Product Trials
Getting a future product in front of real users is the acid test of its potential. A product trial provides invaluable feedback that can prevent costly mistakes when launching a new offering, and ensure that you are delivering high quality products that will work for your customer and your brand.
Research type - quantitative and qualitative
Focus - usage testing on product performance and detailed review on user experience
Timescale - 4 to 6 weeks (depending on product)
Panel - intended customer profile for the product
What is a product trial?
A product trial is an opportunity to get new products in front of their intended customers so they can provide invaluable detailed feedback. A product trial is usually conducted over a fixed period of time in a customer’s home. Product trials can cover a wide range of information, but largely focus on market acceptance, design quality, usage patterns, the product’s value to the customer, if there is need for product guidance or education and effective positioning.
How does a product trial work?
To get the most value from a product trial the process is divided into two.
First stage - usage test. The product is provided to the panel of customers to be used at home in their daily lives, with regular check-ins for their observations, opinions and reactions. This would usually be done over 4-6 weeks, but depends on the complexity or frequency of usage of the product.
Second stage - in depth feedback. The customer will share their conclusions from the usage test, and will give their opinions on design, customer profiles, labelling or information, pricing, and any other observations.
What can I find out from a product trial?
Product trials can be incredibly illuminating and cover a huge amount of information including -
Product design flaws and successes, packaging suitability, usability, effectiveness of operating instructions or education, daily usage patterns, messaging and positioning, customer profile suitability, product application, how customers talk about the product, product brand fit, retail opportunities etc.
What problems can a product trial solve?
Product trails are a rich source of insight that can ensure honed and tailored products that are the perfect fit for your customers and brand. Areas of focus can vary depending on the product type, but here are examples of questions from product trials -
-
Does our existing colour range work for the customer in this new formulation?
-
Is this a product that will fit into our customers existing routine and be used daily?
-
Sustainability is at the core of this new product, but we are using existing packaging - will this have an effect on the customer perception of the item?
-
The correct usage of this product is important for the best outcome, are our instructions effective?
-
We have had mixed feedback on the name of the product internally, is it landing with the customer?
-
This is our first step as a brand into a new category, is the customer open to this brand development?
-
We think the customer will be excited by this product, but will that excitement last past the first usage?
-
Does the design have any flaws which will become a blocker for the customer?
How will a product trial add value?
Product trial insights are worth their weight in gold! Not only at a product level, but to ensure the strategic, informed and fast decision making needed to build a strong and healthy brand.
Best case scenario - a product trial can provide feedback that can finesse a high potential product to ensure a smooth and successful launch with accurate positioning. Plus the independent data can show the potential of a product with stockists and partners.
Worst case scenario - a product trial can save immense amounts of time and money by preventing an unsuccessful product and launch that could damage your brand reputation.
Things to consider
Diverse approaches - even with the clearest instructions, each customer will have different ways of using a product. The unexpected outcomes and insights are where the value of a product trial lies.
5*s from the team - what you may consider to be the defining feature, or what you are most proud of about a product, may not land with the customer. Try not to be defensive, but see the opportunities - what needs to change to make the product a better fit?
Innovative thinking - it’s not unusual to see customers using a product in a completely different and inventive way. Different applications can expose great new ideas.
Trial length - consider how regularly you expect your product to be used, if there is a delayed benefit (a supplement or anti-aging skincare for example), or how long it would take for a customer to become familiar with your product. There are multiple factors that will inform how long a trial should last to be informative.
Perfect panel - getting the right group of customers is key to securing valuable insights. If your new product is the tool to expand your demographic, you’ll need a panel to match.
