Overstepping a product's credibility is particularly important in an area where a brand is not well established. Other Tests It is important to test your answers to these D.U.M.B. questions against the hard rocks of local reality, but qualitative and quantitative testing are also necessary for getting the lay of the land in a new market. These tests provide valuable insights into consumer's tastes, desires, and propensity to buy. Qualitative testing includes focus groups such as those conducted by SnackWell in Spain. The focus group had a tough time figuring out why someone would want them to buy, much less eat, garbage.
Quantitative testing accomplishes different goals.
These tests are conducted on a much larger, statistically valid scale, and are more expensive and more difficult to carry out. US companies often use shopping malls or the mail to reach large numbers of consumers. This can, however, be logistically difficult in an area where shopping malls are not social centers. If the test is conducted by mail, be leery of countries with inefficient mail delivery or a high illiteracy rate. The focus group had a tough time figuring out why someone would want them to buy, much less eat, garbage.