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Testing children's products for money. Product testing in marketing research

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Product testing methods

Free product test implies advertising of product(s) on various bulletin boards, flea market groups in VK, spam, etc. I used this method before, but not anymore. I refused it for a simple reason: those who buy on the sites and on the sites listed above have completely different audiences, plus there is the strongest dumping on Avito. You will not be able to sell the goods there at the price at which you planned, precisely because of dumping. People on Avito tend to buy what is cheaper. On the landing page, you can use various features, thanks to which the client will buy from you, even if the price tag on the site is higher than that of competitors.
Paid. Everything is simple here, make a website, launch an advertising campaign and see the results. This method is more adequate, since it allows the product to be processed under real conditions.

Since I prefer to use the second option, I’ll tell you how I test products this way.

Step 1. Making a website to test the product

Step 2. Set up test advertising

Go ahead! After the site is ready, I set up an advertising campaign. Usually I take the hottest queries (I simply copy the first 2-3 pages of Wordstat and remove non-targeted queries), write ads for them and launch them. I spend from 1000 to 3000 thousand rubles on a test, depending on the product. I don’t analyze the campaign, I don’t do anything with it. I just put high rates and see how it works.

How can you tell whether a product has passed testing or not?

After you have spent a certain amount, see how many orders you have received.

Usually I purchase a product if, during the test, I received leads at a cost 2-3 times higher than what I planned.

I start from the fact that even if on a copied site without introducing your own chips, with a simple advertising campaign, with 1 traffic source, we managed to achieve this price. Then, with a “full arsenal,” the cost of a lead can be easily reduced and the number of leads increased significantly.

What to do with clients received during the test?

I usually treat such clients as test clients. They played their role, I assessed the demand for the product. In most cases, I try to close such clients for pre-order, and if there is someone to sell them to, then I sell them (this way I can recoup some of the costs of the test). I often share leads with participants who sell this product.

That's all. After the test, I immediately purchase the product, and while it’s on its way, I’m already creating my website and full-fledged advertising.

Live testing example

I won’t show successful tests, because people really like to lick and not think with their own heads. Therefore, I will show you one of the last unsuccessful tests, this slimming bodysuit.

The following site was chosen:

I tested the product in , these were used: keywords:

Eventually: I spent around 1000 rubles, there was little daily traffic, so I didn’t spend any more money, but simply launched another product. It is quite possible that this offer would work if it was allowed to be advertised through . But since this is a product test, and search traffic is many times hotter, it should therefore show good conversion, but this did not happen. That's all.

There is a lot more practical information in more detail in my course and free lessons.

Behind last years Russian market quickly filled with all kinds of goods of various foreign manufacturers. Despite the August crisis of 1998, today new imported goods continue to appear on our market. Russian manufacturers also try to be competitive and pursue an active policy of conquering domestic market. The crisis created relatively favorable conditions for them due to rising prices for imported goods compared to prices for domestic ones, which predetermined an increase in demand for the latter.

All processes associated with the promotion of goods to the market create a permanent demand for information about the current state of the market and trends in its development. Information must be reliable and timely. Marketing research can rightly be considered the main source of such information.

In this article we would like to consider the features of one of the marketing research procedures - “testing”. The famous saying of Edinburgh University professor J. Hamilton “listen to the consumer” reflects the essence of both marketing research in general and testing in particular.

What does testing mean and what role does it play in marketing research? Let's try to answer these questions. The term “testing” itself implies testing, trial, inspection, approbation, etc. In marketing research, the main task of the testing procedure is to identify all the advantages that the product gives to the consumer, its main priorities in comparison with other similar products. The purpose of this procedure is to help producers adopt optimal solution about the strategy for promoting a product to the market.

The first issue that must be defined is the marketing problem being solved through testing. Depending on what product is the subject of research (new or one that already exists on the market), two types of marketing tasks are distinguished:

assessment of the competitive environment;
assessment of the magnitude of risk when launching a new product on the market.

So, for a product that already exists on the market, the main marketing task, which is solved through testing, comes down to assessing the competitive environment.

