Following extensive testing by Cambridge Market Research, Asda launched its Chosen by You range in September 2010. Paul Beresford, Managing Director at Cambridge MR, oversaw the Chosen by You independent product testing process. He said: “The scale of Asda’s product testing programme is unprecedented in my experience, and as such has been a logistical challenge at times. At one point my team were testing nearly 500 products in a single week, but Asda was determined to make it happen and has given us all the support necessary in terms of resource and financial investment.”
Every single one of the products has been tested by consumers up and down the country – and only those that get a big thumbs up make it into the Asda Chosen by You range. Cambridge MR have conducted over one million blind taste tests involving 180,000 customers, testing over 18,000 products in 94 separate locations around the UK. The scale of this project makes it the biggest programme of product testing ever undertaken.