{"id":12926,"date":"2015-01-18T14:38:14","date_gmt":"2015-01-18T14:38:14","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=12926"},"modified":"2026-07-18T22:46:46","modified_gmt":"2026-07-19T02:46:46","slug":"ricerche-di-mercato-per-test-di-prodotto","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/it\/solutions\/branding-and-customer-research-solutions\/product-testing-market-research\/","title":{"rendered":"Product Testing Market Research: How Leading CPG Brands Build Launch Confidence"},"content":{"rendered":"\n<h1 class=\"wp-block-heading\">Product Testing Market Research: How Leading CPG Brands Build Launch Confidence<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"gb-block-image gb-block-image-32cb63f2\"><img loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"1024\" class=\"gb-image gb-image-32cb63f2\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/07\/Product-testing.jpg\" alt=\"SIS International Market Research &amp; Strategy\" title=\"Product testing\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/07\/Product-testing.jpg 1536w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/07\/Product-testing-300x200.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/07\/Product-testing-1024x683.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/07\/Product-testing-768x512.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/07\/Product-testing-18x12.jpg 18w\" sizes=\"auto, (max-width: 1536px) 100vw, 1536px\"><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<h2 id=\"taking-a-product-through-the-concept-phase-can-be-a-daunting-process-in-a-complex-and-ever-changing-marketplace\" class=\"wp-block-heading p1\">Taking a product through the concept phase can be a daunting process in a complex and ever-changing marketplace.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The strongest consumer launches share a pattern: evidence built early, refined often, and pressure-tested against real usage. Product Testing Market Research is how category leaders convert product concepts into confident retail commitments. It replaces the guess with structured signal, and the signal with a defensible launch case.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The best-performing CPG teams treat testing as a compounding asset. Each round sharpens the next. Concept clarity feeds sensory optimization. Sensory data informs packaging. Packaging shapes shelf performance. Every insight raises the ceiling on what the brand can commit to a retailer with confidence.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-columns has-global-color-9-color has-text-color has-background has-link-color wp-elements-d552d1477428987912fa14b9226a2dc9 is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\" style=\"background-color:#f7f9fa6e\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:18%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:71.28%\">\n<div class=\"wp-block-rank-math-toc-block aligncenter has-global-color-9-color has-text-color has-link-color wp-elements-eabb25fa7b170147f09f7a97fe9ce71f\" style=\"font-size:16px\" id=\"rank-math-toc\"><h2><br><strong>T<\/strong>able of Contents<\/h2><nav><ul><li class=\"\"><a href=\"#taking-a-product-through-the-concept-phase-can-be-a-daunting-process-in-a-complex-and-ever-changing-marketplace\">Taking a product through the concept phase can be a daunting process in a complex and ever-changing marketplace.<\/a><\/li><li class=\"\"><a href=\"#what-is-product-testing-market-research\">What Product Testing Market Research Delivers Before a Launch<\/a><\/li><li class=\"\"><a href=\"#sensory-and-flavor-testing-where-formulation-wins-or-loses\">Sensory and Flavor Testing: Where Formulation Wins or Loses<\/a><\/li><li class=\"\"><a href=\"#why-is-product-testing-market-research-so-important\">Why is product testing market research so important?<\/a><\/li><li class=\"\"><a href=\"#packaging-and-design-testing-the-shelf-is-the-second-product\">Packaging and Design Testing: The Shelf Is the Second Product<\/a><\/li><li class=\"\"><a href=\"#in-home-usage-testing-the-truth-consumers-only-reveal-at-home\">In-Home Usage Testing: The Truth Consumers Only Reveal at Home<\/a><\/li><li class=\"\"><a href=\"#private-label-product-validation-and-assortment-decisions\">Private Label Product Validation and Assortment Decisions<\/a><\/li><li class=\"\"><a href=\"#dtc-product-launch-research-and-the-new-test-economics\">DTC Product Launch Research and the New Test Economics<\/a><\/li><li class=\"\"><a href=\"#opportunities-and-challenges-of-product-testing-market-research\">Opportunities and challenges of product testing market research<\/a><\/li><li class=\"\"><a href=\"#our-approach\">Our Approach<\/a><\/li><li class=\"\"><a href=\"#case-study-product-testing-on-dslr-camera-lenses\">Case