The Value of Product Testing Essay -- Business Market Research

Based upon 30 years of marketingresearch experience, spanningthousands of research projects,I am convinced that point of intersection testingis the single near valuable marketingresearch that most companiesever do. The great value of reapingtesting is, perhaps, best illustratedby some of its many uses. It can beused to Achieve production superiority overcompetitive products. Continuously improve product procedure and customersatisfaction (i.e., to maintainproduct superiority, curiously asconsumer tastes evolve overtime). Monitor the potential threat levelsposed by competitive products tounderstand competitive strengthsand weaknesses. Cost-reduce product formulationsand/or processing methods, durationmaintaining product superiority. Measure the effects of aging uponproduct quality (shelf-lifestudies). Implicitly measure the effects ofprice, brand name, or packagingupon perceived product performance/quality. Provide guidance to researchand development in creating newproducts or u pgrading existingproducts. Monitor product quality fromdifferent factories, throughdifferent conduct of distribution,and from year to year. Predict consumer acceptance ofnew products.Companies committed to rigorousproduct testing and continuousproduct improvement can, inmost instances, achieve productsuperiority over their competitors.Product superiority, in turn, helpsstrengthen brand share, magnifiesthe positive effects of all marketingactivities (advertising, promotion,selling, etc.), and often allows thesuperior product to command apremium price relative to competitors.Most companies, unfortunately,do very little product testing.Few companies really u... ...he structureand mechanics of execution will transfer greatly from product categoryto product category. For example,computer software can be tested,furniture can be tested, store environmentscan be tested, chase foodcan be tested, airline service can betested, equipment prototypes canbe tested, etc.Competitive AdvantageThe ultimate benefit of producttesting is competitive advantage.Product superiority is the surestway to dominate a product categoryor an industry. Companiesdedicated to ongoing product improvementand product testing canachieve product superiority, andachieve a competitive advantage ofgreat strategic significance.Companies that ignore productimprovement and product testing,on the other hand, may wakeup one morning to find themselveson the brink of extinction from acompetitor who has built a correctmousetrap.