Hall tests are quantitative types of marketing research and always include product testing and / or tastings.
Hall tests
Testing of product properties and characteristics,
degustation sessions
During the course of the survey the respondent tests the product (picks it up, tries it) according to a predetermined algorithm of actions. The researcher focuses the attention of the survey participants on certain product criteria, which the respondents have to evaluate. This method is to question the respondents in order to identify the perception of the attributes and consumer characteristics of the product, packaging, name, advertising message and brand.
The advantage of the hall test method is the possibility of using long questionnaires (more than 20 questions), as well as the possibility to observe the respondent’s interaction with the products (for example, carefully examine a new product packaging on a recreated product shelf).
Advantages of conducting a hall test at Rusopros MA:
- Availability of specialized facilities in the passable central streets;
- Availability of the necessary equipment for tastings (refrigerators, electric stoves, dishes, etc.);
- The ability to conduct research throughout the Russian Federation (in most cities).
Varieties of hall tests:
- "Blind testing" - in this case the name of the tested product is not reported, respondents rate their feelings and perceptions. This type of hall test is used if the brand image may affect the results of product testing;
- “Open testing” - respondents know which product is being tested (trademark, manufacturer, packaging is shown, etc.);
- “Evaluation hall test” - only one product is tested;
- “Comparative hall test” - direct comparison of several similar products.
Frequently Asked Questions:
How are respondents asked to participate in the survey?
There are two ways for respondents to be called upon to participate. More often, the recruiting takes place directly during the hall test, respondents are invited to be interviewed directly on the street by recruiters (which is why it is extremely important that the premises are located on busy pedestrian streets). In cases where the audience is not large enough the preliminary recruiting of respondents is used.
Which respondents can participate in surveys?
Participants should consume test products or competitors' products, depending on the purpose of the study. Survey participants cannot participate in the study if they work in the following fields: advertising, media, psychology, sociology, marketing, or in the field to which the research topic belongs.
What motivates respondents to participate in research?
Respondents receive gifts for participating and help to improve products that they use every day.
