Simulated Test Market (STM)

Simulated Test Market (STM) research is conducted in order to evaluate the potential of a new brand or a brand re-launch before actual launch. It is used to assess the Proposition potential in terms of volume and market share, evaluate the Marketing mix (packaging, product, advertising, image, price, etc.). ?he overall goal is to establish source of business for the brand. Central Location interviews or in-home interviews are the preferred surveying method, with respondents first asked to answer questions during a Main Interview, and then given the same questions following exposure to a new proposition. Respondents to express their preferences prior to exposure to the new proposition, and then are exposed to the proposition and asked about their perceptions and interest in purchasing the product. At the end of main interview, the proposition is placed for in-home testing, which is followed by a cycle of interviews including different marketing mix contexts, pricing mixes. The principle goal is to locate the best source of business for a new product as part of the Marketing Strategy.