Author: WSS

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Central location testing is a method of consumer market research that takes place in a controlled environment as opposed to an individual’s home, as is the case within home use product tests. By conducting product research with potential consumers in this manner, brands can secure a number of advantages. With that in mind, let’s discuss those benefits in a little more detail to allow you to understand why you might want to run your brand’s products through one or several central location tests.

Central Location Tests Minimise Bias

When conducting any type of consumer research, bias is always a problem. This is certainly true for home use product tests conducted by consumers themselves, where inherent biases are almost impossible to avoid. However, a central location test monitors everybody together in the same space, within the same parameters, without the chance of outside influences having an impact. Participants are asked the exact same questions in the exact same order, without confusion or pressure. This means that participants are free to express their true feelings towards the product in question whilst not having to worry about anything or anyone potentially influencing or impacting their answers. In short, it’s much more difficult to introduce bias to a central location test because the conditions are identical for everybody.

Central Location Tests Allow You To Observe and Note Indirect Feedback

One of the key advantages of this product research method is that you can also monitor and record indirect feedback such as body language, facial expressions, and vocal responses to the test. Participants may also express opinions regarding how the product feels, whether they like it or not, and even ask researchers questions. By watching and noting these unprompted responses through a central location test, you can more accurately gain insight into what people are really thinking.

Central Location Tests Are Quicker to Process Than Many Other Consumer Research Methodologies

Another great thing about using a central location test within your brand’s consumer research programme is that it’s also much quicker to complete. Online research or home use product testing can take several weeks to complete before analysis and reporting can take place. By contrast, central location testing can take place in a matter of days or less, depending upon how many locations you would like to test at. It’s also good to note that the team at Wirral Sensory Services will do all the legwork for you by finding participants, researchers, and suitable central location test venues. Once your product research project is over, we will then collect all the feedback received and review it for you. From there, we can create in-depth reports and other insightful analyses for you to review.

Choose WSS for Your Central Location Testing Needs Today

Central location tests represent one of the most objective consumer research formats available today. While it won’t suit all products and brands, we strongly recommend conducting research using this methodology to control as many variables as possible. From taste testing to packaging research, we have conducted hundreds of vital product research projects using central location testing here at WSS. If you’re weighing up whether to pursue central location tests for your new and existing product lines, why not email our team today at info@wssintl.com to learn more about how we can help your brand gain valuable insights from your central location tests?

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Sensory research is a vital part of consumer product research methodology. And yet, many brands still don’t realise that it’s not always technically part of consumer research since many sensory research methods depend on the work of trained panellists and research scientists. Therefore, with that in mind, this article will run through precisely what sensory research covers and why you need it as part of your product research portfolio.

What is Sensory Research?

As you might have guessed, sensory research involves studying and evaluating a product based on its sensory features (think sight, taste, touch, smell etc.). Sensory research is different to consumer research because it is often carried out by researchers, panellists, and scientists with specialist skills and training. This means that if you want to study the visual appeal of a new range of biscuits, for example, you might utilise a research team of psychologists and imagery experts to provide an objective review of the visual impact of your product packaging. Unlike traditional consumer research, which uses questionnaires or interviews to judge how consumers think about products, sensory research is more objective in nature.

What is Sensory Profiling?

The most common sensory research methodology is sensory profiling. This research method utilises trained panellists with higher than average sensory acuity and a greater ability to identify different tastes and smells. They consume the product and note the differences between a control sample and a variable sample. This research technique helps companies and brands to:

• Detect sensory differences between your products and those of your competitors.
• Monitor the effect of a change in ingredient levels via changes in the product’s sensory profile.
• Assess differences between batches of products to monitor quality control.

Does Sensory Research Ever Involve Consumers?

In short, yes. While many methodologies use trained R&D panellists and scientific researchers, subjective sensory data can still be collected from consumers to help make industry-leading products. For instance, by combining sensory profiling with central location testing, brands can identify key drivers for consumer acceptance. These insights allow them to create a “Gold Standard” product based on consumers’ sensory preferences. Other research methods such as taste testing, while subjective, are also considered to fall under the umbrella of sensory research as it asks for consumers’ opinions regarding the sensory characteristics of a product.

