Considering doing a Market Test? Here are a few tips from Strategy Steven on how to approach this crucial type of Marketing Research project.

1. ‘Applied Marketing Research:
From Insight to Action’ 5th Edition, TopHat 2020
Professor Steven Litt
@StrategySteven ©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
Thinking of doing a Market Test?
PRACTICAL TIPS
1. Find what Test Method the company/band used last time! Be ready to benchmark
vs previous tests. If no previous internal tests exist, find global affiliates’ tests,
industry tests,...
2. Decide what specifically is to be tested & metrics; decide the macro Test Design eg
Test vs Base, Test vs Control.
3. Make a timeline; check that you will learn what you must, by launch decision day.
4. Candidly review the ‘test-readiness’ of prototypes eg regulatory approvals, product
safety, training steps, pilot line tolerances/QA, etc.
5. You have many options! eg Home Use, Central Location, Shelf Test, VR test,
Simulated Test Market, City Test Market… Check the proposed method is ‘Best Fit’.
6. Ensure partners sign NDA’s before briefing them, sharing concepts, prototypes, etc.
7. Has the horse left the barn? If ‘launch or not?’ has been decided, consider instead
testing which Segment is most interested, tagline works best, Channel fits best,...
8. Act to avoid Test sabotage by suppliers, competitors (eg use Blind Store Test panel)