P=PRODUCT

P=PERFORMANCE

T=TESTING

WHAT IS THE PRODUCT??

• Product - A product is a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for money or some other unit of value.

• Product Attributes - The characteristics by which products are identified and differentiated. Product attributes usually comprise features, functions, benefits, and uses.

OBJECTIVES1. ADVERTISIMENT CLAIMS 2. COST SAVING/PROCESS

SAVING

3.PRODUCT IMPROVEMENT/NEW PRODUCT 4. COMPETATIVE THREAT

SAMPLE SELECTIONOne of the greatest impacts on product test results will be which

sample is chosen, where it comes from and how representative it is of the whole market.

Targeted samplesTargeted samples might be of heavy users of a product. These are the people who would be most likely to notice any product changes or variations. At a marketing level these are the ‘must retain’ customers, so they must approve of the product.

PANELSThe research company has a data base of people who have agreed to participate in research.

Shopping Centre

Consumers are approached in shopping centres. Again this is not representative of the population, but is often a quick and efficient way to find consumers particularly when the sample definition is broad.

MEASURES OF PRODUCT PERFORMANCE TESTING

Common sensory techniques listed here and their uses will be discussed.

Ranking Rating Difference testing Preference testing Intention to Purchase Like/Dislike Price

RANKING

Ranking is the differentiation of products according to identifiable characteristics. Basically, a number of samples, usually three to five, are presented to panel members who are asked to rank them in order of strength of a particular characteristic. For example, panelists may be asked to rank cold drinks in order acidity

RATING

Rating is the quantification of differences between products according to identifiable characteristics. How would we rate this product using a scale of one to 10

Preference which of these do we prefer. preference testing is used to determine which of a products is the mostpreferred. Reasons for preference can also be asked.

DIFFERENCE TESTINGThe most commonly used methods for difference testing are

1. THE TRIANGLE In the triangle test, panelists are presented with three samples, two of which are the

same. Panel members are asked to identify the odd sample.

2. DUO-TRIO TESTSIn the duo-trio test (again three samples, two which are the same), one of the

identical samples is marked as a reference sample. Panel members are asked to indicate which of the other two samples is the same as the reference sample.

Intention to PurchaseAsks the respondent how likely they would be to

purchase the product. Often over estimates eventual purchase.

Like/DislikeA soft rating scale, which ascertains the acceptability of the product.

Price Asks what price the consumer would be prepared to pay. There are a number of approaches to this question.

MARKETING VARIABLESMarketing variables can be built into the test, attempting to combine product performance factors with estimating the product market performance.

1. BLIND TESTProducts are tested unbranded, so the consumer focuses strictly on the

product. Particularly good for advertising claims, and for establishing the competitive advantages/disadvantages of the product.

MARKETING IN FOODFood products often involve the general marketing approaches and techniques applied the marketing of other kinds of products and services. In food marketing, topics such as test marketing, segmentation, positioning, branding, targeting, consumer research, and market entry strategy, for are highly relevant.

2. BRANDED TESTS

Consumers are aware of the brand they are trying. More accurately reflects the real world experience and includes the value of the brand in the consumers assessment. Good for market leaders, less so for weaker brands.

3. POSITIONING STATEMENTS/ADVERTISINGConsumer is exposed to advertising/positioning statements or product benefits statement and then tests products. And then provides reaction to claim and product

UNDERTAKING THE TEST –FIELD WORK OPTIONSMail outProduct is mailed to consumers along with instructions and questionnaires. Is probably the cheapest way to undertake product tests. Obviously in home test, and less control over the usage circumstance.

Home deliveryProduct is dropped off to houses. Allows for interview at drop off (could be a sight and handling questionnaire) and for interviewer to explain in detail what the respondent is to do during the test.

Telephone collectConsumers’ views are collected via a telephone interview. This could be after

having used the products at home for some time or even after having used in a central location.

On-lineRespondents are sent a link to the product an asked to comment on it without actually using it. This is useful for packaging and positioning testing, but does not constitute a product test.

Thank-you