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Central Location Testing

central location testing

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.