Apple, Likert and Outcomes
The research we are conducting is going to ultimately be tested and quantified with a Likert scale to measure both importance and satisfaction. The goal is to then apply Ulwick's opportunity algorithm (importance + max(importance-satisfaction, 0) to the results in order to quantify the opportunities, i.e. to find the under-served outcomes.
So I was interested to see a new Likert scale from Apple recently. It looks like it is designed to forces users into one of three choices: agree, neutral or disagree and to give the scale more granularity. It's also interesting to note that Apple seems to have innovated the design by placing the neutral option in the middle with more space.
For our outcome driven research, the key is the percentage of respondents who rate the outcome "very" or "extremely" (the right side of the scale). So perhaps Apple's UI would improve the accuracy of the results. It's certainly worth testing.