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Empower Your Instinct

Psychology Insight for Marketers

   
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Not All Scales Are Created Equal:
Constructing Scales that Collect Predictive Data

When developing tools for online market research, there are three main objectives: create scales that are rigorous and robust, meet academic and research standards, and make these tools something that will be engaging and effective on the Internet. Here at TipTap Lab, we found this process to be easier said than done in many ways. We spent three years conducting exploratory research and testing and confirming validity in order to create a tool that provided a better understanding of people. 

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Posted by Kieffer Thomas on Oct 22, 2013

personality psychology Traits and Scales psychology Trait Data Inside TipTap Lab psychometrics image selection task traits Data Collection

Psychometrics

What is psychometrics?

We’re all aware that individuals are unique and not everyone likes the same things. This uniqueness comes directly into play in the field of marketing. Since no two people are identical, marketing is about grouping and targeting. That is, higher levels of marketing success arise if you know who to target and how to target them instead of targeting everyone with a generic message. This necessity for specificity means targeting is essentially an empirical question that requires some form of measurement. Consumer behavior is ultimately a result of psychological processes and thus is an optimal target for measurement. Many people don’t think of individual or group characteristics as quantifiable entities, but they can be. Indeed, once you develop a method of quantification, objective grouping based on numbers becomes much easier and more reliable than subjective grouping based on descriptions of consumer traits. Clearly not all measurement is good measurement, so then the question becomes: “How should this measurement be done?” This is where psychometrics comes in.

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Posted by Madeline Ford on Jun 19, 2013

Nonconscious Motivations Research Traits and Scales Psychology and Marketing Research Methods Data Collection

CMO-1

5 Relevant Blog Posts for the CMO

We know you’re busy and we want to make your life a little bit easier by launching our weekly list of posts you may have missed. This list will include our favorite links from lesser known blogs that contributed valuable content or insight, based on a specific topic related to psychology, brand personality, and consumer behavior.

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Posted by Angela Bray on Jun 3, 2013

social media Psychology and Marketing Data Collection

Q+A

What Marketers Should Know About the Nonconscious Webinar: Q + A

We've compiled the top five questions via email or twitter, and had our VP of Research, Kyle Thomas, respond. Still have more questions? Feel free to reach out feedback@tiptap.com. 

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Posted by Emily Dyess on Apr 22, 2013

personality psychology Nonconscious Motivations Research Traits and Scales Data Collection

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