Product testing: Choosing the right protocol to generate actionable insights RECO#2

In an environment of constant innovation and increasingly subtle consumer trade‑offs, product testing remains a vital tool for guiding launch, optimization, or repositioning decisions.

But not all tests are created equal. A strong protocol is not simply about “asking for a score,” but about creating a test situation that captures the full reality of the consumer experience — in all its sensory, emotional, and contextual complexity. That’s the belief that guides our approach at Repères.

To do so, several dimensions must be rigorously defined from the outset of the study:

• Test location: in‑hall or at home?

• Protocol: monadic or sequential?

• Presentation mode: blind or branded?

• Measurement strategy: beyond rational evaluation?

Each of these options comes with its own strengths, limitations… and potential biases. In this article series, we explore these key methodological choices, how they shape the quality of your insights, and we share Repères’ recommendations drawn from years of field experience and study design expertise.

Reco #2 — Monadic vs Sequential: how to structure tests for reliable and actionable results?

One of the most strategic decisions in product testing lies in the protocol design: should each respondent test only one product (monadic), or several products in succession (sequential)?

Monadic Testing: The pure evaluation

The monadic protocol involves evaluating just one product per respondent, without direct comparison. It captures spontaneous feedback, typically based on a personal benchmark (the product they usually use). This setup is closer to real‑life usage, free from comparative bias, and ideal for building robust historical databases that fuel long‑term learning.

Sequential Testing: The direct comparison

In sequential testing, participants evaluate several products in random order. This format is often perceived as more discriminating — particularly in a hall, where respondents lack personal benchmarks. However, it presents a major risk: order effects. Our statistical analysis shows that, even with rotation, the sequence of tasting can significantly influence results — especially for products with lingering sensory traits (e.g., coffee, sweet desserts, flavored drinks…).

Our Hybrid approach: Multi‑sequential testing at home

To address these challenges, we’ve designed a hybrid protocol: multi‑sequential at‑home testing, where each respondent tests one product per day. This removes order bias, avoids sensory fatigue, and allows monadic‑like analysis in an agile and efficient structure.

At Repères, we see monadic testing as the gold standard for capturing authentic product appreciation. Sequential testing can be valuable — especially for optimizing sample size — but must be applied with caution.

At Repères, we don’t just test products. We test experiences — and that makes all the difference.

Discover the other articles in our product testing series:

Reco#1 At‑home vs in‑hall: Where to test for real consumer feedback?

Reco#3 Blind or branded: Are you testing the formula or the full offer?

Reco#4 Measuring what consumers feel… not just what they say

Testing Sweet Products: How to Avoid Bias and Accurately Measure Consumer Acceptability

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