Study: Product Testing on DSLR Camera Lenses<\/a><\/li><li class=\"\"><a href=\"#where-the-discipline-is-heading\">Where the Discipline Is Heading<\/a><\/li><li class=\"\"><a href=\"#about-sis-product-testing-market-research\">About SIS Product Testing Market Research<\/a><\/li><li class=\"\"><a href=\"#fa-qs\">FAQs<\/a><\/li><\/ul><\/nav><\/div>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 id=\"what-is-product-testing-market-research\" class=\"wp-block-heading\">What Product Testing Market Research Delivers Before a Launch<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Product Testing Market Research is the structured evaluation of a product&#8217;s concept, formulation, packaging, and use experience against defined consumer segments before commercial release. It quantifies purchase intent, diagnoses weaknesses, and isolates the specific variables that drive category switching.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Category leaders sequence four disciplines: Product Concept and Test Research to validate the idea, Sensory and Flavor Testing to optimize the formulation, Packaging and Design Testing to earn the shelf, and In-Home Usage Testing (IHUT) to prove the product performs in the environment where it actually lives. Each stage answers a different question, and each protects a different point of failure.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The signal quality depends on method fit. A triangle test discriminates two formulations. A sequential monadic design compares three or more without order bias. JAR (just-about-right) scales with penalty analysis reveal which attributes cost the most volume when off-target. CATA (check-all-that-apply) surfaces the language consumers actually use, which later shapes the pack copy.<\/p>\n\n\n\n<h2 id=\"sensory-and-flavor-testing-where-formulation-wins-or-loses\" class=\"wp-block-heading\">Sensory and Flavor Testing: Where Formulation Wins or Loses<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sensory work is where the strongest brands separate. A central location test (CLT) with a calibrated descriptive analysis panel isolates the sensory drivers of liking. Hedonic scaling quantifies preference. Temporal dominance of sensations (TDS) captures how the eating experience evolves second by second, which matters when a competitor holds a first-bite advantage but loses on finish.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to SIS International Research, private label reformulations that close the sensory gap on two or three specific attributes, rather than pursuing full parity, consistently outperform full-parity attempts on both cost and consumer switching rates.&nbsp;The economic implication is direct. Precision in Sensory and Flavor Testing reduces overengineering. It funds margin.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Accelerated shelf-life testing (ASLT) paired with descriptive analysis panel calibration extends this discipline across the product&#8217;s commercial window. Nestl\u00e9, PepsiCo, and Unilever run this cadence continuously because a formulation that scores well at week one and degrades by week twelve is a return risk, not a launch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<!-- SIS International Research - Product Testing Methodology Capability Profile -->\n<div id=\"sisRadarWrap\" style=\"position:relative; width:100%; max-width:100%; box-sizing:border-box; margin:0 auto; padding:0; font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Helvetica,Arial,sans-serif; color:#073f64;\">\n\n  <h3 style=\"text-align:center; font-size:clamp(18px,2.4vw,26px); line-height:1.3; margin:0 0 6px 0; color:#073f64; font-weight:700;\">\n    How Two Product Testing Methods Compare\n  <\/h3>\n  <p style=\"text-align:center; font-size:clamp(12px,1.4vw,15px); margin:0 auto 20px auto; max-width:660px; color:#216896;\">\n    A capability profile of central location testing and in home usage testing across the dimensions that shape launch confidence, showing why leading brands sequence both\n  <\/p>\n\n  <!-- LEGEND -->\n  <div style=\"display:flex; flex-wrap:wrap; justify-content:center; gap:20px; margin-bottom:8px;\">\n    <span style=\"display:flex; align-items:center; gap:8px; font-size:clamp(12px,1.4vw,14px); font-weight:600;\">\n      <span style=\"width:14px; height:14px; border-radius:3px; background:#216896; display:inline-block;\"><\/span>Central location testing\n    <\/span>\n    <span style=\"display:flex; align-items:center; gap:8px; font-size:clamp(12px,1.4vw,14px); font-weight:600;\">\n      <span style=\"width:14px; height:14px; border-radius:3px; background:#bd9013; display:inline-block;\"><\/span>In home usage testing\n    <\/span>\n  <\/div>\n\n  <div style=\"width:100%; max-width:520px; margin:0 