Play Market Research has kicked off a new way of doing product testing for clients, and it’s all about fitting seamlessly in with consumers’ lives.
Play has been operating product testing for the last 15 years, and has the goal of becoming the “biggest product testing company in Australia”, MD Chris Thomas told B&T.
“We were seeing a lot of clients launching products with testing,” Thomas said, “So we created a more standardised way of doing it.”
“We use innovative, creative and reliable market research techniques to get the feedback our clients need.”
Aiming to work “much more with the lives of respondents”, Play packages up 10 products and ships them off to consumers to try out at home whenever they like.
Thomas said they wanted to find a way of creating a standard, simple way of getting feedback on products before hitting the market for a pricetag of less than $5000. So for anyone wanting to test out a new product, get the lowdown prior to taking on the shelves, or see how something stacks up against competitors, Play has a solution.
Using the POP UP Shopper Community, Aussie grocery shoppers sign up to provide feedback on new and existing supermarket products. The members are profiled to find out how frequently they buy from different product categories, and include all standard demographic information.
Each month, at least 100 shoppers are shown a range of relevant products and asked for options, before receiving their product-testing parcel and providing more feedback. Testing processes include everything from sensory testing and observational recordings to key performance indicators to measure the likelihood of purchasing.
The process has also been optimised for 6000 different devices, Thomas said, with the consumer ratings available next year.
Following a competitive pitch process with representation from major agency groups, BMW Group Australia has appointed Atomic 212° as the lead agency to manage their media planning and buying. The appointment is effective from January 1st 2021 and is a testament to Atomic 212°’s data-led smarter, faster and accountable media model. The account will sit […]
With temperatures up to 40 degrees across Australia last week, it’s safe to say it’s officially Summer weather. Enter beach delivery by Deliveroo to guarantee a sand-free sandwich or burger whilst you enjoy the rays and waves. From 2 December, Australians nationwide will be able to set many of the country’s 10,000 beaches as their […]
John Chaplin (pictured), former Chief Product Officer of Hogarth Australia and Co-founder of award winning digital agency Fusion, has launched a new digital product design company, Diagram. Based in Sydney, Diagram are a collective of creators and makers who partner with individuals, agencies, startups, business and industry to design and build considered, elegant digital products. […]
After announcing the mega acquisition of workplace chat company Slack yesterday, tech giant Salesforce has made a raft of announcements as part of this year’s annual Dreamforce event, which has been held virtually. Headlining the announcements was news of Salesforce Hyperforce, which comes as a reimagination of the company’s platform architecture built to securely and […]
DoubleVerify has today announced the launch of the DV Publisher Suite, providing the measurement, insights and tools digital publishers need to improve ad delivery, assess inventory quality and maximize yield. For publishers, generating revenue has never been more complex. Today’s demand-side landscape consists of thousands of potential buyers, each with their own unique requirements, transacting […]
Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and […]
VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]