The overall picture of the market is not formed from the data of one or two studies; this picture is created over the years. Such data allows you to make an overall assessment of a particular brand, i.e. determine at what stage of your life cycle is the brand, its positive and negative sides. The data obtained through testing reflects the image of the brand, how consumers relate to it, how it is distinguished from other similar brands, and what needs to be done to make the brand better perceived by consumers.

A study to assess the competitive environment is carried out regularly at a certain time interval, usually once a year. Research of this kind is of great importance in the context of the appearance of a new product from competitors on the market. Testing allows you to assess changes in consumer preferences, evaluate the competitive environment, identify the leading brand in the market, and make comparisons between products.

For a new (or improved) product, the main marketing task is to assess the amount of risk associated with promoting this product to the market. The magnitude of the risk is primarily determined by two parameters: firstly, the scale of losses in the event of an incorrect product promotion policy; secondly, the possible amount of profit provided that the right policy is followed to promote the product on the market.

New qualities of the product make it more attractive to users, and make it possible to expand the circle of consumers by attracting those who use competitors' products. In this context, it is important to know the opinions of users of a given brand and users of competitors' brands. Testing allows you to obtain the necessary data to develop a strategy for promoting a new product, so it is carried out every time before launching a new product on the market.

To conduct testing, both quantitative (personal interviews, telephone survey) and qualitative methods (in-depth interviews or group discussions) are used. Quantitative methods, as is known, allow one to obtain similar, easily comparable answers to an identical set of questions.

Often, some consumers find it difficult to think analytically or diagnostically about a product; they find it difficult to verbalize and express their attitude towards the product. Therefore, qualitative methods are used for testing, allowing the use of various projective, symbolic or associative techniques in order to find out the true attitude of the respondent to the product.

There are several types of testing. Their combination and combination make it possible to obtain the most varied and necessary data. Let's take a closer look at the most popular types testing. You can distinguish one type of testing from another based on a number of criteria:

Characteristics of the target group.
Subject of testing.
Location of the study.
Number of products being assessed.

Characteristics of the target group

In order to obtain adequate data, it is not enough to find out the opinion of any unstructured part of a huge army of consumers. It is important to focus on a group of people whose survey results will provide representative data. We call this group “target”.

For each specific study, it is important to clearly define the most relevant criteria for identifying the target group, and, accordingly, for constructing the sample. The characteristics of target groups underlie the division of tests into different types. Below we list the most common characteristics:

users of only a specific brand or several brands;
people who make decisions in the family about purchasing a particular product;
people who shop only at the market or only in expensive stores, etc.

It should be noted that each characteristic of the target group includes a whole range of socio-demographic indicators, which are also determined depending on the goals and objectives of each specific study.

Subject of testing

Types of testing can be distinguished depending on which side of the product is the subject of research; accordingly, the following can be distinguished:

product concept testing,
product testing,
testing packaging and product name,
price testing.

Product concept testing

Since the Russian market opened to foreign manufacturers, many new products have appeared on it. However, not all products (new or those that exist on the markets of other countries) can find their consumers in Russia. The peculiarities of life in each individual country determine the specific needs of people. Therefore, before promoting any new product to the market, it is necessary to assess how much consumers need and are interested in using just such a product.

Product concept testing allows you to get respondents' assessments of the idea of the product, its purpose, whether it is really necessary and how well it satisfies people's needs. At this stage, it is important to assess the respondent’s reaction to the product concept, his expectations associated with the product, and it is also important how fully the product idea is implemented in the product itself. As a result of this type of testing, the most optimal product concept is assessed and selected.

For example, during product testing baby food women with small children rated how likely they were to buy them. The description of the new fortified children's milk attracted the attention of women, however, they did not show much desire to buy it. It turned out that main reason This was because in Russia similar products can be obtained at a children's dairy kitchen for free.

Product testing

If a product that has been on the market for a long time is being tested, the purpose of the test is to determine how much the situation has changed of this product on the market over a certain period of time.

If tested New Product, That main question test - “is this new product really better than those that already exist.”

In product testing, people's reactions, how they perceive, feel, and evaluate are analyzed and interpreted. appearance, smell, structure, taste, sound of the product, etc.

