Category: Blog

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.

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Before a product is launched, it must undergo a rigorous testing process to measure its effectiveness. Efficacy testing gives brands the evidence and the certainty that the product will perform as advertised in marketing materials. Some food, beverage, household product brands view efficacy testing as a burden and try to launch products without scientifically substantiating their claims. However, regulatory bodies in the UK and EU have hefty fines and penalties for brands that unsubstantiated marketing claims. Investing in efficacy testing holds many benefits for your brands. Efficacy testing gives consumers certainty that your product is of high quality. The trust your consumers have in your brand can lead to improved brand acceptance and increased profits. So, which products need efficacy testing? Below we provide a guide to help you take advantage of the benefits of efficacy testing.

What is Efficacy Testing?

Efficacy testing is a product research method that tests the attributes of your product. Efficacy testing allows for scientifically supported claims, which will give your brand the confidence needed to market your product ethically. Experts using scientific methodology will conduct the efficacy testing, resulting in objective metrics that you can use to support your product claims. Brands invest in packaging research to stand out on grocery shelves. Still, efficacy testing is just as crucial to building a relationship and convincing your target audience that your product performs as advertised.

How is Efficacy Testing Carried Out?

During the efficacy testing process, your product will undergo scientific testing to confirm all your marketing claims. For example, if a deodorant claims to offer 24-hour-protection, it will have to undergo rigorous testing before the claim appears on any marketing materials. There are a wide range of efficacy testing methodologies. The suitable testing method for your brand will depend on the nature of your product. Products such as antiperspirants and deodorant must undergo testing by trained assessors. Makeup products, on the other hand, undergo clinical trials. After your chosen efficacy testing company has conducted the tests, you will receive a comprehensive report containing the findings of the tests. Based on the data received, you can adjust your product or move on to sensory research to prepare your product for the market.

Which Products Benefit from Efficacy Testing?

Food, beverage, personal care, home cleaning, and toiletry products are among the long list of products that can benefit from efficacy testing. There are two types of claim support testing. Product claims focus on your product’s performance. For example, “9 out of 10 people thought this product effectively cleans grease.” In comparison, competitive claims compare your product to its competitors. For example, “80% of people thought the product cleans more effectively than the leading brand.” Any product that makes a claim about its performance can benefit from efficacy testing. To determine which type of claim support your brand requires, you should contact a professional company such as Wirral Sensory Services.

Why Choose Wirral Sensory Services for Efficacy Testing?

Over the last 20 years, Wirral Sensory Services has helped UK brands develop products that consumers love and trust. We use robust product research methodologies based on your unique product requirements, delivering insightful and evidential feedback that you can use to grow your brand. Efficacy testing is not a one-size-fits-all affair. Various factors go into carrying out efficacy testing on your product. Those variable elements include claim support techniques, preparation methods, demographics, and location, to name a few. We can offer expert advice on what you need to have in place for your specific testing requirements and prevent any issues with regulatory authorities by having the tests conducted accurately by experts. At Wirral Sensory Services, we provide the support our clients need to create industry-leading products that can withstand any efficacy challenges made by competitors. Contact us today, and one of our expert team members will get you started with an obligation free quote.

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Creating a high-quality product that the market will respond to requires input from experts. Whether you are a startup or an established brand, it is essential to invest in product research that gives you the certainty you need to produce a product that will thrive in your chosen market. With so many research options available, it can be challenging to know which strategy to prioritise. Some brands focus on taste testing to determine if their product will meet consumer standards. Although helpful, this research is subjective and does not guarantee market acceptance. To improve their chances of market success, brands are using sensory profiling to develop industry-leading products. So, what is the difference between sensory profiling and taste testing? Below we provide a guide to sensory research to help you choose the correct research method for your products.

What is Sensory Profiling?

Sensory Profiling is a type of product research that uses trained professionals to quantify, measure and compare the attributes of your product. The research is objective and focuses on the key parameters of your product to create a unique profile that can improve existing products or develop new competitive products. The quality of your product’s sensory profile inherently depends on your sensory panellists. It is important to use trained panellists that have above-average sensory acuity. Experienced panellists can identify the most intricate tastes and smells to produce an accurate sensory profile for your product.

What is Taste Testing?

Taste testing is a research tool that you can use to improve your product before going to market or to secure increased shelf space with supermarket and retail partners. Unlike sensory profiling, it relies entirely on responses from your target audience to determine what the average shopper thinks about your product. Acceptance testing will give you a detailed review of your product’s performance based on specific attributes, such as taste and texture. The data you receive can then be used to adjust your product to ensure that it remains competitive in the marketplace.

Why Use Sensory Profiling When Conducting Research On Your Products?

Sensory profiling gives new and existing brands the insight they need to create gold-standard products. If you are launching a new product, sensory profiling will allow you to create a more balanced and innovative product. When both these boxes are ticked, you are more likely to have a profitable product that consumers love. You can also utilise sensory research to build competitor product profiles. Understanding the composition of your competitor’s product will give you insight into your target audience’s taste preferences. The sensory profile can then create a unique product that meets consumer’s needs. Existing brands can use sensory profiling to stay ahead of market trends. Investing in sensory research will give you insight into existing consumer taste trends, which can help you create a more competitive and profitable product.

