Mobile Experiential Product Testing for B2B
Gathering insightful and unbiased information from sample audiences can be challenging. Conventional focus group techniques may yield responses that are skewed for several reasons. We’ve all experienced the “alpha effect” when a dominant personality within the sample artificially influences other participants’ reactions. Additionally, and maybe a greater factor of flawed findings, is that traditional focus group settings remove users from the environments in which they would normally interact with the tested product.
An emerging trend to combat these common research issues is mobile experiential brand research. It places the sample group in a controlled, immersive environment which allows for more organic brand interaction and greater opportunities to obtain metrics.
Diverse Testing Environments: Brand groups can test product viability, brand awareness, packaging and advertising by creating experiences unique to their research needs. Unlike the generic conference room setting, which takes the user completely out of the mindset of brand purchase or usage, the mobile experiential test center is custom-built to recreate the brand touch point environment.
Data Collection: Monitoring reactions with live webcam feeds from inside the mobile vehicle allows for more authentic, unfettered views of product interaction. Often, participant reactions are driven by the actions of others in the room, however with this technique, tests can be set-up to monitor more one-on-one, consumer-on-brand reactions. The more natural reactions can be captured and analyzed.
Reaching More Target Markets: The flexibility of a mobile facility allows for greater reach, especially across diverse geographic demographics. Having a more robust representation of the sample audience increases the accuracy of the research and provides a greater volume of data, which in turn drives better decision-making.
