The product or service

To compare the product with competition
To characterize the ideal product and choose the best proposition
To position products of a market segment
To accompany innovation
To validate the characteristics of a product or service


The relationships product or service / consumer

To measure the adequacy to a new concept

To carry out a range extension

To prioritize the elements of the Mix according to their perceived importance

To estimate perceived qualities and benefits

These tests are conducted in laboratories, hall tests, in-home, in the street, or in-situ (in situation).