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Controlled Market Tests (CMT)
Provides an accurate forecast of the sales volume potential for a new product, promoted line extension, or promoted brand restage

Unlike Simulated Test Market models, a Controlled Market Test allows you to assess an item's sales potential in a real world environment with real consumers making real purchases. With our Controlled Market Test design, you replicate your national marketing plan and year one sales volume is forecasted from a robust sample of nationally recognized food, drug, and/or mass merchandise retailers.

Applications for Controlled Market Tests

• New product introduction
• Line extension
• Brand restage
• New formulation
• New positioning
• Final evaluation of marketing plan prior to regional or national roll out (LEAD MARKET)
• Evaluate market level promotions/media

Controlled Market Tests: Design

Integrated Research custom designs each Controlled Market Test based on our client's specifications and objectives. Product distribution is obtained in all appropriate outlets within a small to mid-sized, media isolated market with an overlay of the expected in-market ad and in-store promotional support that would normally accompany the new product during a national roll-out. Test Market and Trade Class selection is flexible depending on factors such as brand and/or category development indices.

Points of Differentiation vs. Simulated Test Markets (STM)

• Actual product in real stores
• Volume forecast based on actual consumer takeaway, not likelihood to purchase ratings
• Product supported by anticipated marketing plan
• Product exposed to competitive product and merchandising
• Able to gauge retailer reaction through trade surveys
• Test duration allows for gauging sales volume for both trial and repeat purchases

Points of Differentiation vs. BehaviorScan Test

• Larger, mid-sized markets
• Nationally recognized retailers with robust store counts
• Flexibility in test market selection from numerous media isolated markets across the US
• Product exposed to competitive product and merchandising
• Tests conducted in fresh, not over-utilized markets

Controlled Market Tests: Execution

When conducting tests in a live environment, the level of execution dictates the accuracy of the test results. Integrated Research has the experience and field network to ensure that your test is set and maintained to specification. Our project staff averages over 25 years in conducting such research and oversees every aspect of the Controlled Market Test's execution, including:

• Recommending markets and accounts
• Obtaining trade cooperation
• Setting test conditions
• Maintaining test product distribution by direct store delivery
• Monitoring merchandising activity
• Executing promotions
• Providing ongoing sales and warehouse inventory reports
• Providing year one volume forecast

Controlled Market Tests: Attitudinal Overlay

Integrated Research has the unique capability of integrating the behavioral data of the CMT with attitudinal information. Specific survey options include:

• Usage and Awareness Tracking
• Advertising Tracking
• Point-Of-Purchase Intercept Interviews
• Trade Surveys

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