Product Tests

Product tests, conducted as face-to-face interviews or on line, are designed to help marketers and manufacturers achieve and maintain product competitiveness (measuring their own product performance against competition). This test consists of two parts: physical evaluation of the product and sensory evaluation. The consumer’s physical evaluation of the product helps bring out any defects or product faults from the consumer’s point of view and the degree of discomfort these defects produce. Sensory evaluation involves a more lengthy exposure of the user to the brand in question and rotates the company brand against competitors or other proprietary brand propositions. As a measure for quality control, competitive analysis, and understanding brand extension potential, product tests are an essential part of the marketing research mix.