auto; box-sizing:border-box;\">\n    <svg id=\"sisRadarSvg\" viewBox=\"0 0 420 420\" width=\"100%\" height=\"auto\" preserveAspectRatio=\"xMidYMid meet\" style=\"display:block; overflow:visible;\" role=\"img\" aria-label=\"Radar chart comparing central location testing and in home usage testing\">\n      <g id=\"sisRadarGrid\"><\/g>\n      <g id=\"sisRadarAxes\"><\/g>\n      <polygon id=\"sisPolyCLT\" points=\"\" fill=\"rgba(33,104,150,0.28)\" stroke=\"#216896\" stroke-width=\"2.5\" stroke-linejoin=\"round\" style=\"opacity:0; transition:opacity .8s ease;\"><\/polygon>\n      <polygon id=\"sisPolyIHUT\" points=\"\" fill=\"rgba(189,144,19,0.22)\" stroke=\"#bd9013\" stroke-width=\"2.5\" stroke-linejoin=\"round\" style=\"opacity:0; transition:opacity .8s ease .2s;\"><\/polygon>\n      <g id=\"sisRadarDots\"><\/g>\n      <g id=\"sisRadarLabels\"><\/g>\n    <\/svg>\n  <\/div>\n\n  <!-- TOOLTIP -->\n  <div id=\"sisRadarTip\" style=\"position:absolute; pointer-events:none; opacity:0; transition:opacity .12s ease; background:#073f64; color:#ffffff; padding:8px 11px; border-radius:6px; font-size:13px; line-height:1.35; max-width:240px; box-shadow:0 4px 14px rgba(7,63,100,.35); z-index:20; transform:translate(-50%,-118%); text-align:center;\"><\/div>\n\n  <!-- SOURCES -->\n  <p style=\"font-size:clamp(10px,1.1vw,12px); color:#5c7a8c; line-height:1.5; margin:20px 0 0 0; text-align:left;\">\n    Source 1: <a href=\"https:\/\/www.sisinternational.com\/solutions\/branding-and-customer-research-solutions\/product-testing-market-research\/\" target=\"_blank\" rel=\"noopener\" style=\"color:#216896; text-decoration:underline;\">SIS International Product Testing Market Research<\/a><br>\n    <span style=\"font-style:italic;\">Capability profile based on the methodological strengths described in the source. Values are directional, on a five point scale, not survey measurements.<\/span>\n  <\/p>\n\n  <script>\n  (function(){\n    var SVGNS='http:\/\/www.w3.org\/2000\/svg';\n    var cx=210, cy=205, R=140, maxV=5;\n    var axes=[\n      {name:'Behavioral\\nrealism',        clt:2, ihut:5, dclt:'Facility conditions limit natural use behavior', dihut:'Captures real use in the consumer environment'},\n      {name:'Speed to\\nresult',           clt:5, ihut:2, dclt:'Fast turnaround under controlled sessions',      dihut:'Requires a realistic multi week exposure'},\n      {name:'Cost\\nefficiency',           clt:4, ihut:3, dclt:'Efficient per respondent in a central venue',      dihut:'Higher logistics across dispersed households'},\n      {name:'Diagnostic\\nprecision',      clt:4, ihut:4, dclt:'Isolates sensory drivers under tight control',     dihut:'Surfaces friction that facilities hide'},\n      {name:'Repeat purchase\\nprediction',clt:2, ihut:5, dclt:'Single exposure tends to overstate conversion',    dihut:'Two week use predicts retention far better'},\n      {name:'Controlled\\nconditions',     clt:5, ihut:2, dclt:'Tightly standardized environment and stimuli',      dihut:'Real settings trade control for authenticity'}\n    ];\n    var n=axes.length;\n    function ang(i){ return -Math.PI\/2 + i*2*Math.PI\/n; }\n    function pt(i,v){ var r=(v\/maxV)*R; return [cx+r*Math.cos(ang(i)), cy+r*Math.sin(ang(i))]; }\n\n    \/\/ concentric grid rings\n    var grid=document.getElementById('sisRadarGrid');\n    for(var ring=1; ring<=maxV; ring++){\n      var pts=[];\n      for(var i=0;i<n;i++){ var p=pt(i,ring); pts.push(p[0].toFixed(1)+','+p[1].toFixed(1)); }\n      var poly=document.createElementNS(SVGNS,'polygon');\n      poly.setAttribute('points',pts.join(' '));\n      poly.setAttribute('fill','none');\n      poly.setAttribute('stroke', ring===maxV ? 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This is because you can study market trends and current consumer preferences that may change from year to year depending on the global market and its trends.<\/p>\n\n\n\n<p class=\"p3 wp-block-paragraph\">Thus, enterprises should conduct product testing market research to understand how potential customers perceive their products, discover any issues or concerns consumers may have, and modify them accordingly. Without this research, companies risk launching products that don't meet customer expectations, and this can lead to low sales and damage the brand's reputation.<\/p>\n\n\n\n<p class=\"p3 wp-block-paragraph\">Furthermore, these insights can assist companies in developing refined strategies for their products that set them apart from the competition, providing businesses with a competitive edge.<\/p>\n\n\n\n<h2 id=\"packaging-and-design-testing-the-shelf-is-the-second-product\" class=\"wp-block-heading\">Packaging and Design Testing: The Shelf Is the Second Product<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Packaging carries as much commercial weight as the formulation. Shopper journey analytics show that first-moment-of-truth decisions on crowded shelves resolve in under three seconds. Packaging and Design Testing must therefore measure findability, communication hierarchy, and purchase intent in that window.