Millennium Marketing Research®

Tom Schori DBA Millennium Marketing Research®, 808 Ironwood, Normal IL 61761, 309-532-8466

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Controlled Store Market Test

In a controlled store market test, we arrange to have the new product actually placed on the shelves in stores which are representative of those stores which would be likely to carry the product if it were actually introduced to the market.

When those within the new product's target market come to the store to purchase a competing product within the product category, they will be confronted with a new alternative. Thus, the buyer must engage in limited problem solving, i.e., they must decide whether or not the new product better meets the criteria they use to select a product within the product category. Toward that end, the marketing information provided on the packaging will be of utmost importance. Likewise, point-of-purchase material placed on the shelf (which we can arrange) will be most helpful.

Since the stores in which the client's product is placed will have the capability of tracking individual customers, we will be able to determine two important ingredients of a new product success: trial percentage, and adoption percentage (repeat purchase). If adoption is high but trial is low, it would be apparent that the client needs to rethink the marketing information provided by the product's packaging and/or the point-of-purchase materials placed on the shelf.