For as long as dial testing has been a mainstay of global market, media, and public opinion research, its uses and benefits still remain a mystery to some. Whether to eliminate groupthink, quantitatively validate an idea, or drive deeper and more meaningful group discussion, dial testing can play a critical role in focus group and survey research. To help introduce (or re-introduce) you to the dial testing methodology, here are 10 good reasons why it should be part of your research mix.

1. 10 Ways Dial Testing
Will Improve
Your Research

2. 1) Dial testing uncovers the most
impactful, critical moments.

3. “It makes all the difference to be
able to see our videos from the
same perspective that the
customer sees it, and to be able
to isolate moments of truth.”
Elizabeth Merrick-May, Customer Insights Expert

4. 2) Dial testing identifies the
moments and messages that
fall flat.

5. “With dial testing, you can avoid
throwing out the baby with the
bathwater. You see exactly which
moments of your story or narrative
resonate and which fall flat…”
Neil Griffiths, Blinc Partnership

6. 3) Dial testing captures opinions
and perceptions in the moment.

7. “Dial testing has such a wide range
of applications to glean deeper
insights into the whys of visceral
reactions.”
Dr. Dave Lundahl, Insights Now

8. 4) Dial testing eliminates bias and
group-think.

9. “Dial testing allows for the
collection of individualized
responses in a group setting. So,
respondents can report in
anonymity, reducing the effects the
group or others in the group may
have on them.”
Dr. Ali Goode, house51

10. 5) Dial testing adds a quant boost
to your qual.

11. “Having the dial data available so
quickly allowed us to see what
was connecting and what wasn’t
before going into the focus group
where we could probe deeper into
the why.”
Galia Rosemberg
Qualitative Research Consultant

12. 6) Dial testing results are instant.

13. “Every time I use the dials, it saves
my client time and money. It gives
us the information we need in real-
time, enabling continuous review
and analysis.“
Lara Giese, Senior Trial Consultant

14. 7) Dial testing uncovers what
they’re thinking, not just what
they’re saying.

15. “Although I’ve published many
papers relying on memory recall, I
know it is easily contaminated…
The idea that you could find a way
to get into a person’s mind while
they are processing the information
in-the-moment is so valuable.”
Dr. Elizabeth Loftus, Distinguished Professor
University of California, Irvine

16. 8) Dial testing results are intuitive
and actionable.

17. “Dial testing’s ability to visualize
results in an intuitive and
compelling way makes it a
valuable component to successful
reporting
and storytelling.”
Kristin Luck
Growth Hacking Strategist and Keynote Speaker

18. 9) Dial testing is scalable and
versatile.

19. “The ability to view the dial data in
real-time allowed for testing
multiple revisions of the script.
This saved time and money for the
client while delivering rich
insights from a significant
sample size of consumers.”
Kari Ullman, CEO
j + k solutions

20. 10) Dial testing will make you look
like a research ninja.

21. “Pairing dial testing with qual lends
itself better to telling a compelling
story than if I only had one or the
other. I refer to it as the ‘Yin’ and
the ‘Yang’ of the insights.”
Renee Cameron, Global Account Director
The Optimization Group

22. The Experts in
Dial Testing
Technology & Services
Let’s chat: hi@dialsmith.com | www.dialsmith.com