Product testing methods: How to validate new ideas

When most new products fail, it’s critical to find out what makes your customers tick. What are they willing to pay? Do they consider your packaging aesthetic? Do your flavors deliver again and again? 

Conducting product testing reveals the answers to these important questions—and much more. But getting started with testing might seem a bit daunting. In this post, we’ve rounded up the key things you need to know to validate your new product ideas, including what product testing is and six methods that can help your product go from concept to the next viral trend.  

TL;DR: Product testing methods 

• Learn what product testing is and why it’s important for the success of your product and brand. 
• Discover six product testing methods, including concept testing, claims testing, packaging and messaging testing, pricing research, creative testing, and sensory testing.
• Determine when to use each method based on the stage your product is in. 
• Learn best practices, like why to test early and often, how to compare methods, and what tools to use. 

What is product testing? 

Product testing is the process of evaluating a new or existing product to understand how it functions and if it meets the needs of your intended market. It might involve both quantitative and qualitative testing to identify any issues or improve the design ahead of product launch. 

The importance of product testing 

According to Clayton Christensen, Harvard Business School professor and influential thought leader, 95% of new products fail. And that’s not limited to start-ups or small businesses; enterprises with loyal global followings introduce new products that fail, too. These failures can amount to millions of dollars in lost revenue and investments. 

Therein lies the importance of product testing: assessing whether your prototype or existing product is market-ready. 

Product testing allows brands to:

• Reduce risks: Product testing helps identify consumer preferences so brands can focus their efforts on creating products that customers actually want—and avoid investing in ones that will miss the mark. 
• Focus on cost efficiency: Revealing issues before a product launch helps avoid recalls or major product overhauls—both of which are costly to your brand’s reputation and bottom line. 
• Gain a competitive advantage: Product testing reveals your product’s strengths and weaknesses in the market—giving you the intel you need to gain an edge over your competitors.
• Make data-driven decisions: Through both qualitative research (i.e., user experience testing) and quantitative research (e.g., metrics like speed and durability), you have insights to make data-backed decisions. 

Product testing methods

Product testing is not one size fits all. There are a number of different product testing methods, and each method answers different questions and fits different stages. Knowing which method or methods are right for you will help expedite the testing process—and get you one step closer to a successful product. 

Here are the six methods we’ll cover: 

1. Concept testing
2. Claims testing
3. Packaging and messaging testing
4. Pricing research
5. Creative testing
6. Sensory testing

1. Concept testing

Concept testing helps brands evaluate a product idea before it’s built. That way, you can determine whether the concept resonates with your target customer. To do so, you might conduct surveys or interviews using prototypes to understand consumer demand, inform what features need to be refined, and reduce the risk of launching something customers don’t want.

2. Claims testing

Claims testing informs brands as to whether their marketing claims land with customers—and is typically conducted mid-stage, after defining the core concept. You might assess: Is the messaging clear? Are the claims believable? Are your campaigns persuasive and actionable? Measure these (and other) variables to ensure that your marketing claims are credible, compliant, and compelling before launch. 

3. Packaging and messaging testing

“Don’t judge a book by its cover,” said no customer ever.

Your packaging design and written messaging play critical roles in whether someone buys your product. Don’t leave it up to guesswork; conduct packaging and messaging testing to know for sure whether customers find your product’s design attractive; clearly understand its value; and will choose your product over a competitor based on what you’ve communicated. To do so, tests elements like visuals, layout, copy, and tone. These types of tests are typically conducted during mid-stage development. 

4. Sensory testing

Sensory testing evaluates all five of the human senses: sight, smell, taste, touch, and sound. Brands use sensory testing to understand consumer preferences, detect differences between competing products and brands, and ensure a consistent product experience. This type of testing is especially important for brands selling food, beverages, and consumer goods. 

5. Pricing research

Pricing research helps brands determine how much customers are willing to pay for a product. It evaluates price sensitivity, perceived value, and competitive positioning. Using insights gathered from surveys, experiments, and market data, brands can optimize pricing, maximize revenue, and support successful product launches. This type of research is done in the late stage of the development process, once the product positioning is final.

6. Creative testing

Here’s where your creative assets—think: ads, visuals, copy, and videos—are tested to see how well they captivate your audience and inspire them to take action (i.e., click purchase). Brands often use audience feedback and performance data to optimize creative elements before launching a campaign.

When to use each product testing method

Now that we’ve covered product testing methods, let’s review what they evaluate and when to use them. 

Method	What it evaluates	When to use it
Concept testing	Your product idea before it’s built to see if it resonates with target users.	Early stage
Claims testing	Whether your marketing claims are clear, believable, and persuasive.	Mid-development
Packaging and messaging testing	How effectively your packaging design and written messaging attract customers and persuade them to buy.	Mid-development
Sensory testing	How customers perceive your product based on their five senses.	Mid-development
Pricing research	What customers are willing to pay for your product.	Pre-launch
Creative testing	How well your ads, copy, and videos drive purchases.	Pre-launch

In summary, during the: 

• Early stage, focus on concept testing. 
• Mid-development stage, conduct claims testing, packaging and messaging testing, and sensory testing.
• Pre-launch stage, conduct pricing research and creative testing.

Product testing best practices 

You want to get the most out of your product testing, so we’ve rounded up a few best practices to help you do just that. 

To achieve the best results: 

• Test early and often: Product testing works best when it’s performed early—so you can take quick action to correct any issues—and often. Why often? Iterative testing helps you identify something you might have missed the first time, and determine whether early issues have been eradicated. 
• Compare multiple methods: As we mentioned earlier, each product testing method answers different questions and fits different stages. Use the chart above to compare the various types of testing, their outcomes, and timing to ensure you’re testing what will make the most impact on your product’s success.
• Use consistent measurement: Once you’ve decided what methods work best, ask the same questions and measure the same metrics over time. That way, you can identify trends and adjust accordingly. 
• Recruit the right audience: Some brands prefer to conduct testing in house, surveying their own employees, customers, and other testers. Others work with third-party testing programs, which helps to avoid bias and allow for a wider range of opinions. The key is choosing the right audience for your product and brand. 
• Use the right tools: Finally, choose tools that return actionable results you can trust. Hint: Attest is built on real human answers so decisive teams can act without doubt or delay.

Turning insights into decisions

Effective product testing requires a multi-pronged approach. Test early and often to identify issues and trends. Test at multiple stages—and with varying methods—to create a holistic picture of your product’s viability in the market. Finally, choose a partner that can help you get the insights you need to make product decisions, fast. 

At Attest, we empower brands like yours to get ahead of the curve. With access to insights from over 150+ million consumers across 59 countries, you can test your product ideas with confidence—and bring your new product to life.