Bradley-Terry Analysis
Bradley-Terry is an analytic technique that can be used for product or concept testing.
We can convert respondents’ rankings into probabilities, allowing more precise conclusions to be made on preferences. For example, if concept A is ranked over concept B, without Bradley-Terry all we can say is that A is preferred over B. The results from a Bradley-Terry analysis allow us to make conclusions that concept A is, for example, twice as preferred as concept B.
Bradley-Terry can be used when:
- Creating decision-making trees. Respondents can rank important factors considered in a purchasing decision or rank a list of attributes by importance.
- Testing upstream ideas. Data can be used along with technical feasibility and business analysis to determine which ideas go forward to concept testing.
- Evaluating the more important components of a new product. Respondents can rank the importance attributes of a new product based on a written description.
- Choosing most preferred name for products. Respondents can rank potential names.
Examples of the kind of questions a Bradley-Terry Analysis can answer:
- Which of these concepts is preferred and by how much?
- What attributes are preferred over others?
- What should this new product be named?
- What is the most important factor that consumers consider when making purchases in certain categories?
- Which flavor/variety of my new product is least preferred?
- How much does the importance of taste and price compare my category?