How good are painted door tests really?
Prof. Dr. Jochen Eckert assesses the method on five criteria, from data quality to sample.
Painted door tests are arriving in corporates. Prof. Dr. Jochen Eckert, member of the Horizon scientific advisory board, puts the method in context: what it is good for, where its limits are and what matters for the sample.
What it is about
From “would you buy?” to “do you buy?”.
Before launch, classic market research mostly works with opinion data: would a test person buy a hypothetical product? Behavioural data usually only exists once the product is already on the market.
Painted door tests bring behavioural data forward. The webinar walks through the process using an Andros case and assesses the method on data quality, fields of use, time and budget, sample and consumer sentiment.
When do painted door tests deliver reliable data, and when do they not?
Prof. Dr. Jochen Eckert
Quantitative Marketing and Data Science, RheinMain University of Applied Sciences
Daniel Putsche
Founder and CEO, Horizon
What you take away
Four points from the recording.
A complement to surveys
Painted door tests deliver behaviour-based data and complement established surveys rather than replacing them.
The right use
Especially suited to consumer goods and incremental innovations where consumers know the use case. Less suited to radical novelties and many B2B cases.
Sample
Reach is rarely the problem. Audience and channel matter: search for people with a concrete need, social media for broader audiences.
Sentiment
Early data shows a low risk of negative reactions. Communication at the reveal still matters.
Chapters
Jump to the right moment.
After the form, the timestamps jump straight to that point in the recording.
00:00 Welcome and agenda
03:07 Market research in transition
05:40 Opinion data and behavioural data
07:50 How a painted door test works
09:12 Andros case: which flavour goes on the shelf?
13:24 Criterion 1: data quality
14:28 Criterion 2: fields of use
17:05 Criterion 3: time and budget
17:58 Criterion 4: sample
20:04 Criterion 5: consumer sentiment
21:55 Conclusion
22:26 Questions from the audience
Read the case
The case behind it.
More webinars
From practice, recorded.
Next step
Place your own question.
In a conversation we clarify which decision is coming up and what a test for it looks like.