This type of testing can be organized as "blind" or "specific testing". “Blind testing” means that the attention of study participants should be focused directly on the product itself. Anything that may have a side effect (for example, the name of the product, color, shape of its packaging, price, etc.) should be excluded. For example, to evaluate different brands of perfume, numbered cardboard strips impregnated with different scents are used; To evaluate beer, transparent glasses are used, the only decoration of which is an identification number, etc.

“Specific testing” is the exact opposite of “blind”. The product packaged in original packaging is tested. In “specific testing,” only the product itself is evaluated, but side effects (packaging design, product brand, etc.) are present and have an impact. Of course, the image of some brands may be so strong that it may distract respondents from the actual characteristics of the product. However, this approach is closer to real life and this is its advantage.

Testing packaging and product name

How should the product be packaged? What should it be called? These are probably one of the primary issues, since packaging and name largely determine the consumer’s attitude towards the product. The packaging and name for the new product play key roles, since these are elements of its image, on which the positioning of the product in the market largely depends. Product name and creative work packaging design allow you to create an individual image of the product. In this sense, packaging testing, title testing can look like sequential checks, the main task of which is to make sure that both elements fit well into the main idea product promotion strategies.

In addition to their main role, each of these tests has its own specific purpose. The purpose of name testing is to choose a name that is easy to pronounce, remember, pleasant to hear, and suitable for a given product category. For example, testing various names for yoghurt, the majority of participants in one of the ROMIR studies noted that they would be uncomfortable if it were called “Pasteurized Fermented Milk.” This name accurately reflected the main characteristics of yogurt. However, the very word “fermented” evoked unpleasant associations among respondents, so they considered this name inappropriate for yogurt.

Packaging testing generally has four main goals:

First, the packaging must protect the product
Packaging is a container that contains a product that serves to protect the product from external influences. It is important to evaluate how well the packaging protects the product inside.
It is important to evaluate the environmental friendliness of packaging. Packaging should not raise consumer doubts about the correct selection of materials for its production. Contact between the product and packaging should not lead to a change in the quality of the product. It is important to know whether consumers trust any particular type of packaging.
Secondly, the packaging should be easy to use
It is important to evaluate whether the package is easy to open, close, and reopen. Will a child be able to open the product (if this product is for him) or, conversely, if the product is dangerous for him. Is it convenient to transport the product, for example, to take it with you on the road?
Thirdly, packaging is a source of information about the product
Packaging describes the product and helps consumers understand its purpose. Through testing, you can identify keywords that are particularly intriguing and attract consumers. However, it is necessary to keep in mind that if the description is too attractive, it may happen that the product will disappoint consumers. If the description provides little information, then the product will not be purchased well.
Fourthly, the packaging must attract the attention of consumers
Packaging is what differentiates a product from its competitors. In these cases, packaging becomes a feature of the product. Shape, color, size are studied, i.e. general design packaging. Packaging is of particular importance for a new product, for which it can be the main feature.

Price testing

The main objective of this type of test is to determine the optimal price range for a specific product, taking into account the current market situation. The price of a new product should not scare off consumers of this brand; they should not switch to competitors. It is important to assess the willingness of consumers to pay the actual amount for a specific product.

An approach often used to test price is called a price ladder. Its main idea is that the respondent is asked to evaluate successively changing prices for a specific product. The price change process can occur either in ascending or descending order. The respondent evaluates the possibility of purchasing a product at any price on the scale “I will definitely buy” – “I will definitely not buy.” Testing continues until the respondent reaches one of the scale limits.*

Test location

One of the selection criteria various types testing is the place where it is carried out. Testing can be carried out in a studio, at home, at a retail outlet, etc. Testing in the studio and at home is carried out more often, so we will consider these types of testing in detail.

Testing in the studio

This type assumes that the respondent finds himself in an environment - in a studio, where all conditions have been created in order to maximally eliminate the influence of side effects on the testing process. In this context, pictures on the walls of the studio can be considered a side effect; they can activate the associative thinking of the respondent; flowers and plants that can remind of nature, purity and naturalness, etc. What a studio should be like is largely determined by the category of product being tested. So, for example, when testing paint for decorating the walls of premises, great importance have the color of the floor and walls of the studio where the testing procedure takes place.

