Virtually every week of the year our specially trained, independent monitors are picking up new product introductions as they appear on shelf. Up to 2,500 new products pass over our desks drawn from food and drink channel.
All new products are forwarded to our head office for listing and screening, where we select a range of the most innovative for consumer testing. Around 500 new products per annum are chosen to be tested through Fast Foodfax.
As most of the products tested are intended for in-home consumption or preparation, we use our unique in-home research technique, The Cambridge Home Test. This has been designed to be used by our network of interviewers for optimum results.
As the presence of children influences attitudes and buying behaviour, we test products across a wide range of ages. Dedicated Junior Panels are convened for child-oriented products, and we ensure regional coverage by testing across the UK.
We use a wide ranging questionnaire to conduct product assessments, covering measures such as noticeability in store, pre-trial interest, ratings on tasting, and post-trial interest. A short post-group discussion provides additional qualitative feedback.
We offer specific testing for hot beverages, soft drinks and fresh foods. Core measures are adapted to cover refreshment, aftertaste and ease of drinking and measures known to drive choice in the fresh sector – touch & feel, freshness and colour.
Our database of more than 20,000 evaluations is segmented across more than 12o market categories. Total product scores and norm scores by key characteristics are used to benchmark and interpret the ratings achieved on each new Fast Foodfax product. This provides both a market context and an idea of how the new entrant should perform against competitors. Norms can be selected by category or across categories for confidential product screening, and include claimed frequency of purchase to understand fit in repertoire and likely levels of product pick-up compared with competitors. We also evaluate levels of consumer category engagement.
The Fast Foodfax normative data provides a valuable benchmark for understanding and evaluating the performance of products we test for clients. No other agency can tap into such a rich seam of market intelligence across every product sector.