Why Choose Wirral Sensory Services for Your Sensory Research Needs?

Perhaps the clue is in our name. Since 1997, we have been providing best-in-class sensory research services to leading UK brands and international counterparts looking to launch their products into British and European consumer markets. Our sensory panellists are all extensively trained, and our team of researchers have carried out hundreds of sensory studies over our twenty-five-year history. We know what it takes to gain powerful insights into the sensory experience of food and drink products, and we’re proud of the work we produce. So if you’re looking for a sensory research company that has a long track record, an in-depth understanding of sensory research, and a willingness to go the extra mile for your business, then look no further. Talk to our team today on +44 (0)151 346 2999 to discuss your project requirements. We look forward to working with you soon.

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Home usage testing or in-home use testing (iHUT), if you prefer, is a product research method that allows brands to monitor the performance of their products within their intended environments. By allowing would-be consumers to put their new or revamped products through their paces, brands can gain deeper insights into how their products function and how consumers interact with them during their designated function. But apart from the obvious change of environment, what makes using this consumer research method a crucial tool on the armoury of leading consumer goods brands?

Home Use Product Testing Delivers More Realistic and Actionable Feedback

While there is always a time and a place to test products in controlled environments, they are not indicative of how a product will perform or be perceived in the real world. Home use product testing allows brands to understand what consumers think about their product in its intended place of use, the ways in which they use their product and, more importantly, assess the way consumers interact with their brand through their products. The ability for brands to determine how these experiences affect consumer loyalty is invaluable. In-home use product testing allows them to tap into less quantifiable qualities such as the extent of brand loyalty, how a product makes them feel, or how brands can improve products to improve consumer perceptions.

Home Use Product Testing Offers a Variety of Consume Feedback Options

Another reason brands like in-home use testing are because it provides a number of methods for soliciting feedback regarding a specific purpose. Rather than having one set method for recording results, companies can change up the way they gather feedback to suit their needs. From in-person interviews to online surveys and questionnaires, there are a myriad of options available for brands conducting home use product testing. By implementing multiple approaches to collecting feedback through in-home use testing, brands can assess different aspects of a product in order to get a more thorough and in-depth understanding of their product and how it stands up to consumer expectations. It also allows companies to gain in-depth insights into different consumer segments that will help target specific marketing campaigns, such as children or women.

Home Use Product Testing Helps Companies to Monitor and Track Performance Before Launch

One of the biggest fears of any company launching a new product is a design fault or performance issue that derails its potential success before it has a chance to get off the ground. Since home use product testing can last for the entirety of the product’s lifespan (if required), brands can closely monitor the product’s performance over longer periods. This allows them to determine if their product is living up to expectations over time and, if not, make changes or corrections before the product is launched. For example, let’s say that after several months of using a new dishwashing liquid, consumers are reporting that they can no longer get their dishes clean. After monitoring and receiving this feedback, the brand can determine that the ingredients in their product have serious longevity issues, causing them to rethink their formula. Catching these potentially fatal issues in testing can protect your company from costly recalls and reputational damage.

Choose Wirral Sensory Services for Your Home Use Product Testing Today

At Wirral Sensory Services, we have thousands of home-based testers (covering all consumer market segments) ready to be called upon. What’s more, our long track record of successfully carrying out home use product tests stands us apart as the UK’s leading provider of this vital consumer research methodology. So, if you want to better understand how consumers feel about your product when used in their intended home environments, please get in touch with WSS today. We are available by phone on +44 (0)151 346 2999 or via email at info@wssintl.com.

Whether you’re a startup launching a new product or an established internal brand looking to improve your products, taste testing is a great way to gain critical insights and feedback from potential customers. Not only can you gauge how well your product is likely to perform when compared to the competition, but you can also identify potential areas of improvement and get a sense of what your customers are really looking for.

