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Marketing Mix Test (Product, Concept and Pack) – With or Without Trial

  • Description
  • The marketing mix test encompasses understanding of how consumers receive a product, concept and pack. It is possible to first carry out a qualitative survey to gain deep understanding of the consumer’s perception of the mix and then do a quantitative survey to measure consumer acceptance. The concept and product test with trial is normally carried out for a new product launch and when it is necessary to test whether it is in line with the proposal in terms of functional and emotional benefits. This trial may take place both in the natural environment, at home or in the place in which the product is consumed, or at a central location at the time of the interview.


  • Research Objectives
    • To test a product or service taking into account all or some dimensions of the marketing mix: pack, price, promotion, communication and means of distribution
    • To identify, detail and test the best way to communicate and present a product or service idea
    • To evaluate the performance of a product over time
    • To test an existing or new pack concept and its usability
    • To evaluate the attractiveness and receptiveness to one or more concepts for a product, identifying which proposal is more suitable and compelling

  • Measures Tested
    • Impact and attractiveness of a product, brand, pack concept
    • Likes and dislikes
    • Understanding and relevance of message
    • Attributes and benefits of the proposal
    • Evaluation of the claim and the extent to which it synthesizes the proposed concept
    • Strengths and weaknesses of the concept or concepts
    • Expectations generated by the product
    • Product performance and fit with concept
    • Involvement and interest generated
    • Fit with target
    • Fit with brand
    • Purchase intention
    • Degree of differentiation from competition
    • Price elasticity

  • Data Collection Technique
  • Focus Group with or without return of interviewees after trial of the product; face-to-face qualitative or quantitative interviews; interviews via internet – with or without trial of the product at home or at a central location


  • Stimuli
  • Written or visual concepts; pack mock-ups; samples of one or more product alternatives for test


  • Minimum Recommended Sample
  • 6 Focus Groups or 20 In-depth Personal Interviews with or without return after trial; 120 Personal Interviews in a Central Location or via Internet


  • Duration
  • 6 to 8 weeks