A vital part of marketing research is testing your potential market. Qualtrics can help you perform test market analysis that determine the level of interest and buyer response.
Test Market Analysis Surveys
General Measures for Test Market Analysis
- PRODUCT AWARENESS – level of exposure to product
- KNOWLEDGE SOURCE OF PRODUCT INFORMATION – how did respondent learn about the product
- EXPECTED SOURCE OF FUTURE INFORMATION – where will respondents look for your product
- INTEREST – assesses the need for more product information
- MOTIVATION FOR PURCHASE – problem the respondent needs to have solved
Sample Test Market Analysis Survey Questions
Purchase Location and Purchase Details:
- Where was product purchased? Where else would you like to be able to purchase the product?
- How was it purchased?
- Intended purchase or impulse? If you intended but didn't buy, why didn't you buy?
- Frequency of purchase, Quantity of purchase, Average shopping basket (size, items), Other items in shopping basket
- What brand or product didn't they buy because they bought yours?
- Were incentives or coupons used?
Specifics of Product Use:
- Product use location and situation
- Product performance evaluation
- Likelihood of repurchase (and motivations to repurchase)
- If they didn't buy it, what did they buy instead?
Product Evaluation:
- Test Market Analysis (Product Use and Acceptability Evaluation)
- Expectations of product (benefits)
- Evaluation of attribute acceptability (quality, price, trust, performance, importance, value)
- What could be done better?
- Evaluation of product performance relative to regular brand
Marketing Mix Reaction-Promotion, Packaging, Pricing:
- Packaging Questions
- How much did they spend?
- Advertising Reaction Tests