Here at Dialsmith, we know a thing or two about conducting Moment-to-Moment research. We also work with a lot of folks who have tons of experience with this methodology. So, we figured why not tap into that wealth of knowledge and real-world experience to create a helpful guide for anyone using or considering using Moment-to-Moment testing as part of their research.
The eBook provides practical, field-tested advice, tips and insights from researchers who have been using the Moment-to-Moment methodology in their own consulting projects for years. It’s written as a helpful and easily reference-able resource to help the research community get the most out of the methodology and to address some of the most common questions we hear from clients.
Download your complimentary copy here.
If you want to get a taste for what this guide offers, here are a few excerpts:
[From the section, “What does Moment-to-Moment deliver for my clients?“]
When working with a client for the first time, Dr. Lara Giese, president of Advanced Trial Sciences, describes for them the MtM technology she will be using to collect data and how it will help the case. She describes how her clients react to MtM when seeing it for the first time:
“Once clients see the research method in action and witness the visual overlays and response lines, MtM becomes very convincing, and a necessary tool for their case preparation. They immediately see and understand the value of the data—and the power of the methodology–to be able to decidedly recognize the strengths and weaknesses in the presentation of arguments in a case.”
[From the section, “DIY or hire the experts: what factors should I consider?“]
Running your own MtM system is a science as well as an art. It requires dedicated staff that has the training and technical expertise to ensure that the job is not only done, but done right.
As long-time Perception Analyzer system owner Rich Thau advised, “This is not something that you can just figure out on your own. You wouldn’t want someone performing surgery on you who just read a manual about how to do it. There’s an investment here and your reputation is at stake. So you want to make sure you have someone who knows what they’re doing and has a lot of practice under their belt.”
[From the section, “What results can I expect from Moment-to-Moment research?“]
In both offline and online MtM, respondent data are collected every second. Typically, the output is displayed as moving lines graphically overlaid over top of the test material. The lines represent aggregated data from the dial responses. Data subsets can be based on any demographic you choose, from basic to calculated, for example: “male, single, age 18 to 24,” or “female, married, at least one child, age 28 to 42.”
MtM is quantitative, but is often used to inform deeper, qualitative discussions. High and low points can be used to analyze trends. Depending on the context, the appearance of “flatlines” can also be important and should be taken into account.
We’d love to hear what you thought of the eBook, so please send any comments or feedback my way at firstname.lastname@example.org.