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How do products end up in stores?
For nearly 20 years I created product labels and packaging. One of my clients, John Matthys, was a great mentor and friend. One of the things he championed was real-life market testing.
What is market testing?
The traditional way to test customer response was with focus groups.
Focus group testing enlists qualified participants who meet certain demographic criteria (age, gender, income levels, etc.). They’re assembled to view and respond to visual, conceptual, or theoretical goods or situations. Clients and research analysts often will watch through a two-way mirror, while participants offer feedback that helps companies anticipate how their products or services will perform.
It’s very expensive.
John realized the huge amount of money his company was paying to conduct focus groups exceeded the cost of actually producing products and placing them onto store shelves. What better feedback is there than getting real-life responses…
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