Hall test, home test. Conducting practice. Poll with central location (hall test) Hall tests
Description of the polling method with central location(hall test) The ability to raise reasonable questions is already an important and necessary sign of intelligence and insight. I. Kant
During the hall testing, the respondents for sample the object of testing is provided, and then it is proposed to fill out a special questionnaire consisting of standardized questions, or to answer orally the questions of the interviewer. The hall test method is an integral part of the field of product research.
An example of a study performed by the hall test method
Laundry Detergent Fragrance Testing
Perfume testing_Y_G_B_2010.ppt
Features of the hall test method
A variation of the hall test is the "blind test" (blink test). The main difference of the "blind test" (blink test) is that the respondents are not told the name of the product they are testing. This is done in order to exclude the influence of the brand image on the results of the study, if necessary to solve the problems of testing.
Benefits of the hall test method
Main advantages: the possibility of conducting fairly long (up to 45 minutes) interviews, the possibility of actively using visual materials (samples of competing products, cards, posters, product packaging, the product itself), monitoring the work of interviewers,low price for research by the hall test method, the possibility quantification quality indicators, excellent results in combination with the focus group method.
Other benefits:
- the possibility of presenting and evaluating not only visual information, but also auditory (auditory), olfactory, tactile, gustatory, as well as their combinations
Advantages of CAWI:
- demonstration of non-existent packages for the test without the need to create them (3d modeling)
- centralized data collection (simultaneous testing is possible in several places / cities with simultaneous data collection on one server)
- paperless technology
- improving the quality of work of interviewers
- collection and analysis of information in real time
Limitations of the hall test method
The main disadvantages of the hall test method: the possibility of recruiting respondents depends on the location of the premises in which the survey is conducted and the complexity of recruiting certain categories respondents (motorists, active workers, children, etc.).Other restrictions.
- Hall tests are rarely used to study hard-to-reach / narrow target groups. In this case, it is necessary to conduct a thorough preliminary recruitment.
- When testing a product, it is not always realistic to create a testing situation that is close to the real conditions of product consumption - from opening the package and storing the product at home, to the actual conditions of its use. However, product selection situations / simulation of the purchase situation can be reproduced in the conditions of the hall test as realistically as possible.
- The hall test is not recommended for testing personal care items.
The main varieties of the hall test method (hall test)
- "open" testing
- "blind" testing (blink test);
- evaluation testing (single item or sample)
- comparative testing (several variants of competing products or samples of the tested product)
Geography of hall tests (hall test)
Moscow and MO- by own qualified specialists.
Other cities of the Russian Federation and CIS countries- with the help of regional partners with whom our company has been cooperating for more than 10 years. At the same time, you can be absolutely sure that the data will be collected, processed and presented according to uniform standards, regardless of the region of the study. The customer can be provided with an audio-visual presence in almost all cities of the study via the Internet.
hall test
Hall test - special method marketing research, which involves testing individual characteristics of goods.
Hall-test is a research method during which a fairly large group of people (up to 100-400 people) in a special room tests certain commodity and / or its elements (packaging, commercial, etc.), and then answers questions (fills out a questionnaire) related to this product.
Hall test - a special method of marketing research, which involves testing certain characteristics of goods (and / or promotional materials) in a closed room. The hall test allows obtaining unique information about consumer behavior and assessing the consumer properties of a product according to various tested characteristics. http://www.md-marketing.ru/articles/html/article23386.html
When conducting a hall test, representatives of the target audience are interviewed according to a pre-prepared structured questionnaire. Most often, a hall test is carried out near crowded places (for example: city markets or crowded streets), where equipped rooms for the study ("hall") are installed or in the office of a company that conducts hall tests. In the first room, each respondent belonging to the target group, in the absence of outsiders, is asked to choose the most pleasant option from the proposed test subjects and explain the reason for their choice. The subjects of testing can be products, packaging, promotional materials, etc. In the second room, respondents are asked to fill out a special questionnaire consisting of standardized questions or to answer orally questions asked by the interviewer, which allows you to determine the selection criteria, frequency and volume of consumption of brands of the product group to which the test items belong or which are advertised.
In the hall test method, the following types of testing are distinguished:
"blind" (no product brand) and "open" testing;
evaluation (one product) and comparative (several similar products).