The testing procedure in the studio excludes the influence of such side effects as: advertising, the opinions of other customers that can be heard, for example, in a store or other retail outlets. In conditions abstracted from reality, the respondent is left alone with himself and the product being tested. Thus, the purpose of the test is achieved; the respondent's attention is focused only on various aspects of the product: taste, color, structure, etc.

Testing at home

The very name of this type of test contains its main idea. The purpose of the test is for the respondent to try to use the tested product under normal living conditions. The arrangement of the research participant’s home, the presence of his family – all this important factors influence on the testing process. In such conditions, all the qualities of the product are fully demonstrated (for example: convenience, safety of use).

In practice, these two types are often combined, thereby obtaining the benefits of both at once. You can explore the product concept, packaging, or product quality through testing in the studio. You can then invite the respondent to take the product home and use it at home, but it is important to arrange a follow-up appointment to complete the interview.

Number of products assessed

The number of products tested is often the criterion for distinguishing different types of testing, it provides the basis for a large number of various tests. We will focus only on those types that are used more often than others.

Sequential testing

Sequential testing can test two or more products. The essence of this approach is that the sample is divided into equal parts (for example, for two products into two equal parts) (Fig. 1). Each subgroup of the sample simultaneously begins testing different products using the same methodology. At the second stage of testing, the product being tested is changed for each subgroup of the sample. For example, group 1 at the second stage tests product B, and group 2 tests product A. The final stage of the study is a comparison of two products with each other, and the questionnaire records general preferences and reasons for preferences.

Picture 1.

We call the data obtained for each subgroup of the sample “monadic.” Sequential testing allows you to compare “monadic” data with those obtained for the entire sample as a whole. As a result, all the data obtained are combined into “summary” results, coefficients containing elements of comparison that were not explicitly identified during data collection. At the final stage they are displayed comprehensive assessments comparison of two products.

Circular type of testing

This approach is an analytical procedure that allows comparisons between a large number of products. To begin with, all possible pairs between products are identified, and then all the results obtained are summarized, and a summary hierarchy of all products is derived based on a common scale (Fig. 2).

Figure 2.

As noted above, there are a wide variety of types of testing. These types in their combination form subspecies, which makes it possible to obtain the most unique and varied information about the product. In this article we tried to consider the meaning and types of testing only in general view. In subsequent articles we plan to talk about the features various techniques and techniques that are used in conducting testing of various types.

WHY IS PRODUCT TESTING NEEDED Product testing is a group of methods for assessing and diagnosing the characteristics of products with the help of consumers. The forerunners of product testing methods were sensory tests and employee panels. In them, products were tested by specially trained permanent groups of people. These methods are still used today, but most products are tested with the help of consumers. In essence, product testing is a staged experiment. Depending on the tasks being solved, product testing can be used at different stages of the product life cycle.

Product testing can have two different purposes: evaluation of an existing product on the market, development of a new product. An evaluation of an existing product is needed for any changes to the product (increasing prices, changing packaging design, etc.) in order to understand consumer reaction to these changes. In general, such modifications can also be called a new product from the consumer's point of view. Development of new products in modern world becomes one of the main tasks of any company. To maintain and increase their market share, companies must constantly compete for consumers. Testing products before launching a product into the market is very important. According to statistics, for every successful product there are from 6 to 20 failures. A large number of new products fail precisely because they were not properly tested before launch. Properly conducted product testing reduces the likelihood of failure to almost zero.

What can be considered a new product? Innovative (completely new) product. An example would be the SONY Walkman audio player. Extension of an existing line Clone or “flanker” product (Ricoh vs. Xerox copier). Repositioning of existing products (Maxima chain of stores - Maxima XXL). New form existing products ( liquid soap). New formula for existing products (Coca-Cola). New packaging for existing products ( plastic bottle 0.6 l. instead of 0.5 l.) Value-adding products (Gillette lotion in addition to Gillette blades). Temporary/interim product options (Windows Melenium).

When is product testing used? Examples. Concept testing allowed us to identify the most winning concept for a new product. Several product variants have been developed based on this concept. Need to determine best option. As a result of R&D/sensory testing/panel testing, a new product or product variant is developed. We need to evaluate it with the help of consumers. A decision was made to modify the product (reduce the price, change the packaging design, introduce a new component, etc.). It is necessary to evaluate the consumer reaction to such a change. A competitor has released a product exactly like yours. You sue him, the competitor is trying to prove that the new product is original. It is necessary to find out the opinion of consumers on this matter.

