Hall test is a research method that involves testing a product and/or its elements by potential buyers in specially equipped rooms. During hall tests, product packaging, commercials, the concept of a product or service, product prices, etc. can be tested.
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The Hall test method distinguishes the following types of testing:
1. According to the degree of openness of information:
- “Blind” testing – the respondent is not told the brand of the product being tested;
- “Open” testing – the brand of the product or service is known.
2. By the number of products tested:
- Evaluation testing - the respondent is asked to evaluate only one product;
- Comparative testing – testing of several similar products is carried out.
This method is used to solve the following problems:
- Assessing the consumer properties of a product based on various tested characteristics in order to improve them;
- Testing elements of advertising messages to optimize an advertising campaign;
- Obtaining information about consumer behavior (selection criteria, frequency and volume of consumption of brands of the product group being studied are determined).
Advantages
- The ability to present and evaluate not only visual information, but also auditory, olfactory, tactile, gustatory, and their combinations
- Interviews can be conducted close to the point of sale, but at the same time provide more comfortable conditions for a lengthy interview.
- You can evaluate the reactions of potential consumers to various stimuli (taste, tactile), and not just to a graphic image
- The method has a fairly short turnaround time, since several interviews can be conducted simultaneously in the room
The disadvantage of this method is:
- Representativeness suffers - research results cannot always be extrapolated to the entire population.
- It is not advisable to define the target audience of a product/service
- It is quite difficult to attract respondents from difficult-to-reach target groups to participate in a hall test.
