Testa Marketing

05 · Product & Innovation

Validate before you produce

Killing a bad product in the lab is cheaper than killing it on the shelf.

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We test concept, product, packaging, name and price with the consumer it is aimed at, before the decision becomes irreversible. It includes sensory testing when the product is eaten, drunk or smelled, and packaging evaluation when what is at stake is the one second a glance lasts on the shelf.

What it answers

Questions it answers

  • Does this concept interest anyone outside the boardroom?
  • Does my product win or lose against the leader in a blind test?
  • Which of these three packages gets seen first on the shelf?
  • At what price does it stop making sense to the consumer?
  • Which name is understood and which one is forgotten?
  • What should be adjusted before scaling production?

What you get

Deliverables

  • Concept test with purchase intent and expected price
  • Blind product test against the competition
  • Sensory profile and acceptance test
  • Packaging, label and shelf visibility evaluation
  • Price test with acceptance thresholds
  • Recommended adjustments ahead of launch

Methods we use

A blind product test with coded samples and a tablet for capture

Product

Sensory testing

When the decision comes down to taste, smell or texture.

 A focus group session around a table, with a moderator and participants

FG

Focus groups

Watching an opinion form when there is someone else in the room.

 Testa interviewers with a tablet surveying at a Tijuana market

CAPI

Face-to-face surveys

The method that reaches where the internet does not.

 People answering a questionnaire on a laptop, a tablet and a phone

CAWI

Online panels

Fast and economical — as long as your audience is online.

 A one-to-one interview with a recorder on the table

IDI

In-depth interviews

For hard-to-gather profiles and subjects nobody discusses in a group.

Where we apply it

Consumer goods, retail and food Health and wellness Fashion, footwear and design Industry and B2B solutions

Frequently asked questions

At what stage of development should we test?

As early as possible, and more than once. Testing the concept while it is still a paragraph costs a fraction of testing the finished product, and it avoids arriving at the final test with a problem that could have been caught months earlier.

Do you have facilities for product testing?

Yes, and we also run central location tests or in-home tests depending on what the product requires. A food prepared at home is tested at home; a drink competing at the point of sale is tested under controlled conditions.

Let's talk about your project

Tell us what decision you are facing and we will tell you which study answers it.

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