Are you wondering: what do my results even mean? Here's how to read your goahead validation research.

What the preference result tells you

A goahead study shows respondents a set of options and asks them to choose. The result is the percentage split across everyone who answered, and it reflects the appeal of each option to the audience you targeted.

Only the main preference question is tested for statistical significance. The qualitative questions add context and are not tested.

Statistical significance in goahead

Using the main preference question, we determine how likely it is that the preference for a particular choice was due to random chance and thus how likely it is that this most popular choice is actually the favorite.

In the field of statistics, statistical significance is the likelihood that a certain outcome, such as the difference between two or more values, is caused by something other than chance. By asking a large enough group of people to give their opinion about the options, it’s possible to get a much better idea of what the target audience thinks and mathematically possible to test whether one option was statistically preferred over the other.

This will allow you to pick the best option for your product or brand in a quick and accurate way.

Qualitative feedback

Additionally, questions can be asked about any characteristics of a brand or product. These qualitative responses can give further feedback about the many choices. It reveals where improvements can be initiated and can have a bearing on any decisions yet to be made, even enabling the most favored aspects of the tested choices to be formed into a fusion.