Test of market

An also well-known test of market like experimentation technique, is a technique of investigation that consists of trying to directly know the answer the people before a product, service, idea, publicity, etc., with the purpose of to obtain certain necessary data for an investigation.

Generally, a test of market is realized before the launching of a new product, with the purpose of to evaluate its acceptance or welcome, and thus to reduce the risk of introducing the new product to the market and that this one does not have sufficient demand.

When realizing the test of market, knows the acceptance, welcome, impression, reaction or behavior of the public before the new product and, on the basis of the results, power to determine if the launching of the new product is feasible, if it is necessary to make some changes before his launching, or if definitively the launching is not feasible.

We see some examples of simple tests of market and low cost that we can realize:

• we can establish a small position of sale located strategically according to our objective public, where we sell the new product, and observe the welcome that it has of the public; simultaneously, that we measured the purchases realized in the day for, on the basis of it, to foretell the sales that we could obtain when counting on several points of sale.
• we can establish stand of tasting where we give to prove or to taste the new product, and observe the acceptance and reaction of the public before this one; at the same time as we consulted by its impressions or opinions to him.
• we can summon a group of people and give them to try or to make them that they experiment with the new product, observe its reactions and behaviors before this one, and soon you will consult by its impressions or opinions, and to request its suggestions to them.
• if we counted on several points of sale, can sell the new product in only one of them, to see if it has good welcome, or, in case of working with intermediaries, we can ask to them to some of them who sell our new product, in exchange for giving these products free them, and then, consulting to them on the obtained results.
• if our new product consists of a toy for children, we can invite adults with its children, and ask to them that the children play with several toys between which is ours, soon to observe if the children play with our product, its behavior when they play with him, and inasmuch as they do it to time. ; and soon to ask to them for which toy it liked more and what it is what they liked more of ours.
• if we want to determine what price that to put to him to a new product, we can introduce the product in two similar but located points of sale in distant places, and with two prices different, so that, that way, we pruned to evaluate the effect on the sales of each one of the prices and thus to know which is most advisable.

When doing a test of market to evaluate the welcome of a new product, we must consider of which if the new product can be copied easily, the competitors could copy our idea quickly, and introduce to the market the new product before we.

The main advantage to use the technique of the test of market is that it allows us to obtain precise data on the reactions or the behavior of the people before a certain product, service, idea or publicity; whereas the disadvantage is in which this technique uses an aliquot, reason why the results could not become general. Reason why always he is recommendable to use this technique along with other techniques of investigation.