Relative Importance Testing
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What is “Relative Importance Testing”?
“Things which matter most must never be at the mercy of things which matter least.” — Johann Wolfgang von Goethe, nineteenth-century dramatist, poet, and polymath
Key Points:
- People never accept Trade-offs, unless they are forced to make a Choice. Since perfection doesn’t exist, people happily settle for the Next Best Alternative.
- Relative Importance Testing lets you determine what people actually want by asking them questions designed to simulate real life trade-offs.
- By asking the participant to choose, you collect more accurate information about how the participant would respond when faced with a similar choice in the real world.
- The more sets of questions each participant completes, the more clearly you’ll be able to judge the relative importance of each benefit.
- Relative Importance Testing helps you define which benefits you should focus on to make your offer as attractive as possible.
Questions for Consideration:
- What values or qualities could you test as you develop your offering?
- How could you use Relative Importance Testing to gain additional information about what your potential customers want?
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