The Benefits of Using Communities and Panels for Product Testing

Filed Under: Communities & Panels, Product Testing


Brendan Sanok

Senior Analyst, Communities & Panels

While the pandemic shows signs of subsiding and in person research starts to return, online research still remains a promising method of conducting product testing. Consumer feedback on product prototypes is an area that many clients would like to address, with C+R offering a number of tailored approaches to address any and all needs. While ad hoc online qualitative projects offer depth and critical feedback, product testing within communities can also provide a unique set of benefits. 

Key Benefits of Product Testing In Communities 

  • Iterative Product Testing

    • One of the highlights of product testing within communities is the ability to conduct iterative product tests. The communities can send prototypes of products to member households, gaining valuable feedback through journaling exercises and video uploads on qualitative-focused products. 
    • Due to the relative ease of recontacting members in the community, these platforms offer the ability to test subsequent versions of the products as well. This allows consumers to compare and contrast between different versions of a prototype, gaining valuable feedback for revisions and improvements. 
  • Flexible Scale of Research 

    • The communities set up by C+R have the ability to host both smaller, tight-knit groups, and larger, more diverse membership. With this range of scope, clients have the ability to tap into a wide pool of members from different areas of the population. 
    • As a result, product testing within communities can offer a flexible range of participants, from smaller sample sizes of 10-20 members (for a qualitative assessment), to larger scale projects to gain a deeper breath of feedback, providing quantitative results. 
  • Agile Results from a Diverse Resource

    • Similar to the range in size, communities can offer agile product testing research within unique and diverse portions of the population. 
    • The communities themselves can be centered around dietary needs and/or restrictions like vegans/vegetarians or set up to reach specific areas of the population like retired individuals, Gen Z consumers, etc.  As such, product testing within these more niche communities can result in feedback that would have otherwise been difficult to attain.  

Communities and Communi-Panels offer a unique resource for clients when considering product testing, whether through reaching small niche groups or broad swaths of the population. Along with the ability to conduct iterative research when product testing, our clients agree that communities serve as a great resource to refine and optimize these products to best meet consumer needs. 

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