Traditional rating scales often don’t tell the whole story of attitudes or behavior. Well, we have an approach that captures real differences and forces differentiation. Directions’ Ratings and Rankings or R-squared is a simple yet powerful approach that uses an interactive, 100-point drag-and-drop scale.

Users can click and drop concepts, names, brands, attributes – really anything you need to test or compare. The 100 point scale is large enough to accommodate many similar ratings, but still allow for a forced rank order.

The dynamic and intuitive interface makes for an engaging respondents exercise that can improve data quality. Even better, preference offers an un-biased way to compare results across ethnicities and geographies where rating scale usage alone isn’t comparable.

R-squared is a robust tool that combines the power of preference with the perspective of ratings.