Product Testing

Take advantage of our unique sensory testing tool SensUp® that allows you to measure the perception of sensations and their strength in a highly differentiating way. It is based on the Magnitude Estimation Scale (M.E.S.) and enables the consumer to evaluate a relatively big number of product variations – especially those with minute differences in taste, texture, looks or smell – in such a way that existing nuances become visible and can be used for relevant adaptions in product development.

Product test results can be further enhanced through a driver analysis or Penalty-Reward Analysis (PRA). Based on product evaluations after tasting or using in correlation with purchase intention, this method identifies three different groups of product features: Performers – in which to invest further, Basics – that need to be maintained and Delighters – whose improvement will lead to an exponential increase in acceptance (KANO model).

Of course, MWResearch will test the features, performance attributes and handling of other products with suitable research approaches and methods as well.

Another important aspect of product testing is the implicit emotional impact of product features on brands and consumers: Does the product experience fit to the emotional positioning? Is the modification of a product feature in sync with the brand and what is the consumer’s emotional response? We analyze these exciting questions with a reaction-time test approach based on verbal and non-verbal stimuli. This approach avoids rationalizations usually measured when assigning items to brands and products. As an implicit test approach, our tool uncovers underlying emotions that mainly influence brand preferences. As a result, both differences and harmonies between brand and product experience can be made visible to help optimize product development.