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The leading approach pairs eye-tracking on a simulated shelf with a monadic concept exposure. This separates two questions that retailers ask separately: does the pack get seen, and does it get chosen once seen. A pack that wins attention but loses conversion signals a message problem. One that loses attention signals a structural design problem. The diagnosis determines the fix.<\/p>\n\n\n\n<h2 id=\"in-home-usage-testing-the-truth-consumers-only-reveal-at-home\" class=\"wp-block-heading\">In-Home Usage Testing: The Truth Consumers Only Reveal at Home<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">IHUT captures what surveys and clinics cannot. Consumers use the product in their own kitchens, bathrooms, and laundry rooms, across a realistic duration, with the competitive set they actually own. This exposes friction that a facility-based test hides: portioning, storage, cleanup, family dynamics, and the switching moments where a household abandons the trial.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SIS International's IHUT programs across household care, personal care, and food and beverage categories consistently show that repeat-purchase intent measured after a two-week in-home exposure predicts twelve-month retention far more reliably than any single-exposure CLT metric.&nbsp;The reason is behavioral. Novelty fades in the first week. What consumers do in week two is what they will do at reorder.<\/p>\n\n\n\n<h2 id=\"private-label-product-validation-and-assortment-decisions\" class=\"wp-block-heading\">Private Label Product Validation and Assortment Decisions<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Retailers with mature private label programs, including Kroger, Costco, and Aldi, use Product Testing Market Research to hold their tier brands accountable. Private Label Product Validation typically runs blind paired comparisons against the national brand benchmark, then runs a branded follow-up to isolate the equity premium the national brand still commands. The gap between blind and branded results tells category managers exactly how much shelf pressure private label can apply.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The same evidence informs assortment rationalization. When a SKU underperforms, testing separates three distinct causes: the product is weaker, the pack fails on shelf, or the positioning misses the shopper occasion. Each cause carries a different remedy, and treating them as interchangeable is where category profit leaks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<!-- SIS International Research - Product Testing Methods: Speed vs Predictive Validity -->\n<div id=\"sisBubWrap\" style=\"position:relative; width:100%; max-width:100%; box-sizing:border-box; margin:0 auto; padding:0; font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Helvetica,Arial,sans-serif; color:#073f64;\">\n\n  <h3 style=\"text-align:center; font-size:clamp(18px,2.4vw,26px); line-height:1.3; margin:0 0 6px 0; color:#073f64; font-weight:700;\">\n    Where Each Product Testing Method Delivers\n  <\/h3>\n  <p style=\"text-align:center; font-size:clamp(12px,1.4vw,15px); margin:0 auto 18px auto; max-width:680px; color:#216896;\">\n    Each method plotted by how fast it returns results and how well it predicts real world performance, with bubble size showing how commonly it appears in a launch program\n  <\/p>\n\n  <div style=\"width:100%; max-width:760px; margin:0 auto; box-sizing:border-box;\">\n    <svg id=\"sisBubSvg\" viewBox=\"0 0 720 470\" width=\"100%\" height=\"auto\" preserveAspectRatio=\"xMidYMid meet\" style=\"display:block; overflow:visible;\" role=\"img\" aria-label=\"Bubble chart of product testing methods by speed and predictive validity\">\n      <defs>\n        <radialGradient id=\"sisBubG\" cx=\"35%\" cy=\"30%\" r=\"75%\">\n          <stop offset=\"0%\" stop-color=\"#3a86b8\"\/><stop offset=\"100%\" stop-color=\"#216896\"\/>\n        <\/radialGradient>\n        <radialGradient id=\"sisBubGdark\" cx=\"35%\" cy=\"30%\" r=\"75%\">\n          <stop offset=\"0%\" stop-color=\"#1d5f8a\"\/><stop offset=\"100%\" stop-color=\"#073f64\"\/>\n        <\/radialGradient>\n      <\/defs>\n      <g id=\"sisBubGrid\"><\/g>\n      <g id=\"sisBubAxes\"><\/g>\n      <g id=\"sisBubQuad\"><\/g>\n      <g id=\"sisBubbles\"><\/g>\n    <\/svg>\n  <\/div>\n\n  <!