SSP Conference Workshop, showcasing on Friday, October 4 7:30 AM – 9:00 AM CDT; Grand Ballroom 1-2, Wyndham Grand
Led by Michael Nestrud, PhD. (Curion)
Understanding the Thurstonian Method
When conducting discrimination testing, researchers have two approaches to develop actionable protocols: classical discrimination frameworks based on likelihood to find a difference, and Thurstonian frameworks, based on mathematical modeling of the psychology and decision-making processes. The biggest problem with using classical frameworks and rules of thumb for discrimination is that, counterintuitively, the estimate of the size of the difference that matters changes depending on the method used to measure the difference! This causes a lot of confusion as companies seek to better use the right methods for the right problems.
By modeling perception with Thurstonian mathematics, we overcome this issue and can even synthesize historical findings across discrimination methods. This is because Thurstone developed the ability to calculate differences – what he called “discriminal differences” or “d-prime” – accounting for different sensitivity in cognitive decision-making tasks and even people’s ability to detect differences.
Making Sense of a Complex Method
In a recent example, a client asked us to design a more consistent discrimination program as part of their corporate change management action standards. Using years of historical data across many different discrimination methods, we were able to analyze historical performance. We were able to discover that the old method was very ‘leaky’, providing very few rejections, creating a situation where the expectations of performance did not match the real-world execution. Instead of drowning our clients in technical jargon, we centered our discussions on business risks and real-world impacts.
Bringing Theory to Life
Having completed the historical analysis, further using Thurstonian mathematics, we were able to simulate how the method would perform under different scenarios that balanced risk, cost, and execution logistics and overhead. Recognizing that change can be daunting, we advocated for a gradual transition to avoid internal resistance.
We emphasized that the best method is one that meets the client’s unique needs, not just what literature suggests. Interestingly, we found that a method that’s too sensitive isn’t always desirable in change management scenarios.
Clear Choices for Confident Decisions
Our clients wanted clear “yes/no” decisions, so we realigned the risk profile of the program with the expectations of the change management process. This approach ensured that the test results themselves became actionable standards, aligning perfectly with the client’s decision-making process. By focusing on these practical aspects, we were able to demonstrate the value of the Thurstonian method in a way that resonated with our clients.
Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary XP Xperience Performance platform, connecting brands to consumers at every step.
An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.