Hall tests are designed to solve the following tasks:
study of the attitude of consumers to goods, trademarks, manufacturers;
search for unoccupied niches and development of a new product;
assessment of the compliance of an existing product with market requirements;
to evaluate the consumer properties of the product according to various test characteristics in order to improve them;
to obtain information about consumer behavior (selection criteria, frequency and volume of consumption of brands of the studied product group are determined).
determination of the most significant properties of the product for the consumer when positioning it on the market
determination of directions for product improvement
testing options for individual product properties (for example, drink recipes)
testing variations of brand names and images
testing product packaging options
selection of the most effective advertising messages in terms of impact on the consumer (slogans, advertising images, audio and video clips, etc.)
comparison of a product with competing products, substitute products
Advantages
The advantage of the technique is the possibility of presenting and evaluating not only visual information, but also auditory (auditory), olfactory, tactile, gustatory, as well as their combinations.
the opportunity to obtain special information about the characteristics of respondents' perception of the tested object, which cannot be revealed by other methods
relatively low cost of using the method
the possibility of conducting a study on sufficiently large samples (based on quantitative parameters)
Flaws
it is not always possible to distribute data to the entire population of consumers
limiting the size of the questionnaire and the nature of the questions asked
the complexity of organizing testing.
Hall tests are used when it is necessary to test with the help of existing or potential consumers new product, its packaging or name during its development, compare different versions of the product with each other or with competing products, test the advertising message during development advertising campaign. A distinctive feature of the hall test is the direct contact of the respondent with the object being tested (for example, a taste test).
A variation of the hall test is the blind-test (“blind test”). The main difference in the blind test is that respondents are not told the name of the product they are testing. This is done in order to exclude the influence of the brand on the results of the study, if necessary to solve the problems of testing. http://www.md-marketing.ru/articles/html/article23386.html
The object of research can be: individual characteristics of the product (taste, design, material, etc.), packaging, trademark(name and logo), advertising, etc.
Stages of work:
Preliminary formulation of the problem and setting tasks (conversation with the customer).
Preparation of a technical proposal for a hall test.
Development of a program for conducting a hall test (defining the target group of the study, the place of the study, the quantitative parameters of the study, questionnaires, etc.).
Preparation of the necessary materials for testing.
Preparing the premises for the hall test.
Conducting a hall test.
Processing of data obtained during the hall test.
Preparing of report.
Presentation of the report to the customer and, if necessary, discussion of the results.
Representativeness. To conduct a study by this method, a directed sample is usually used, that is, existing and potential consumers corresponding to the specified characteristics are involved in the study. This ensures the qualitative representativeness of the sample, but does not allow drawing conclusions on its basis about any quantitative parameters of the general population.
Sample size. The sample size may vary depending on the objectives of the study, but usually it is at least 100-150 trials.
In the case of prolonged studies (studies conducted over several repetitive stages), the number of observations per stage may be less than in single studies.
Now there are active discussions about which group of methods product testing belongs to. From my point of view, this is a kind of symbiosis of quantitative and qualitative methods, which is very convenient, because it allows..
receive both high-quality information and some quantitative indicators. At its core, any product testing has the same assumption as other qualitative methods (such as focus groups), that is, that the range of variation in psychological perception is substantially smaller than the range of variation in purchasing behavior. Thus, even on small samples, we can at least understand the features of buying behavior.
Of course, the Hall test is faster and cheaper. The Hall test allows us to control the execution of the technique. Hall test allows the customer to observe the research process. The Hall test allows for a more sophisticated technique, including testing ads and replicating a buying situation. Hall tests can be used to test large samples. Why not use such a wonderful method for all products? For many reasons.
The home test can replace the HALL test when:
First: representatives of the target audience do not walk the streets at all, or are very rare, while the places of their parties are unknown to you. Suppose, disabled people, lovers of knitting, sawing with jigsaws and so on. This is an elusive audience for the Hall test.
Second: It is vital for you to observe representativeness and, you doubt that it is those who walk in the daytime along the central streets that make up your target audience. At the same time, you cannot use a telephone recruit on a budget. Here again, the Home test comes to your aid.
Third. If it is necessary to compare with the product that the consumer usually uses.
Fourth. It is important to use the product in a real environment. That is, when it is necessary to obtain data from the consumer about the overall impression of using the product in natural conditions. An example of how conveniently the packaging of a new product fits into a standard refrigerator of an average family.
