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Controlled Store Tests (CST)
Provides an accurate evaluation of product, merchandising or marketing initiatives

The point-of-purchase is where the most critical decisions are made about your products and the best place to obtain a true measure of the impact of your brand or category initiatives. Whether the goal is to determine Return on Investment (ROI) or generate a selling story for the trade, a Controlled Store Test provides statistically reliable results based on the purchase behavior of real customers in a real world environment across a variety of initiatives:

• Retail price
• Merchandising changes (plan-o-gram or fixture)
• Packaging
• New products (concept, pre-launch or line extensions)
• Retail marketing or promotions
• Assortment changes
• Category management initiatives
• Return-on-Investment questions

The research variable is evaluated under actual retail conditions in a closely monitored yet real-world, controlled environment on a small-scale to minimize the risk and costs associated with a full roll-out. The following illustrates the design that is employed for the most common of these testing techniques: A Matched Panel Controlled Store Test.

Controlled Store Tests: Design

Integrated Research custom designs each project based on the research objectives and how the results will be used – to develop a selling story for the trade, to determine ROI, to evaluate consumer acceptance, to confirm Simulated Market Test results, to help make a “go/no go” decision on capital investment, plus more. Whether the initiative is targeted for a traditional retail channel (food, drug, mass merchandiser, c-store, etc.), quick service restaurant or bar/restaurant or a specialty channel (optical dispenser, toy store, etc.), Integrated Research understands how to design the study to generate actionable results across a variety of applications based on the research objective, including:

Types of Controlled Store Tests

Controlled Store Tests typically include one of the following design types:

1. Matched Panel Controlled Store Tests
   A Matched Panel Test is utilized to evaluate the variable impact of a merchandising or marketing change using historical category data, matched test and control panels within the same chain and market.
    
2. Matched Market Controlled Store Tests
   A Matched Market Controlled Store Test is conducted to evaluate a mass-media event, (i.e., as radio or television). This testing technique utilizes historical category data and test and control store panels matched across markets.
    
3. Vitality or Learning Lab
   Vitality and Learning Labs are conducted to evaluate a new product or concept on a relative basis versus pre-period, versus STM results, etc. It can be executed with either actual sellable product or with package mock-ups.
    
4. Controlled Market Test
   Also known as “Mini-Market Testing”, a controlled market test is conducted to determine the volume potential of a new product prior to launch. Product distribution is obtained in all appropriate outlets within a small to mid-sized county, 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 roll-out.

Controlled Store Tests: Execution

When conducting tests in a live environment, the "devil is in the details" and 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 test's execution.

Our capabilities include:

• Recommending markets and accounts
• Obtaining trade cooperation
• Setting test conditions
• Maintaining test product distribution by direct store delivery
• Monitoring merchandising activity
• Executing promotions
• Generating interim reports
• Generating statistical analysis and executive summary and/or presentations

Controlled Store Tests: Attitudinal Overlay

Our ability to conduct and integrate survey research techniques allow the test initiative to be evaluated on multiple levels—consumer behavior (sales and shelf activity), consumer attitudes and usage, plus trade feedback.

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