How In-Store Tests Can Prevent Product Fizzle in CPG

In the CPG space, it might not be surprising when a product fizzles out after a promising start. True, it’s hard to predict success. But, in our experience, this frustrating pattern is much less likely to occur when a product has been tested at shelf, in stores.

The conundrum? Traditional testing methods, such as focus groups and simulated tests, do offer valuable insights, such as about flavor and product attributes, but they often miss the mark when it comes to understanding shopper’s actual purchasing behavior. Gathering insights in the environment where the product is going to be sold is the missing link in the CPG innovation cycle.

In-store tests help our clients fine-tune positioning, pricing strategies, packaging designs, and communication tactics before launch, answering questions with more accuracy than other types of testing.

For example, we recently worked with a brand on a frozen product that was positioned as a one-stop solution for dinner that would take just 30 minutes to heat at home. People loved it in focus groups, so we tested it through a major conventional grocery chain.

The in-store data revealed that the product wasn’t as much of a game-changer as we’d hoped. It turned out that customers didn’t want their dinner routine simplified as much as this product offered. This was a good example of how in-store testing helped a company see the actual size or nature of the opportunity—and to invest or not, accordingly.

With more and more research conducted through virtual stores and shelves, it’s tempting to think “it’s going to be fine” based on that information. Without in-store feedback and data, the risk goes up. The product could do well, but it’s hard to tell.

Even just testing the product one weekend to see how it performs at shelf, to understand the context of being in store and how to optimize it, is invaluable. My advice? Give in-store tests equal weight to conceptual/virtual tests.

Want to learn more about our in-store tests? Drop us a line at hello@mission-field.com.