The Philippines’ key decision-makers and researchers must be quick to adapt to changes induced by technological advancement and maximize the potentials of perception analyzer in shaping the future of researches in social sciences.
It has always been a challenge for social scientists to develop advanced methods that will accurately measure an individual’s thought or perception while maintaining objectivity. Dial testing, through a perception analyzer, has been widely used in the global market, media and public opinion research but its benefits have not been fully realized in the country just yet. Introduced in 1980s, perception analyzer, taps into what people are thinking and feeling at the moment and encourages independent thinking of participants. It is a moment-to-moment research whose goal is to deviate from recall-based methods (such as surveys, interviews, etc.) that heavily relies on memory which has proven to be malleable, prone to manipulation and therefore unreliable. The arrival of perception analyzer in the Philippines is another product of the world’s flattening forces where best practices move freely around the globe. This will shape the future of researches in the world. The country’s decision-makers and researchers, must either absorb and manage societal changes or face the consequences of being left behind.
How dial testing interweaves objectivity and accuracy in a qualitative research?