Why Taste Testing Matters

Taste testing is a worthwhile research activity for several reasons. First, it allows you to get an early sense of how your product is likely to be received by customers. If the response is positive, it can give you the confidence to move forward with production and marketing plans. If the response is negative, on the other hand, it can help you make necessary changes before investing too much time and money in a product that is unlikely to be successful. In either case, taste testing can save you a lot of time and money in the long run by helping you make informed decisions about your product development process. Taste testing can also be useful for identifying potential areas of improvement for your existing product ranges. Even if customers are generally happy with your products, taste testing may uncover some areas where they would like to see improvements. This feedback can be invaluable for making small tweaks that can have a big impact on customer satisfaction. So, what’s involved in taste testing?

What’s Involved in the Taste Testing Process?

The taste testing process can vary depending on the product and the company’s goals, but some key steps are generally followed. First, you’ll need to develop a list of criteria or attributes that you want to test for. This could include flavour, texture, aroma, and overall satisfaction. Once you have your criteria, you’ll need to identify a target group of consumers who are likely to be interested in your product. Your taste testers could be people who regularly consume similar products or an entirely new group of potential customers. After identifying your target group, you’ll need to arrange for a taste test, usually carried out with the help of a specialist consumer research company such as Wirral Sensory Services, who provide taste testers and taste test facilities. During the taste test, panellists will be given a small sample of your product to try and will be asked to rate it against the criteria you’ve established. They may also be asked to provide feedback on their experience and whether they would recommend the product to others. These tests are usually “blind”, meaning that the panellists don’t know which product they’re tasting to prevent bias. After the taste test is complete, research will collate and analyse the results before providing you with a report of their findings. This report will give you valuable insights into how your product performed and where there may be areas for improvement.

How Taste Testing Helps Your Brand

There are a number of ways in which taste testing can help your brand. For instance, testing in this manner can help you to gauge consumer reaction to a new product before it hits the shelves, allowing you to make changes if necessary. Taste tests often reveal consumer preferences that you may not have anticipated, so it’s essential to be open to feedback and willing to make changes based on what you learn. Taste testing can also help you to troubleshoot problems with existing products. If you’re noticing declining sales or customer satisfaction, a taste test can help you to pinpoint the issues and take steps to rectify them. Finally, regular testing also allows you to keep tabs on the competition and ensure that your products are still the best in the market. If the results and analysis show that your product is no longer the preferred option, you can use this information to make changes and improve your offering.

Contact One of the UK’s Leading Taste Testing Companies Today

At Wirral Sensory Services, not only are we trusted by some of the UK’s leading brands, but we’re also passionate about helping businesses to succeed. We offer a range of consumer services that can help you improve your products and stay ahead of the competition, including sensory profiling, packaging research, and of course, taste testing. If you’re interested in finding out more about our services, or if you’d like to arrange a taste test for your product, don’t hesitate to get in touch. Our team of experienced researchers would be more than happy to discuss your needs and help you take your product to the next level.

Over the years, businesses have come to understand the importance of conducting thorough market research before launching a new or improved product. But, of course, there’s plenty to choose from when it comes to consumer research methods. The most suitable one for your brand depends on factors such as the nature of your product and your target audience.

Getting your choices right is crucial. If you choose the incorrect research method for your product, you might not receive the insightful feedback you need to make the informed decisions regarding your product. 

One of the best ways to eliminate bias from your consumer research is by utilising central location testing. But what does this mean in the context of conducting consumer research?

What is Central Location Testing?

Central location testing is often referred to as hallway testing, as it is usually conducted in controlled community settings, such as supermarket aisles, shopping centres, and inner city-centre eateries. It is a type of product market research that gathers and records feedback directly from consumers.

During the central location testing process, all participants are placed in the same testing conditions, which allows for more objective feedback. There are different central location testing methods, such as the paired comparison test, repeat paired comparison test, and the sequential monadic test. The location and research method used depends on factors such as the feedback you require and the nature of your product.

How Can Central Location Testing from Wirral Sensory Services Benefit Your Business?

Companies and brands of all sizes use central location testing as their preferred research methodology because of its cost-effectiveness, accuracy, and insight.

