Simulated Test Marketing

Post Shopping Measures

• Brand Recall
  
  After completing the shopping trip, the shopper is asked what brands she recalls
  seeing at the shelf, both on an unaided and aided basis.
  
  After the key trial rate measure, unaided brand recall is the most important measure in the test.  It reflects the ability of the product in its package to break through at the shelf to get the shoppers’ attention.  Without this, trial simply doesn’t occur.  A low score on this measure is the most frequent cause of new product failure, and is a reality check for the marketer’s realistic understanding of the true breakthrough nature of his product.

• Anticipated purchase cycle and pack rate
• Attitudes toward the test product on uniqueness, value and other key attributes
• If pack impact is a central issue, “find time” game playing can be conducted by moving the product around on the shelf and having the consumer timed on spotting it.