The product evaluation in market research is a key process that allows companies to understand how consumers perceive and react to a product before launching it on the market or to improve it.

1. Objective of the evaluation

The goals of the evaluation are defined. These may include:

Assessing the product's acceptance.
Measuring sales potential.
Identifying possible improvements.
Comparing with competitors' products.

2. Target group selection

It is crucial to select a group of consumers that reflects the product's target audience. The segmentation can be based on:

Age, gender, geographic location, socioeconomic level, etc.

3. Evaluation methods

The most common methods are:

Concept testing: Product ideas are presented in the form of descriptions or sketches, and the initial reaction of consumers is evaluated.
Product testing: Consumers are given a sample of the product to use and provide their opinion on aspects such as taste, texture, effectiveness, design, or packaging.
Product comparison: The product is compared with others on the market to assess its strengths and weaknesses.
Blind testing: Consumers test the product without knowing which brand it is to avoid bias.

4. Data collection

Methods used include:

Surveys: Direct questions to obtain a subjective assessment of the product.
In-depth interviews: Detailed qualitative information is obtained about the consumer's experience.
Focus groups: A group of people discusses the product and provides real-time feedback.
Market experiments: The product is launched to a small sample of the real market to observe how consumers react.

5. Results analysis

The collected data is analyzed to:

Identify patterns and trends in consumer opinion.
Detect issues with the product.
Evaluate the product's viability in the market.
Determine if the product needs adjustments before its final launch.

6. Conclusions and recommendations

Based on the analysis, recommendations are made to improve the product, whether in its design, price, distribution, or promotion. It is also decided if the product is ready to be launched on the market.

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