PRESENTATION: Proof of Concept: "Using a Virtual Velcro Whiteboard to Capture Online Perceptual Responses"
This poster, linked below, introduces the "Virtual Velcro Whiteboard" - a new methodology for capturing perceptual responses in an online environment. In essence, this methodology turns multidimensional scaling (MDS) "on its head." Respondents interactively create their own perceptual maps visually - mimicking the output of a traditional MDS analysis by physically moving product and attribute labels around in n-dimensional space. This Virtual Velcro Whiteboard approach has been used for years in qualitative settings as a way to generate discussion. The goal of the current study is to investigate whether this approach may also be employed in online platforms to quantify perceptual data (x/y coordinates). This poster was originally presented at the Advanced Research Technique's Conference in June, 2009.