Thanks . . .
First of all, thanks to everyone who took part in this exercise. Even though the sample was made up of super-curious market researchers, who were wondering what it was all about, the results proved interesting.
If you weren’t there… The experiment consisted in participants being asked to taste five different-flavoured jelly beans. All participants were given exactly the same selection, and then to record their preferences.
Time to own up!
Not everyone was asked to perform precisely the same task:
- One half of the sample was asked simply to rank five different jelly beans according to taste preference ( 1 = most liked; 5 = least liked)
- The second half was asked to perform the ranking exercise above and to provide reasons for each of their rankings
|Ranking||Ranking alone (n=30)||Rankings with reasons (n=31)|
|1 – most liked||Green||Green|
|3||Yellow speckled||Yellow speckled|
|5 – least liked||Blue||Cream|
The differences in results for the cream and the red beans are statistically significant.