Product testing campaigns

Once considered an additional business strategy due to challenges in scaling the process, consumer product testing has been transformed into a justified and effective business investment thanks to social media and e-commerce advancements.

This unique approach, based on authenticity and trust, has turned traditional testing into a powerful marketing tool, delivering significant benefits for both brands and consumers. Social sampling campaigns stand out as a tool of precise and measurable action, surpassing other methods of product sample distribution.

Through them, brands can go beyond basic demographic data and purchase history, identifying consumers based on more qualitative attributes such as shopping preferences, lifestyle, or personal values. This granularity of targeting allows brands to connect with genuinely interested individuals, resulting in more authentic interactions and effective user-generated content generation.

In contrast to traditional product testing methods where there might be a concern that campaign participants are solely interested in free products, well-constructed social sampling significantly reduces losses in marketing efforts, reaching a more relevant and engaged audience.

As a result, user-generated content gains more value and authenticity, which better resonates with potential customers. Another significant advantage of social sampling is its high measurability.

Brands can track and analyze various metrics, such as the number of reviews and user-generated content generated during the campaign.

This enables the refinement of marketing strategies and the optimization of future social sampling campaigns, ultimately leading to even better results. Effective social sampling campaigns provide easy access to valuable feedback and opinions from consumers.

Typically, after the campaign concludes, surveys are conducted to gather overall opinions and insights from consumers. Accumulating such information enables brands to refine their products and marketing strategies, facilitating better alignment with the needs and preferences of their customers.

The consumer community in online channels is an ideal group for conducting social sampling, as it consists of numerous consumers ready to test your product and then recommend it to their community.

Utilizing an external community: Another option is to collaborate with an agency that has its own community. Partnering with such an agency can allow you to reach new audience groups and leverage their engagement and influence.

Collaborating with professional influencers for creating sponsored content: Another way to conduct social sampling campaigns is to collaborate with influencers who create sponsored content, showcasing the brand or product to their audience.

An example of a company that effectively leveraged the value of social proof and recommendations in their own community to drive sales is the Belgian supermarket chain Delhaize.

The brand aimed to generate meaningful discussions within its target group and activate authentic word-of-mouth marketing through targeted actions focused on consumer product testing.

With the assistance of TERRITORY Influence, Delhaize launched a platform that gathered over 40, consumers between and The platform operated as a VIP club, where new articles, contests, and surveys were published weekly to engage Delhaize shoppers.

Over the years, 20 community-engaging campaigns were conducted. Through this initiative, Delhaize gained a loyal community ready to share their experiences with the brand, contributing to increased awareness and product sales among customers and their acquaintances. Collaborating with engaged communities brings many benefits to brands, helping them achieve their set objectives.

If a brands do not have own brand communities yet, they can also work with already existing ones. TERRITORY Influence, for example, owns an international community of nano and micro influencers, the so-called: TRND platform, which brings together thousands of consumers and brands in European markets.

TRND consists of active social media users who enjoy discovering new brands and sharing their opinions. As a result, brands can swiftly assemble an ideal group of consumers, provide them with free product samples, gather reviews, spark discussions on social media, and obtain user-generated content in the form of photos and videos.

In Germany, Henkel with their brand got2be made use of these advantages. The brand decided to conduct a campaign to support their relaunch of the dry shampoos and heat styling products. We educated and guided the nano influencers through a printed handbook and a dedicated website so that they could then educate their followers and friends about the correct usage.

With blogposts, newsletters and individual E-Mails we inspired them during the campaign to share their experience. Since we did before and after surveys with the participants, got2b gained real-life feedback and user insights.

We definitly achived our goal of raising awareness, over K people were impacted offline through personal recommendations! For me the best dry shampoo. 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. Partner Center. When Nick Swinmurn started the company in , the idea that people could buy shoes online was doubt worthy.

So, Swinmurn decided to test his product idea. Instead of tying up a lot of money in inventory, Swinmurn went to local malls, took pictures of the shoes there, and uploaded the pictures to the Zappos website.

When someone bought a pair of shoes through his website, he returned to the stores to buy them at retail price. This strategy helped Swinmurn prove that people would buy shoes online.

In addition to testing his concept, Swinmurn also studied the market, industry, and competition. By entering the growing online marketplace, Zappos could attract a large portion of those sales. The lesson from Zappos is that learning about the market and testing your idea is both essential to get your business off the ground in an efficient and budget-conscious way.

Keep reading for tips on how to do market research and ideas to test your own product. As you form your business idea, take the time to learn more about the market for your product.

In particular, get into the minds of your customers, scope out your competition, and get up to speed on industry trends. You probably have a general idea of your target market, but this is the time to drill down even more.

Google has many resources to help business owners learn more about their markets and customers. You can find many of these tools collected within the Google Consumer Insights page. Check out the tools below:. Shopping Insights - Compare trends in shopping categories with search volume, top brands, interest by location, and searches by device.

Find my Audience - Find out which customers are the most relevant and valuable to you on Youtube. Think with Google - Find business-related articles and data points about consumer behavior.

Far from being a bad sign, having competition means that your idea has commercial value. The key for you will be to differentiate your business from those that already exist. To do that, first, understand how your competitors operate and communicate with their customers. Where do your competitors have a visibility online?

Do they have their own website or are they mainly active on social media? If you can find reviews of your competitors, pay close attention to what people are writing, especially negative reviews.

For example, if your product boots, try these searches:. Before pressing enter, Google will return 10 related queries, showing you what people are thinking about as they search.

