How is AI-moderated preference testing different from a traditional head-to-head?

A traditional head-to-head reports the split and samples a handful of transcripts for colour. Enumerate reads every comparison in full, codes winner and loser diagnostics per respondent, and marks the tipping-point attributes that would flip the close calls. You get the rationale attached to the verdict, not just the number, in hours rather than weeks.

Which comparison formats and methods do you support?

Paired comparison, blind paired comparison, and monadic exposure designs, across focus groups, mini-groups, and depth interviews. Bring the design you already field, whether it is a two-SKU blind tasting or competing therapies weighed by clinicians and patients, and Enumerate reads it the same way.

How do you handle close calls where the split is almost even?

Close calls are where most head-to-heads go quiet, so this is where Enumerate reads hardest. Enumerate isolates the no-preference group, codes what each of them said was missing, and name the single attribute that would convert them. That tells you whether a small reformulation flips the result or the tie is real.

Which markets and languages can you run?

Enumerate analyses comparisons natively in English, Hindi, Bahasa, Thai, and 40 plus languages, including transliteration, and pools multi-market pairs into one comparable read. PII is redacted before analysis begins, so the verdict travels without the personal data.

AI preference testing research platform

Understand what people prefer and what decides the choice.

Q: What is preference testing in market research?

Preference testing puts two or more options in front of the same respondents and captures which one they choose and why. Enumerate reads both products' transcripts side by side and returns the split, the attribute that decided it, and the segments where the verdict flips. Every call carries the line that settled it.

Preference counts identify the winner but not the product, pack, message or treatment attribute that tipped the decision—or what the losing option must change.Enumerate brings paired comparisons, forced choices, monadic evaluations and open-ended rationales into one AI study view, so teams can compare preference, attribute performance and choice drivers across every respondent, with the reason behind each choice linked to its source.

Book a platform demo

A woman at a sensory taste-test counter choosing between two blind-coded samples, A and B, placing a token by the one she prefers.

A is smoother, no question. That's the one I'd buy.
Taster · Heavy user

on GreenbookVerified reviews from research teams on Greenbook

ReadEvery response and source in the study

StructureOne consistent framework for the decision

CompareAudiences, markets or moments without recoding

DefendEvery recommendation linked back to evidence

Preference is decided by the attributes people notice.

A winning count does not show whether taste, texture, pack, message or treatment benefit tipped the choice. Enumerate keeps every evaluation and rationale connected so teams can see what won, why it won and what could change the result.

The choice and the reason need to stay together.

A respondent may prefer one option overall while the losing option wins on a decisive attribute.

Enumerate compares both evaluations and the final rationale on the same framework.

See what wins, by whom and on which attribute.

Compare preference, attribute performance and choice drivers across products, audiences and markets, then open any result to the response behind it.

Understand what the losing option must change.

Each result stays connected to the respondent rationale behind it, so teams can see what drove the margin and which improvement could shift the choice.

Inside the platform

See what wins, by whom and on which attribute.

Compare preference, attribute performance and choice drivers across products, audiences and markets, then open any result to the response behind it.

Paired comparison · 40 respondents · 2 SKUs

A · smoothnessThe top reason A is chosen

27/40

A · finishReinforces the choice once made

19/40

B · price and valueWhy B keeps a segment

17/40

A · aftertasteWhere A loses ground in close calls

11/40

What this example suggests

A wins the pour on smoothness, but aftertaste is its tipping point: fixing it would convert most of the no-preference group. Switch to switchers and price and value overtakes finish, which is exactly where B holds on.

“A is smoother, no question. That's the one I'd buy.”Taster · Heavy user

“For the price, B does the job. I'm not paying more for a label.”Taster · Value-led

Ask the study what matters

Explore what won, what got in the way, who experienced it differently and what should change next. Enumerate keeps every answer connected to the evidence behind it.

Paired comparison40 respondents · 2 SKUsEvidence connected

AI workflow

From raw responses to a decision-ready study view.

Bring in, structure, compare and report from one workspace. Your team controls the interpretation; Enumerate keeps every finding connected to the evidence behind it.

Explore each step →

Probe the useful detail

Ask the next useful question while the respondent's context is still specific.

AI asks the useful next question
Captures richer async responses
Works across 40+ languages
Links every answer to context

Participant diary

“A is smoother, no question. That's the one I'd buy.”

Study response

AI next question

What happened next, and what made that stand out?

Context?Expectation?Impact?

Participant response

“For the price, B does the job. I'm not paying more for a label.”

Next question

Captured & coded

A · smoothnessA · finishB · price and value

Every answer linked back to the source

Give stakeholders the answer and the evidence.

Reports, reels and segment cuts, each tied back to the study.

Reports

AI-drafted reports grounded in source evidence and ready for your team’s review.

Reels

Short, shareable clips that bring the feedback to life.

Segment cuts

Quick cuts by market, segment, study stage or any filter.

EN“Too heavy for daily use.”

ID“Terlalu berat untuk pemakaian harian.”

ZH“日常使用太厚重。”

Evidence

Every quote coded and tied back to the source, in 40+ languages.

Choose the research format that fits the decision.

Start with the method your team already runs. Enumerate turns each format into a comparable, source-linked study view.

Run direct comparisons

Forced choice

Enumerate reads both products' transcripts side by side and returns the split with the deciding attribute named under each verdict.

What you get

Source-linked findings
Comparable study view
Review-ready outputs

Compare independent evaluations

Read audience and market differences

Run direct comparisons

Forced choice

Enumerate reads both products' transcripts side by side and returns the split with the deciding attribute named under each verdict.

What you get

Source-linked findings
Comparable study view
Review-ready outputs

Start with the decision you need to make.

See all research methods

A woman checking her skin during an in-home skincare product trial.

Product Testing

Track how products perform through real use.

Explore →

A participant describing a sample after tasting it in a sensory booth.

Sensory Testing

Understand what people taste, feel and prefer.

Explore →

A shopper comparing a product package with competitors on a store shelf.

Packaging Testing

Learn what the pack signals at first glance.

Explore →

Concept TestingFind which ideas land, where they weaken and why.Explore →International Market ResearchCompare what changes across markets and languages.Explore →

See the platform in action

Turn comparative evidence into a clearer choice decision.

Connect paired comparisons, forced choices, monadic evaluations and respondent rationales in one place, with every result linked to its source.

Book a Demo

Understand what people prefer and what decides the choice.

Preference is decided by the attributes people notice.

The choice and the reason need to stay together.

A respondent may prefer one option overall while the losing option wins on a decisive attribute.

Enumerate compares both evaluations and the final rationale on the same framework.

See what wins, by whom and on which attribute.

Compare preference, attribute performance and choice drivers across products, audiences and markets, then open any result to the response behind it.

Understand what the losing option must change.

Each result stays connected to the respondent rationale behind it, so teams can see what drove the margin and which improvement could shift the choice.

Ask the study what matters

Explore what won, what got in the way, who experienced it differently and what should change next. Enumerate keeps every answer connected to the evidence behind it.

Paired comparison40 respondents · 2 SKUsEvidence connected