Central location testing is a cost-effective research method that allows for the collection of accurate data. During the testing process, all participants are exposed to the same stimulants, environments, and assessors, which allows for more unbiased and accurate data collection.

Central location testing also provides insight into what the average consumer thinks about your product. During the tests, participants usually engage directly with researchers, which allows the experienced WSS researchers to capture observational feedback such as the body language and the participants’ facial expressions. 

The observational data received can be particularly useful when conducting taste testing using central location testing as it provides objective insights into what consumers think about the taste, smell, and appearance of your product.

Besides consumer insights, central location testing can also act as a helpful marketing and brand awareness activity. During the testing process, many consumers will be exposed to your product, and as they engage with it, you will, in turn, benefit from increased brand awareness. Consumer awareness directly impacts your sales, rendering central location testing ideal for both new and existing brands.

Why Choose Central Location Testing from Wirral Sensory Services?

To enjoy the benefits of central location testing, you must choose the correct research method. At Wirral Sensory Services, we have helped leading UK brands to choose and conduct the most suitable research methodology for their brands.

Our team of trained researchers have more than 20 years of experience in conducting research within the food, beverage, and household products industry. The feedback our researchers provide is accurate, unbiased, and allows many of the UK’s leading brands to create products that consumers love.

Whether you are a new brand entering the market or an existing brand trying to expand your market share, the experienced researchers at Wirral Sensory Services can help your product succeed. Contact us today to learn more about how our research methodologies can help you create an industry-leading product.

Great-tasting food products do not just appear out of thin air. Before a best-selling food or beverage product reaches the supermarket or retail shelves, it’s always subjected to sensory profiling and taste testing. Sensory profiling is an essential part of the testing and development process of food and beverage products. It is an impartial research methodology that allows for a specific analysis of the sensory qualities of products by highly-trained experts. So, how can sensory profiling help your brand?

What Is The Difference Between Sensory Profiling And Taste Testing?

A food product’s appearance, flavour, texture and odour largely determine its acceptability by the market. These attributes are crucial to the success of the product. During the sensory profiling period, trained panellists quantify these attributes and assess them against crucial parameters. In doing so, they can help businesses create a balanced product that is more likely to be accepted by their target market. The sensory assessors do this by creating a specific sensory profile for your food product. You can then compare that sensory profile to new formulations and even competing products.  Taste testers, on the other hand, are often made up of a panel of volunteers who share their personal preferences. Whether they ‘like’ a product is useful, but it is not enough. A sensory panel comprises a pool of respondents who have a higher-than-average sensory acuity, and a greater ability to distinguish between different tastes and smells.

Why Is Sensory Profiling Important? 

Sensory profiling is an impartial research methodology that can provide specific insights into your product. This makes it an essential part of food and beverage market research and development. This sensory research allows you to create a unique product that is objectively different from those of your competitors. It uncovers the difference in attributes like taste and smell scientifically, rather than relying on an individual’s opinion.  Sensory profiling can also be combined with taste testing to give your product an edge. For sentence, sensory assessors can help you develop a sensory profile of a competitor’s product, which can be combined with taste tester’s opinions. This provides an opportunity to create a roadmap to a science-backed product that’s more than likely to win your target market’s approval. Sensory profiling can also be used to monitor how changes in a product’s formulation affect its profile. The research can even be used to uncover quality issues in products too. This makes sensory profiling an invaluable part of high-quality product testing and development.

What Does Sensory Profiling Involve? 

The sensory profiling process is relatively simple. First, your product is submitted to a sensory research company, like Wirral Sensory Services. We then compile a panel of experienced sensory assessors to perform a sensory analysis. During the analysis, the product’s attributes will be assessed. A comprehensive report on the sensory factors like smell, taste, and texture will be developed to create a measurable profile. This sensory profile can then be utilised to develop an in-house alternative to uncover differences between existing product variants and competing products.

Why Choose Wirral Sensory Services For Your Sensory Research Requirements?

