Product tests are the logical continuation of concept tests and are usually located at the end of the innovation process or in relaunch phases. The focus of research shifts from sorting ideas to the optimization of products / product bundles or their potential assessment on the market respectively. While the content of the study design goes deeper, the number of tested products usually drops. The insights are often similar to the ones of concept tests, but the life cycle is different. These study concepts are often supplemented with knowledge about product group usage and perception. This is how “hybrid studies” are created, which also contain elements of usage and attitude studies.
The “fine-tuning” of products, price positioning, an assessment of the market potential and the elaboration of decision-making unique selling points form the focus of product tests. Since considerable investments, both in terms of time and money, have already been made in the product or rather product development, it is now a matter of carrying out a (final) thorough test.
- Strengths and weaknesses analysis
- Associations and expectations
- Experience of individual product characteristics
- Additional benefit of certain product characteristics
- Interrelation of certain product characteristics
- Compensation options of product characteristics
- Decision relevant product characteristics
- Unique Selling Proposition
- Assertiveness in competition
- Target group and brand fit
- Purchase and usage intent
- Price sensitivity measurement