Consumer Testing

Phillip A. Bopp

Either select a section to read or read the composite on this page.

INTRODUCTION

CONSUMER TESTING THROUGH AFFECTIVE TESTS

QUALITATIVE VS. QUANTITATIVE TESTING

QUANTITATIVE TESTING IN ACTION

DATA FROM THE TEST

REFERENCE CITED

INTRODUCTION:

Long before a product reaches the store shelves it has gone through many tests to accurately judge how well the general public will receive it. Because of the many taste and social preferences, this is especially true in the food industry. There are many questions that need to be answered before a company is willing to risk hundreds of thousands of dollars producing, shipping, and marketing a new product. A few of these questions include:

  • Will anyone like this product? If so, Who?
  • Would anyone of those people be willing to buy this product? If so, at what price?
  • How can this product be successfully marketed to those people?
  • Will anyone prefer this product over another to capture some of the market share of that food category? If so, how much?

    In today's business world, nothing is left to chance. Testing the product before making a serious investment is a simple and effective way to answer these questions with relative certainty. Of course, nothing is ever guaranteed, but Consumer Testing is the best way to "test the water" for a new product.

    Updated 8/29/97. Send mail to Food Resource, Oregon State University, Corvallis, OR.