Evaluation of a given product according to specific characteristics, in order to identift its weak and strong sides. The product in question may be new or already existing on the market.
Product tests are:
• “blind” / ”masked” – participants in the test assess products without knowing which brands they are;
• “branded” – participants assess products while knowing which brands they are.
“Masked” product tests are used when a new recipe is tested or when a choice between several recipes/variants of a product is made.
“Branded” tests are used when a comparison is made between a product and its rivals.
According to the technique implemented product tests are:
• monadic (only one product is tested) - used when a new product is tested, when this product has no direct rival or when it is desirable to avoid comparisons of the product with others;
• protomonadic (two products are tested) – for direct comparison and choice between products.
This method is suitable for collecting quantitative information, connected with:
• assessing product characteristics;
• comparison between two or more products;
• choice of the preferred product;
• intention for product purchase and usage.
Assessment and analysis of price positioning of products and services, as well as customers' perception of the price. This kind of research is of extreme importance when a new product is being developed.
Obtaining adequate information connected with:
• competitiveness of a product/service;
• positioning of the product/service in customers’ perception – mass product or product for a particular group of people;
• product/service price positioning among rival products/services;
• determining adequate discounts for distributors and wholesale dealers.
Package tests provide information regarding:
• whether the package is suitable for a particular product;
• whether it stands out among rival product packages;
• whether it would attract customers' attention;
• its contribution towards creating the necessary brand image.
• market positioning of new products;
• identifying problems with existing products;
• pre–positioning of an existing product.
Product concept test
Qualitative method, used when a new product concept is being tested or when researchers identify problems in an existing product.
Preliminary testing of new product concepts is used for:
• exploring the necessity of, and attitude towards, the product;
• product positioning among a particular target group;
• discovering customers intention with initial and subsequent purchases;
• perception and attitude towards product name;
• attitudes towards the price at which a product is to be offered.
In case of an existing product this method is suitable for identifying problems connected with:
• the product itself;
• brand positioning;