Your status: not signed in. [ Product Testing: Handle with Care
Product testing plays an important role in both the innovation process for new products and the brand management of existing products. A great new idea or brand repositioning is doomed to failure unless the product delivers on the concept. Product testing can provide the answers to important marketing questions.
The design of a product test must be handled with care. The methodology employed depends on the objectives of the study (i.e., the marketing questions listed above). A key consideration is whether the test will be monadic, paired comparison, proto-monadic, sequential monadic, or multi-product (three or more products). Another important factor is whether respondents will be exposed to blinded test product or identified test product. After decades of conducting product tests for Fortune 500 consumer packaged goods companies, the Consumer Products Division of Ipsos-Insight has established guidelines to ensure that product tests are designed correctly.
GOOD RESEARCH LEADS TO GOOD IDEAS - GOOD IDEAS LEAD TO SMART STRATEGIES
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