Fifth. The Hall test is used when the evaluation of a product involves a long period of consumption. For example, sauces, dishwashing detergents, and so on.
Sixth. The Hall test is used when the use of a product in public is not possible for ethical reasons (for example, personal care products, toilet paper).
And finally, when you really want to combine the benefits of the Monadic test and product comparison.
Sample size.
What is the sample size in the Home tests and in the Hall tests? It depends on many factors:
The more samples you test, the larger the sample. One of the most important indicators is they try first. According to various estimates, there should be at least 150-300 such people. De facto, sampling has become widespread, where the group of the first sample of one product is 50 people.
The smaller the difference between the samples you are testing, the more people you need to be in each group so that you can catch even the smallest differences. As a rule, the tasks of Hall tests and Home tests are not a representative representation of your audience, but rather a comparison of attitudes towards the product of different groups. Therefore, the group is selected in such a way as to ensure the comparability of the results not only in percentage, but also in quantitative form. Roughly speaking, the number of men and women, the number of young and older people, split approximately equally.
With Home tests, the number of visits to each person who evaluates products is several - at least three. First you leave a product for testing, then you come to it, evaluate this product, leave another and at the end compare again. Thus, with each visit, the likelihood that the door will not be opened for you increases. You need to be prepared for the fact that the number of respondents will decrease with each visit. Therefore, during Home tests, the sample should be laid out with at least a 20% margin.
hall tests. Location of Hall tests and the situation in Moscow.
The choice of location for Hall tests is limited by several parameters. The first is the required amount of flow. It is clear that if 30-50 people pass along the street a day, then you will not be able to do a Hall test in the foreseeable future.
Second. The location of the survey also has a very strong influence. It is foolish to test, for example, beer for a low-price category on the main streets. Or, around educational institution testing cosmetics for older women.
Third. The need for room rotation. In order for your Hall test to give normal results, you cannot conduct it in the same room. It is advisable to use several points and change them from time to time. Unfortunately, the situation with this in Moscow is not very good. Now the points are quite rutted. All and constantly use the premises at Nikolskaya, Tverskaya, Preobrazhenskaya, as well as the premises of the research organizations themselves. Some researchers themselves find new points, and then carefully hide them from other companies.
Fourth. Price. The room, depending on your budget, is selected on the outskirts or in the city center. The difference is usually twofold. If a room in the center costs about $110, then a room on the outskirts costs $50-60.
Fifth. Compliance of the premises with the methodology. It is not always enough just one room, the ability to separate different parts for conducting different parts of the interview is important, the presence of a utility room for technical work and storage of materials If you need to carry out double recruitment, if you need to hide the test product, then you need to have some other premises.
Sixth. No distractions for the respondent. If you have a test in a store, then there should not be any distracting smells, sounds, and so on. If the Hall test is conducted anywhere, then your environment should be arranged in such a way that it is convenient to conduct an interview: ideally, when the respondent does not see or hear anyone other than the interviewer. At least Go has the ability to speak freely and not hear the opinions of others.
And finally, the organization of the survey site. There should be a technical room for storing materials and samples that you are not currently working with.
Who should take the Hall test?
Not all customers know that a recruiter and an interviewer usually different people. But there is also a combination. The separation is explained both by different functions and by the fact that different skills are required. As a rule, the interviewer has more qualifications, a higher paid person, he should be able to better win over the respondent. For a recruiter, it is important to simply invite a person to a room where the interviewer will work with him further.
Provide your recruiters with badges with the name of the company, and even better - with contact numbers. This will help reduce the number of situations when you want to complain about a disgusting recruitment, but it’s not clear to anyone. The research companies themselves in this case will be more interested in maintaining their reputation. In addition, the presence of such badges facilitates recruitment.
Bring the actions of your employees almost to automatism. Practice different conversation scenarios with recruiters. Work out with the interviewers the scenario and the sequence of actions in the interview - where to go, how to turn around, which brands to open in what order. A well-practiced hall test team is like a running assembly line or a modernist ballet choreographed by a contemporary choreographer.
For Home test
In the Home test, there is no one to visually control the interviewers. There is the most common control, the same as with other apartment visits. We cannot check how he interviews the respondent, how well he asks him questions, whether in the right sequence.
