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What do the scores mean?

Any Upsiide study with an idea screen question will have three standard scores in the reporting dashboard: Idea Score, Interest Score and Commitment Score.

  • Interest Score: the percentage of right swipes or 'likes' that an idea receives in the swipe exercise. Through our research-on-research, we've found a 90% correlation to top-two box purchasing intent.

  • Commitment Score: the percentage of times that an idea wins in the head-to-head tournament-style trade-off screen. In other words, the percentage of times an idea is selected when shown against another idea that the respondent previously liked.

  • Idea Score: a relative score within a study based on both interest and trade-off score and modelled to be the best prediction of actual in-market performance.


Which score should you use to analyze your ideas?

Interest score and Commitment Score together illustrate the strength of each idea. Ideas that are strong in both metrics mean they are appealing and competitively advantageous, while ideas with low appeal and advantage likely mean a lower probability of success.

We use the Idea Score to evaluate ideas. The Idea Score is modelled using both the interest and commitment scores is highly predictive of in-market performance. Use it to identify your best ideas!

*From the Upsiide Super Bowl Ads study: While the M&M's ad does well in terms of interest at 68%, its commitment score is notably lower than others with high-interest scores (putting this ad in the 'compelling, but vulnerable' section of the quadrant chart). This means that while it was, at large, a people pleaser of an ad spot, it didn't stand out against the other contenders. For more information about the Super Bowl Study, check out our blog post here.

Idea Screen Report dashboard (Ideas report):

You can view the results of the ideas you tested within your study in various ways to ensure you can interpret and report in a meaningful way to you.

In both views, you will be able to sort your idea results by (ascending or descending order):

  • Name

  • Idea Score

  • Interest Score

  • Commitment Score


Using the Bar Chart

Bar charts allow for easy comparison of key groups of interest.

  • Filter the results by the audience to see how the results differ vs the total sample.

  • Look at the bar chart by Idea score, interest score and commitment score.

  • Download the bar chart as a CSV, PNG or PPTX file.

There is a minimum of 20 responses needed when collecting responses with a link for bar charts to populate.

There is a minimum of 100 responses needed when using Audience Marketplace for bar charts to populate.


Using the Idea Map

Idea Maps illustrate the relationship between the ideas in your study.

Look at which ideas interact most with each other and what territories lack competitive pressures.

  • The Idea Map is a visual representation of how much the different ideas are liked by the same respondents in your Upsiide study. The thickness of lines between nodes and the proximity of nodes represent the strength of the relationship.

  • The ideas that appear closely interconnected (have a high frequency of connections) and cluster are perceived as sharing similar attributes. Ideas that linger on the periphery or don't cluster on the map and with fewer connections are perceived as sharing fewer attributes in common with the other ideas. The idea map allows you to see the potential for innovation and identify overlap with your closest competing ideas and where product/idea cannibalization can occur.

Other functionality available within Idea Maps:

  • Filter the results by the audience to see how connections differ.

  • Adjust the connection to see strongly related concepts (thicker lines) or all connections. Use the Show Connections settings at the bottom of the idea map.

  • Download the idea map as a CSV, PNG or PPTX file.

Note:

There is a minimum of 20 responses needed when collecting responses with a link for the Idea Map to populate.

There is a minimum of 100 responses needed when using Audience Marketplace for the Idea Map to populate.

All ideas in your test are somewhat connected. The slider controls the % of the connections you want to show. 25% would show the top 25% strongest connections. Adjusting it can help better identify the clusters that are present.


Using the Quadrant chart

Quadrant charts illustrate the potential of ideas and highlight those niche products that typical research ignores.

Winners: These ideas have a high probability of success

Interesting but less compelling: Broad appeal, but are in a more contested space

Niche: Reach fewer people, but achieve higher passion

Re-Think: Low interest and low commitment

  • Filter the results by the audience to see how the results differ.

  • Download the quadrant chart as a CSV, PNG or PPTX file.

  • View your results as images (classic view) or as texts

There is a minimum of 20 responses needed when collecting responses with a link for Quadrant Charts to populate.

There is a minimum of 100 responses needed when using Audience Marketplace for Quadrant Charts to populate.


How to export idea screen results

Follow these steps to download a CSV file of the ideas you tested in your study with scores for interest, commitment and the Idea Score.

This file provides each product's name, price (if available), the total Idea Score, the total Commitment score and the total Interest score.

While in Report study mode:

  • Ensure that you are viewing the results for the idea screen question that you would like to download the scores for.

  • Navigate to the download button (located to the right) and select CSV.




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