CONSUMER TESTING A GUIDE TO PRODUCT DEVELOPMENT 181 between which he has to make a choice, he may want to test a single sample under conditions which measure many reactions and attitudes of the con- sumer toward his product. This is particularly useful when the product is completely new in concept and cannot be compared directly with product types already on the market. The technique of "depth interviewing" has been worked out and is practiced by a number of organizations. Regardless of what type of testing is used, the technologist will complete this phase of the development with a sample and perhaps one alternative with which to present his management or merchandising people. He will also have the supporting data from the consumer test to show why product decisions were made on the basis of consumer acceptance. This factor can be most helpful by eliminating useless and unproductive conjecture and personal opinion when agreement is to be reached that this is in fact the product which meets the general definition previously spelled out. The laboratory and merchandising people should be able to agree at this time that this product, possessing demonstrated consumer acceptance, appears to meet the objectives originally assigned to the technologist. PROCESS DEVELOPMENT This phase consists of developing a small scale processing technique which demonstrates the feasibility of operations more suitable for scaling up or of higher capacity than typical laboratory beaker and test tube work. This ensures that the product can be made by techniques which do not involve the personal handling and manipulations of the laboratory worker. This phase is usually concluded by an agreement between the technologist and merchandising personnel that the product which results from this small scale processing is close in physical characteristics and performance to the previously approved laboratory developed product. In this phase it is sometimes not possible to produce the identical product by practicable processing means as had previously been hand made in the laboratory. Because of new process conditions, a whole new set of variables may be introduced. When this occurs, these variables also are subject to consumer evaluation to determine whether the resulting product satisfac- torily meets the requirements of the product definition. It may also be found that opportunities for improvements may present themselves and these should be evaluated. As in the case of the laboratory product development, location tests or home tests may be resorted to, depending on the circumstances, to provide the necessary guidance. COMMERCIAL DEVELOPMENT The technologist has now demonstrated that he can make an adequate product with storage stability, costs and desirable subjective product

182 JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS characteristics. At this time a decision is made to develop a means of pro- ducing the product in commercial quantities. This involves all the factors of locating or acquiring production facilities, determining location of manu- facture, developing the specific commercial scale processing, designing a final package, making pilot plant and plant trials and finally starting up the commercial operation. Usually some product changes are involved in scaling up the process. These, if at all major, will require consumer evaluation to determine that the product image has not been affected. As larger quantities become available the merchandising people can now begin to evaluate product positioning and promotional stories. As mer- chandising begins to try to match product against the image they hope to project in the consumer's mind, some further product changes may be needed. At this stage these are usually determined by the testing carried out by the merchandising group and the product man can be guided by these. TEST SELECTION Now we should take a look at the kinds of tests which are most likely to be useful to the product man or technologist in the earlier phase of develop- ment. This is a little like looking into the Christmas stocking, because of the variety of types of tests available to meet the requirements of product development. First, as mentioned before, tests vary according to the location. We may have tests in stores, railroad stations, mobile units or other places where numbers of people can be quickly and effectively contacted. Secondly, the geographical area should be considered. In the food field, at least, there are numerous examples of desirability of selecting appropri- ate locations in the country. Turnip greens, for instance, should be tested in the South because this is where the market is most likely to exist. Presumably similar situations occur in the cosmetic field, particularly with respect to urban rs. rural populations. Third, economic level should be considered. A perfume which will neces- sarily be expensive because of its nature, should be tested among those people able to afford it. Fourth, there are a number of specific techniques which offer a real opportunity to the technologist looking for information quickly and at a low cost. Statisticians have contributed markedly to the amount and validity of information which can be gained from a given size of consumer panel (i.e. number of consumers participating). The following will cover the high spots of the opportunities which can be carefully selected by the product man as circumstances warrant.