Wirral Sensory Services have been the leaders in sensory research for over 20 years. Our sensory profiles have helped leading UK food and beverage brands stay ahead of the curve. Our panel of experienced sensory assessors is one of the best in the country. It has allowed us to provide accurate and comprehensive overviews of product changes and taste trends that have directly correlated with revenue increases.  Our sensory research has allowed our clients to maximise sales by developing the best tasting products. Contact us today to subject your new or existing product to our objective, robust, and industry-leading sensory research panel to bolster your chances of securing a foothold in your chosen market. 

To turn your great idea into a profitable product, you’ll need time and the support of experts. While some brands only conduct market research before launching the products, successful brands include sensory research before launching new and improved products onto the market.  

So, why should you invest in sensory research? Below we provide a guide to sensory research, explaining how it can help you develop an industry-leading product.

What is Sensory Research? Is it Just Another Element of Consumer Research?

Sensory research is a science. The researchers use different methodologies to evaluate your product’s sensory attributes and characteristics such as taste, smell, touch, and appearance.

Sensory research is essential for your product’s success. At the end of the day, your product’s attributes determine how consumers experience it. More importantly, a consumer’s sensory experience can directly influence your profit margins as they won’t buy products they don’t enjoy eating, drinking, or using.

Sensory research is particularly important in the food and beverage industry. A recent study confirmed just how important the sensory attributes of a product are to consumers. Just over 86% of participants surveyed in the study said that a product’s taste is a very or extremely important factor in their food choices. 

But taste is only one characteristic that’s important to consumers. If your product does not smell nice or the packaging is bland, it won’t make its way from the supermarket shelf into a customer’s shopping trolley. That’s why scientists, R&D teams, and even marketing departments all invest so much into sensory research and benefit from the insights provided. 

However, sensory research is not exclusively consumer research. Unlike consumer testing, a trained specialist must conduct some elements of sensory research. Brands who want to use sensory research to enhance their products must partner with trained tasting panellists or insight specialists to ensure that their findings are accurate and useful.

In other words, while sensory research and consumer research sometimes overlap, a large proportion is carried out by trained professionals.  

Why Use a Sensory Panel for Your Product Research?

Sensory panels consist of trained panellists who objectively assess and test your product. Trained sensory panellists have above-average sensory acuity, which allows them to identify even the most subtle smell or taste.

The sensory research process will generally start with the trained panellists. Once the experts have assessed your product’s sensory nature and found that it is up to standard, you can choose to implement opinion-based sensory research, such as taste testing. 

While taste testing captures your target market’s opinion of your product, the feedback from sensory panellists is even more critical. An objective, scientifically-backed product is more likely to meet subjective consumer taste preferences. The product will be more balanced and appealing. Without objective testing, you won’t know if your product has any fundamental issues, which could present problems in future product development stages. 

Trained sensory panellists can save you time and money. They can provide critical feedback that can be used to tweak the product before it goes for further testing or moves into production. 

Why Choose WSS International to Carry Out Your Sensory Research? 

At Wirral Sensory Services, we’ve seen just how vital sensory research is for all industries and all products. Although all types of product research can be beneficial, sensory research differs from many subjective consumer testing methodologies we offer, such as home-use testing or focus group studies. Sensory research allows for product optimisation based on objective, scientifically obtained findings.

Our sensory professionals can deliver vital insights into the taste, smell, touch, and even the sound of your product. The data collected during sensory research can then be used to develop high-quality consumer products that are more appealing to all your target audience.

Whether you’re an existing brand, launching a new product, or an established brand trying to improve your competitiveness in the marketplace, we can help. Contact us today, and one of our experienced team members can walk you through the sensory research process.

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Food tasting research is essential for your product’s success. Every year over 300,000 businesses fail in the UK. However, some brands still choose to rush onto supermarket shelves without conducting appropriate food tasting research. Often, their products do not make their way into consumer’s shopping trolleys. Without prior research, they may never find out why.

Thus, before launching your product (or a revamped version of an existing one), you should carry out thorough research to ensure that it meets and surpasses consumer expectations.

So into which type of food tasting research should you invest your precious time and resources? Below we provide a guide to food tasting research to help you choose the right one for your brand.

Why is Food Tasting Research So Important?

