DUEL: Fast Concept or Idea Testing
Say Good-bye to Scales with Gamified Testing
Why DUEL?
Beyond Scales
- DUEL pits stimuli against each other in on-screen
comparisons - Online mobile friendly so consumers can quickly tap
on their winner
System 1 Testing
- Uses indirect measure of reaction time to uncover
the subconscious response of consumers
Fast, Fun and Engaging
- Rapidly tests 10 – 100+ items with .95 test/retest reliability
- Gamified approach more fun than traditional surveys
- Modular; can be embedded into any survey
Business Issues Addressed
- How can I quickly and inexpensively choose which concept
or idea (i.e. Scratch ticket or Slot theme) to pursue? - How can I go beyond direct survey measures to identify
what consumers are most passionate about? - How can I get a deeper understanding of consumer
reaction to any stimuli being tested?
Answers To Your Questions
Explicit and Indirect Preference
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We provide a Preference Score based on the proportion of time the stimuli wins a head-to-head comparison, and a Punch Score that indicates the passion for the stimuli based on lag times for wins. We combine these measures into a Promise Score that identifies the strongest performer as well as items with niche appeal. |
What Can Be Tested?
Test a variety of items:
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Additional Analysis
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Combine with other tools to maximize value. Include a Hot Clicks exercise to evaluate stand-out areas of the stimuli, or Text Analytics on open end responses to uncover consumer perceptions about your stimuli. |
Our Approach
| Data collection | Online Mobile Friendly |
| Survey length | DUEL module can be done in less than 5 minutes |
| Stimuli | Simple stimuli such as Scratch tickets or casino game themes |
| Methodology | Randomized bracket design presents consumers with pairs of stimuli in a series of comparisons. Winners go on to the next round until a final winning concept is chosen |
| Sample size | Each stimulus is seen by at least 100 respondents |
Contact Us
Ipsos in North America has a solid team solely dedicated to
research in the Lottery and Gaming sector.
To learn more, please contact:
Paul Lauzon
Senior Vice President, Lottery & Gaming
587.952.4871
[email protected]
