Client Responses to In-Store Research Projects

The following are quotations from clients about different types of In-Store research.

Test:  Disposable Test Market Design - Marketing Manager to his Management

This is a marvelous tool for last minute refinement of marketing plans.  The test provided a wealth of information resulting in concrete action steps to refine our marketing plans for Test Market.  These included a refocus of copy, redesign of in-store displays, refinement of in-store demonstrations and revision of contingency plans re:  size inventory.

Clearly, the In-store Test has met its initial objective, i.e., to refine the Test Marketing plans.  We are now making valuable product learning as the consumer uses the product for an extended period.  We plan to review next steps shortly to assess what further learning is available to us with this valuable consumer research method.

The In-Store research showed XXXXX's (attribute) as having a larger effect on XXXXX's acceptance (25% rejection) than any previous studies.  Specifically, EBES results have consistently shown about 2-3% claiming they would not purchase XXXXX for (attribute) reasons.  In five months U&A's, 5% of those interviewed commented they did not like XXXXX's (attribute).  We believe these results reflect test method differences -- i.e., point-of-purchase versus home telephone interviews.  We also believe point-of-purchase results reflect more accurately why consumers do and do not purchase XXXXX.

The results from this test were truly outstanding!

We developed a technique which can distinguish between the trial and purchase generating ability of different package designs in a realistic in-store environment.  this technique will enable us to bring consumer perspective and "science" to the heretofore often controversial and very subjective evaluation of our packages.

This analysis (results of two years of research comparing in-store research with conventional package show test research), clearly suggests show testing is not predictive of sales effectiveness.  Therefore, when sales effect is the packaging objective, we recommend the package be tested with in-store research.