In this one-on-one comparison, the potential customers preferred the Titan’s sturdier cushions to the Dream’s softer cushions, 58 percent to 42 percent. But that changed when the researchers sent the same information to another sample of online participants along with information about the features of three other sofa models. The added sofas were not strong competitors, being weak on a variety of dimensions, but they all had durable cushions like the Titan. Within that set of comparisons, the Dream vaulted over all the other models—this time winning 77 percent of the preferred choices.
