Product Testing

Hall tests and in-home tests are used to directly expose products or concepts to the consumer for critical evaluation.

Hall Tests - utilise easily accessible town centre venues which offer a controlled and neutral environment, ensuring all respondents evaluate the test product in identical conditions. Respondents are carefully screened and recruited on the street and brought into the venue to undertake the test and complete an interview. This method is very cost effective and can generate over a 100 responses per day depending upon location, target audience and the length and complexity of the test.

Typical this methodology is used to test products for taste, perfume, appearance or texture, usage or packaging, or for assessing advertising or other marketing communications.

In-Home Tests - allow respondents to test products under normal conditions in their own homes. Their experiences are recorded via a self-completion questionnaire, diary or during a face-to-face follow up interview. Products are typically placed with respondents for a week or longer.

These tests may involve purchasing products from the consumer to use in the tests, for example garments which can be cut in half and washed using different detergents for comparison.

In the past we have used in-home placements to evaluate products such as washing-up liquid, powder and liquid detergents, fabric softeners, air fresheners, electric toothbrushes, paper products, chips, snacks and ready made meals.

Quantitative Research

Quantitative research uses carefully structured questionnaires to capture and measure the views of large numbers of respondents. Respondent samples are carefully chosen and controlled to project the results onto a wider population with a high degree of statistical certainty.

In general the larger the numbers of respondents, the more viable analysis by different sub-groups becomes, but in practice sample sizes will vary depending upon budget, timescale and methodology.

We use a number of different methods for collecting quantitative data including:

• Street Interviews
• Exit Interviews
• In-Home Interviews
• On-Line Interviews
• Postal Surveys
• Telephone Surveys
• Staff Completion Audits
• Traffic & Footfall Counts

In close consultation with our clients we will choose the most effective method to produce the best and most telling results for them.

How are focus groups conducted?

Typically focus groups comprises 8-10 people who have been specifically recruited to match set criteria – for example; heavy users of a particular product or loyal customers of a specific brand. They may have similar demographic characteristics – such as all being students, business professionals, or working mums. Discussions generally last around an hour and a half, and are audio-taped, and sometimes videotaped for later analysis. The participants are ‘rewarded’ for their participation - generally with a money incentive.

What’s in it for the focus group participant?

Normally participants receive an incentive (usually cash) for participating in the group.
 
The groups can represent an opportunity to meet other, similar people with similar interests and concerns.
 
Respondents repeatedly tell us that they find our research groups to be interesting and enjoyable.
 
You can make your opinions count for something.

What are in-depth interviews?

In-depth interviews are similar to group discussions, but usually only one person is interviewed at a time. The format remains unstructured; the interview is generally conducted by a researcher who will probe responses in great detail.
 
In-depth interviews are valuable for researching people with busy lifestyles or key decision makers; individuals who are recognised as important stakeholders or major influencers in the area being researched. They are usually undertaken face to face but can also be conducted via telephone, and are conducted at the time most convenient to the respondent.

When should I use qualitative research?

A qualitative research study is appropriate when you need to tap into the hearts and minds of the customer, get under their skin and build a real in-depth understanding of how they think and behave. Their strengths would be:

• Small samples, sharp focus.

• Probing interviews, expert moderators and the opportunity for lengthy discussions allow the researcher to explore the groups feelings, impressions and viewpoints in great depth.