If you have a new product that you would like to launch, it makes sense to gauge consumer response from your target audience.
Product acceptance research allows you to see what the average consumer truly thinks of your product. You will get detailed analysis of product performance, broken down by specific attributes, which you can use to make any necessary tweaks to your product. The data can also be used to validate how good the product is and how likely it is to succeed in a competitive market place.
Positive results can also be instrumental in providing reassurance to retailers that there is a demand for the product, it is of high quality, and therefore likely to be a success.
This type of research can be done in a central location with strict scientific conditions or as a home use test where consumers use / eat the product in their normal manner.
Benchmarking is the process of asking typical consumers to assess your products, along with those of your competitors, in order to find out where your product ranks is in terms of consumer preference. It is usually carried out in a central location using a representative sample of your target market. A central location test provides a controlled environment where we can ensure test products are prepared and delivered under identical conditions.
We can find out how consumers rate your products compared to others on the supermarket shelf. We ask a series of detailed questions to target each product’s main attributes such as appearance, aroma, flavour, texture and overall acceptance.
We then analyse the data using statistical significance to see if there are genuine differences between products for each attribute. If any statistically significant differences are seen, one product can be considered preferred to another product for this attribute.
Using this data, clients also have the ability to either approach new customers with evidential proof that their product outperforms the competition, or use it in a way to improve their current products. Consequently, clients would hope to see increased exposure to potential consumers, and thus an increase in sales.
The Case Study
A leading savoury pastry brand wanted to determine their position in the marketplace by assessing the performance of their core product lines against those of their main competitors. There was a range of products to assess and a large number of competitor products for comparison.