The product test, or evaluation of products, is a model of quantitative market studies that makes it possible to test products before they are released to the market. Through this research model, the client can discard those product ideas that lack acceptance in the market, or those ideas that do not have relevance in the mind of consumers, differentiation or those that point to a very small niche of the population. This concept is usually done after testing the concept that always has a preliminary character
The Product Test allows that in the same sample of individuals a product is tested with different components, tastes, ingredients, containers, etc. to detect whether the differences are recognized or not, if the differences are relevant, or which of the products are preferred by the interviewees.
When is a Product Test advisable?
This type of studies is used in the following cases:
- Early product development: evaluate the performance of a product against the performance of its concept to detect areas for improvement.
- Final product evaluation: evaluation of the performance of the final product before its launch or prior to a volumetric study (estimating potential sales volume) to pre-select products to be measured in the volumetric study.
- Evaluation of adequacy: to reaffirm the adequacy of the product to a previously tested concept that was the winner and to confirm its adaptation to the brand.
- Determine communication strategies: when significant changes are made in the formulas / compositions of the products, the new product can be tested to see if these changes are perceived and, in the event that they are, how to communicate them.
Unlike the concept test, here the stimulus is the product itself that can be manipulated by the interviewee. After giving the interviewee the product in question they are asked questions like the following:
- Reasons for liking (What do you like about this product?)
- Reasons for dislike (What things do you NOT like about this product?)
- Adaptation to the brand (How appropriate is this product to the brand?)
- Differentiation (How different is this product compared to other similar products in the market?)
- Relevance (How important is this product to you?)
- Willingness to buy (How willing would you be to buy this product at a price of?)
- Substitution of other products (If you bought this product in the place where you usually do your shopping, what other products would you stop buying?)