Central location tests are often done in a controlled environment instead of the participant’s home. This approach facilitates testing a physical product in a face-to-face setting and gives you (the researcher) more control over the product testing process. Being in the same setting with the participants makes it possible to control bias, engage the consumers, and gain insightful and accurate results. Here are the benefits of central location tests in market or product research.

Eliminate bias

As mentioned, central location testing is conducted in different settings, including churches, malls, hotels, schools, labs, community settings, eateries, and more. This product testing approach allows researchers to eliminate bias due to the controlled environment aspect. For instance, if you are conducting a taste test, it’s possible to give all participants the same food portion along with the same beverage. Since you are monitoring or testing participants in the same setting, it is possible to eliminate bias.

Get reliable feedback

Researchers who use the central location testing approach can easily obtain raw feedback. Unlike online surveys and over-the-phone consumer interviews, centralized testing makes it possible to observe the participants’ facial reactions and other aspects of body language.

Another benefit of the centralized testing approach is that it allows the researcher to ask questions based on the participants’ reactions. This is particularly important as it allows you to test your products’ intangible and tangible aspects fully. You can also take note of the participants’ sensory reactions to your product. This additional data is of crucial value for your entire product development and advertising process.

A cost-effective approach to product testing

Centralized product tests are usually cost-effective for planning and executing a product or market research. This is particularly true if you choose to work with a reputable market research company that can help you book a suitable location that complements your research goals or objectives. Indeed, central location product tests will give you the ability to recruit a large number of test participants within a short period.

A broad range of product testing methods

To get the most valuable data from centralized product testing, it’s important to adopt the right product testing method. Depending on your market research objectives, you can choose the most effective product testing method or a combination of several testing methods.

For instance, you can adapt a paired comparison test where each participant is given standardized criteria along with the two different products. The participants are then asked to compare the products according to the set standardized criteria. This will help you understand how the two products compare.

Another common central location test method is the monadic test. This testing approach focuses on determining how well a specific product performs once it is introduced to the market. Other common central location testing methods include sequential monadic tests, proto-monadic tests, and repeat paired comparison tests.

Be sure to consult a reliable market research company to determine the most effective central location test method for your research. Contact Product Insights today to get started.