How to Interpret Market Test Outputs

The Summary of the Market Test report displays the summary of responses for multiple subsections, including:

• Overall performance conclusions.
• Standard assessment of Key Performance Indicators (KPIs).
• AI summaries of open-ended feedback.

The tab is also available as a public report, allowing you to share it with anyone via a simple link.

For a more detailed breakdown of the results, navigate to the Insights tab to explore the data in-depth.

Overall performance conclusions

The conclusion section presents the overall performance of your tested stimuli across all the metrics. It offers three possible conclusions:

• 👍 Positive Outcome: The Summary KPI score surpasses the norm by 5% or more, indicating a strong performance.
• 👎 Negative Outcome: The Summary KPI score falls below the norm by 5% or more, indicating a subpar performance.
• 😐 Neutral Outcome: The Summary KPI score falls within the range of +5% and -5% of the norm, indicating an average performance.

Standard assessment of Key Performance Indicators (KPIs)

The standard assessment section shows each stimulus’s Top 2 Box score across all the tested metrics.

The Top 2 Box score represents the combined percentage of the first two positive responses in each metric. The following example illustrates the calculation of the Originality score for Graphic Design 4.

The scores are colour-coded for easy interpretation: white indicates norm-level scores, green represents higher scores, and red signifies lower scores.

AI summaries of open-ended feedback

AI summaries are automatically generated for all open-ended questions in the Market Test.

The following is an example of AI summaries for image heatmap questions in Graphic Design Feedback.

To explore the text responses in more detail, click See details for the complete list of responses and sentiment analysis.

Detailed breakdown of results for each question

In the Insights tab, you can find detailed statistics for every question included in the Market Test for each stimulus.

Depending on the question type, the table will display the following:

• Median response time.
• Mean and Top 2 box for Likert scale questions.
• Percentage of respondents who chose each option for multiple choice questions.
• Response summary, prevailing sentiment, and sentiment score for open-ended questions.

Simply click on any question to access the more in-depth breakdown for that specific question.

Check out the intuitive question types guide for detailed outputs for each question type.