SurveyMonkey

Idea Screening Solution

SurveyMonkey

Idea Screening Solution

In this article
How to Set up Your Idea Screening
Setting Up Your Stimuli
Setting Up Your Target Audience
Setting Up Your Survey
Checkout
How to Analyze Your Data

ADD-ON FEATURE: You can use this solution with any SurveyMonkey plan type. Get started now, or explore our market research solutions.

Idea Screening lets you quickly test and rank early stage product, marketing, or brand creative ideas so you know which are best to invest in.

Let’s say you're a marketer and you need to present new ad ideas to your team. However, you want to narrow those ideas down from 10 to 3, and your meeting is in 2 hours. With Idea Screening, you can quickly upload your ad ideas, choose your target audience, and get results in a presentation-ready report before your meeting.

How to Set up Your Idea Screening

With Idea Screening, respondents give feedback on your text, image, or video idea, also called stimuli. You can add 2 to 20 text, image, or video stimuli, and each respondent will see up to 5 stimuli.

Measure your idea through attributes like first reaction and purchase intent. Attributes are pre-written, industry standard questions created specifically for idea screening and concept testing. The 5-point Likert scale question, "How likely are you to purchase this product?" and the open-ended question, "What do you like most about this product?" are examples. You can create your own custom attributes and add questions before or after your respondent sees your stimuli.

Visit our Market Research Solutions page to create your Idea Screening study. Once created, your study is available from the My S u rveys page in your account.

Add-on Purchase: For assistance customizing your Idea Screening study, including adding multiple languages, different question types, or reaching a hard-to-reach audience, we can help! Contact our team

Setting Up Your Stimuli

Adding an image or video with a text description gives your survey takers the most information about your product, service, or messaging.

To add your stimulus content:

Visit our Market Research Solutions page to Get Started on an Idea Screening study.
Select +Add stimulus content.
Create a nickname for your text, image, or video stimuli. The nickname is only visible to you.
Use the rich text editor to add your stimuli and descriptor:
- Text: Use the options such as bold, underline, font size, bullet points, and tables to format your text.
- Image: Select the Image icon, then choose the General or Upload option to add your image and Save.
- Video: Select the Media icon, then choose the General or Embed option to add a Vimeo or YouTube video and Save.
Select OK.
(Optional) Repeat steps 2 - 5 to add more stimuli to test.
Choose the number of stimuli for each respondent to see.
Choose the number of responses per stimulus.
- Total number of responses are calculated by:
  # of total stimuli / (# of stimuli respondents see * # of responses per stimulus)
At the bottom of the screen, review the summary and the subtotal. Select Next to set up your Target Audience.

Setting Up Your Target Audience

SurveyMonkey Audience panelists have been sorted based on hundreds of targeting options so you can target your respondents based on country, demographics, employment status, hobbies, religion, and more.

To choose your target audience:

Select your target audience by choosing Country, Gender, Age, and Income criteria.
Select More Targeting Options to browse and choose from hundreds of other targeting options.
(Optional) Add one or more screening questions to narrow down your target audience and disqualify people who aren't the best fit for your survey. This is useful if you didn't find all the targeting options you wanted.
In the Estimate your qualification rate section, select the qualification rate you expect.
At the bottom of the screen, review the summary and the subtotal. Select Next to set up your survey.

TIP! Want to choose the distribution of completed responses by age and gender? Learn more about Custom Balancing your target audience.

Setting Up Your Survey

To set up your survey:

Toggle the Show instructions option on or off. If on, enter the instructions you want respondents to read before seeing the stimuli.
In the Attributes section, drag and drop attributes in the order you like. You can select Add attributes to include other standard or custom attributes, or hover over an attribute to Remove it. Attribute questions display below each stimulus within your survey.
- Change the term used in the question via the open-ended box.
- To view details about the question the respondent will see, select the Expand icon to the right of each question.
Click Save.
At the bottom of the screen, review the screening summary and subtotal. Select Next to preview your survey.

