Product Testing

Achieving clear-cut product superiority in a category is the surest way to build brand share, engender customer loyalty, and boost profitability. Better products tend to command higher prices and be more responsive to advertising investments.

Since consumers’ tastes evolve over time, fashion and style trends affect every industry (clothing, shoes, automobiles, foods, cellphones, washing machines, beverages, etc.), even though the rate of change varies greatly by industry. Competitive actions can redefine a product category in a matter of months. That’s why product testing and optimization must be viewed as a strategic, ongoing activity.

Client Questions

  • How do consumers use and react to my product?
  • How can I achieve product superiority over competitive products?
  • What is the best “recipe” for formulating my product?
  • How can I improve my product formulation?
  • How can I monitor product quality?

Our Solutions

We help you to develop new products, improve existing products and maximize your product’s life and profitability. We offer access to a large product testing database, guidance from expert statisticians, sensory researchers, and food scientists, as well as a sensory facility.

Product testing methods vary by product category. For consumer packaged goods, in-home usage testing is typically the recommended method. For durable goods, however, product clinics or taste tests are generally the preferred method. For services, some type of customer satisfaction tracking or mystery shopping is recommended.

We focus on:

A Systems Approach

The methods and procedures of product testing should constitute a standardized system, so that every like product is tested exactly the same way, including;

  • Identical product preparation, age, packaging and coding.
  • Identical questionnaires (of course, parts of the questionnaire must be adapted to different product categories).
  • Identical sampling plans, typically employing blocking-screening grids to ensure matched samples.
  • Identical data preparation and tabulation methods.

Integration of qual and quant

We integrate qualitative and quantitative research to empower product development and positioning. We uncover sensory cues, assess product components, evaluate prototypes iteratively, screen prototypes with target consumers, and uncover emotions through the product usage journey.

Mobile Testing

We use mobile surveys to capture in-the-moment product reactions, performance over time, and images and videos of the product in use – so you know exactly how consumers use and react to your product.

Neuroscience: Implicit Reaction Time

We frequently use Implicit Reaction Time (IRT) to uncover the differences in what consumers report and what they really feel. IRT can determine the unconscious strength of associations that consumers have for your products and their benefits – so you can understand how consumers truly feel about the product and the conviction behind their ratings.

Case Studies

Case study: Launching a new product

Business Challenge

Our food industry client was looking to enter a new market with their jam product. The main objective was to compete with the local market leader and steal share.

What we did

Through integration of qual and quant methodologies, we were able to identify the two key drivers for satisfaction among jam purchasers. The results steered our client’s R&D to specific prototypes. Among the prototypes, Addison Research conducted a taste test involving 2 control products and 2 prototypes. The taste test revealed the winning prototype which ultimately hit the grocery shelves.

 If you would like to talk to us about your next research study

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