Views from the Hills by R. E. Stevens, GENESIS II (The Second Beginning) E-Mail views@aol.com

In-Store Research for Home Use Placement & Sensory Spot Tests

There is a change underway in the consumer research industry. Home use placements and sensory spot tests are being conducted more and more in the in-store environment.

I have frequently written about how in-store research should be utilized for studies that yield more reliable results when evaluated in the point of purchase environment. In studies requiring the same studies with mall and other CLT environments. These types of studies involved price evaluation and package copy, design and art as well as display and promotion effectiveness, market readiness assessment, brand differentiation and purchase motivation. However, I never considered exploring the differences in environments when I did not expect to find them or have a real need to know.

Home use placements and sensory spot test such as taste tests are studies where I would not expect the in-store environment to play a role in the results. So why are companies moving this type of research to the in-store environment? Is it because they get more reliable data, is it cheaper, is it faster, is the population sample better, are shoppers more agreeable to participate, or what?

There is a new research paper about to be published that answers some of these questions. Of particular interest to me is the finding that for home use placements and sensory spot tests, they did not find differences in results between studies conducted in the mall and studies conducted in stores. The major reason for the shift appears to be speed in which a study can be requested, fielded and reported. I am told that large-base, taste tests are routinely fielded and reported in one week. I am also told that in many cases the CPI is less than in conventional environments. Also the number of available stores for research is considerably larger than the number of malls, thereby allowing for a more continuous flow of fresh respondents. The paper cites a number of additional reasons for selecting the in-store environment for research.

If I was still in the business of designing and executing projects, I would take a serious look at the possibilities offered with this emerging trend. My clients (of the past) would most certainly appreciate the option of data in one week. I would also explore the extension of this protocol to other areas of research such as attitudinal and habits and practices research.

This might just make it a Happier New Year for some adventurous researchers.


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