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Linescale® helps accelerate growth by unleashing the power of your brand.
Linescale® predicts customer behavior using better psychometrics.
The Harvard Business School helped General Foods improve the traditional Likert scale to enable powerful insights with a "sticky" and continuous line scale.
Linescale allows head-to-head comparison with each person's benchmarked favorites on a single Likert scale. Result! Behavior Change Forecasting predicts marketplace performance.
What is a Linescale?
Looks like a six-point Likert. Yes. It's also a 1,000 point scale.
How does it work?
Here's Linescale in action — concept test new salty snack idea.
This customer's favorite salty snack is small bag potato chips. Benchmark linescale with the favorite. Then benchmark available salty snacks. Then rate first impression new idea. Then rate new idea after seeing more info. Here's how it looks so far —
Notice, all ratings are "5" on a traditional scale. We'll report that, but use more important rank-order comparisons.
Direct Competitive Comparison opens the real door. High ratings and consumer applause are nice, but you need to know if your product will displace competition, not just whether people like it. ANSWER THE BIG QUESTION: Will they "give up what they are doing today" to get your new idea.
Benchmarked normative concept test partially shown above lets you measure who and how many are ACCEPTORS or BORDERLINE or INDIFFERENT or REJECTORS of your Brand, Ad, Product, Program or New Idea.
Nobel Prize winner Daniel Kahneman teaches we have two "Thinking Systems;" an immediate intuitive first impression "Thinking, Fast" — or System 1 thinking. And, a slower, more logical deliberation and evaluation - "Thinking, Slow" — or System 2 thinking. Both are critical to understand how people perceive, think, decide and take action. Understanding both is critical to PREDICT BEHAVIOR.
A Linescale Acceptor prefers your idea to what they use today.
* First impression, System 1 thinking (Thinking, Fast)
* Then, after second exposure, System 2 thinking (Thinking, Slow)
* Acceptor rates you believable, distinctive, relevant and would recommend to others
An Acceptor is more commited than "Intention to buy." Liking doesn’t mean switching.
An Acceptor will choose your product in place of what they do today if your product is visible and marketed effectively.
Validated over decades, thousands of tests and real-world market results.
Linescale shows HOW MANY are Acceptors, WHO they are, WHAT their favorite currently is (where your volume will come from) AND WHY they prefer you to their favorite.
And, learn what it would take to make Borderline an Acceptor.
Talk with Larry 212.557.5788
or Chris 704.770.1070
Dan's our CTO and Chief Wizard