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Market Research Taste Test

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Market Research Taste Test

A market research taste test is a specific type of research project whereby respondents are asked to try one or more samples of food or drink and provide feedback on how they think it tastes. A market research taste test is often completed in the form of a hall test; this is where respondents are invited, ad hoc, in to a set location to provide their feedback (traditionally in a hall). Very often, respondents will be asked to pick their favourite between two or more options tasted and will be asked to rate each sample tasted on a variety of attributes. The end goals that a market research taste test are most often designed to reach are either to decide between a particular recipe/flavouring of a new product, or to rank the taste of your product against competitors.

An example of a market research taste test would be testing a new instant pasta product – you may want to invite respondents in to blind taste test (i.e. they won’t know which pasta is which brand) your instant pasta product alongside three or four other brands. You may want them to rate each sample on a number of qualities such as: flavour, texture and colour before choosing their favourite out of all the ones they tasted. If your product is not rated as favourite overall, you can look at which particular attributes fall short when compared with the product that was ranked as favourite overall, to see how you could improve it.

Companies may also want to ask respondents for permission to use their open ended verbatim feedback in marketing materials, so that if the product is rated well their positive comments can be used in advertisements and other promotional material to promote the product and brand.

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