The testing procedure for products may vary depending on the type of test. approximate diagram are: product presentation, trial, determination of purchase intention, overall evaluation of the product, determination of the frequency of intended purchase (purchase instead of something, identifying the effect of “substitution” and “cannibalization”), study of price sensitivity, study of product use, overall evaluation of the product, intention repeat purchase, study of consumer preferences, position of the product among others, assessment of individual product characteristics, special questions.

TYPES OF TESTS ACCORDING TO THE NUMBER OF PRODUCTS TESTED. There are two basic principles for testing products, depending on the number of products being tested. This could be showing just one product or comparing two or more products. Based on these principles, there are three most common types of tests and their variations: Monadic Test, Paired Comparison Test, and Repeated Paired Preference Test.

Testing one product (Monadic Test) In the Monadic test, one sample of one product is tested, which allows you to obtain its absolute assessment. This is usually the best of all methods, as it has many advantages: The Monadic test simulates real life conditions, since usually in life we consume one, and not several, foods at the same time. Mutual influences observed in pairwise comparisons of products are excluded. By focusing the respondent's attention on one product, the Monadic test provides the most accurate and actionable diagnostic information. Monadic test ensures the use regulatory framework data and development of norms and standards of action. In theory, all products can be tested in the Monadic test format, since many of them cannot be adequately compared in paired comparison tests, for example, products with a very strong taste (pepper chips, alcoholic liqueurs) can clog the respondent's palate so much that he will not be able to test second product.

What can you measure with the Monadic test? The degree of interest in the purchase and the reasons for the purchase. Get an overall product rating. What do you like about the product, its advantages. What you don't like about the product, its shortcomings. Value, uniqueness, excellence, trust, importance. Estimate the expected frequency of use and which household members use or will use the product. Estimate the expected frequency of purchases, the amount of product in one purchase. Consumption situations. Product Substitution/Other Use. Obtain an assessment of the product's attributes and highlight its essential features.

Sequential Monadic Test Sequential Monadic Test is often used to reduce the cost of running a test. In this format, each respondent rates two products (first tries one product and rates it, then tries a second product and also rates it). This test works quite well in many cases and has a number of the same advantages as the pure Monadic test. However, always be aware of the “suppression effect” in this type of test. All scores in such a test will be lower compared to a pure Monadic test. Therefore, the results of Sequential Monadic tests cannot be directly compared with the results of Monadic tests. In addition, in a number of cases in Sequential Monadic tests there is an “interaction effect” characteristic of paired tests. If the first product is significantly better, then the second product will be rated disproportionately lower and vice versa. Therefore, the SM test cannot be used if the products are very different from each other.

There are two effects of order: If, regardless of order, there is a preference shift towards the first sample in the order of presentation, then this means that both products are well accepted by the market. And vice versa, if, regardless of the order, there is a preference shift to the second sample in the order of presentation, then this means that both products are no better and no worse than those available on the market. Test results may vary depending on the order of testing. This happens when one of the products has a clear advantage in characteristics. And this is not always a parameter controlled in the test; for example, it can be tactile sensations from different packages.

Protomonadic test. In Protomonadic tests, products are first evaluated separately, and then the respondent is asked to compare them with each other. There are two types of Protomonadic tests: Monadic tests ending in pairwise comparison. Sequential Monadic tests ending with pairwise comparison. The Protomonadic test provides good diagnostic data, and the paired comparison at the end can be considered as an additional guarantee that the results are correct. The Protomonadic test is usually used in hall tests and not at home (due to the complexity of execution).

Paired Comparison A paired comparison test, in which the respondent tries two products and determines which product is better, appeals to our common sense. Paired comparison is an excellent test for presenting evidence because of its clarity. With this test it is possible to measure very small differences between two products. Additionally, paired comparisons are often cheaper than other methods because sample sizes are smaller in many cases. The order in which the samples are presented is specified, and the test is designed so that both possible orders are repeated the same number of times. Flaws this method: Paired comparison tests do not tell us whether both products are good or bad and cannot be included in a regulatory database. The score is not absolute and is not comparable to the results of other tests. The results of paired comparisons are highly susceptible to interference effects (for example, any variations in the control product cause corresponding variations in the evaluations of the test product).