Why Choose Wirral Sensory Services for Your Sensory Profiling Needs?

At Wirral Sensory Services, we understand how difficult it is to create a unique and market-share-winning product. Once you have found a great product idea, you must choose the right product research method to ensure it maximises its potential. Sensory profiling can give you the objective feedback you need to create a profitable product. The experienced sensory panellists at WSS can give you the feedback you need to create a product that excels in the market. We have over 20 years’ experience in sensory research, making us the perfect sensory partner for your brand’s product success. We have developed sensory research plans for brands of all sizes, allowing them to create successful new products and reimagine existing lines to strengthen their position in the market. Whether you’re a new company or an existing brand, we can help develop industry-leading products. Contact us today, and one of our friendly team members will guide you through the sensory research process.

Every year thousands of products are introduced to the UK market, but less than 3% of those products will enjoy a successful launch. To overcome the barriers to entry in mature markets, companies have had to find innovative ways to stand out from the crowded grocery store shelf. In recent years, product optimisation has proven crucial to the success of new products and existing brands. Through the effective use of sensory research techniques, you can now stay ahead of your competitors and develop industry-leading products. So what exactly is product optimisation? And how can it help you create a ‘gold standard’ product?

What is Product Optimisation?

Product optimisation is a powerful tool that uses techniques such as sensory profiling and consumer taste testing to understand consumer preferences. First, a qualified sensory panel will generate a product profile that measures your product’s critical features. A subsequent consumer taste test is then conducted, which allows us to understand your target market’s preferences. Product optimisation gives us valuable insight into what consumers want from their products, and this allows us to develop competitive, high-quality products in response to those needs.

What are the Benefits of Combining Sensory Research with Consumer Taste Testing?

The most significant benefits of combining sensory research and taste testing are accuracy and improved sales. By combining the sensory profile with the information gathered from the consumer taste test, we can have a deeper understanding of how, and crucially, why consumers will respond to your product in a certain way. Understanding consumer preferences and your product in this level of detail will allow a sensory research company, like Wirral Sensory Services, to provide you with a comprehensive roadmap for developing the best performing product in your consumer segment.

How did Wirral Sensory Services Help to Create a “Gold Standard” Popcorn Product?

Wirral Sensory Services have helped many clients create outstanding products. More recently, we assisted a popcorn manufacturer and helped them create a ‘gold standard’ product. The popcorn manufacturer wanted to maintain its market share while also improving sales. To achieve this outcome, they had to ensure that they had the best quality popcorn product on the market. By combining sensory profiling with taste testing, we created a reliable profile that allowed for product adjustments and enhancements. These adjustments and enhancements ultimately created a ‘gold standard’ product, leading to a dramatic increase in sales.

Why Choose Wirral Sensory Services for Your Product Optimisation Needs

Wirral Sensory Services are industry leaders in product optimisation. For over 20 years, our research methodologies have helped brands (such as the nationally-recognised popcorn manufacturer mentioned above) achieve market success. Our product optimisation process has proven to be successful for both new brands launching new products and existing brands looking to increase their market share. Our experienced sensory technicians are qualified to conduct a wide range of research, including efficacy testing, packaging research, focus group studies, and much more. If your brand requires industry-leading insight, we can help. Get in touch with us today, and one of our experienced team members will be more than happy to help you make a start on your product optimisation journey.

Before launching a functional product, such as deodorant, it is essential to measure its effectiveness. Measuring a functional product’s level of efficacy allows brands to make substantive claims about their product’s performance supported by scientific research. Brands that make unsubstantiated claims in marketing materials or on the packaging of their products can run into difficulty with regulatory bodies and face hefty fines. To prevent this from happening to your brand, you should prioritise efficacy testing. But what exactly is efficacy testing?

What is Efficacy Testing?

Efficacy testing is the process of rigorously testing a product and putting it through various trials to confirm the attributes claimed in marketing materials. It is every bit as important as the sensory profiling your product went through. Even if the product appeals to consumers, they will still need scientifically-backed certainty that it will perform as described when they take it home. Products such as deodorants often claim to “offer 24-hour protection”. The claim is placed on all the product’s marketing materials such as labels, advertisements, and the company website. Efficacy testing will allow you to make these claims with confidence, as you’ll have expert scientific research to support your claims.

How Does Efficiency Testing Help to Create Brand Trustworthiness Among Consumers?

Consumers shop with certainty in mind and require evidence that products will perform as expected. To convince consumers of a product’s abilities, brands spend a lot of time and money on packaging research, marketing materials, and sample distributions. Although these marketing strategies can be effective, the most convincing evidence a customer needs is proof that the product has undergone extensive scientific testing by experts. Efficacy testing achieves this outcome by measuring a product’s performance using scientific methodology. The process is objective, and the metrics gathered during the testing process can be relayed directly to customers through your branding. Trust is an essential part of your relationship with consumers. The first step to gaining that trust is releasing a scientifically supported product that does what it claims to do.

