What is Product Testing: Benefits and Types

Posted 10 months ago by Max Komonov

Designing and听bringing a听new product to听market can be听a听daunting task. From initial design to听final renders to听creating the听product, the听list of听subtasks can feel endless. However, once you have a听product created and听in听your hands, it鈥檚 time for听one of听the听most important parts of听the听process: product testing.

Think of听product testing as听determining the听product鈥檚 viability in听the听market. It听helps to听determine whether the听product is听truly complete and听ready to听deliver to听customers. Not to听mention, it听determines whether or听not the听product is听of听high enough quality to听satisfy customers.

Let鈥檚 take a听closer look at听product testing!

The Importance of听a听Test Product: What is听Product Testing?

Before jumping right in, let鈥檚 clarify what product testing is.

Essentially, a听test product is听a听product that is听sent to听users to听achieve data and听evaluation of听its concepts, features, and听functionality.

The idea is听to听find out what potential customers think of听the听product, how they use it听or听react to听it, or听how it听could be听improved.

Why Product Tests Are Vital

Unfortunately, many brands tend to听forego product tests because it听results in听a听longer runway before launch or听they worry about the听additional costs of听testing.

However, consumer product testing is听extremely important for听the听successful launch of听any听product. This is听because it听helps determine the听following:

Identify issues
Find new uses for听the听product
Align with regulations
Locate areas where costs can be听saved
Find areas where the听product can be听improved
Learn from the听public to听develop new products

Let鈥檚 take a听detailed look at听each of听these factors below.

Identify Issues

The last thing any听business wants is听for听a听product to听launch with a听slew of听issues that they don鈥檛 realize until it鈥檚 already in听people鈥檚 hands. Product testing can be听incredibly beneficial in听helping locate and听isolate these issues. That way, they can be听fixed before the听product ever officially launches.

Find New Uses for听the听Product

In听some cases, product testing can help discover new or听unique ways people use the听product. It听may be听that the听audience tends to听prefer a听certain feature or听find it听useful in听a听scenario outside its other uses. Businesses can capitalize on听this by听improving upon these uses or听implementing it听into their marketing campaigns.

Align with Regulations

Product testing is听also an听excellent way to听ensure the听product aligns with all necessary safety regulations and听industry compliance. Product testers may be听able to听locate key design flaws that can save the听business from lawsuits or听other difficulties.

Save on听Costs

As听mentioned above, some businesses will forego testing to听save money, but this can cost more in听the听long run. Testing can help eliminate defects, repairs, returns, and听warranty fulfillment costs.

Product Improvement

Product reviews can help essentially stress test the听product to听find areas where it听lacks or听fails. This offers key insights into improvements that can be听made on听the听final iteration.

Development of听New Products

Product testing can deliver key insights into a听consumer鈥檚 mind. They may discuss certain things they wish they had a听product for听or听a听function they desire in听the听product they are evaluating. This can lead to听incredible market opportunities.

Types of听Consumer Product Testing

Now, let鈥檚 take a听look at听some of听the听types of听product testing companies can use.

蚕础听罢别蝉迟颈苍驳

QA听(quality assurance) testing is听generally held in听a听production or听staged environment. This is听where the听product features and听functionality can be听fully tested.

A听testing team can put the听product through a听range of听scenarios or听events that mimic a听customer鈥檚 actual experience. QA听testing helps to听ensure the听product is听functioning as听it听should but can also help to听identify issues or听failures before reaching the听public.

Concept Testing

Concept testing is听the听earliest type of听product testing and听is听part of听market research. It听involves testing the听initial product concept for听viability and听feasibility, as听well as听seeing how it听may do听in听the听actual market. This type of听testing may involve prototypes, wireframes, or听some other example or听rendition of听the听product.

The goal of听concept testing is听to听determine what the听next stage of听product development will be. Meaning, it听will clarify if听the听product needs to听be听improved, adjusted, or听even scrapped in听some cases.

A/B Testing

A/B testing involves splitting the听user testers into two different groups with each getting a听different type or听version of听the听product. Ideally, A/B testing shouldn鈥檛 be听a听completely different product to听where they are virtually unidentifiable from each other. Rather, smaller variables should be听changed as听this helps to听narrow down what features or听versions performed better.

Multivariate Testing

Multivariate testing is听based on听the听same premise as听A/B testing, but more widespread and听involved. As听the听name implies, multivariate testing involves the听alteration of听multiple variables of听the听product and听then A/B testing them. This type of听testing can help determine which groupings of听features or听designs are most appealing.

Market Testing

Market testing is听the听first step in听introducing the听product to听the听actual market to听evaluate performance. The product is听only sent to听a听small portion of听the听market to听gather data for听evaluation.

The actual test can vary depending on听the听demographics that a听business wants to听test. They could send it听to听a听certain geographical area or听age demographic, such as听18-45. This can help to听forecast performance, interest, and听marketing strategies.

User Testing

User testing occurs after the听product has already been designed, manufactured, and听released. The purpose of听this type of听testing is听to听gauge how customers use and听interact with the听product in听various ways. A听team will collect and听evaluate data based on听the听user鈥檚 experience with the听product, which can help to听further develop or听improve the听product.

What Type of听Testing Should You Use?

All of听the听above types of听testing are extremely valuable, and听the听right choice depends on听the听particular stage of听the听product and听what data the听business requires. Using multiple types of听testing throughout the听product development and听release process can help businesses create highly successful products that their customers love.

While the听time spent on听product development needs to听be听monitored and听reined in, avoiding testing for听time or听cost restraints can easily lead to听headaches. Even once the听product is听out, simply hiring a听product reviewer team can provide valuable data to听improve the听current iteration.

Remember, you don鈥檛 know better than the听market does. A听business can have all of听the听confidence in听its product and听design, but at听the听end of听the听day, the听user determines whether the听product is听valuable enough to听purchase. This is听why product testing is听an听invaluable part of听product development.

Don鈥檛 let your products fall flat听鈥� get out there and听test them!

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About The Author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

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