PRODUCT STUDIES–Product Testing

Product testing minimizes the rate of product failures in the market place by determining whether you have the right product to satisfy potential customers. The rate of new product failure is alarming. With the help of product testing, your rate of failure can be lowered, therefore, improving the return of new product introductions.

Product testing is conducted when the product is in the prototype stage. Usually, the product is given to the user as if he purchased it. Then a follow-up questionnaire is administered to get his reactions.

Marketing Questions

• Is our product meeting expectations?
• What is the market potential for this product?

Savitz Success Story

A manufacturer made changes in its new line of body soap by reducing levels of the active ingredients after a product test determined that a significant number of people felt that the product was a skin irritant. Product reformulation increased the appeal of product and also avoided possible lawsuits.