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Grid Test Definition

A means of testing more than one variable at a time.

In marketing research, a grid test is a means to evaluate more than one variable at a time. This method assesses and analyzes customer preferences and perceptions when judging product attributes and features. Respondents are presented with a grid-like matrix on which product attributes are listed along the columns and rows. They are asked to rate the combinations of attributes. Their insights are used by researchers to understand how various attributes interact and influence consumer preferences. Insights from a Grid Test can be beneficial for several reasons. For starters, they allow researchers to identify product attributes that influence consumer decision making. What’s more, they can pinpoint attributes that can be used in product design to align with consumer preferences. In addition, the findings enable marketing professionals to construct effective marketing campaigns by highlighting the attributes that matter most to their audience. Simply stated, the Grid Test expands understanding of consumer behavior and provides evidence for making marketing decisions.

Who relies on a grid test?

Marketing professionals, product developers and researchers turn to grid tests to collect insights into consumer preferences in order to prioritize product and service attributes. The findings also are used to make informed decisions about product development, positioning and marketing strategies.

Why should I care about a grid test?

A grid test is a systematic technique to analyze how various attributes affect consumer choices. Insights can help marketing professionals and businesses to improve products, services and marketing efforts to better resonate with target audiences.