User tests
in marketing
User testing in marketing is a research process
that involves testing products or services
from the perspective of users.
The goal of this research is to gather insights into users’ impressions, opinions, and reactions to specific products or services. These tests can be conducted both at the design stage and after the product has been launched on the market.
Key characteristics of user testing in marketing include:
user experience research – gathering information about users’ experiences with a given product or service. This helps to better understand customer needs and expectations, which in turn supports the design of more effective marketing strategies;
improving designs – identifying issues and errors in the design of products or services. Based on the test results, designers can make adjustments and enhancements, ultimately improving the quality of the product or service;
verification of compliance with user requirements – assessing how well the product or service meets customer needs. This contributes to increased customer satisfaction and improved business performance;
- increasing user engagement – designers and marketers can implement changes that enhance user engagement and improve the overall experience with the product or service;
- improving conversions – based on test results, marketers can make adjustments that increase conversions and improve business outcomes.
There are several types of user testing that we conduct:
- Prototype testing – involves testing early versions of products or services before they are officially launched on the market. Prototypes can be paper-based, digital, or physical. This testing involves interacting with the prototype and collecting feedback;
- Usability testing – provides insights into the ease of use, intuitiveness, and overall effectiveness of a product or service;
- A/B testing – compares two different versions of a product or service. For example, different versions of a website or advertisement can be compared to determine which one performs better;
- Target group testing – involves conducting research on a group of people representing the target audience for the product or service. These tests help gather users’ opinions and impressions about the product or service;
- Testing that monitors user behaviour on websites, mobile apps, or other interactions with a product or service. These tests provide insights into user preferences and how they interact with the product or service.
User testing provides valuable insights into users’ impressions, opinions, and reactions to specific products or services.
This approach helps better match the offer with market needs, enhances brand image, and improves the effectiveness of clients’ marketing efforts.
Depending on the type of research, tests are conducted in users’ homes, in our workshops, in typical consumption environments, or in rented studios throughout Poland. User testing can be combined with in-depth interviews or focus group studies.
- Usability/prototype tests are conducted in our biometric testing laboratories or at the client’s site.
- For food product testing, the study may take place in a laboratory with a kitchen (imitating home conditions) or in a biometric testing laboratory.
As part of the product tests, it is possible to assess respondents’ reactions to branded products (overt test) or no-name products (blind test).
We conduct the following types of tests:
- monadic tests – each respondent evaluates only one product,
- monadic-sequential tests – evaluation of multiple products in a specific order,
- comparative tests – parallel comparison of several products,
- protomonadic tests – first, individual products are evaluated, then they are compared.
User tests have many strengths in marketing.
- They allow for a better understanding of customers. These studies facilitate the collection of data on the usability of products or services and help learn about customers’ opinions regarding their preferences, needs, and problems.
- They help tailor products or services to better meet customer needs. By identifying areas for improvement, necessary changes can be made to enhance the usability of a product or service.
- They contribute to increasing conversions. User testing helps identify factors that influence conversion, allowing for the selection of a more effective version of a product or service, which ultimately enhances marketing effectiveness and conversion rates.
- They are effective and economical. These tests can be conducted quickly and easily while providing valuable insights into the usefulness of the product or service.
- They lead to increased customer satisfaction. User testing helps identify issues that hinder customer satisfaction. They make it possible to improve products or services in ways that enhance customer satisfaction and brand loyalty.
To date, we have had the opportunity to work with various institutions and companies interested in obtaining statistics in specific areas. The research conducted was aimed at helping them advance their plans and attract new clients.
Why choose our offer?
We have been conducting social and marketing research since 1996. Thanks to our high-quality standards, professionalism, and extensive experience, we can maintain a high rate of returning clients.
We also regularly attract new satisfied customers who benefit from the research we conduct.
As specialists in this field, we deliver better results for the companies we work with.
We would be happy to answer any questions and suggest the most suitable research option for your specific needs. We also invite you to explore our full range of services.
User testing –our resources
We have a UX testing lab – ASM Neuro Lab. We have modern, supervised focus research labs. All labs are adapted to the needs of people (including respondents) with disabilities.
These labs are equipped with:
- cameras,
- microphones,
- one-way mirrors/online streaming systems,
- smartboards,
- kitchen facilities.
Our standards
We conduct research according to the highest standards of the research industry. We are audited annually by the Interviewer Quality Control Program and hold a relevant certificate.
We also possess the international ESOMAR certification.
User testing –our capabilities
We conduct user tests
at our headquarters
and at any location in Poland.
Our team of experienced interviewers ensures smooth execution in both organization and content.
Our proprietary methodology allows for precise research in the following areas:
- UX and UE research for websites/internet applications and computer games,
- packaging/logo tests,
- consumer food tests,
- shelf tests,
- culinary tests,
- testing household chemicals products,
- assessment of the smell of products/rooms.
User testing –Price list
The user tests we conduct aim to gather knowledge that is helpful in formulating and implementing the objectives of a company or institution. Therefore, the studies are tailored to meet our clients’ needs regarding sample size, scope, and subject matter.
Since pricing depends on specific services, we encourage you to contact us for a detailed estimate. We will be happy to answer your questions and provide a quote for the service you are interested in.
FAQ
User tests in marketing are a research method that involves evaluating products or services from the users’ perspective.
Product tests focus on how current or potential customers evaluate various elements such as packaging, labels, logos, names, flavours, or advertisements for both new and existing products in the market.
There are various methods for conducting user tests, tailored to the research objectives, the specific product or service, and the available resources. These tests can be carried out in real-world settings or research labs, following different scenarios.
User tests are valuable in the prototype design process and in refining existing products.
The duration of user tests can vary based on several factors, including the study’s scope, the number of participants, the complexity of the user interface, and the research objectives. For simple user tests focusing on a specific aspect, sessions typically last between 30 minutes to 1 hour. In contrast, studies involving more complex tasks, interactions, or processes may require longer sessions, potentially extending to several days.
User tests help ensure that products or services are better aligned with market needs, enhance brand image, and increase the effectiveness of marketing efforts.
We support all the industries
