Find out how to run a product testing project. Typically, a sample of your target audience uses, tries out or consumes the product and tells you what they think of it. You use both quantitative and qualitative data to collect and analyze their feedback as part of the product testing process.
Free eBook: Your guide to idea screening and product concept testing. The fact is, while products are developed to solve certain problems and used in a certain way, customers may end up using them differently — adding their own habits in the process.
With this in mind, you have to ensure that your product is robust enough to survive under real-world conditions and flexible enough to accommodate different methods of operation. For example, car manufacturers use product testers and product testing sites to not only test the car itself, but also expose it to various real-world scenarios.
This way, they can test the structural integrity of the car in the event of an accident, and how it might perform in various conditions.
These components must meet demands over tens of thousands of miles without faltering, and also withstand the pressures of different driving styles some drivers will be more aggressive than others.
Ultimately, product testing can have several benefits, and you should aim to test products using qualitative research, quantitative research, focus groups and technical product testers. Incorporating a comprehensive feedback cycle, composed of these elements, will enable you to get the insights you need to improve your products.
The best product testing companies implement feedback cycles at every stage to ensure that their products meet the needs of their target market! You could even hire the services of a product testing company to test your concepts.
Those concepts that particularly resonate with your product testing audience can then be further developed into something closer to the finished product. Conjoint analysis is a powerful method for comparing multiple product attributes during the product testing process.
Using surveys, target audience respondents trade off the different product features and choose which ones are most valuable to them. Which conjoint analysis method you choose will depend on how many product attributes you are working with, your data collection method, and how robust your results need to be.
Self-explicated conjoint analysis is one of the simplest and most robust conjoint analysis methods. This is known as customer needs analysis.
Means-end analysis is a powerful method for assessing what customers really want in a product. As well as researching your product concepts, using a panel for product development and testing research, e. Asking product testers to rate your product by completing surveys is a great way to uncover the general thoughts and feelings towards your products.
A product test could involve using the same products with all the same features and asking customers generally what they think and where the improvements could be. But they could also involve customers being asked to test items using different variations of your product and asking product testers which they prefer and provide feedback.
Just be wary that some people who are paid to test products could have some bias and may give answers based on what they think you want to hear so ensure you provide incentives for honest criticism. As well as completing surveys and generating quantitative responses, you should also look to get some qualitative responses from real customers about their specific experience of using your products.
Cosmetic products are often tested using focus groups, and tech companies might invite a small group of consumers to test new products, such as a new mobile device or laptop to get their feedback.
This qualitative input can help you hone your product ideas. Ideally, your product testing market research should use a combination of qualitative and quantitative analysis. To get insights at scale, you could send out a survey — as mentioned above — and then validate your findings with a focus group.
Alternatively, you could do it the other way around, invite a sample group to assess your product and then see if their opinions are representative of the whole. You could incentivize participation by offering free products to those who complete the survey.
This practice is well-established in the cosmetics industry as brands often send out beauty products or free samples to focus groups for the evaluation.
But how much would they be willing to pay? Pricing research uses a wide range of techniques to assess responses to price, from direct questions about the monetary value to more nuanced tests that compare acceptable prices in different buying contexts. Psychological factors are also key.
Too low, and they will question its quality. To get the right insights from your product testing surveys, you have to use the right tools, strategies, delivery methods and questions. From question format to flow and funneling, the way your product testing survey is designed will directly influence the quality of data you collect.
Make sure the tools of your trade are as carefully crafted as your product experience. Product testing is more than just giving your product to a few customers or a product tester to use for a while and report back. It needs to be a thorough and defined process to ensure you get the results you need.
From understanding the aim of the product testing and concept assessment to understanding the types of tests you can carry out and how to get the best results, product testing requires a lot of planning throughout.
With Strategic UX, you can accelerate your product development cycle with experience data on one platform, you can also quickly spot gaps in the market and launch new products as a result. Before releasing your product to the market, you should test it to see if it is well received by its intended audience and performs as expected.
A company can choose its ideal product testing approach based on its product type, budget, and objectives. However, the ultimate goal is to obtain insightful feedback from users to enhance and refine the product.
In other words, product testing enables businesses to direct their resources in the appropriate direction and create a product that will last in the market for a long time. At the core of every successful product marketing strategy is a message that the audience can relate to, a message that speaks directly to the target audience using the same language that they do.
Product testing helps you understand your target audience better, what they like or dislike about your product, how they view it, and how they use it to solve their problems. The great thing about product testing is that it helps your product development and marketing efforts focus on what matters the most - the user.
Here are a few ways an effective product testing process can help your product development and marketing:. Also Read: The Ins and Outs Of Product Sampling Marketing: The Ultimate Guide To Enhancing Your Brand.
Products are tested in various stages of development. The two final test phases before product release are called acceptance testing :. Depending on your approach to product testing, the following step-by-step guide can be applied to both Alpha and Beta testing. Also Read: Rapid Product Testing Sprints Through Product Sampling.
Depending on your product testing strategy, you might want to test more than one product, version, or concept or use competitors' products for comparison. When doing so, try to choose products at the same development stage as it allows for more accurate performance comparison.
There are different ways of going about developing a new product. The two main approaches are waterfall and agile product development.
Each approach has its own testing stages as follows:. To define your test metrics, first, you need to know the qualities of a great product.
Then, you can gauge the users' response to your product and whether it satisfies their expectations and needs. Metrics also impact the accuracy of the tests in that the more specific your metrics are, the more accurate your results will be. Create a clearly-defined model audience or sample pool based on geography, demographics, age, income, profession, etc.
The test group should closely represent your actual customers.
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