Hall Test (CLT)
A very useful quantitative methodology adopted by TOPLANS is hall tests. The purpose of doing so is testing reactions to concepts in controlled and neutral environments. This process entails reserving a venue which is located in a central and easily accessible location. There is a professional manager at TOPLANS who is responsible for this task, and he has overall responsibility for this department and specializes in this field.
The most important advantage of hall test market research methodologies is the ability to present respondents with stimuli like advertising, food or drink, or products like wearables for instance. Then, there is the possibility of live response to these stimuli when the item is in front of them, which brings about more opportunity to connect with the product. It also provides this chance to explain to the researcher the positive and negative aspects of it in detail.
To give an example, if we consider the TV commercials, during a hall test a respondent can pause the video at the parts they didn't understand the point the advert was making, or at which point they felt the tone was disturbing.
Before the hall is held, the respondents who are potential are recruited, usually in street, before being brought into the venue to go through the test and the interview. A very good point about this method is being very cost effective and can generate numerous respondents per day depending on location, subject area, target audience and the complexity of the subject.
TOPLANS has an extensive background in completing hall test market research for a wide-range of clients. We have made use of this methodology to test respondents' reaction to new flavors of crisps as well as taste and texture of cakes which made use of enzymes in order to retain moistness. The second of these examples was conducted under very strict hygiene conditions, and the hall test location was streamed live to the client via the located webcams.
Central location tests are a type of Quantitative research technique. They are product marketing tests performed in controlled environments, contrary to home-user tests, which take place where the products would actually be used.
Experience in Different CLT Case
We offer Central Location Tests (CLT) in a range of research situations, including:
1. Concept Test:
Concepts are developed based on the insights executed from previous Qualitative studies. They are normally evaluated by respondents before manufacturers / companies go on next steps. This step is very important for them as it is one of vital factors for their penetration in the market.
2. Product Test:
This test is usually applied when manufacturers / companies have a plan to introduce new product to the market or re-position their current products on the market compared to their competitors' products. Taste test is the most common type in product test to help manufacturers / companies estimate responses of consumers with samples.
3. Copy Test / Ad Test:
It is also called as Advertising test that evaluates effectiveness of advertising media (TV, radio, Press, etc.). Based on responses from respondents about the advertising content (key message, music, story, characters, etc.), manufacturers / companies can determine rooms for improvement before being on-air.
4. Packaging Test:
Packaging test are studies that respondents assess different packaging designs (color, package shape, text font, logo, etc.) to pick out the most outstanding design. It is important to increase opportunities to get consumers' preference as well as reform current market position.