-- TOOLTIP -->\n  <div id=\"sisBubTip\" style=\"position:absolute; pointer-events:none; opacity:0; transition:opacity .12s ease; background:#073f64; color:#ffffff; padding:9px 12px; border-radius:6px; font-size:13px; line-height:1.4; max-width:250px; box-shadow:0 4px 14px rgba(7,63,100,.35); z-index:20; transform:translate(-50%,-116%); text-align:center;\"><\/div>\n\n  <!-- SOURCES -->\n  <p style=\"font-size:clamp(10px,1.1vw,12px); color:#5c7a8c; line-height:1.5; margin:18px 0 0 0; text-align:left;\">\n    Source 1: <a href=\"https:\/\/www.sisinternational.com\/solutions\/branding-and-customer-research-solutions\/product-testing-market-research\/\" target=\"_blank\" rel=\"noopener\" style=\"color:#216896; text-decoration:underline;\">SIS International Product Testing Market Research<\/a><br>\n    <span style=\"font-style:italic;\">Positioning profile based on the methodological strengths described in the source. 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Brands launching through Shopify, Amazon, or their own storefronts can run rapid IHUT panels, gather structured review data, and iterate formulations across small cohorts before scaling media spend. The best operators treat the first thousand orders as a paid research panel and instrument it accordingly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This changes the economics of validation. A traditional CPG launch commits inventory and slotting fees before consumer proof exists. A DTC-first sequence inverts the order: proof first, retail second. When the brand later negotiates retail entry, the evidence is already built.<\/p>\n\n\n\n<h2 id=\"opportunities-and-challenges-of-product-testing-market-research\" class=\"wp-block-heading p5\">Opportunities and challenges of product testing market research<\/h2>\n\n\n\n<p class=\"p6 wp-block-paragraph\">Product testing market research open great windows of opportunity for companies. However, it must also be taken into account that this study presents some challenges to overcome for an accurate picture of consumer tastes in a specific market.<\/p>\n\n\n\n<h3 class=\"wp-block-heading p6\">Opportunities<\/h3>\n\n\n\n<ul class=\"wp-block-list ul1\">\n<li><b>Innovation<\/b>: Product testing market research delivers valuable insights into customer demands and tastes, helping companies identify potential areas for innovation and differentiate their products from those of their competitors.<\/li>\n\n\n\n<li><b>Customization<\/b>: Companies can increase customer loyalty and satisfaction by crafting products that speak directly to customers' needs. By tapping into what drives their preferences, businesses will build trust while creating tailored solutions that meet each unique requirement.<\/li>\n\n\n\n<li><b>Branding<\/b>: Product testing market research provides tremendous insight into how consumers perceive the company's products. It allows the decision-making team to refine the brand identity.<\/li>\n\n\n\n<li><b>Cost reduction<\/b>: Companies can lower the cost of post-launch product improvements by solving issues before the launch, resulting in improved efficiency and higher profits.<\/li>\n\n\n\n<li><b>Market expansion<\/b>: Market research can uncover untapped potential for businesses, unveiling fresh and unexplored market opportunities that could lead to expansive growth.<\/li>\n\n\n\n<li><b>Enhanced marketing strategies<\/b>: By leveraging customer feedback, companies can benefit from in-depth insights to customize their marketing strategies and reach a wider audience and more potential customers.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading p8\">Challenges<\/h3>\n\n\n\n<p class=\"p3 wp-block-paragraph\">Product testing market research can be beneficial to companies, yet there are a few challenges that arise when conducting this type of study:<\/p>\n\n\n\n<ul class=\"wp-block-list ul1\">\n<li>Conducting product testing market research can be lengthy and costly if the company is seeking to test several products or plans to enter multiple markets at the same time. Companies must invest the necessary time and funds to ensure that the research is completed accurately.<\/li>\n\n\n\n<li>Finding suitable participants for research may be challenging depending on the particular characteristics of the target market sample.<\/li>\n\n\n\n<li>Companies must guarantee that the sample size of their research is ample to gain valid results. Otherwise, they will not be able to draw reliable conclusions from the data collected.<\/li>\n\n\n\n<li>Consulting firms must mitigate bias during product testing and market research. If the moderator does not ask participants to elaborate on their answers, participants could feel social pressure and provide similar answers.<\/li>\n\n\n\n<li>Interpreting the research results may be a complex task if there are multiple products for different market segments. Companies must carefully evaluate the data they receive and use it to make effective product development decisions.