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The Start Of Testing Products
The Start Of Testing Products
In 2014 I went to test a food product. I told an old high School friend who was living in Amsterdam and was also interested in testing products to also go. She went further with looking at how the products were tested. She and I started working as fieldworkers (veldwerkers) in marketing research for Inview. I never worked with her on the same day or same project, but both of us started as fieldworkers with the same company in marketing research. All the fieldwork I did for Inview I did as a zzp'er (entrepreneur).
Providing The Testing Of Food Products
Providing The Testing Of Food Products
For Inview I started with bringing test samples of food and beverage to the testers. Later on I was the one handling the surveys on the laptops. And I even sometimes supervised a few of those food testing days. It was fun and most people are in a good mood when they come in to test food. Today (2024) I was there as a tester two years after I stopped working for Inview (2014 - 2022). I was invited for a shopper lab test.
Shopper Lab Test Is Shopping In A Recreated Store
Shopper Lab Test Is Shopping In A Recreated Store
In commercial marketing research not only the taste of food is important, but also the way it is displayed in stores. I learned this during my Business Economics Studies (Bedrijfseconomie, 2000-2004) in the commercial economics course. At Inview I was part of the fieldworkers providing the testing of the shopper lab. With the shopper lab the way a product is displayed is tested, the packaging, etc. can also be tested. What is tested differs depending on the product and what the manufacturer of the product wants to test. There is most of the time no tasting with the shopper lab tests.
Testing In A Supermarket
Testing In A Supermarket
The shopper lab, but then in a real supermarket with real time customers shopping. I did this fieldwork for Inview at different labels of supermarkets and for different brands of products**. How the shopper lab is set up always depends on the product, the manufacturer and the supermarket. Sometimes I had to observe the customers and their interaction with a shelf full of products in the supermarket. Other times I had to ask them if I could walk with them when they were doing groceries and observe what they were doing.
Surveying In The Supermarket
Surveying In The Supermarket
The shopper lab is not the only marketing research method that can be done in a real supermarket with real time customers. The other option of marketing research I did as a fieldworker of Inview at a supermarket was surveying customers after they had paid at the cash register. The survey could be one question or more depending on what the supermarket wanted to know from its customers. It is done by fieldworkers, because the marketing research has to be done by an independent party not working for the supermarket or another brand affiliated with the supermarket. The supermarket surveys I did were always done on a tablet.
*All the pictures are from my Databeet picture collection. None of the pictures were taken during a fieldwork assignment for Inview.
** The photo of the Lay's potato chip packaging is from one of the labels whose packaging I tested during my fieldwork in a supermarket and in a recreated supermarket. The chips are now sold in this packaging in the supermarket.
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