Food tasting research gives brands insight into the sensory characteristics of their product as well as how consumers react and respond to those characteristics.

There are many food tasting research methodologies. The right methodology for your product depends on factors such as the nature of your product, your research objectives, and your target market. An expert food research company, such as Wirral Sensory Services, can help you choose the right methodology for your product.

Product research is important for all industries, however it’s especially the food industry. Food tasting research can directly impact your commercial success. High-quality food tasting research, paired with expert product optimisation, can help your brand stand out on supermarket shelves and within other prominent retail locations. In turn, the increase in consumer awareness and brand loyalty lead to increases in revenue.

Taste Testing: Securing Vital Customer Feedback 

It’s no secret that consumers avoid bad tasting products. In a recent study, 82% of participants said that taste was an extremely important factor for their food choice.

Taste testing is a form of product acceptance research that gives you objective insight into your target audience’s preferences. The research can be conducted on location using central location testing, online, or within a residential setting using home-use testing. The versatility in methodologies means that you can still test your product before launching safely, despite the ongoing social restrictions caused by the pandemic.

The data obtained through taste testing research will indicate the demand for your product and demonstrate that it is competitive enough to thrive in the market. Startups can use the data gathered from taste testing to secure shelf space in busy UK supermarkets. Existing brands, on the other hand, can use the data to improve their products to increase their market share.

Sensory Profiling: Gaining Insights from the Professionals 

Sensory profiling measures and compares the attributes of your product to create a unique profile that can be used to develop great-tasting products or improve your existing options.

Unlike taste testing, sensory profiling focuses on the scientific, sensory nature of your product. During the sensory research process, trained panellists with above-average sensory acuity will assess your product. The panellists can quantify the most intricate smells and tastes to create an accurate sensory profile for your brand.

New or existing brands can use the insight gained from sensory professionals. New brands can use sensory profiling to compare their product ideas with their competitor’s existing products. New brands can use sensory profiling to gain a competitive edge and to stay ahead of changing consumer taste trends within their sector.

Why Choose WSS International for Your Food Tasting Research?

At Wirral Sensory Services, we understand the crucial role that research plays in your product development journey. We have been conducting industry-leading product research for over 20 years.

Whether you’re a new or an existing brand, we can help. Our product optimisation processes have helped brands enter the market and increase their market share. Our team of experienced researchers are qualified to conduct a wide range of food testing research, including taste testing and sensory profiling, to name but a few.

Contact us today, and one of our experienced team members can help you choose the most suitable methodology for your product.

 

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In 2020, UK citizens spent over £250m more on groceries each week than in previous years. To take advantage of current consumer spending trends, your product must meet, and in most cases, exceed customer expectations. Consumer testing gives brands the insight they need to develop high-quality products. This form of product testing includes research methods that rely on consumer feedback to measure your product’s performance or properties. So, with that in mind, let’s run you through some of the different types of consumer testing.

Taste Testing

Taste testing is a product acceptance research method that tells you what customers really think about your product. Research can be conducted using home use testing or central location testing methods. Most taste tests are conducted on location as it allows researchers to create a controlled environment for all participants, which leads to more objective feedback. New and existing brands can benefit from taste testing. New brands can use the data received from the tests to impress retail partners and secure shelf space in busy UK supermarkets. Established brands, on the other hand, can use taste testing to make their product more competitive and increase market share. One of the most significant benefits of taste testing is that the research process itself acts as marketing. When tests are conducted in prominent locations such as shopping centres or supermarkets, your brand awareness increases automatically, likely increasing product sales.

Online Research

The recent COVID-19 pandemic has emphasised the importance of going digital. Online research is an affordable way to get feedback from your target audience, as there are no additional costs such as travelling expenses. As the name suggests, the research is conducted virtually, and customers can participate from the comfort of their homes. It’s essential to have the right software for accurate data collection when conducting online research. The last thing you want is for your product adjustments to be based on feedback from automated bots. An experienced consumer research company, such as Wirral Sensory Services, utilises reliable software and research methods to deliver real data from real people.

