Product Testing

Hall tests and in-home tests are used to directly expose products or concepts to the consumer for critical evaluation.

Hall Tests - utilise easily accessible town centre venues which offer a controlled and neutral environment, ensuring all respondents evaluate the test product in identical conditions. Respondents are carefully screened and recruited on the street and brought into the venue to undertake the test and complete an interview. This method is very cost effective and can generate over a 100 responses per day depending upon location, target audience and the length and complexity of the test.

Typical this methodology is used to test products for taste, perfume, appearance or texture, usage or packaging, or for assessing advertising or other marketing communications.

In-Home Tests - allow respondents to test products under normal conditions in their own homes. Their experiences are recorded via a self-completion questionnaire, diary or during a face-to-face follow up interview. Products are typically placed with respondents for a week or longer.

These tests may involve purchasing products from the consumer to use in the tests, for example garments which can be cut in half and washed using different detergents for comparison.

In the past we have used in-home placements to evaluate products such as washing-up liquid, powder and liquid detergents, fabric softeners, air fresheners, electric toothbrushes, paper products, chips, snacks and ready made meals.

Quantitative Research

Quantitative research uses carefully structured questionnaires to capture and measure the views of large numbers of respondents. Respondent samples are carefully chosen and controlled to project the results onto a wider population with a high degree of statistical certainty.

In general the larger the numbers of respondents, the more viable analysis by different sub-groups becomes, but in practice sample sizes will vary depending upon budget, timescale and methodology.

We use a number of different methods for collecting quantitative data including:

• Street Interviews
• Exit Interviews
• In-Home Interviews
• On-Line Interviews
• Postal Surveys
• Telephone Surveys
• Staff Completion Audits
• Traffic & Footfall Counts

In close consultation with our clients we will choose the most effective method to produce the best and most telling results for them.

Possible pitfalls

One of the greatest pitfalls for any business or organisation is not bothering to conduct any kind of research, but failing that actually investing time and resources into doing research that fails to deliver value will come a very close second.

The best way to avoid the latter situation is to spend the time to develop and agree a detailed brief before embarking on any research activities. The most important element of this brief will be the research objectives and the more specific this is the easier it will be to identify how it can best be addressed. The brief should also include:

• A discussion of the product of service / market to be researched, its relevant history, and its current status

• Details of what is already known about the brand or product of interest, and who its current customers are

• As much detail as possible about what it is you actually want to know 

• Why this information is needed, and how it will be used

• Any relevant information available from previous research

• Ideally, the scope of the project, with an indication of the available budget, and a realistic deadline for results

Where the project is not being conducted in-house, a reputable research agency should be used, ideally one that has done similar work or with some experience in a related market sector. Many agencies can actually help you to develop the initial project brief and this can be useful in identifying what is practical given your needs, budget and timescale.

When looking for an agency to work with it is advisable to secure a number of quotes, and the better defined your initial brief is the easier it will be to directly compare prices. Different agencies may recommend different methodologies for your project so you need to work with them to identify the advantages and disadvantages of the process they’re recommending and choose the one that is likely to be most effective for you.

Any agency that is used should be affiliated with the Market Research Society and all the work they do should comply with the MRS Code of Conduct. This is the best mark of quality available to protect you when conducting research and should ensure you are dealing with a qualified and professional organisation.