What is product testing in market research | Complete guide

What is product testing in market research and why it matters

Every successful consumer product, whether it is a new snack, drink, skincare item or household essential, starts long before it reaches a store shelf. Before a brand commits to packaging, production or distribution, it needs to understand a simple but essential question: What do real consumers think of this product? Product testing is the part of market research that answers this question. It turns assumptions into evidence, helping companies make informed decisions based on real-world feedback rather than internal opinions or guesswork.

For consumers, this process often happens behind the scenes. But increasingly, everyday people have the opportunity to shape the products that end up in stores. Platforms like Highlight empower consumers to try products before they launch, share honest opinions and directly influence brand decisions.

Below, we break down what product testing is, why CPG brands rely on it, and how you can participate yourself.

What Is Product Testing in Market Research?

Product testing is a structured research process that allows brands to gather feedback on new product ideas, prototypes or fully developed items. It helps companies understand whether a product resonates with consumers, how it performs in real-life conditions and what improvements are needed before launch.

Brands use product testing to answer questions such as:

• Does the product meet expectations?

• Would consumers actually buy it?

• How does it compare to existing alternatives?

• What should be improved before full-scale production?

Different types of tests help brands learn different things. Early in development, concept testing helps teams understand which ideas are worth pursuing. Later on, prototype testing assesses sensory attributes like taste, scent, texture or feel, or functional performance for non-food products. Packaging tests evaluate clarity, usability and shelf appeal. Pre-launch validation tests purchase intent, messaging effectiveness and competitive preference.

By combining quantitative data such as scores and ratings with qualitative feedback such as opinions, videos or emotional reactions, brands gain a full picture of how consumers respond. This helps companies understand not only what consumers think but also why they think it, which makes the insights far more actionable.

Why CPG Brands Choose to Include Product Testing in Development

For consumer packaged goods companies, product development requires significant investment. Each new launch carries financial, operational and reputational risk, which is why product testing has become an essential part of the process.

Brands rely on product testing for several important reasons:

• Risk reduction: Testing identifies issues early such as formulation challenges, unclear messaging or packaging problems before they become expensive to fix.

• Unbiased consumer perspectives: Internal teams can become too close to their ideas. Fresh feedback from real consumers highlights blind spots and unmet needs.

• Validation of product and market fit: Testing confirms whether a product solves a real problem, stands out on the shelf and delivers benefits that matter to consumers.

• Stronger marketing and claims: Insights reveal what resonates, what confuses and what language feels authentic, guiding packaging, advertising and retailer presentations.

• Retailer confidence: Buyers want data that proves demand. Testing results strengthen pitches for shelf space and distribution.

• Smarter and faster iteration: Brands can refine formulas, flavours, textures, packaging and messaging throughout development rather than reacting after launch.

By building testing into multiple stages of development, brands move forward with greater confidence and create products that are better aligned with consumer expectations.

How You Can Have Your Say Through Highlight

While product testing has always been a key step for brands, the way consumers participate has changed significantly. Traditional methods often relied on outdated research panels or in-person tests. Highlight modernises this process and makes it easy, convenient and meaningful for consumers to take part.

As a member of Highlight's tester community, known as Highlighters, you can help shape the future of products across food, beverage, beauty, pet care, supplements, home goods and more.

Here is how participation works:

1. Become a Highlighter

Signing up is simple. Your profile helps brands understand which types of studies are the best match for you.

2. Get matched to product testing opportunities

When a brand needs feedback from someone with your interests or lifestyle, Highlight invites you to take part. You do not have to search for opportunities because they come directly to you.

3. Try products at home

Most studies involve receiving a product to test in your own environment. You might taste a new snack, try a skincare product as part of your routine or use a household item with your family or pets.

4. Give honest feedback

Your experience matters. Brands genuinely want to know what worked, what did not and how the product made you feel. Surveys, videos and short written responses help them understand your perspective.

5. Influence real product decisions

Your feedback directly shapes formulas, packaging, messaging and pricing. Many Highlighters enjoy knowing their opinions helped create products that eventually launch in stores nationwide.

People love being part of the Highlighters community because they get early access to new products, enjoy giving feedback and feel good knowing their insights help companies develop products that better serve real consumers. Highlight values honesty, transparency and high-quality participation, which makes the testing experience rewarding for everyone involved.

Final thoughts

Product testing is one of the most important steps in CPG innovation. It allows brands to identify problems early, strengthen their positioning and create products that genuinely meet consumer needs. It also gives consumers a powerful voice in shaping the products they use every day.

Highlight brings both sides together by offering a modern and trusted platform where brands can learn quickly and consumers can share meaningful feedback. If you are curious about testing new products or want to influence what appears on store shelves, joining the Highlight community is an enjoyable and impactful way to share your perspective.

Sign up to be a product tester today!