The importance of context in a product test

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When faced with the need to carry out an experiment that allows us to make launch predictions for a new product, the suggestion that guides the design of the project is to carry out a product test and keep the user experience as close to reality as possible. The basic criterion is to simulate the launch conditions as faithfully as possible, either with a classic Concept & Product Test (CPT) or in a Simulated Test Market (STM). In many cases we are pressured by the need to shorten times and costs, so we look for a shortcut that is not always realistic, and therefore jeopardizes the result of the simulation.

Key factors for a product test
When we simplify the experiment and, for example, shorten the usage times of the product in question, we lose sight of the effect of two key factors that will be decisive in the performance evaluation of the potential launch. Conduct online surveys and launch new products .

One of them is the “gratitude” effect. Consumers tend to be more benign in their evaluations and overestimate their responses to product performance when they are outside their environment. The interviewer unintentionally exerts pressure on the response and provokes more friendly and less sincere reactions. In an in-hall product test, with immediate use of the product, the first reaction will be much more positive, grateful, than in the real context of consumption.

This does not mean that we cannot use in-hall test designs in launch cambodia phone number simulation, we are just saying that we have to be very careful in which cases we choose them and how to weigh this overclaiming on the part of the user.

You may be interested in reading: Turning your product into a habit .


The other factor is the “saturation or fatigue” effect, which occurs after a period of use, necessarily with a certain level of repetition, and which ends up degrading the initial acceptance of the product. This factor is more difficult to control in an in-hall product test since it is not possible to allow the necessary time to pass for saturation.

The greatest realism is achieved with in-home tests with prolonged use according to the actual frequency of use of the category. Of course, these are more extensive and expensive.

The impact of both effects is measurable. Let's look at an example that allows us to understand the impact of these elements and how they can lead to wrong decisions.