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Testing consumer preference
After ‘just for fun’ designing a body shampoo it came out so well that I want to make an actual product. Now, the original used the following three surfactants:
Plantapon LGC Sorb 20%
Dehyton G 10%
CAPB 10%
The Plantapon and G are almost the same price; the CAPB is half their price.
I have in mind the following:
Consumer test panel (5 persons)
Formula A: 20/10/10 (as per original)
Formula B: 12/10/18 (cheap version)The question idea is: “After trying each product, please answer:
a) In your opinion which product is superior?
b) Would you be prepared to pay $Y for this one, if the other one costs $X? -
4 Replies
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Hello Belassi,
I think that “a” is an excellent question, but may I suggest that you do not prejudice your testers by indicating that one is more costly than the other. Ask simply if they would be willing to pay $Y for the one that they prefer.
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5 people is not very many. Not a great sample for which to make any reasonable conclusions.
But if you had 30 people…
I’d first do a triangle test to see if anyone could tell a difference. Make 2 of one formula and 1 of the other formula and see if anyone could pick out the odd one. Before you ask them which one is superior you should first see if anyone can actually tell a difference.
Then you could ask “which would you be willing to pay more for?” I’m not sure if putting a price is going to give you much helpful data.
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With a small panel i.e. 6-10 testing preference of each product blind versus Brand Used Most Often (BUMO) usually gives good feedback.If one stands out you will really see it but keep it simple and do not mix price in before you get the best product.Focus group is good for that with coffee and donuts.
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OK thanks!
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