, research companies, consultants, and brand marketing agencies the strategic tools to easily create and deploy consumer and B2B research studies around the world.
Aha!’s comprehensive suite of interactive activities and methods include: storytelling, projective collage, cutting-edge mobile video and image upload tools, asynchronous webcam, concept testing tools, home-use test methods, perceptual mapping, social/community activities, quant features, and analysis.
Fischer added, “We are continually listening to and acting upon the needs of our user community going well beyond saying ‘no we don’t do that’ and looking for ways to rapidly commercialize great ideas. TruRotation® is another innovation inspired by our mutual curiosities, furthering our partnership approach with our clients.”
The Aha! team also provides online qualitative market research services such as study design, project management, respondent recruiting, analytic consulting, and hands-on training and tech support.
To learn more about Aha!, contact Ray Fischer at 810-599-9440 or rayf@ahaonlineresearch.com
