Food Tests at a Central Location require a lot of planning and logistics.
Given our 30 years of experience with central location food tests, the following is a “roadmap” for successful completion of these small and large scale projects:
1. Upfront Planning
Determining an Appropriate Location
It is important to determine the appropriate location with the appropriate space and location in the city, e.g. electric voltage, need for refrigeration and for ovens, etc. It is also important for the venue to be open 7 days a week from at least 9:00am to 9:00pm to capture respondents.
Estimating a Realistic Recruitment Factor and Completion Rate Per Day
It is wise to estimate a realistic recruitment and completion rate a day, given holidays and weekends, for pre-recruitment and for street traffic in the area. Allow for an advertising budget in the local papers to attract qualified respondents.
2. Recruitment Methods for Central Location Food Tests
We recommend combining pre-recruitment from panels, databases, and the Internet as a foundation for recruitment. We also recommend augmenting these traditional recruitment methods with street intercepts. A third method is to have successful recruits recommend others who may fill the screener guidelines.
3. Avoid Complicated Screeners Which Do Not Translate Across Cultures
It is important to avoid complicated screeners that do not translate across North America, Latin America, Asia Pacific, and the EMEA region. Eating habits differ widely across these regions.
4. Avoid Complicated Data Entry Sheets
To obtain the highest “analytical yield” from the data, we recommend to not “over engineer” the data fields as this redundancy of data can cause errors in the analysis and interpretation of the data.
5. Augment the DLT Food Tests with Desk Research and Advanced Analytics
For tactical and strategic decisions, we recommend augmenting the data collection with desk research and advanced analytics.