J. Soc. Cosmetic Chemists, 16, 763-776 (1965) Principles Testing of Consumer Product JEAN F. CAUL, Ph.D., and SHIRLEY A. RAYMOND, B.S.* Presented May 4, 1965, New York City Synopsis--After a review of the basic features of consumer panel testing, the requirements for a discriminating panel are described. The utility of this panel, especially in combination with a "Use Profile," is demonstrated with several examples. It appears to be entirely possible to relate consumer findings to laboratory measurements, Such data can guide reformulation or may be the go-ahead signal for marketing of the product. INTRODUCTION The chemists engaged in the development of new products and the statisticians responsible for the evaluation of these creations for the consumer market recognize the many difficulties in designing the perfect mathematical model for successful forecasting. These obstacles in- elude considerations of cost and speed and of such concepts as statistical probability, quota sampling, Rorsehaeh test, computer programming, decision-making, concept testing, and share of market. Another difficulty arises from the difference in emphasis between those trained in the physical sciences and those trained in mathematics, social psychology, and business. The chemist frequently emphasizes the product's properties the mathematician stresses the exact and deducible relationships between quantities and operations the social psychologist probes the explanations of group behavior and the business-trained person is concerned with who exchanges money for merchandise. * Arthur D. Little, Inc., Food & Flavor Section, Life Sciences Division, Cambridge, Mass. 02140. 763

764 JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS Another difficulty which limits the correlation between product properties and consumer preference originates with marketing manage- ment. It is market-oriented rather than research-oriented and hence views the successful achievement of this correlation of various dis- ciplines as virtually impossible. Nevertheless, this laboratory's experience in the testing of product models and final formulations suggests the possibility of relating meas- urable product properties to consumer acceptance and rejection and thus sustains the hope that a product's specifications can be so drawn up in the laboratory as to make virtually certain its acceptance by consumers. The purpose of this paper, then, is to outline the use o[ consumer panels as product evaluation instruments. The first part of the discussion is concerned with the various kinds of consumer tests and discusses the do's and don'ts of consumer product testing the last part explains methodology and the rationale underlying the suggested approach. TESTS INVOLVING CONSUMERS Market Tests Basically there are only two types of consumer tests: One in the marketplace where consumers exchange money for merchandise the other, where they do not. Marketplace tests obtain information about the performance of the packaged, labeled, and priced product in actual sales situations, and such tests fall properly within the scope of sales development and market research people. In all other consumer tests, that is, where consumers do not hand over their own money for products, information is obtained in a test situation about the consumers or the product or both. A test situation does not equate with a sales situation, but it eliminates some of the guesswork and, therefore, some of the risks in launching and mer- chandising a new product. Consumer Testing When information is obtained only about consumers, the approach should be called consumer testing. Like market testing, consumer testing or the testing of people falls within the scope of persons involved with sales and frequently needs to rely on the knowledge and training of social psychologists as well. It may involve hypothetical circum- stances, as in evaluating a product concept when no product exists.