| Live Testing of Innovative Ideas
In a Real-World Environment
Also known as the “Marketer’s Sandbox”, the Learning Lab gives you the flexibility to try out your most innovative ideas and gain a directional understanding of the potential success of the concept…quickly, and with low risk and low cost.
The Learning Lab takes all of Market Decisions’ in-store testing strengths and provides you the forum to quickly evaluate innovative ideas on products and merchandising plans that are too risky to implement and too early in the product engineering cycle to test in our traditional Controlled Market Test. We can use a smaller store panel and a shorter time period, and we can incorporate qualitative components around consumer insights, giving you a lower-cost, lower-profile solution and a quick directional read on the potential impact of the
new variable.
The Learning Lab can be customized to meet your specific testing needs, quantitatively and qualitatively. The number of stores used in a Learning Lab can range from 2 to over 100, and the test can be run for as long as you want, depending on the level of insight you are seeking. Based on your objectives and the specific Learning Lab market, you may even be able to test new media concepts via newspaper or cable TV spot advertising. And you can get specific consumer learnings about your test
concept through focus groups, in-store intercepts, in-store sampling, etc.
A Learning Lab helps you:
- Quickly screen a new product or merchandising plan in a live and low-risk environment.
- Determine which initiatives/ideas appear to have a
positive impact on sales and thus justify another level
of testing prior to national expansion.
- Track consumer responses to the test condition via
in-store intercepts, focus groups, in-store sampling and other qualitative means.
- Utilize Market Decisions’ testing expertise and flexibility to understand, at a high-level, the potential success of a proposed concept.
With the Learning Lab,
any market area is viable:
- a subset of stores in Tucson, AZ
- 4 food stores in Chicago, IL
- all 6 food and drug stores in an isolated suburban/rural area.
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