<\/li>\n<\/ul>\n\n\n\n<h2 id=\"our-approach\" class=\"wp-block-heading p1\">Our Approach<\/h2>\n\n\n\n<p class=\"p1 wp-block-paragraph\">Our multi-layered concept testing techniques are focused on identifying consumer relationships, sources of Emotional Connections, unmet needs, and product preferences. The best and most effective concept tests often use a hybrid methodology, employing both qualitative discussions and larger-scale quantitative surveys. Ultimately, our solutions provide rich layers of actionable data to our clients that drive the results of their new products in the marketplace.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<!-- SIS International Research - The Cost of Launching Without Product Testing -->\n<div id=\"sisLaunchWrap\" style=\"position:relative; width:100%; max-width:100%; box-sizing:border-box; margin:0 auto; padding:0; font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Helvetica,Arial,sans-serif; color:#073f64;\">\n\n  <h3 style=\"text-align:center; font-size:clamp(18px,2.4vw,26px); line-height:1.3; margin:0 0 6px 0; color:#073f64; font-weight:700;\">\n    The Odds Every New Product Faces\n  <\/h3>\n  <p style=\"text-align:center; font-size:clamp(12px,1.4vw,15px); margin:0 auto 26px auto; max-width:680px; color:#216896;\">\n    Why category leaders build launch confidence through testing, shown by how steep the failure odds are for products that reach shelf without it\n  <\/p>\n\n  <div id=\"sisLaunchCols\" style=\"width:100%; max-width:720px; margin:0 auto; box-sizing:border-box; display:flex; align-items:flex-end; justify-content:space-between; gap:clamp(8px,2.5vw,26px); height:clamp(250px,44vw,330px); padding:0 4px; box-sizing:border-box;\"><\/div>\n\n  <p style=\"text-align:center; font-size:clamp(11px,1.3vw,13px); color:#216896; margin:16px auto 0 auto; max-width:640px;\">\n    The pattern behind the odds is clear. Products with strong measured performance are many times more likely to succeed over the long term than those launched before they were ready.\n  <\/p>\n\n  <!-- TOOLTIP -->\n  <div id=\"sisLaunchTip\" style=\"position:absolute; pointer-events:none; opacity:0; transition:opacity .12s ease; background:#073f64; color:#ffffff; padding:8px 11px; border-radius:6px; font-size:13px; line-height:1.35; max-width:240px; box-shadow:0 4px 14px rgba(7,63,100,.35); z-index:20; transform:translate(-50%,-115%); text-align:left;\"><\/div>\n\n  <!-- SOURCES -->\n  <p style=\"font-size:clamp(10px,1.1vw,12px); color:#5c7a8c; line-height:1.5; margin:22px 0 0 0; text-align:left;\">\n    Source 1: <a href=\"https:\/\/www.foodnavigator-usa.com\/Article\/2014\/07\/31\/Why-do-85-of-new-CPG-products-fail-within-two-years\/\" target=\"_blank\" rel=\"noopener\" style=\"color:#216896; text-decoration:underline;\">New Product Failure Rate Analysis<\/a><br>\n    Source 2: <a href=\"https:\/\/www.sisinternational.com\/solutions\/branding-and-customer-research-solutions\/product-testing-market-research\/\" target=\"_blank\" rel=\"noopener\" style=\"color:#216896; text-decoration:underline;\">SIS International Product Testing Market Research<\/a>\n  <\/p>\n\n  <script>\n  (function(){\n    var data=[\n      {label:'Fail in the marketplace', v:85, color:'#073f64', desc:'Share of new consumer products that do not succeed after launch'},\n      {label:'Fail when launched before ready', v:80, color:'#0c4569', desc:'Products judged not ready on performance but pushed to market anyway'},\n      {label:'Gone within two years', v:85, color:'#175476', desc:'Only about fifteen in one hundred remain commercially viable after two years'},\n      {label:'Gone within two years by SKU', v:40, color:'#216896', desc:'Share of new items no longer bought two years after launch in panel data'},\n      {label:'Gone within one year by SKU', v:25, color:'#3a86b8', desc:'One in four new items is already no longer bought a year after launch'}\n    ];\n    var maxV=100;\n    var colsEl=document.getElementById('sisLaunchCols');\n    var tip=document.getElementById('sisLaunchTip');\n    var container=document.getElementById('sisLaunchWrap');\n    var cols=[];\n\n    for(var i=0;i<data.length;i++){\n      (function(d){\n        var col=document.createElement('div');\n        col.style.cssText='flex:1 1 0; 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The interest was specifically in the visual, tactile, and auditory aspects of the lenses rather than the photo quality they produced. Consumer attitudes towards lens appearance, feeling, and structure have been somewhat overlooked in previous research in this area, which has focused mainly on the functional aspects of lens quality.