Consumer Testing
Consumer research is a science that blends psychology, statistics, test design and sometimes a researcher's instinct. Projects may range from a single question such as “which of two samples is preferred?”, to complex perceptual maps generated from data spanning weeks of home use testing.
Consumers self enroll to participate in studies. Broadcast emails are sent inviting them to complete screening questionnaires.
Consumer Testing Methods
Focus/Discussion Groups
Researchers have developed tools that seek to reveal the consumer's feelings and emotions that drive the consumer's behavior. Our focus group moderators are professionally trained in leading groups in the exploration of what delights them, annoys them or really doesn't matter very much. We also recruit and maintain Standing consumer Advisory Panels composed of frequent users of products to participate in a series of targeted sessions or to be on a long term advisory panel. These people serve as an indicator of consumer sensitivity to products and services.
Central Location (CLT) Studies
Consumers who have been screened to meet client criteria come to a scheduled session at the 21st Sensory testing facility. The test may be a discrimination test, such as a simple difference test, triangle test, duo-trio test, A-Not A, alternate forced choice, etc; or it may be a more complex affective test with hedonic questions (how well do you like it), Just About Right, ranking, or open ended questions.
Home Use (HUT) Studies
For products more suited to testing in a normal setting, a home use test can be designed. Consumers are recruited to participate in using the product, as they normally would, in their home. Responses may be given through a questionnaire, a journal of the experience, direct interview or observation, etc.
Integrated Consumer and Expert Panel Studies
To explore a product category, possibly optimizing an existing product or developing a product for an unfilled sensory "space," statistical procedures have been developed that combine descriptive and consumer data for greater insight. Drivers of Liking, Perceptual Mapping, Category Mapping, Category Appraisal are some of the terms used.
Consumer Research FAQs
Answers to questions about our consumer research department, like “How are consumers recruited for studies?” and “What is a consumer advisory group?”
Bartlesville Consumer Product Tester Demographics
Oklahomans are great product testers. They are interested, focused and curious. They are honest and enjoy sharing constructive observations.