Topography is turnkey solution created to explore a number of entities, such as brands, that can be rated on a list of attributes. This methodology will give you an important understanding of consumers' perceptions of each entities, perceived similarities between them, each entity's most differentiating attributes, and a visual comparison of ratings among the entities in aggregate as well as individually by each attribute.
Building a Topography test
In the Survey Editor, click and drag the Topography icon into place on your survey, or click the Add a Question button at the end of the survey, and select Topography from the Question Menu.
The Question field is pre-populated with text that will automatically update, based on the further construction of your question. While you can ultimately customize this text, we suggest that you set up the rest of the question before altering the text that appears here.
Type or paste up to 10 brands or entities you want to compare in the Compared Entity fields. Type or paste up to 10 attributes you want to test in the Common attribute fields, or click the Library of Common Brand/Product Attributes drop-down to select attributes from an alphabetized list. Please note that Topography tests work best with at least 4 entities, and between 5 and 7 attributes. This combination helps get competitive insight, while limiting respondent fatigue. If you're unsure which attributes are most important to test, or if you have too many, it may be wise to first run a MaxDiff survey to narrow down a longer list of attributes down to the most important ones.
Note: A summary statement at the bottom of the question indicates how many questions this test will use in your survey, based on the number of entities and attributes being tested
In between the entity and attribute lists, click the Group by entities drop-down to choose whether each brand or product entity is presented as a question, with attributes as sub-questions, or select Group by attributes to present each attribute as a question, with the brand or product entities as sub-questions.
By default, the test asks respondents to give the attributes for each brand or product a Star Rating. Click the second drop-down to choose a scale of 5, 7, or 9 stars. Click the STAR RATING drop-down and select Sliders to change the ranking system to a slider view. With Sliders selected, edit the Slider options to your desired measurements, or click the drop-down menu to choose a prewritten Likert scale from the list. You may have up to 20 custom slider options in the Slide Option fields.
Preview your question text
After your experiment’s parameters have been set, revisit the question text to ensure the question is still appropriate for your scenario. If you have not previously altered the text, the pre-programmed logic will show you how each question will be presented, as you hover over each entity or attribute. If you accidentally delete the piping logic, a warning will appear, with the option for you to reset to the default question text.