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What is a Product test: a case study
This research method aims at evaluating the consumers’ liking of a product (whether it be a marketed product or a prototype).
A representative sample of real or potential consumers, pre-recruited or recruited by street, test one or more products and express a subjective assessment. Products can be tested in “blind” (namely debranded and without any form of packaging) or “as market” (in their real sales package) conditions.
A product test can be monadic (one product only is tested), sequential monadic (consumers test more products but served one at a time) or comparative (respondents compare several products).
The questionnaire can be administered by an interviewer or self-completed, on paper or an electronic device, and can take place at the respondent’s place, at a sales point or in a central location.