Product testing research is the process of collecting structured feedback from your target audience to improve product-market fit and reduce launch risk. The outcome should be clear direction your team can act on.
Depending on the stage you’re in, it can include:
Concept testing to evaluate ideas, positioning, benefits, and claims
Package testing to understand shelf impact, clarity, and preference
In-home usage testing (IHUT/HUT) to learn how products perform in real life
Focus groups to explore reactions, language, and motivations in depth
Product testing surveys to quantify demand, preference, and drivers at scale
Ongoing tracking to monitor performance and guide iteration post-launch
Your internal team has context, experience, and strong opinions. That’s a good thing. It also makes it harder to get unbiased feedback, especially when the stakes are high.
A neutral research partner creates the conditions for honest responses, clearer tradeoffs, and fewer “nice-to-have” insights that do not change decisions.
Not every question needs a focus group. Not every decision needs a massive survey. We’ll help you pick the right approach based on your goals, timeline, and budget.
Data is only useful if it leads to action. We translate findings into clear next steps, including what to protect, what to fix, and what to stop doing.
Understand how likely people are to buy, what raises confidence, and what creates hesitation.
Learn whether your concept, features, or experience feels meaningfully better than the alternatives buyers already know.
See which benefits drive the biggest lift, and which claims confuse or reduce trust.
Test whether packaging stands out, communicates value quickly, and supports the right price perception.
Find what breaks in day-to-day life, what delights, and what leads to repeat use.
Identify price thresholds, value drivers, and the best way to structure offers or tiers.
Concept testing helps you compare ideas, benefits, and positioning before you build or launch. It’s a practical way to narrow options and avoid costly bets. Typical outcomes include: a clear winner, top drivers of appeal, dealbreakers, and language that increases clarity and intent.
“We listened to the concept testing feedback and made targeted functional improvements across the product. As a result, we resolved leaking, improved lighting, eliminate rattling, added a pry tool for cleaner setup, and other and performance enhancements.”
– Director of Brand Development, Aeron
Package testing helps you understand which design will win on the shelf and what needs to change before you print and scale. We run package label testing through survey-based evaluations and shelf-style testing, then layer in tools like heat mapping, word association, and open-end analysis to pinpoint what grabs attention, what confuses shoppers, and what drives purchase intent.
Proven Results: How We Identified the Winning Label Design to Strengthen Purchase Intent
IHUTs are ideal when you need real-world performance feedback, because participants use the product in their normal routines, not a staged setting. With an average 96% completion rate, you can feel confident that most product shipped is actually used and evaluated, so you are not wasting inventory or budget.
“10 out of 10—would absolutely recommend Drive Research. They managed our diaper IHUT study seamlessly, meeting demanding timelines with clear communication and dependable execution. It was a huge relief not having to micromanage any part of the project.”
– Sr. Operations Manager, Amazon
Focus groups are a strong fit for product testing when you need the “why” behind reactions, including what drives excitement, hesitation, confusion, and trust. We handle end-to-end execution, from recruiting and scheduling to moderating and reporting, so your team gets feedback you can actually use.
Pricing and value testing is best when you need to understand what buyers are willing to pay, how price changes demand, and which features or benefits actually justify a premium. We typically run pricing research through survey-based approaches like Van Westendorp, Gabor-Granger, and conjoint analysis, then translate the results into clear pricing direction.
We align on goals, decision points, internal constraints, timeline, and what success looks like.
We recommend the best method (or combination) based on your stage, audience, and the decisions you need to make.
We write and structure the survey, discussion guide, or IHUT feedback plan using clear language and research best practices that support analysis.
We source qualified participants and manage fieldwork from start to finish, including reminders and engagement tactics to keep participation strong.
You receive a decision-ready report, including key findings, segment insights, and clear recommendations.
We match the method to your stage and the decision you need to make, then recommend the best approach (or combination). Common options include concept testing, package testing, in-home usage tests (IHUTs), focus groups, surveys, and ongoing tracking.
We source qualified participants based on your target audience and manage fieldwork end to end, including reminders and engagement tactics to keep participation strong. We also apply rigorous data cleaning and validation to ensure the feedback you get is reliable.
It depends on your objectives, audience, and method, but surveys are often used when you need larger, statistically robust sample sizes of at least 400, while focus groups are designed for depth with smaller groups of 5 to 8 people.
You receive a decision-ready report with key findings, segment insights, and clear recommendations. Deliverables can range from topline summaries to comprehensive presentations, and can also include formats like raw data files or online reporting portals depending on the project.
Timelines vary by method, since IHUTs can run for weeks or even months depending on the product, while survey-based testing can move faster at 5-7 weeks from beginning to end. Regardless, the project follows a clear flow from kickoff and research design through fieldwork, then analysis and reporting.
Pricing is custom because every study is different. Cost is mainly driven by scope and complexity, the target audience, the methodologies used, and the timeline you are working within.
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