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.

What is qualitative research used for?

Typically qualitative research is used to:

• Discover underlying perceptions, attitudes and behaviour drivers
• Test response to creative marketing messages or promotional materials
• Identify hypotheses about potential demand drivers and/or deterrents
• Get initial feedback about new product concepts

Studies conducted utilising qualitative methods often include:

• Advertising/campaign message development
• Ad testing
• Brand image and positioning studies
• Product concept evaluations
• Pilot testing/exploratory idea generation

How do I make sure my research adds value?

The most effective market research project is one that has a clearly defined objective. This objective is usually determined by the Client and conveyed in the form of a written or verbal brief. This brief should 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 that the marketer actually wants 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

How much will it cost?

Since every project is unique and customised to meet the client's needs research companies do not operate with a standard price list. How can I cut my research costs?

Clients are always interested in cutting their research costs; however, this is not easily done without compromising the quality and integrity of the research and the results generated. Some savings may be accomplished by:

• Reducing the length and complexity of the questionnaire
• Cutting the number of questions
• Reducing the number of locations
• Reduce the overall size of the sample