Adapting product testing in challenging times: Be contactless, leverage technology, get social

Virginia Weil and Nikolai Reynolds

Many things affect market dynamics, but few could cause such immediate changes as we have seen during the COVID-19 pandemic.
  • A product is at the core of any marketing mix model and the physical manifestation of a brand promise.
  • Awareness and marketing effectiveness will generate trial, but the product performance or experience is critical for repeat purchasing.
  • Superior products that delight consumers are necessary for businesses to be successful, particularly in an increasing competitive environment where new needs are emerging.
  • A crisis changes decision-making dramatically and can impact consumption behavior across generations, which is especially true for products that are used frequently....

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