Repeated Pairs In the Repeated Pairs test, each respondent first compares products A and B in pairs, and then this procedure is repeated. However, when tested again, the same products are presented as two other products (not as products A and B). The purpose of this test is to identify consumers who do not differentiate between products, that is, those who chose a different product when tested again. It is believed that consumers who choose product A in the first test and product B in the second test cannot perceive the difference between these products. Typically, the responses of these respondents are not taken into account in further calculations. The final results are based on the responses of respondents who distinguish between products A and B, that is, for example, those who chose product A in both the first and second tests.

Discrimination or Difference Tests As the name suggests, these tests always involve several products between which we are looking for differences. Difference tests are used when it is necessary to determine whether respondents perceive a difference between products and, in some cases, to determine the magnitude of that difference. Because these tests involve comparative evaluations, they can be very sensitive in detecting even the smallest differences between products. Some tests are used to determine whether there is a difference between two samples. Such tests should not be used if the differences between the products are obvious. The main types of difference tests: the already familiar paired comparison test, ranking test, “different from control” test, test for assessing the magnitude of the difference. If it is necessary to establish the magnitude of the difference between samples, a rating scale is used for measurement. When multiple samples are evaluated against a control, a multiple difference test is used.

Triangle Test The Triangle Test is used primarily to test differences between products. Each test participant is presented with three products to try and is asked to choose one that differs from the other two. The test is used to determine consumers who are able to distinguish (identify) one product from three. Subsequently, these respondents are invited to serve as members of small expert panels (sometimes called touch panels). Further utilizing the Triangle Test, these expert panels help examine and develop product formulas, such as manufacturing process changes, formulation changes, etc. The Triangle test is also used for quality control (differences between a given batch or products from different factories from the standard). The Triangle Test specifies a specific order for testing samples. There are two possible options for testing products: two products A and one product B, or two Bs and one A. Within each option, three orders of image presentation are possible. Thus, there are 6 possible options in total: BAA, BAB, AAB, ABA, ABB, BBA. Each of the orders must be used an equal number of times, therefore, the number of respondents must be a multiple of 6.

Duo-Trio Test In the Duo-Trio Test, three samples are tested simultaneously. One of them is marked as control with a three-digit random code. The other two are also marked with a three-digit random code. The control sample is tested first, then the other two. The respondent must determine which of the samples is the same as the control and which is different from it. The Two-Three test can be performed with a permanent control sample. In this case, one set of sample codes is used. This method is used if there is a limited quantity of one of the samples available. In the Two-Three Test with equal shares of control samples, two sets of codes are used. This method helps reduce the number of samples tested and reduces estimation bias.

Two out of Five Test This test is designed to determine the differences between two products. The respondent is presented with 5 samples and asked to indicate two identical ones. The probability of random selection in this test is low (about 10%), so the sample size can be reduced.

Ranking test The ranking test helps to establish the magnitude of the difference between samples. Respondents are presented with 3 or more samples labeled with codes and asked to rank them according to certain specified characteristics (eg, sourness, sweetness). The order in which samples are presented is specified. No more than 5 samples should be used in this test.

Different from Control Test In this test, the respondent is first presented with a control sample. Subsequent samples are rated on a scale indicating the degree to which each sample differs from the control (from “not at all different” to “very different”). Typically, this test uses a hidden control. Respondents are also asked what makes the difference.

Test for assessing the magnitude of difference The respondent is presented with 2 or more samples of products marked with codes in a certain order. The first sample is assigned an arbitrary value for the characteristic being tested. When testing subsequent samples, they are assigned higher or lower scores depending on the magnitude of the difference. Although this test is usually used to determine differences on specific characteristics, it can be used to assess acceptability or in hedonic tests.

Descriptive Tests Descriptive tests provide detailed information about various product characteristics (aroma, taste, texture, etc.). These characteristics can then be used in further research and production, including to quantify differences between products. Descriptive tests help to obtain qualitative information. Descriptive tests often involve specially trained experts, since only they can determine the subtlest nuances in the characteristics of products.