What Are the Different Methods Used for Efficacy Testing?

There are many efficacy testing methodologies, but your product’s nature will determine which method is used. For example, make-up products must undergo rigorous clinical trials to prove their effectiveness. Antiperspirants, on the other hand, tend to undergo scientific testing conducted by trained assessors. Some products may also need to be tested in different locations, such as central testing locations or home-use testing placements. The duration of the testing period, the nature of the trial, and the feedback format all depend on your product. However, you can use all data collected during the testing process to support your product’s efficacy claims.

Why Choose Wirral Sensory Services for Efficacy Testing?

At Wirral Sensory Services, we understand how vital brand trustworthiness is for your product’s success. Our efficacy testing is designed to be objective, rigorous and relies on verified scientific methodologies. We have been providing efficacy testing services to start-ups and leading UK brands for over 20 years and have extensive experience testing a wide range of products. We have done it all, including assessing foot and oral malodour reduction products, testing antiperspirants and deodorants for in-vivo efficacy, and much more. Contact us today to find out more about how our high-quality efficacy testing services can help your brand live up to its claims.

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According to researchers, food manufacturers waste more than £30.4 billion a year on failed product launches. However, thorough market research methods, such as central location testing and packaging research, can reduce the likelihood of failing with a new product launch. Central location testing is essential for your product’s success, as it will provide you with real-time feedback from real consumers. When conducted correctly, the unbiased feedback received from this market research can help you adjust your food or drink product to meet your target market’s needs. So, what exactly is central location testing?

What is Central Location Testing?

Central location testing is a type of product market research that is conducted in a controlled environment. Unlike home-use testing, it is not conducted at the participant’s home, allowing for more objective feedback as all participants experience the same testing conditions. Central location tests are often referred to as ‘hallway tests’ as they are frequently conducted in community settings such as supermarket aisles, shopping centres, churches, schools, and city-centre eateries. Tests can also be performed in formal testing labs, depending on the type of the product and the nature of the feedback you require.

What Are the Benefits of Central Location Testing?

Many companies prefer central location testing as it is a cost-effective way to get accurate data, making it beneficial to brands of all sizes. Central location testing allows numerous participants to physically engage with your products in a neutral setting. The location allows you to have more control over the testing process, reduce bias, and produce more accurate results. For example, if you are conducting a taste test, all participants can be given the same food product or the same beverage in the same order. All participants can also be monitored in the same way by the same researchers, which further reduces bias. When launching a new product, it is essential to gain consumer feedback. Through central location testing, you can find out what the average consumer really thinks of your product. This research method allows you to understand your food product’s specific attributes, how it compares to competitors, and where to adjust it to better meet consumer’s needs. An added benefit is the frank feedback researchers can receive from central location testing. Researchers can observe the participants’ body language, facial expressions, and sensory impressions first-hand. When using taste testing, for example, this observational data can be crucial for effective product development.

What Are Some of the Different Types of Central Location Testing Methods?

The different central location testing methods include the paired comparison test, sequential monadic test, and the repeat paired comparison test, to name but a few. The paired comparison test gives researchers insight into how two products compare against each other. The test is conducted by providing participants with two products and a standardised set of criteria. Participants are then asked to assess the two products simultaneously against the standardised criteria provided. During the sequential monadic test, participants assess two different products individually and then simultaneously. Consumers tend to exaggerate the difference between products when assessing them simultaneously. To overcome this inherent bias, the paired comparison test sees participants assess the products individually first. After their initial individual evaluations, both products are to be assessed simultaneously. Participants can then rank the products more accurately. The repeat paired comparison test, on the other hand, aims to reduce bias and subjective participant preferences for a product through repetition. During the test, participants compare the same set of products two or more times. The repetition ensures that the initial feedback provided by participants was accurate and not random. For example, a product could be packaged in a blue container, but the participants could dislike the colour. This participant’s initial feedback may be biased because they dislike the packaging. However, after re-evaluating the same product, the participants will be more likely to move beyond their subjective dislikes, allowing for more accurate feedback.

Why choose Wirral Sensory Services for Your Central Location Testing Needs?

Central location testing allows researchers to gather valuable data if the correct testing method is used. With so many different central location testing methodologies to choose from, you need to consult an experienced research company such as Wirral Sensory Services to determine the most suitable method. Your central location test must also be designed and planned by qualified researchers to ensure that you get data that can truly benefit your product. Here at Wirral Sensory Services, we have been providing central location testing services to leading food and beverage brands for over 20 years. Our team of trained researchers have helped many clients develop products that consumers love and trust. Whether you are a startup testing a new product or an established brand trying to expand your market share, we can provide expert central location testing that helps you reach your objectives. Are you ready to start central location testing for your product? Contact us today, and one of our expert team members will be on hand to help you start your consumer research journey.