Previewing Your Survey

To preview your survey:

Take the survey in the preview.
- By default, the preview shows you a subset of stimuli, like respondents see, but if you want to view all stimuli, click the toggle on to View all stimuli in the preview.
- Click the Device views to see how your survey looks on desktop, tablet, or mobile screens.
(Optional) Select Style to change the color theme that respondents see.
At the bottom of the screen, review the summary and subtotal. Select Next to check out.

TIP! You can use the Back button at the bottom of the screen to change the setup of your Idea Screening study at any time before checkout.

Checkout

To pay for your Idea Screening:

Review the details of your order.
Under Payment Details, select to pay by Credit or Debit Card, or with My Credits.
Enter your Billing Details, review the total, and select Confirm.

How to Analyze Your Data

Idea Screening provides you with instant insights and automated analysis capabilities. Scorecards show statistical significance and compile results in a single visual. AI-powered insights surface which ideas scored best, or worst with different groups of respondents. Also, presentation-ready PowerPoint exports make sharing your findings easy.

Viewing Survey Responses

You can view a comparison of your survey results or browse through individual responses.

Comparison

Viewing Comparison, the default Analyze view, gives you an overview of the Summary Scorecard and each Attribute.

Comparison	What You See
Summary Scorecard	A breakdown showing how each of your stimuli scored by attribute. Boxes in blue are rated with the most statistical significance and the letters show which ideas we identify significance over. Use the drop-down menu to change between your top two and bottom two box scores.
Attribute Scorecard	Displays the top two and bottom two scores associated with each answer choice for each question. Boxes in blue are rated with most confidence. Open-ended responses show as a word cloud. Use the drop-down menu to sort through each stimulus. Select Modify Range to change the total number of words in the cloud.

You may notice the number of respondents viewing each stimulus may vary. Idea screening uses block randomization so variation is expected.

Statistical Significance

Idea screening uses the McNemar's test, which is a method for calculating statistical significance based on respondent's seeing multiple stimuli.

A statistically significant difference tells you whether one group's answers are substantially different from another group's answers by using statistical testing. Statistical significance means that the numbers are reliably different, greatly aiding your data analysis. You should consider whether the results are important, as it's up to you to decide how to interpret or take action on your results.

Confidence Level

The confidence level is the likelihood that your sample audience accurately reflects the attitudes of the group you selected. SurveyMonkey recommends a confidence level of 95%, which is most commonly used. Change the confidence level on the top right of the Analysis page.

Comparison and Custom Question Data

If you included comparison or custom questions in your survey, your data appears below the Summary Scorecard.

Individual Responses

Filtering Your Results

Filtering allows you to show responses that match your filter criteria and hide the rest. Recommended filters through AI-powered Insights focus on segments of your data where we think you'll find interesting information. You can only apply 1 filter at a time.

Create Your Own Filters
To create your own filters:
1. Select +Create Filter in the Filters section.
2. Choose the Basic demographics you want to filter.
3. Select the Advanced tab to filter by specific criteria and logic. Use the +And or +Or buttons to add more criteria and logic to the filter.
4. Add a name for your filter and select Apply.
Create Filters with AI-powered Insights
To apply recommended filters:
1. Select Explore all insights from the Filters section.
2. In the Stimuli section, choose the stimuli to filter by.
3. From the Score menu, choose to display all results, results that scored well, or results that didn't score well.
4. Select Apply filter on a recommended insight.
You can edit, delete, and toggle the filter on and off in the Filters section, or select the X next to the applied filter to remove it.

Exporting Your Data

You can export raw data in Excel or SPSS to analyze offline, or use presentation-ready, customizable PowerPoint exports to share with your stakeholders.

To export your data:

Select Export.
Choose PPT, XLSX, SPSS, or CSV format.
Select Current View if filter rules are applied or Original View if no rules are applied.
Name your file and select Export.

TIP! Once you've refined your product ideas, check out our other Market Research Solutions for further insights.

Feature Importance (MaxDiff)

Using SurveyMonkey for Market Research

SurveyMonkey Brand Updates

SurveyMonkey

Idea Screening Solution

How to Set up Your Idea Screening

Setting Up Your Stimuli

Setting Up Your Target Audience

Setting Up Your Survey

Previewing Your Survey

Checkout

How to Analyze Your Data

Viewing Survey Responses

Filtering Your Results

Exporting Your Data

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