A huge temptation for the interviewer is the opportunity to reduce their labor costs by leaving all the samples for testing at one time or to add the questionnaire of the second / third test in the same way as the questionnaire of the first.
Therefore, if possible, control the number and duration of visits.
As a preventive measure, so that the interviewers do not carry all the samples at once - do not give them all at once, it is better to have them come again and take a second sample. Because if they leave all the samples at once, then the respondent, as a rule, does not follow the sequence of the sample, experiments with packaging, with mixing. That is, you will not get good results.
And finally general rule for all interviewers: The interviewer must belong to the same social group, which is the respondent.
Recruitment for Hall tests.
What should be the recruitment for Home tests? By this time, the majority of claims are presented by the customer. It should be accessible and easy to do. Don't overburden the interviewer with things they can't do anyway. He cannot determine appearance what social class the person belongs to. Give the interviewers a small number of criteria. The greater the number of criteria, the smaller the group, the more difficult it is to recruit respondents and the more often recruiters begin to lie. The default set is sex/age/active consumption.
Give small quotas for age. This is due to the uneven distribution of the ages of the respondents within the age quotas. For example, if the age is from 25 to 30 years old, then the number of 25-year-olds in relation to 30-year-olds is like 3:1. That is, the distribution shifts towards more younger ages. And so on for everyone age groups. Therefore, instead of one quota of 26-45 years old, it is better to give four smaller ones, the distribution of ages in this case will be more even.
And finally, strict control of recruitment. Send in mysterious visitors who try to sneak into Hall tests, give people tape recorders to record their recruitment process. The stronger your control, the more "clean" respondents will come to you for the Hall test.
Or give up recruiting on the streets altogether. In what cases is this possible?
This is a "double" recruitment. Then, when that recruiter who works on the street brings people, focusing only on external indicators- Appearance, age, gender. At the same time, his payment does not depend on how much then actually passed the test. Further, a supervisor works in the room, who, in fact, selects the right people for the study. If necessary, he selects on more difficult issues - the frequency of consumption desired product, social status, income level. In no case should the supervisor's salary depend on how many people come, but only on the time he worked. Disadvantages: the need to exceed the number of initially recruited several times, increase the cost of the survey and the required area by one and a half to two times. Some researchers believe that such a double recruit is incorrect in relation to respondents - first they call, and then they send, in addition, this is a significant increase in the cost of the survey regarding gifts
Or telephone recruitment - this is applicable in those organizations that have a CATI system. Telephone recruitment does not increase very much, about two or three times, it increases the cost of recruitment, but it does not affect the overall cost of the study as much as it is sometimes feared. Also in this case, the value of gifts is increased in order to encourage respondents to go to the Hall test site. Telephone recruitment ensures a very good quality of those who come to the Hall test.
Tested materials.
It is very important what to compare with. When there is a Monadic test, it is clear that you do not compare with anything, but we do not really like to conduct a Monadic test, but mainly comparative tests are carried out. At the same time, the task is very often: "Here, our company has developed three product samples - choose the best one from them." Or, "our advertising agency produced four commercials, which one we choose. From my point of view, of course, we can focus on this task, but at the same time we run a very high risk that when the product enters the market and is compared with what is actually on the market, it will crash. Because we have not received any data on comparison with what is really on the market. Therefore, from my point of view, at least the main competitor should be included in the list of tested materials.
Realistically assess the capabilities of your respondent. I was told such a case when low-alcohol cocktails were tested in the amount of 5 pieces and all five flavors were tried by one respondent. In this case, the phenomenon of the influence of order, about which Askhat spoke, was manifested - there is simply nowhere further.
If the products are tested for tastes and smells, then it is highly undesirable to test more than two samples. It's just that a person ceases to distinguish and perceive further. For packages, it is permissible to test up to 3-4 samples, it is quite difficult for the respondent to perceive more.
Rotation. It would seem a completely elementary thing, but we are faced with the fact that they forget about it. If two flavors are being compared, it is imperative that half of the "A" samples tested should be sampled first, as well as half of the "B" samples.
Interrupt the taste. Be sure to layer neutral flavors between food samples. Usually it is drinking or soda water and white bread. They are quite neutral in taste and can somehow smooth out the impression of the product.
