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Controlled Instore Test
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| Controlled instore tests are the ideal basis with which to assess the impact of sales of marketing mix, category and POS decisions because they are very close to real life and resemble everyday practices. They check the impact of new products and marketing initiatives directly at POS before being implemented nationwide.
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| The tests are based on sales figures from scanner data and customer card data (optional). In addition, observations and interviews may be carried out.
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The fact that the tests are virtually authentic is not only a major benefit, it can also pose
a danger. Numerous disturbance factors overlapped the test sales measured, as they are
subject to strong and random fluctuations.
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| Disturbance factors cannot be eliminated, but they can be controlled:
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| Measures prior to the test:
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Disturbance factors are maintained at a controllable level as the test is set up carefully
(using appropriate control markets, anchor products, pre-phases and follow-up phases).
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By determining the size of the test cells we ensure that any random fluctuations remain controllable from the beginning.
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| Measures during the test |
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On-site check of the test conditions (optional)
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| Follow-up measures
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By taking the disturbance factors into account the results of the analysis are precise and reliable.
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We have an automated recognition of promotions and can exclude them from the analysis.
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Other disturbance factors can be recognised and filtered out by examining the data.
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| A significance test safeguards the results from the effects of random effects.
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