Product testing: Choosing the right protocol to generate actionable insights RECO#4

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 #4 — Measuring what consumers feel… Not just what they say

Beyond test location, protocol, or presentation mode, a product test is only as good as the insights it delivers. And that starts with a fundamental question: how do we ask consumers?

All too often, product tests rely solely on rational, closed‑ended questions: liking scores, purchase intent, agreement scales. These indicators are essential — but they don’t tell the whole story. They capture what the consumer can consciously verbalize, filtered through social norms and rationalization.

Yet much of the product experience is emotional, intuitive, or even unconscious. A taste may evoke a childhood memory. A texture may cause an instinctive rejection. A pack may appeal without the consumer knowing exactly why. That’s why we recommend an enriched measurement protocol.

3 complementary levels of evaluation: Between emotion and reason

At Repères, we structure our questionnaires across three levels, inspired by Kahneman’s dual‑process theory:

-System 1: fast, intuitive, emotional, often non‑verbal

-System 2: slow, conscious, analytical, structured

🔹 Level 1 – Emotional Activation (System 1)

We developed our proprietary tool, the R3m score©, to quantify the emotional impact triggered by a product at first encounter or during use. It captures spontaneous, non‑verbal activation — positive or negative — and helps distinguish between products that may appear similar on rational KPIs.

🔹 Level 2 – Intuitive Perception (System 1 & 2)

We use CATA (Check All That Apply) modules in the form of word clouds. Consumers click on words that best describe their perceptions — with no need to justify or rank them. This intuitive format reveals key product traits (positive or negative) more naturally than classic closed‑ended questions.

🔹 Level 3 – Rational KPIs (System 2)

Of course, we still rely on essentials: overall liking, purchase intent, expectation fit, and JAR (Just About Right) scales. These provide clear performance indicators for comparison, decision‑making, and benchmarking.

Why combine all three levels?

Because they measure different aspects of the product experience. A product may be liked without being emotionally engaging. Or it may trigger strong emotions but fail to convince rationally. By cross‑referencing all three, we gain a richer, more sensitive understanding of product performance.

For example, a low emotional score may indicate a lack of impact or differentiation. A branded image that misaligns with product reality may cause disappointment. And a lack of spontaneous positive verbatims may signal issues with memorability or distinctiveness.

Ultimately, the richness of insight doesn’t just come from the protocol or the location — it comes from our ability to let the product speak through the consumer’s emotions and perceptions.

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#2 Monadic or sequential: How to structure tests for reliable results?

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

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

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