Product testing

Providing unrivalled understanding of your target category to help brands make better investment decisions.

Shop till you drop

Through an integration of research, social listening and passive metering we help you understand how shoppers make decisions along the path-to-purchase and identify which touchpoints are most influential in generating sales. Our techniques have been honed through many projects across a wide range of categories such as cosmetics, eating out, alcohol, luxury and consumer electronics.

Restaurants

COFFEE

GYMS

CRAFT BEER

Recent category due-diligence

We have reviewed a wide range of consumer categories for clients and investors.

Sounds like something you need?

Get in touch with our team today.

Getting to perfect

We have conducted 100s of carefully constructed in-situ product tests which have succeeded time and time again. Precision counts - no church halls, no plastic cups; real bars, real glassware, real volumes and real environments. Our liquid testing experience is unrivalled and highlights our excellence in product testing research.

How we help

Set out below are some of the ways we help our clients with their product testing requirements:

> 100+ tests

In the last 5 years across all categories providing benchmarks for comparison.

> Different objectives

Liquid profiling, margin improvement (e.g. ABV reduction), claims, packaging adjustments and concept fulfilment.

> Different categories

Ales, lagers, spirits, pre-mixed drinks, juices and even fish and chip dinners!

> Broad international expertise

Paris, Amsterdam, New York, Milan, Budapest, Hamburg – Shepherd’s Bush and Watford – all in the last year.

> Product Testing Methods

Pre-recruited Product Tests

Private bar environments, fully managed by the expert and experienced test team.

Rapid Tests

Approaching customers in situation for in-bar product tests with lower sample sizes, shorter questions and fast data turnaround.

Central Location Tests

Near to main streets and thoroughfares.

Food Tests

In-pub testing of full meals, rather than samples, mirroring the dining occasion.

Claims Tests

Unequivocal data to support your trade and consumer claims – the “8 out of 10 drinkers…” approach.

Qualitative Support

Get the most out of respondents that are already there by talking to them after the test, useful for concept fulfilment, positioning and packaging insight.

> Pre-recruited Product Tests

Private bar environments, fully managed by the expert and experienced test team.

> Rapid Tests

Approaching customers in situation for in-bar product tests with lower sample sizes, shorter questions and fast data turnaround.

> Central Location Tests

Near to main streets and thoroughfares.

> Food Tests

In-pub testing of full meals, rather than samples, mirroring the dining occasion.

> Claims Tests

Unequivocal data to support your trade and consumer claims – the “8 out of 10 drinkers…” approach.

> Qualitative Support

Get the most out of respondents that are already there by talking to them after the test, useful for concept fulfilment, positioning and packaging insight.

Our work in practice

Premium Burgers

Review of the fast growing sub-category as part of Byron’s acquisition.

Property Rental

Assessment of the changing nature of the property rental market on behalf of SpareRoom.

Margin Improvement

A Brewer was looking to reduce the ABV of their best-selling bottled beer, to save money on duty and demonstrate commitment to responsible drinking

Regular drinkers were pre-recruited to taste and rate the lower %ABV variant vs current: a ‘triangle test’ to test difference and session drinking to test appeal

The lower %ABV variant passed the action standards (taste profile matched and equal product appeal), saving the business £1m in duty pa

Claims testing

A Cider Brand was looking to demonstrate product superiority over competitors and use the results to help drive listings with key retailers

A series of head to head blind tests were conducted where respondents stated a preference and the drivers of this preference

The positive results helped the cider maker secure new, and protect established, listings in major UK supermarkets

Rapid Testing NPD

A Spirits brand owner requested we set up a live Innovation Lab – working with a number of bars in Bristol

Every two weeks we conducted a Rapid TestTM in the Lab: new ideas, new liquids, new packaging with consumers using a short survey techniques

Over 18 months we identified a number of NPD ideas to progress for more detailed research and development and those to discard

Premium Burgers

Review of the fast growing sub-category as part of Byron’s acquisition.

Property Rental

Assessment of the changing nature of the property rental market on behalf of SpareRoom.

Is social media analysis the new astronomy?

It’s very easy for us all to become bewildered by the enormity of the social media data around us. But what lessons can we learn from the history of astronomy?
Read more >

Heineken

To develop their knowledge of target UK consumer (25-35 year old ABC1 urbanites) decision making on mid/high tempo occasions.

Costa Coffee

To establish the ‘store of the future’.

Samsung

To identify the components and zones for their global flagship programme

Potential journey on mobile

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Morar HPI Limited is part of MIG Global and part of the Next15 Group.

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