Focus Group Study

Focus groups studies are a qualitative research method that provides insight into your customer’s behaviour. During the research process, approximately eight respondents (sometimes more, sometimes less) are selected to discuss research topics for approximately two hours. The discussions topics and format are designed with your research objectives in mind. When conducted correctly, the data received from focus groups can give brands insight into their competitiveness, the effectiveness of their package design, or even product usefulness.

Children’s Testing

Children’s brands often find it challenging to gain objective feedback from their young target market. The research methods used in adult product research can’t be applied when conducting children’s research. There are critical differences in the research methods applied, even though the principles and desired feedback may be the same. For example, children can’t answer long-winded questionnaires. The questions must be designed specifically for their age group. Most children’s research is conducted through home use tests. The extended time spent with your product allows for comprehensive feedback that can be used for claim support or to make product adjustments.

Choose Wirral Sensory Services For All of Your Consumer Testing Requirements

Consumer research is an essential part of your brand’s success. With your brand’s profits at stake, the last thing you should be doing is investing in incorrect research methodologies. That’s why you need to enlist the help of industry experts. Wirral Sensory Services has over 20 years of experience in product research, including children’s testing, focus group studies, and taste testing. Our research team includes MRS-accredited moderators, experienced sensory panellists, and marketing claim support experts. We are serious about your brand’s success and have helped brands of all sizes conduct comprehensive product research. Contact us today, and one of our experienced team members will help you get started on your research journey.

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While no brand ever sets out to fail, hundreds of UK food and beverage brands do just that every year. Many of the failures occur because brands simply aren’t meeting their target audience’s expectations. Whether your product packaging is too dull or the taste is too bland, you won’t know what consumers think unless you ask them. Product research allows brands to connect with customers meaningfully. By asking the right questions, you can gather the insightful data you need to make the changes your brand needs to become or remain successful. Central location testing and home use testing are effective product research methods that give brands direct access to consumers – but knowing which research method to invest in can be complicated. So, does your brand need central location testing or home use testing? Let’s talk you through each method to help you make an informed choice.

What is Central Location Testing?

Central location tests are conducted in a controlled and public environment, such as a supermarket. The tests can also take place in laboratories, depending on the nature of the product. Central location testing allows for objective feedback as all participants experience the same conditions. During the testing period, researchers can control the environment to reduce bias and will be able to observe subtle data such as body language or facial expressions. Central location testing will provide valuable data for brands of all sizes. Many companies prefer central location testing as it is a cost-effective way to get accurate data in a short period.

What is Home Use Testing?

Home use testing allows participants to test your product in the comfort of their homes. Participants are supplied with the product, use it, and provide feedback that you can use to make improvements. During the test period, consumers will use the product for its intended use throughout the course of their ordinary day. The turnaround for these tests can be as little as three weeks, depending on your research objectives. This personal engagement allows for accurate data and detailed qualitative feedback. At the end of the testing period, you will know exactly what consumers think about your product.

Which One Should You Choose?

Different products require different research methodologies. The correct testing method for your product will depend on the nature of your product and your research objectives. If you are launching a new product or would like to improve your existing product, central location testing could be ideal. For example, taste testing can be used by new brands to gauge consumer preferences. Established brands, on the other hand, can use central location testing to expand their market reach. Home testing is ideal for products such as household cleaning or children’s products. Brands that require claim support for their products will benefit from home-use testing as it can provide detailed feedback from your target audience. Home use testing can also be used to conduct competitor comparison analysis, giving insight into how your product performs against your competitors.

Choose Wirral Sensory Services for Your Central Location Testing Today

Applying the wrong research methodology will lose you money and lead to implementing incorrect changes that hurt your product performance. That’s why you need to rely upon an expert team with decades of experience in carrying out product and consumer research. At Wirral Sensory Services, we understand the importance of quality research and the benefits it can deliver for your brand. We have over two decades of experience in product research and development. Over the years, we have provided leading British and international food and beverage brands with research support that has helped them become industry-leading brands. Whether you are a startup brand trying to create a new product, or an established brand looking to expand your reach, we can help. Contact us today, and one of our experienced researchers will help you choose the correct research methods for your products.