Experimentation

This type of research is mostly in the area of new product development. But for 'new product', also read: adapted product new packaging, advertising campaign, additional varieties to an existing line etc. First, the product will be tested among a small sample of consumers in an artificial setting. Secondly, it might be tested in a realistic way on the shelves in a particular area of the country.

So we have two types of experiment:

1. Product testing, in a simulated situation, and
2. Test marketing which is as realistic as marketing research gets.

Product testing

There are a number of considerations for the researcher:

• Which type of test, e.g. monadic or comparative?
• Should it be a blind test, or a branded one?
• Is a laboratory test best, or should the product be placed in-home?
• What kind of bias can the researcher expect?