Klompmaker is assistant professor of business administration at the University of North Carolina at Chapel Hill. His research interests include advertising media scheduling, marketing productivity analysis, and the role of salesmen in market planning.

Hughes is Burlington Industries Professor of Business Administration at the University of North Carolina at Chapel Hill.

He has published extensively on marketing management topics. His present research interest is in microcomputer applications in strategic management.

This is his third HBR article. Russell I. Haley is associate professor of business administration at the University of New Hampshire and president of Haley, Overholser and Associates, a consulting firm. Start Course. People tend to be more reluctant to criticize or provide suggestions on improving a product if it looks too polished.

However, people will have no qualms about sharing critical feedback if your product seems rough or unfinished. Another reason why this method is beneficial for early-stage testing is that rough prototypes are cheaper and faster to produce.

It also helps gauge if the public interest is high enough to justify further investment in product development. Running test ads puts your new product in front of a sample of your target audience — helping you gain agile feedback that could refine your product design or messaging.

This widespread method allows you to understand and segment your audiences to see how different groups feel about your product. Furthermore, it will enable you to quickly and frequently make data-backed decisions.

Simulated Test Marketing or STM involves testing new products in a supervised and controlled environment.

This qualitative technique aims to understand potential customers and the reasoning behind their product choices. STM attempts to mimic real-world buyer experience. Moderators ask customers to select a product from a given number of options while answering a few questions about their purchase intent, preferences, and how much or how often they will buy a certain product.

To develop a strategic test-marketing methodology, you must first define your research objectives and expectations. Product testing environments are divided into two categories:. To ensure that you only recruit the right people to participate in the study, use a screening questionnaire to filter out unqualified candidates.

Your questionnaire should ask questions relating to your target audience's behaviors and demographics. Planning out your process beforehand ensures that the study runs smoothly.

Create a project work plan that highlights responsible parties, key tasks, and deliverable dates. This will encourage reviews and give customers a chance to learn more about your product.

Additionally, choose the ideal time to launch your product. For instance, consider releasing your line of school supplies a few weeks before the start of the next semester. You can contact your audience via email for surveys and feedback after they've received the samples. There are programs and businesses that can take care of the entire product sampling procedure for you and even handle the challenge of post-purchase updates.

Encourage participants who had a positive experience with your product to write reviews and share their experiences on social media. This makes other potential buyers more confident to try out your product through positive word-of-mouth and social proof.

There is no end to the process of product sampling. This process can always be modified and repeated to collect feedback or create relationships with customers. The digital age of technology has made it convenient for both businesses and consumers to connect with each other.

Digital product sampling is the natural evolution of the traditional product sampling method in the modern world. This method allows your brand to narrow down your target consumers and reach them in an optimized manner by using analytics and more.

It has been gaining popularity consistently, especially since the onset of Covid pandemic , when many brands were forced to discontinue their traditional in-store sampling campaigns.

These are some of the advantages of digital product sampling over traditional ones:. Peekage is a personalized digital product sampling platform that allows consumer brands to conduct targeted at-home product trials. Peakage performs customized customer surveys and analytics on users who have tested your product or service.

You will receive valuable feedback that will assist you in discovering actionable insights that can inform strategy, messaging, product positioning, and more. If you want to kickstart your product sampling campaign, book a free consultation with one of our experts.

As you can see from the examples above, product sampling is a great tool to have in your toolbox if you're looking to get your potential users to try your new product, talk about it online, or give you feedback. It can significantly reinforce your marketing and sales efforts if you do it properly.

Want to learn more about sampling? Read our Definitive Guide to Product Sampling. Product sampling can be highly effective at boosting sales.

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Unveil the consumer product testing revolution with Social Sampling. See how influencers reshape marketing strategies for impactful results PINCHme is another great product testing website to try products. It has partnered with leading brands to provide free samples to targeted consumer preferences across online and retail and identifying geo Build a winning product by running blind testing, sensory testing, efficacy testing: Online sample promotions for product testing

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Are prodjct ready for a social sampling procuct Payment Onlime Learn about the most prodct online payment options. Case Online sample promotions for product testing Dental sample giveaways Study: Hospital Aample Advertising Testing Better Sxmple Faster With Online sample promotions for product testing Qual Choosing Advertising Approaches Between Alternative Storyboards Fueling Up: International Advertising Research Taking Advertising to the Next Level. Ultimately, the choice is yours - whichever platform you choose, you'll be sure to get plenty of free products in exchange for honest reviews. Side Hustles. As you can see from the examples above, product sampling is a great tool to have in your toolbox if you're looking to get your potential users to try your new product, talk about it online, or give you feedback. On this page 1.	What are the trends in your industry? Several companies offer free products for reviews for those willing. A version of this article appeared in the May issue of Harvard Business Review. The first promotion may yield a higher open rate but lower conversion rate than the second promotion. By Katie Lamb.	Accelerate the collection of online reviews & UGC for key products from select, credentialed product sampling participants. Quick and easy to set up, monitor Product Tester: How to Get Paid to Test Products at Home. Promotions are accurate at the point of publishing and only available for a limited time Unveil the consumer product testing revolution with Social Sampling. See how influencers reshape marketing strategies for impactful results	sample to test their product. The prototype gave potential customers Test-marketing your product can save you time and money in the long run A sample of to target-audience consumers are recruited to review and evaluate the rough print ads via the Internet. Each respondent sees all of the Accelerate the collection of online reviews & UGC for key products from select, credentialed product sampling participants. Quick and easy to set up, monitor	Four tests were required to test two levels of ad weight. This meant a market testing cost of $, But there are also indirect costs. There is, for example They offer discounted or free products for testing and/or review. The product may include the full product or a sample of it. They are looking I am thinking of offering free samples to try in return for product feedback. Any suggested course of introducing it to people who would be
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A representative sample of target-audience consumers are recruited to our survey site to review a promotional idea. Typically, 75 target-audience consumers are asked to review and evaluate the promotional ad. Each promotional ad or commercial is tested monadically.

