When bringing a food product to market, there are a whole host of product testing methods you could undertake before reaching the launch stage. But which ones are the most important and therefore used the most?
In this post, we’ll take a look at the product testing methods you are most likely to use on your new or reformulated food product.
Consumer testing is a vital part of developing industry-leading products, yet many fledgling brands try to bring a product to market without conducting any. Even established brands can make the mistake of not thoroughly carrying out consumer testing on a reformulated product and become shocked when the relaunch doesn’t go to plan (remember the “New Coke” disaster of the 1980s?).
Thus, without well-rounded consumer testing, you can’t expect your product to be a runaway success. You will be entering the market completely blind and unsure of where your product might be going wrong. As the adage goes, “you don’t know what you don’t know.”
With that in mind, let’s look at the specific reasons you need to submit your new or reformulated product to thorough consumer testing before bringing it to market.
Product benchmarking is a vital process that ensures your product is up to scratch. Yet, despite its importance, many brands forgo this vital aspect of consumer research.
So with that in mind, let’s examine product benchmarking in more detail and explain why, when executed correctly, it can help your brand deliver a product that is head and shoulders above competitors.
Central location testing is a vital piece of the puzzle for brands looking to gain consumer insights into their products. They tend to occur in neutral environments such as shopping centres, department stores, or other locations where the brand wants to have a presence.
They provide brands with the opportunity to gain critical customer feedback without many of the biases that can decrease the reliability of the findings and allow research teams to collect all-important non-verbal feedback.
However, not all central location tests are the same. Different central location test methodologies provide different insights into consumer reactions, and feedback varies across these individual methodologies. Below are some key differences in types of central location testing.
While you might think that your product offers enhanced performance or lasts longer, you cannot make claims regarding those thoughts without first carrying out robust studies to provide evidential proof. The Advertising Standards Agency (ASA) strictly prohibits making unsubstantiated claims in marketing materials (including product packaging).
As a consequence, your brand will rely on efficacy testing to prove that your product operates in the manner you claim. With the scientifically-proven statistics that back up the efficacy of your product, you will also have proven that your product lives up to its stated performance.
Below we detail three further reasons to put your product through efficacy testing.
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.
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.
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?
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.
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?
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.
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.
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.
