When trying to prove the effectiveness of a product, using an efficacy testing service is an obvious choice. But who does this type of testing benefit the most? Is it more useful for brands to test their products before releasing them to the public, gathering data, assessing performance, and making changes based on the findings?
Or is it more useful for consumers, who can use these services to receive unbiased, third-party evidence regarding a specific claim made on product packaging? After all, with the proliferation of marketing and advertising, it can be challenging to determine what is true and what is simply a sales pitch.
Let’s take a look.
A brand that uses an efficacy testing service is looking for an evaluation of performance under specific and well-defined conditions. In other words, they want to know how effective their product is before releasing it to the general public.
For instance, a deodorant manufacturer may want to test how well their product works at masking body odour after a person has exercised. They would work with an efficacy testing service to create a study that would mimic real-world conditions as closely as possible.
These results could then be analysed and used to make changes to the product formulation, support marketing claims, or both. In this way, an efficacy testing service is used as a tool for quality control, helping to ensure that products meet customer expectations.
When a product makes a claim, it’s not always easy for consumers to know whether or not to believe it. This is where an efficacy testing service can be beneficial. By conducting a thorough and unbiased evaluation, these services can provide consumers with the information and confirmation they need to make an informed purchase decision.
For example, say you’re looking for a new skincare cream, and you come across one that claims to reduce wrinkles in just seven days. You might be sceptical, but if you find that an efficacy testing service has corroborated this claim, you’ll be more likely to give the product a try.
In a world littered with fake news and false advertising, efficacy testing services provide a much-needed service by offering consumers reliable and trustworthy information.
Ultimately, it’s not easy to say who needs efficacy testing services more between brands or consumers. They both have a vested interest in product performance and could potentially benefit from the findings of a well-conducted study.
However, it’s fair to say that brands have more to gain from efficacy testing services, as they can use the results to improve their products, support marketing claims, and boost customer satisfaction. Consumers also benefit, but only if they’ve had the results of those research projects and studies effectively communicated to them.
At WSS, we help leading brands develop and fine-tune their products to meet and exceed customer expectations. We understand the importance, now more than ever before, of testing and providing evidence to support specific product marketing claims.