B2B

Hi everyone,

I need to set up a survey where we are asking retail furniture shoppers about which product and experience attributes are most important to them, when they shop for sofas for example. We have 25+ attributes for each area, and I'm trying to figure out the best way to ask the questions so that they are not burdensome and they get us the results we need. I haven't worked with a list this long in a while, so I would love your thoughts on this - any new methods?

Below is a partial example list (not cleaned up).

We are looking for what's must-have, what's nice-to-have, and what's not needed, and we will be asking those who have recently shopped (past 3 months) for these items, or who plan to buy them soon (next 3 months).

We're thinking of a design where we present each attribute and ask whether it's a must-have, nice-to-have or not needed, and then once we have a shorter list of only must-haves (recognizing that that will still be a long list), perhaps presenting pairings and asking which is more important in each pairing.

I need to have a design direction this week, so anything you can suggest would be terrific!

Thank you,

MaryEllen

Partial example list for sofas:

• Price
• Sale price/discount
• Color
• Sofa Style (mid-century, casual, modern, etc.)
• Brand (Ashley, La-z-boy, Nigel Barker, etc.)
• Material/upholstery (chenille, leather, linen, suede, velvet, etc.)
• Free fabric samples (yes)
• Sofa Design (standard, convertible, sofa bed etc.)
• Delivery Date
• Arm Type (flared, pillow top, etc.)
• many more

MaryEllen,

I'm afraid I'm late to the game here, but the old-school MR practitioner in me wants to yell: Run a conjoint study and let the respondent decisions made in replicating the purchase process determine the relative importance of each product attribute.

The risk with stated importance is that everything is important to me when no trade-offs are involved.

In lieu of a conjoint study, can you use a single force-rank importance question instead of rated importance for each attribute?

Regards,
Sarah

Hi everyone,

I need to set up a survey where we are asking retail furniture shoppers about which product and experience attributes are most important to them, when they shop for sofas for example. We have 25+ attributes for each area, and I'm trying to figure out the best way to ask the questions so that they are not burdensome and they get us the results we need. I haven't worked with a list this long in a while, so I would love your thoughts on this - any new methods?

Below is a partial example list (not cleaned up).

We are looking for what's must-have, what's nice-to-have, and what's not needed, and we will be asking those who have recently shopped (past 3 months) for these items, or who plan to buy them soon (next 3 months).

We're thinking of a design where we present each attribute and ask whether it's a must-have, nice-to-have or not needed, and then once we have a shorter list of only must-haves (recognizing that that will still be a long list), perhaps presenting pairings and asking which is more important in each pairing.

I need to have a design direction this week, so anything you can suggest would be terrific!

Thank you,

MaryEllen

Partial example list for sofas:

• Price
• Sale price/discount
• Color
• Sofa Style (mid-century, casual, modern, etc.)
• Brand (Ashley, La-z-boy, Nigel Barker, etc.)
• Material/upholstery (chenille, leather, linen, suede, velvet, etc.)
• Free fabric samples (yes)
• Sofa Design (standard, convertible, sofa bed etc.)
• Delivery Date
• Arm Type (flared, pillow top, etc.)
• many more