What is the PAPRIKA pairwise comparison method?
PAPRIKA is an acronym for “Potentially All Pairwise RanKings of all possible Alternatives”, and is the name of the patented and award-winning method used by 1000minds for eliciting the preferences of each participant in a conjoint analysis survey. These preferences are expressed in terms of ‘utilities’, or weights, representing the relative importance of the attributes or characteristics of the product or other object of interest. The PAPRIKA method involves each person answering a series of simple questions based on choosing between two hypothetical alternatives defined on just two attributes at a time and involving a trade-off (sometimes known as a ‘choice set’). These are the easiest possible questions to think about, and so people can answer them with more confidence (and faster) than other methods’ questions. Each time the person answers a question, PAPRIKA adapts with respect to the next question asked, and so PAPRIKA is recognized as a type of adaptive conjoint analysis or discrete choice experiment (DCE).