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Here's the Linescale Story

Linescale® helps major consumer companies create breakthrough new products.

Linescale® is a better psychometric scale. General Foods and Harvard Business School improved traditional Likert scale to overcome limitations, add discrimination, enable powerful insights.

Direct comparison to today's favorites on a single Likert scale. Result! Behavior Change Forecasting predicts marketplace performance.

Here's a Linescale. Looks like a six-point Likert scale. Yes, but it's also a 1,000 point scale.

Here's Linescale in a concept test for a new salty snack idea.

This customer's current favorite snack is a bag of potato chips. They benchmark linescale with their favorite. Then benchmark what else is available today in general. Then rate first impression of your new idea. Then rate your idea after seeing more about it. Here's how it looks so far —

Notice all four ratings are "Fives" on a traditional Likert. We'll report that, but as you can see, there are 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 and normative concept test partially shown above lets you discriminintly measure who and how many are ACCEPTORS or BORDERLINE or INDIFFERENT or REJECTORS of your Brand, Ad, Product, Program or New Idea.

An Acceptor prefers your concept to what they are doing today.

  • First as an initial impression, System 1 thinking (Thinking, Fast, as Kahneman would say)
  • Then, after a more complete second exposure, System 2 thinking kicks in (Thinking, Slow, as Kahneman would say)
  • An Acceptor also rates it believable, distinctive, relevant and would recommend it to others

An Acceptor is more commited than "Intention to buy." Liking doesn’t mean switching. ACCEPTORS will very likely buy your product in place of what they do today if your product is visible and marketed effectively. Validated over decades and 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 turn Borderline into Acceptors.

See how we can help you.

Talk with Larry 212.557.5788

or Chris Dan's our CTO and Chief Wizard