That is, each respondent sees and evaluates only one promotion. After respondents review the promotion twice, they are then asked a series of standard closed-ended questions that can be compared to normative data , plus a series of open-ended questions, to determine how the promotion could be improved.

The report includes answers to standard questions, compared to Decision Analyst's action standards, as well as verbatim responses to open-ended questions. As a comprehensive monadic promotion pretesting system, it is designed to predict the effectiveness of the finished or near-finished promotional ad or commercial compared to normative data.

It's especially important to measure the effects of promotions on brand image over time so that promotional activity is building the brand—not destroying it. A representative sample of target-audience consumers is selected from one of our Internet panels. These consumers match the target population in terms of geography, gender, age, income, ethnicity, and category usage.

A total of respondents come to Decision Analyst's encrypted web server to view the promotion and complete a battery of questions and diagnostic ratings. Each promotion is tested monadically i. This score is compared to our action standards for successful new promotions.

Focus groups and depth interviews are valuable techniques to explore consumer motivations, perceptions, and proclivities related to various promotional concepts in a product category.

Good qualitative research can help define the spectrum of promotional possibilities and help identify the key elements of successful promotions. Once promotional concepts are developed, qualitative research can be valuable in fine-tuning the concepts.

However, focus groups and depth interviews should not be used to predict the success of various promotions. That task is reserved for quantitative methods. Most companies tend to fall into a promotional rut and keep repeating successful promotions until their appeal is destroyed.

A better approach is ideation. Let creative consumers help you develop better promotions. Once basic consumer motivations are understood via qualitative research, then creative individuals can help in the promotional development process.

Highly creative individuals are the key. They can help create starter ideas for breakthrough promotions. Decision Analyst maintains a panel of highly creative people called Imaginators® who work in small groups, online or offline, to generate hundreds of promotional ideas for a brand.

These starter ideas must be developed into the final promotion concepts by marketing staff or agencies and should go through standard promotion-testing procedures. Decision Analyst is a global marketing research and analytical consulting firm with more than four decades of experience in testing promotional ideas and concepts.

Our American Consumer Opinion® online panel has more than eight million consumers around the globe ready to evaluate your promotional ideas online. Decision Analyst is a world leader in online promotion testing. The part that is the art is how you create and execute the promotion.

The science part involves measuring and analyzing the results. Here are three ways you can test your product promotion:. Each promotion may have a different audience, headline, message, guarantee, incentive, price offer, or delivery time and place.

Usually, marketers test one of these variables that differ between promotions while keeping the other variables the same for both. For example, you could compare responses to different price offers for each promotion while keeping everything else the same.

The first promotion may yield a higher open rate but lower conversion rate than the second promotion. They use it with direct mail, email and direct response advertising campaigns. Retargeting can help you increase customer retention and maximize sales.

Advertising recall is an effective way to find out how well your audience remembers your ad. The premise in advertising is that memory can lead to purchase.

Recall involves both conscious and unconscious memory. The most effective ads evoke emotion, and emotion is the key to conscious and unconscious memory.

The ARF suggests that when you test recall you test with aided recall. So instead of asking an open ended question about what one remembered seeing you ask if they recall seeing something specific.

Advertising recall can help you determine an effective campaign. The quality of data you gather and the way you interpret it can impact the success and longevity of your brand, according to a report in BrandChannel.

The key to assessing your test results is to find ways to improve your ideas so your advertisement makes a deeper emotional connection to your audience. To ask your test audience how likely they would be to buy your product after viewing your ad is not nearly as valuable as observing their behavior.

The thing that matters more than what your audiences likes or dislikes about your ad is the perception they have about your brand before and after seeing your ad. Building an emotional bond is what can sustain your brand and increase your sales. Viral marketing is not a conventional testing method.

However, given the massive adoption of social media, viral marketing can make a huge difference not only with the results of your promotion but also the value of your brand.

There are three goals for a viral marketing campaign. The first goal is to get qualified leads. The second goal is to build awareness and reach as many eyeballs for your brand as you can.

The third goal is to increase your sales conversion. The best way to measure and assess the results of your viral marketing promotion is to record defined actions.

For example, record what people who see your promotion do during and after their interaction. Record how many emails they send and to whom they send their emails. Look and see whether and when they return to your promotion, and record how many buy your product and how much they spend.

With viral marketing, your audience sends your message. And once they send it you have little power to stop it. As your promotion gains momentum it can reach thousands if not millions in a very short period of time.