1. Consumer TesTing Trials
Make sure your new product is destined to be a
must-have before it hits the shelf with targeted,
powerful consumer feedback.
BY ALISA MARIE BEYER
C
onsumers are the key to success with a few key questions, such as: Will our
in the beauty industry. However, product inspire repeat purchase? Have I
with more than 158 million targeted the correct demographic? Does
women living in the United States, my product live up to the claims (in the
how do you know if your brand mind of the consumer)? Does she love
is truly capturing the attention of so many the product? Even for brand managers
different personalities and perspectives? who initially answer yes to each of these
The Benchmarking Company (TBC) has questions, if the conclusions are based only
found that there is one strategy critical to on in-house trials, there is no way of truly
the launch of a new product or brand—a knowing their applicability, which leads to a
IMPACT POINTS consumer testing group. A proven
component in the development process
discussion regarding the role of the project
manager.
for dozens of brands, consumer testing A strong project manager is vital for
n A strong project manager is vital groups consist of a representative sample group continuity and a seamless transition
of a specific consumer segment (or target) from recruiting to the trial phase. Be sure
for a seamless transition from that tests new or developmental products all participants are well aware of their
consumer test group recruiting to before they are introduced to the market for contact, and feel comfortable reaching
the trial phase. emotional, physical and aesthetic appeal. out to the project manager with any
The feedback, responses and information questions or concerns. Group size is also a
n Because a product trial is dependent garnered from participants will then key factor, TBC has found that a group of
upon all participants starting their allow brand owners to bridge the gap between 100–150 participants is ideal—and
testing at the same time, having between promised benefits and consumer statistically sound. And because life keeps
all product samples on hand well expectations, and allow you to tease out happening and attrition is common, it’s a
before the trial start date is crucial. nuances that, ultimately, will get consumers good idea to build in a recruitment cushion
to buy your product over and over again. of plus 5% or so to allow for the inevitable
n Ensuring that all test group members participant fallout. Finally, be sure to
are comfortable and engaged very clearly define your demographic
throughout the process is vital.
Building a Team and Group parameters: sex, age range, skin type or any
Before you begin your trail, there are other factor that could influence results
several factors you’ll want to address. Start positively or negatively. Leave no stone
40 Consumer Testing Trials GCI November 2010

2. unturned—you want your findings to be as and comfort is everything. One of the most process. One of the easiest and best ways to
sound and reliable as possible, and even a common mistakes is not engaging and develop this rapport is by utilizing multiple
few participants with qualifiers outside of communicating with the group on a regular forms of contact. For smaller groups (50
your parameters can influence outcomes. basis, which is where a strong project or fewer), a good old-fashioned phone
manager comes into play. In addition to call is often the ideal way to interact with
overseeing the clerical side of running participants. E-mail is also a great option.
Samples: Focus on the Details the trial, one of the most important For larger groups, e-mail will save time
While organizational details may not be job functions of the project manager is and help the project manager keep track of
the sexiest parts of the process, they are to ensure that all group members are communication, which can be critical when
essential, and ensuring you have all of your comfortable and engaged throughout the dealing with such a large number of people.
t’s crossed and your i’s dotted will only
further enhance the end result of the trial.
Because the trial is dependent upon all
participants starting their testing at the
same time, having all product samples
on hand well before the trial start date
is crucial. A good idea is to make sure
that everything the group needs, such as
samples, directions and release forms, is
prepped and ready to be mailed, and that
you have correct mailing addresses for
everyone before you are done recruiting.
Then, once everything is ready to go, don’t
just send out a mundane package. Make
participants feel special and as though
they’ve been chosen specifically for this
group by adding thoughtful details to their
packages. One non-negotiable is mailing
all samples in a reusable gift bag. It’s also
not a bad idea to include an added surprise
of some sort (water bottle, umbrella,
note pad)—nothing too expensive or
extravagant, just something to say thank
you. These small tokens of appreciation
often lead to a higher return rate on trial
completion.
Once samples are mailed, the project
manager should then monitor the
delivery of all packages and stay in regular
communication with participants to be
sure all materials are delivered. On average,
delivery can take anywhere from 7–10
days, so be sure to allow this extra time
and plan the start of the trial accordingly.
In addition, this added buffer will leave
room for troubleshooting and/or re-routing
samples should you lose participants before
the trial begins. Although at this stage there
are many priorities to be balanced, keeping
trial samples and the mailing process
organized will streamline the start of the
trial, and keep all participants excited and
eager to get started.
Nurture Your Group
Whether you’re conducting a trial group
in-house or utilizing the expertise of an
outside consultancy, participant happiness
www.GCImagazine.com Consumer Testing Trials 41

3. Consumer TesTing Trials
It’s also a great idea to hold a kick-off which will further strengthen their feeling Questionnaire:
conference call with the test group to of being a valued member of the group. And
introduce the project manager, as well as don’t forget to reach out during the trial.
Lifeblood of the Outcomes
the product(s) they will be testing. A Send frequent touch-base e-mails that are The results of consumer product
conference call creates excitement, engages engaging and fun in order to get feedback testing depend, in large part, upon your
the participants and also allows you to on the products and process. Not only questionnaire. Is it easy to understand and
explain the process and answer any general will these e-mails keep your participants complete? Is it in a user-friendly format? Do
questions. For individual concerns or committed to their testing regimen, it will the questions speak to the efficacy of your
questions, always encourage participants to also encourage feedback—which can be product? Will the responses empower you
e-mail or call their project manager directly, very useful in your final analysis. to make changes to your product pre-launch
if needed? For optimal feedback, limit the
questionnaire to approximately 15–20
questions that, ideally, can be answered
in about 10 minutes or so. If you’re using
questions designed on a rating scale (for
example: strongly agree, agree, neutral,
disagree, strongly disagree), be sure the
scale is comprehensive and speaks to as
many outlooks as possible, and always offer
opportunities for self-directed answers.
Also, don’t be afraid to go with an e-mailed
version of your questionnaire. Whether a
link to a survey engine or a Word document,
an e-mailed version will ensure the fastest
return rate, and is generally the most
convenient method for participants. Above
all, you want to make the whole process as
easy as possible for the participants, so take
any chance you get to save them time and
make answering questions simpler.
Launching a new product or brand
can be tricky business, but that doesn’t
necessarily have to be a negative reality. To
truly position your brand or product for
success, and to side-step as many potential
pitfalls as possible, go to the source. A
consumer testing trial is one of the best
and most reliable methods for discovering
these potential hidden problems or flaws
with your new product (and maybe even
a few perfections) that you may not have
anticipated. In addition, consumer testing
also helps alleviate the guesswork of what
consumers want vs. what they say they
want, and helps you get to the holy grail
of consumer behavior: repeat purchase.
Think your brand is ready for full-scale
launch? Without powerful feedback from
a consumer testing trial, you may not be as
ready as you think. n GCI
ALiSA MArie BeYer is the founder
and creative director of The Benchmarking
Company (TBC), a global beauty consulting
firm offering business, strategy, consumer
intelligence and branding. As publishers of
the “must-read” Pink Report and WomenTrends,
TBC keeps its fingers on the pulse of the industry and offers
unparalleled consumer insights and intelligence.
E-mail: alisa@benchmarkingco.com; www.benchmarkingco.com
42 Consumer Testing Trials GCI November 2010