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Methodology<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">23 respondents were selected based on three main criteria:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Owning high-end and mid-range Canon and Nikon digital cameras<\/li>\n\n\n\n<li>Owning at least 3 DSLR camera lenses<\/li>\n\n\n\n<li>Taking photos with a DSLR camera at least five times per week.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">These respondents were invited to a Manhattan photo studio where they provided their in-depth opinions on 14 different DSLR camera lenses. The lenses, each from different manufacturers, were selected to represent different aesthetic styles and choices that designers make, e.g. the location of labels and controls on the lens, the ease or difficulty with which the focus and zoom rings can be turned, and the feeling of the material the lens is made of. Each respondent completed one hand-written survey per lens, which included both scale-ranking questions as well as open-ended, qualitative questions. The results of these surveys were then analyzed on both a quantitative and qualitative level to uncover market trends.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Findings and takeaways<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Analysis of these questionnaires yielded several key findings, including:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The client realized the opportunity that lies in producing zoom and focus rings that require minimal effort to adjust while still maintaining a feeling of precision and sturdiness. This came from the surprising finding that this was the greatest determining factor of overall lens quality. In-depth interviews with select respondents illuminated the need to have lenses that make as little noise as possible when working in professional environments so as not to distract photo subjects, representing an opportunity to market silent lenses to professional photographers. The survey analysis revealed that the weight of the lens is a strong determinant of its overall feeling of durability. Since these lenses are a significant investment \u2013 many high-end lenses sell for upwards of $1,000 \u2013 consumers want to feel that they are buying a product that will last. The client was then able to recognize the value in the message of a strong, durable lens that will last a lifetime.<\/p>\n\n\n\n<h2 id=\"where-the-discipline-is-heading\" class=\"wp-block-heading\">Where the Discipline Is Heading<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Two shifts are reshaping the field. First, hybrid methodologies combine facility-based sensory precision with in-home behavioral depth, giving brands both diagnostic clarity and predictive validity. Second, structured qualitative from digital IHUT diaries is producing richer signal than long-form focus groups for many launch decisions, particularly in personal care and household categories.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SIS International has run product testing programs across 135 countries for four decades, spanning taste testing, car clinics, CLTs, IHUT, and packaging evaluation. The pattern that holds across categories and regions is consistent: brands that test earlier, sequence methods deliberately, and refuse to skip the in-home stage launch with materially higher confidence and materially fewer post-launch corrections.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Product Testing Market Research is not a gate. It is the mechanism through which a launch earns its own certainty.<\/p>\n\n\n\n<h2 id=\"about-sis-product-testing-market-research\" class=\"wp-block-heading\">About SIS Product Testing Market Research<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/twitter.com\/SISIntlResearch\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SIS<\/span><\/a> is a leading Market Research company. We have conducted thousands of tests across the United States and around the world. Product Tests are detail-oriented and require experience to ensure they are conducted effectively. We provide that experience.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Our Product Research Solutions include:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sequential Monadic Product Tests<\/li>\n\n\n\n<li>Monadic Product Tests<\/li>\n\n\n\n<li>Ethnography<\/li>\n\n\n\n<li>In-Home Usage Tests<\/li>\n\n\n\n<li>Central Location Tests<\/li>\n\n\n\n<li>Focus Groups<\/li>\n\n\n\n<li>Mobile Ethnography<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/company\/sisinternationalresearch\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SIS International<\/span><\/a> offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports, and insights for decision-making. We also conduct interviews, surveys, focus groups, and many other Market Research methods and approaches. Contact us for your next Market Research project.