What is Product testing research?
- Content Type:
- Glossary
Product testing research Definition
Tests conducted to obtain the reactions of targeted customers to working versions of a product. The tests determine if the product performs as described and how and by whom the item is used, as well as whether it satisfies the market need.
Product testing research is a method used to evaluate a product’s performance, appeal, functionality and satisfaction among target users before it enters or while it's in the market. It helps identify strengths, weaknesses and opportunities for improvement.
What are the key aspects of product testing research in marketing research?
- Conducted with target consumers.
- Evaluates usability, taste, packaging or design.
- Uses controlled or real-life settings.
- May be blind, branded or comparative.
- Gathers qualitative and quantitative feedback.
Why is product testing research important in market research?
Product testing research minimizes the risk of product failure by ensuring that offerings meet consumer expectations. Insights gained can drive product refinement, marketing messages and go-to-market strategies.
Who relies on product testing research in marketing research?
- Product developers.
- Brand managers.
- Research and development teams.
- Marketing teams.
- Consumer insights professionals.
How do market researchers use product testing research?
Market researchers use product testing research to collect consumer feedback on new or existing products to guide improvements and validate appeal. Depending on the objectives, researchers might conduct central location tests, home-use tests or online surveys. Data collected includes ratings on features such as taste, ease of use or packaging clarity. Researchers analyze this feedback to detect patterns, compare competitor performance and recommend optimizations. The findings help stakeholders decide whether to launch, modify or reposition a product based on real-world consumer reactions.