Almost all consumer studies develop a pattern. It can pay dividends to learn how different tests work and get clear guidance on the following issues:
In tests, is the test format making your action standards impossible to achieve?

Do you know what the real drivers of your study are?

Can you separate test elements that are really driven by product performance from those driven by people?

Is your test product pushing the right buttons?

What should you do if there is little differentiation between the different products or services you tested?

Sometimes, it can be secondary issues that help decide what product or services to take forward. This is really helpful to know!

We help you uncover what matters

This forms the basis for the paper, “Reading between the lines”, was presented at the ESOMAR 2003 Fragrance conference.