step 6: product optimisation

Product testing is our core competency, with Cambridge MR testing more products than any other agency in the UK. We are particularly efficient at recruiting ‘hard to find’ samples via our Neighbourhood Net, which results in an efficient, yet reliable, product testing technique.

Do your products live up to the promise of the concept?

• Will consumers be happy or disappointed when they try your product?
• Does your product fit with your parent brand?
• Does the name suit the product?
• Should you improve your product? If so, how can you improve it?

How we can help

It is imperative that products match the expectations raised by the concepts. If they underperform, consumers will not re-purchase the product, whilst over-performance indicates an issue with the concept communication – which could be addressed with in-store sampling, but would be more effective correcting prior to launch.

A two-stage approach would be followed to address fit with concept, where consumers’ opinions of the concept would be elicited before product trial and again after trying the product.

It is important for line extensions to fit the overall brand and we offer advice on how effective the product will be at extending existing brands, whilst acceptance of the proposed name can also be ascertained.

Any issues with the product performance will be highlighted, with clear recommendations for improvement provided.

How do your products compare to your competitors’? Is your product quality acceptable?

• How do your products perform compared to your key competitors’?
• How do they perform compared to the market leader?

How we can help

CMR conducts both branded and blind product testing. Using our database built from over 14,000 product tests, we have a clear benchmark to assess how well your products perform.

Blind product testing is used most effectively with a number of clients as part of their quality management programmes. Blind tests assess the product without the influence of brand, communication or pricing, which provides an effective objective performance measurement versus key competitors.

Branded testing is extremely effective as part of the NPD process as consumers expect a certain standard from brands – whether they are well known or ‘new’ brands – and it is important that any new product meets, or exceeds, expectations.