If you were evaluating the graphic design of your brand's container, which would give you more confidence?
- brand and price in the absence of any competition, or
- your brand and its price in the presence of competition and their prices in a real store
If you were evaluating the brand's container copy, which would give you more confidence?
- your brand displayed by itself on a table in a back room of a mall, or
- your brand setting on a real store shelf in the presence of competition
If you want to know if your new brand will sell, which scenario would give you greater confidence?
- your brand displayed by itself on a table by itself, or
- your brand displayed on a real store shelf among its competition
Which of the two types of participants do you prefer in your test?
- homemakers recruited in a mall and asked to pretend they are about to purchase a brand from your category, or
- homemakers making a purchase in a real store where your brand is present among all the shoppers' alternatives for purchase
For my point of view, the last question is a trick question. I believe that the answer depends on the problem. Yes, I believe there are times when I want testers and times when I want to be using shoppers. This is one of the first questions I address in every test. There is a difference and it is a big difference. Does your supplier know the difference and do they have the available resources to handle each?
- testers - respondents that are present to do a test, or
- shoppers - respondents who are present to do their shopping
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