Search for news articles and visit online forums related to your product. One way to gain insight into industry trends is through keyword research, where you learn more about the search terms related to your product.

To find out more about how people are searching, check out the following tools:. A successful online business starts with a well-thought-out and tested the idea. How will you solve problems and provide value to customers? Be able to describe your idea and value concisely. Then, try out the strategies below to hone your idea even more.

It sounds simple, but you need to talk to other people about your idea. To make your idea the best it can be, you need an outside perspective. Run it by friends, family, and acquaintances first in informal chats. You can even send a brief written summary by email, if applicable. If you can talk to people within your target market, the people you think are the most likely to buy your product.

If you have the resources, you could try gathering a focus group, a group of people within your target market who can provide verbal feedback about your product. You might be surprised how many people are willing to put in their two cents and the new insights they provide.

Test marketing is the last step in a process whose goal is a successful product. The “ideal” process begins with the generation of new product ideas and ends Social sampling campaigns are based on collaboration with influencers who create authentic content related to a brand, product, or service, and In product testing, or consumer testing, products are evaluated for their performance among target markets. It helps you find the best products

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How To Test Dropshipping Products The Right Way Campwigns category only includes cookies that ensures basic functionalities and security features of the website. Start Economic recipe resources Ecoment Get campaigs doubles sales Cheap eats promotions startups and performance SMBs. Each approach has its own testing stages as follows:. Follow the instructions. A Personalized product sampling platform allows consumer brands to conduct targeted at-home product trials. Not only will you be able to access genuine customer feedback, but you can leverage product testers to get your product listings to the top of organic searches on Amazon.

Product testing campaigns - Product testing is a method of analyzing a product concept, feature or functionality to determine how potential customers may use or react to the product. It's Test marketing is the last step in a process whose goal is a successful product. The “ideal” process begins with the generation of new product ideas and ends Social sampling campaigns are based on collaboration with influencers who create authentic content related to a brand, product, or service, and In product testing, or consumer testing, products are evaluated for their performance among target markets. It helps you find the best products

Test Marketing in New Product Development. Compounding this difficulty is that the goals of […] by Jay E. Klompmaker, G. David Hughes, and Russell I. by Jay E. From the Magazine May A version of this article appeared in the May issue of Harvard Business Review. HBR Learning.

Accelerate your career with Harvard ManageMentor®. The two final test phases before product release are called acceptance testing :. Depending on your approach to product testing, the following step-by-step guide can be applied to both Alpha and Beta testing. Also Read: Rapid Product Testing Sprints Through Product Sampling.

Depending on your product testing strategy, you might want to test more than one product, version, or concept or use competitors' products for comparison. When doing so, try to choose products at the same development stage as it allows for more accurate performance comparison.

There are different ways of going about developing a new product. The two main approaches are waterfall and agile product development.

Each approach has its own testing stages as follows:. To define your test metrics, first, you need to know the qualities of a great product. Then, you can gauge the users' response to your product and whether it satisfies their expectations and needs. Metrics also impact the accuracy of the tests in that the more specific your metrics are, the more accurate your results will be.

Create a clearly-defined model audience or sample pool based on geography, demographics, age, income, profession, etc. The test group should closely represent your actual customers. Next, you need to find ways to reach or recruit your audience to conduct the tests.

Some cost-effective ways you can do so are leveraging your existing website and social media audience, ads, and user testing and product sampling platforms.

This approach is popular among engineers because it prioritizes up-front planning, thorough documentation, and sequential execution. At the beginning of a waterfall process, the product team performs initial market and concept testing, which helps them understand the market and consumer needs and expectations.

Then, the development team creates the product based on the data acquired in the initial testing stage. Once the new product has been created, it is tested again to ensure that it satisfies all the intended requirements and functions. The waterfall approach is best suited to projects with precise requirements, a well-defined strategy for how things will go, and clients who are unlikely to alter the scope of the project after the development phase has begun.

With agile product development , the project is broken down into short development cycles known as sprints. Each sprint ends with delivering a working product to users, who are then asked to provide feedback, allowing the product team to make adjustments as necessary.

This methodology entails continuous testing to collect data at each stage of product development. Testing is present at every development stage — from concepts and market demands to prototypes and minimum viable products MVPs.

Agile testing can continue after the product is released to gain new insights into how consumers interact with it. Unlike the waterfall process, agile product development teams test all features and functions for quality as they develop, troubleshoot, and improve the product.

This method keeps issues from accumulating towards the end of the development period. Agile product testing is ideal for projects requiring flexible planning, effective communication between testers and developers, and a continuous consumer feedback loop.

With CLT studies, traditional market research companies recruit consumers to test the product within controlled environments at a central venue—i. Consumers consume or use the product and give feedback on their experiences.

This method of testing a product can be quick and cost-effective because the fieldwork can be done with a large number of consumers in just one day, and the results can come back in the same week.

With IHUT consumer product testing, which is often done by online market research companies, the product is delivered to the consumers. Then, the research is done in its natural setting, which is the users' homes. This makes the evaluation results more accurate. Consumers prepare and use the product and give feedback on their experience during and after the experimentation.

This product testing approach allows for more extended testing periods, which can be advantageous when products require regular usage to work, such as cosmetics.

This also allows the participants to take their time while using the product and offer better-informed feedback. Once you've decided what your product development approach is and where you want your product to be tested, it's time to choose the proper testing method s for your product.

How to Test a Product Before Launching your Online Business

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