Abstract:

The key elements to measure in a test market are: - awareness; - penetration; - repeat buying rate; - distribution. The repeat buying rate being most essential: - Standard (full-size) test markets will survive, but in a different role. It will be an instrument to optimise the marketing tools before national launch; - The go/no go decision will be taken in an earlier stage, using alternative test marketing techniques; - The attitude of the trade to a new product is becoming more and more important, however it is under-researched; - Alternative test marketing techniques will develop further and become a useful instrument.