Reference table
Concept testing methods compared
A comparison of four ways to run a concept test. Monadic tests show each person one concept, sequential monadic tests show several in random order, comparative tests show them all at once and proto-monadic tests start with one concept before revealing the rest. The table says what respondents see in each and when each method fits. In Koji, a proto-monadic test can move from the single concept to the comparison inside the same conversation.
Where this appears
What's in this reference table
| Method | What respondents see | Use it when |
|---|---|---|
| Monadic | One concept only | You need unbiased first reactions and can afford a group per concept |
| Sequential monadic | Several concepts, one at a time, in random order | You compare 2 to 4 concepts and the budget limits sample size |
| Comparative | All concepts side by side | You need a winner fast and accept heavy comparison bias |
| Proto-monadic | One concept alone, then the others to compare | You want pure reactions and a preference from the same people |
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Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/concept-testing-methods-monadic-sequential-comparative"><img src="https://www.koji.so/visuals/concept-testing-methods-monadic-sequential-comparative/concept-testing-methods-monadic-sequential-comparative.png" alt="Table comparing four concept testing methods, monadic, sequential monadic, comparative and proto-monadic, by what respondents see and when to use each." width="1200" height="666" /></a>
<p>Source: <a href="https://www.koji.so/visuals/concept-testing-methods-monadic-sequential-comparative">Concept testing methods compared</a>, Koji</p>
