The Value of Product Testing Essay -- Business Market Research

Based upon 30 years of traderesearch experience, spanningthousands of research projects,I am convinced that growth examenis the single most valuable marketingresearch that most companies perpetually do. The great value of return test is, perhaps, best illustratedby almost of its many uses. It can beused to Achieve convergence favorable position oer war-ridden products. Continuously improve productperformance and clientsatisfaction (i.e., to maintainproduct superiority, especially asconsumer tastes evolve overtime). Monitor the potential threat levelsposed by competitive products to take competitive strengthsand weaknesses. Cost-reduce product formulationsand/or processing methods, whilemaintaining product superiority. verse the make of aging uponproduct quality (shelf-lifestudies). Implicitly measure the effects ofprice, marque name, or packagingupon perceived product performance/quality. turn in guidance to researchand development in creating newproducts or upgrading liv ingproducts. 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, reach 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 willvary greatly from product householdto product category. For example,computer software can be tested,furniture can be tested, store environmentscan be tested, dog foodcan be tested, airline service can betested, equipment prototypes canbe tested, etc.Competitive AdvantageThe ultimate benefit of producttesting is competitive avail.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 key themselveson the brink of extinction from acompetitor who has built a bettermousetrap.