What descriptive tests are used for: to determine the sensory characteristics of the "ideal" product when developing a new product, to select the characteristics of products to be used in testing with consumers, to monitor changes in the sensory perception of the product, to determine the perceived characteristics of the product to correlate them with physical and chemical properties to measure short-term changes in the expression of certain characteristics over time.

Consensus Profiling This test involves four to six specially trained experts. They assign a certain value to various product characteristics (aroma, taste, etc.) depending on their expression in the product. To compile a complete product profile, the procedure must be repeated several times. At the first meeting it is created general idea about the product. Subsequent sessions allow all experts to reach an agreement regarding the assigned ranks of taste, smell, etc. The experts must reach full agreement on the characteristics of the product. The disadvantage of this method is that a person with leadership qualities participating in testing can greatly influence the opinions of other participants.

Contract profiling. More experts take part in this test than in the previous case (usually from 6 to 10 people). At the initial stage, a description of the product is drawn up (appearance, taste, smell, structure are described). All experts take part in compiling the description. In the next step, these descriptions are ranked by the group leader. These are then presented to the group for further improvement, definition of terms and assignment of ranks. As a result, the samples are ranked an appropriate number of times to create a test design. This data can then be statistically processed. Most descriptions are ranked on a scale with fixed points. For convenience, the intensity of the characteristic increases from left to right. A set of descriptions is created strictly for each individual test and can include all sensory characteristics or only certain ones, for example, taste or texture. Samples are coded to reduce the likelihood of experts influencing each other. When evaluating two or more samples, the order of evaluation must be determined to ensure that all possible combinations of samples are presented the same number of times. Each participant in the discussion tests the product in a separate room; discussing the product with other participants is prohibited.

Free Choice Test A free choice test involves less trained experts testing products based on subjective ratings. The test involves from 6 to 10 people. T test can evaluate all possible characteristics of a product, or it can be limited to a certain set of characteristics. Here it is necessary to maintain order and proportions and ensure that the encoding is correct.

Acceptance Tests Acceptance tests are used to evaluate the acceptability of a product or to find out why one product is more acceptable than another. In contrast to descriptive tests, acceptance tests involve consumers and should never involve trained experts. It is definitely worth remembering that acceptability and preference are two different things. For example, a person may prefer one sample to another, but still find them both unacceptable. Acceptance tests can be used: to maintain a product in the market if its share falls to improve or optimize a product when creating a new product Acceptance tests can be conducted in Monadic, Sequential Monadic or paired comparison format.

"Consumer Diary". Qualitative test. (Clarification and correction of the proposed recipe and functional features of the packaging. Elimination gross mistakes from the designer and technologist side).
"Tasting". Compliance of the product with the name, packaging and expectations of the target audience.

"Consumer Diary"

Region	Novosibirsk
Cost, rub.)	28
Timing (working days)	113 925

Purpose of the study: Get a general idea of the main consumer properties of the product: perception of packaging, perception of the product, taste characteristics, select the most successful formulations for further testing.

Research objectives:

Describe the consumer's perception of the product/product.
- Taste.
- Aroma.
- Consistency.
- Product ingredients.
- Opportunities for product improvement.
- Product evaluation in comparison with competitors.
- Convenience of preparation (for products/goods that require cooking).
- Compliance of the product with the consumption situation (everyday food, family dinner, treat for guests, product for a holiday).
- Advantages and disadvantages of the product over analogues.
Assess the consumer properties of packaging (for packaged products).
- Ease of transportation.
- Convenient storage.
- Ease of opening.
- How easy it is to read and how clear the instructions are.
- Availability of all necessary information. Its readability.
- Optimal packaging volume.
Assess the readiness to consume this product/goods.
- Conditions under which they are ready for consumption.
- Situations and frequency of consumption of this product.

Research method: Home test. Survey participants are selected using the snowball method. The product is tested under normal conditions for consuming this product. The questionnaire is filled out immediately before and after testing.

Participants: active consumers of a product/product category.

Tasting

Quantitative test (Clarification and correction of the proposed recipe. Elimination of gross errors on the part of the technologist).

Region	Novosibirsk
Cost, rub.)	72 897
Timing (working days)	17

Purpose of the study: Evaluate the taste and other consumer properties of the product/product in comparison with competitors.