My "file memo" of June 22, 1994, has stimulated interest in the In-Store Research case studies. In this memo, I'll outline the results of four, In-Store packaging studies. The results of three studies indicated that the projects should move forward into the market while conventional studies indicated that the projects should not move forward. The results of the fourth study indicated that the project should not move forward, while the conventional testing said the project should go forward. In all four cases, the management of the sponsoring companies followed the data of the In-Store research.

Case Study #1 Disposable Test Market (DTM)
A new process for making a product was about to be introduced into the market. The warehouse physical properties measurements of the product, uncovered an unusual amount of outage (empty space above the product in the container). Quickly, consumer tests were conducted. The results concluded that in no way should this product go to the market. A Disposable Test Market of the product was conducted. The results of the DTM Study indicated that the product was highly acceptable and only one of the 700 consumers commented about the outage. The market introduction went forward as planned. The test market was a success.

Case Study #2 Package Design Research
A manufacturer wanted to improve the image of their liquid product. To do this they were about to change both the bottle and the label. They were not changing the product. Conventional, mall intercept, consumer tests were conducted. The results indicated that the changes should not be made. The new bottle/label product was taken and placed on store shelves and the exact interview used in the mall study was conducted. The results of the In-Store interviews were dramatically different from the mall data with the package changes being well received. Management went forward with the changes. The introduction of the new bottle/label was considered a success.

Case Study #3 Disposable Test Market (DTM)
A radical form change was being considered for a cleaning product. A conventional simulated test market was conducted. The results were neither encouraging nor discouraging. However, there was a major capital expense to move forward with this initiative. With these results, they could not justify the expense involved with the change. A Disposable Test Market was conducted. The results were dramatically favorable. The project went forward. The change set a new standard for the category. Today, five years later, all major category participants have modified their brands to duplicate the change.

Case Study #4 Package Design Research
A major detergent manufacturer was about to make a major change in the bottle and label of their cleaning product. Conventional test methods encouraged the change. However, one skeptic in the company was holding out on the change, which was a dramatic departure from their current bottle and label. An In-Store, Shelf Appearance test was requested, using the very same interview used in the conventional testing. The results of the In-Store study proved disastrous for the new bottle and label combination. However, even before the results were tabulated, the initiative was canceled. The Marketing Research Director was present at the testing and both heard the reactions of the shoppers, and saw the shelf appearance of the brand. In the conventional testing, the brand was displayed with light on all sides of the bottle, giving it a "halo" appearance. However, on the store shelf, there was no backlighting. The result was a very poor appearance. As one respondent put it, "It looked like dirty motor oil."

In consumer research, it pays to consider the possible physical and psychological biases involved in your test designs. My experience is that "Assessment in Context" leads to more successes and less financial risk.