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Sequential Market Research Testing

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Sequential Market Research Testing

Sequential market research testing is the process of using an individual participant to test a single product, and after they have provided feedback on this product, using the same participant to repeat this process on a second product that may, or may not, be related to the first.

An example of sequential market research testing would be to ask a respondent to try an energy drink in a hall test, and then get them to evaluate the taste along with other key attributes. Following this they're also asked to try a piece of cereal bar and evaluate the taste and texture of this. The respondent has tried two products one after the other, evaluating them both separately. If this sequence is not followed, and the products are tried and tested at the same time, this would not fall under the category of sequential market research testing.

This kind of set up allows researchers to test more than one product during a hall test or similar session, but by allowing each respondent to test more than one thing during this period saves money and time on the recruitment of double the number of people.

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