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

CONSUMER TESTING THROUGH AFFECTIVE TESTS:

Consumer testing is a tool used to try to answer questions about the success of a new product. Although there are many different types of consumer tests, the Affective Test is the most popular for basic consumer testing of food. Affective tests, when done properly:

  • Allow different treatments to be judged to find the optimum accepted product. In addition, other products can be improved upon by testing results.
  • Break the masses of consumers down into smaller groups to allow an understanding of who will buy the product and how to market it to them.
  • Assess the market share potential for the new product.

    This information is obtained by asking specific questions about a persons age, sex, geographic location, nationality, religion, education and employment along with their preferences on the product being tested.. To put it more simply, it stereotypes user groups based on these variables and learns the preferences of particular groups' eating habits. Of course this is not done because of prejudicial motivation, but simply because consumer preferences tend to be very grouped based on such factors listed above. This type of testing is a very accurate tool in understanding consumer preferences.

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