Number of tested materials. Be sure to stock up. I had cases when 400 samples were tested and exactly 400 samples were brought to us by the customer. As a result, we did not get the sample, because the respondent breaks something on the tests, tries a lot or does not try it and asks to “repeat” and so on.
And finally, pay attention to the quality of the tested material, to the expiration dates. Expiration dates, as it is not funny to say, very often affect the test results. I was told a case when the so-called "live yogurt" was sent from abroad, but due to difficulties at customs, the yogurt stood at the border for 1.5 months. And it had to be tested! One can easily imagine the result.
Comparability.
When testing materials, it is very important to ensure their comparability. Packaging must be unmarked. It should be marked with numbers and not contain any indication of the manufacturer, name, etc. As an example, I brought dishwashing liquid and cigarettes. True, the inscription that “smoking is dangerous to health” is still preserved. To conduct the test, either small impersonal packages are prepared in advance, or a batch is purchased at the local trading network and the labels are peeled off / masked - in this case, the shape of the package itself is also important. Even if you have sealed the name of the product, it is not at all a fact that the consumer does not recognize it from the packaging. In my practice, there was a case when it was required to test toothpaste, the customer bought the toothpaste of the main competitor, squeezed it out of the tube and packed it in unmarked packages.
All tested products of each group must be manufactured at the same plant and be from the same release batch. Samples from different batches can significantly affect the results of testing, since we are not yet, for many products, of consistent quality.
A certain, identical temperature and consistency, at the time of comparison, is also a very important thing. The hall test room is not always equipped with a refrigerator. Even in 95% of cases they are not equipped. Typically, the product is chilled in research facility refrigerators and placed in basins of water during the test to keep the temperature at the correct temperature.
And finally, if you are testing a package, then it must be of the same quality as the package presented on the market. That is, imagine if you are making an imitation of a purchase and in front of you is a shelf on which there is a black and white package or a package that does not have standard parameters. Our consumer, by the way, before making a choice, likes to touch and twist everything in his hands. Try to make packages as similar as possible to those on the market. Only in this case, testing the purchase can have real results.
And finally technical support hall tests. These are screens, bedspreads, which allow you to divide the room into zones, close from the attention of consumers those tested products that you don’t need to see yet. Disposable tableware, in the amount of 20% more than the amount needed for the test. The product to be tested must be individually packaged. If the customer delivers a package designed for high consumption, you will have to transfer the product to individual packages before the test. The consumer reacts very badly when they try to give him a taste with a spoon from a dish from where, already before him, 50 people tried it.
Price.
Finally, the issue that most of all interests the customer is the cost. Let's see what components are included in the cost of tests.
Room rental - from 50 to 110 dollars, depending on the location.
Gifts are not very expensive, from 3 to 10 dollars. Usually this is what the customer produces himself. At the same time, we all understand that donating the customer's products is, to a certain extent, a violation of the ESOMAR convention, but, nevertheless, both the customer and the researcher do it with pleasure.
Payment for interviewers, recruiters and technical assistants. Here the calculation is simple, that is, a person who works on Hall tests should earn from 20 to 30 dollars a day. Supervisor and observer fee - from 20 dollars and more.
Thus, on average, the cost of a.hall test. for a customer from 10 to 20 dollars, depending on the complexity of recruitment, on the size of the questionnaire. The range of opinions on the cost of hall tests ranges from emotional “a good hall test cannot cost less than 15” to skeptical “For 10 we will poll even a kangaroo in Australia.”
For the Home test, this cost for the customer is from 12 to 25 dollars.
I want to note right away that most of the statements that are given here refer to FMCG. These are the most frequently tested products. For B2B, things are completely different, absolutely different laws apply there.
How quickly can you get results?
Hall test and Home test - a single period for preparing questionnaires and processing results. The field of the Hall test can be quite short. Sometimes 2-3 days is enough. There are times when recruitment is easy and the questionnaire is small, then it is not difficult to interview 400 people a day. But, as a rule, the average rate is about 100 people a day. But such a good flow happens in the first days, until light quotas are selected. After that, the remaining 50 unfortunate people have to be dragged out for another three days. For Home tests, the timing of the field itself is very long. The more visits, the longer the Home test. In addition, it is necessary to give the respondent the opportunity to use this product, evaluate it. Therefore, the minimum period for the Home test is about 3 weeks.
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