<\/p>\n\n\n\n<h2 id=\"fa-qs\" class=\"wp-block-heading\">FAQs<\/h2>\n\n\n<div id=\"rank-math-faq\" class=\"rank-math-block\">\n<div class=\"rank-math-list \">\n<div id=\"faq-question-1784411114794\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question \">What is Product Testing Market Research?<\/h3>\n<div class=\"rank-math-answer \">\n\n<p>Product Testing Market Research is the structured evaluation of a product's concept, formulation, packaging, and in-home usage against defined consumer segments before launch. It quantifies purchase intent and isolates the variables that drive category switching.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1784411195308\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question \">How do you measure purchase intent for a new product?<\/h3>\n<div class=\"rank-math-answer \">\n\n<p>The strongest approach combines a monadic concept exposure with a top-two-box purchase intent score, then validates the score against behavioral IHUT data over two to four weeks of real use. Single-exposure intent alone overstates conversion.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1784411228857\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question \">What is the difference between a CLT and IHUT?<\/h3>\n<div class=\"rank-math-answer \">\n\n<p>A central location test measures immediate sensory response under controlled conditions. In-Home Usage Testing measures behavior, friction, and repeat intent in the consumer's real environment over a realistic duration.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1784414869793\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question \">How should CPG brands validate a product before retail launch?<\/h3>\n<div class=\"rank-math-answer \">\n\n<p>Sequence four stages: concept testing, sensory optimization, packaging evaluation on a simulated shelf, and IHUT for repeat-intent validation. Skipping the in-home stage is where most post-launch corrections originate.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1784414897167\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question \">How does product testing inform assortment rationalization?<\/h3>\n<div class=\"rank-math-answer \">\n\n<p>Testing separates three causes of SKU underperformance: weaker formulation, failed packaging, or missed shopper occasion. Each requires a different remedy, and diagnosis prevents delisting a fixable product.<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<h2>Our Facility Location in New York<\/h2>\n<p><!-- \/wp:post-content --><\/p>\n<p><!-- wp:html --> <iframe loading=\"lazy\" src=\"https:\/\/www.google.com\/maps\/embed?pb=!1m18!1m12!1m3!1d3022.976188376966!2d-73.99130312499956!3d40.740549471389315!2m3!1f0!2f0!3f0!3m2!1i1024!2i768!4f13.1!3m3!1m2!1s0x89c259a15798c731%3A0xd695d09bdd495f25!2s11%20E%2022nd%20St%20FL%202%2C%20New%20York%2C%20NY%2010010%2C%20USA!5e0!3m2!1sen!2spe!4v1726171763526!5m2!1sen!2spe\" width=\"600\" height=\"450\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe> <!-- \/wp:html --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<h3 class=\"wp-block-heading\">11 E 22nd Street, Floor 2, New York, NY 10010\u00a0 T: +1(212) 505-6805<\/h3>\n<hr \/>\n<h2>About SIS International<\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/\">SIS International<\/a> offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports, and insights for decision-making. We also conduct interviews, surveys, focus groups, and other Market Research methods and approaches.<a href=\"https:\/\/www.sisinternational.com\/about-sis-international-research\/contact-sis-international-market-research\/\"> Contact us<\/a> for your next Market Research project.<\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><\/p>","protected":false},"excerpt":{"rendered":"<p>SIS \u00e8 una societ\u00e0 leader nelle ricerche di mercato. Le ricerche di mercato sui test dei prodotti forniscono approfondimenti e dati alle aziende che lanciano nuovi prodotti.<\/p>","protected":false},"author":1,"featured_media":74062,"parent":14650,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-12926","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/pages\/12926","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/comments?post=12926"}],"version-history":[{"count":8,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/pages\/12926\/revisions"}],"predecessor-version":[{"id":74064,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/pages\/12926\/revisions\/74064"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/pages\/14650"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/media\/74062"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/media?parent=12926"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}