Research Topics:

Product Development Research | Product Testing Research

Content Type:

Glossary

Blind Testing Definition

The testing of products where brand names, packaging and other identifying features have been removed.

During blind testing, participants are presented with products, concepts or ideas without any prior knowledge of the brand or source. Brand names, packaging and other identifying features have been removed. This research method is designed to remove bias, preconceived notions and any other external factors, which allows researchers to gather feedback on the merits of the offering itself. Blind testing removes the possibility of the halo effect, in which positive perceptions of a brand influence judgments about its products. Instead, survey respondents judge products or services on their genuine merits and weaknesses. Businesses take results to optimize their marketing strategies and enhance their offerings.

Who relies on blind testing?

Blind testing is commonly used by companies in the midst of developing new products, evaluating advertising campaigns and testing packaging designs. What’s more, market research firms, advertising agencies and product development teams use the testing method to make informed decisions based on respondents’ unbiased feedback.

Why should I care about blind testing?

Because blind testing eliminates brand bias and preconceptions, businesses can ensure that their products or ideas are evaluated solely on their quality, functionality and appeal. These genuine responses help businesses make decisions based on unbiased feedback, not brand loyalty.