What are hall tests?
Hall tests are a useful quantitative market research methodology adopted by Vision One Research when we are looking to test reactions to concepts and products in controlled and neutral environments. They involve hiring a venue in a central and easily accessible location.
One of the key benefits of hall test market research methodologies is the ability to present respondents with stimuli – such as advertising, food or drink, or products like shoes for instance. They are also often used for new product testing (such as tasting food and drink varieties), or for giving feedback on design concepts – such as branding, packaging, marketing communications or other product literature. Respondents can then respond to these stimuli live, with the item in front of them, allowing much more opportunity to engage with the product and explain to the researcher the positive and negative aspects of it in detail.
For instance, if we take the example of a television advertisement using Vision One’s AdProbe, during a hall test a respondent would be shown the test video (often shown in a advertising reel) and asked questions in order to understand their reactions to it. Eye-tracking and Face Expression analysis can also be incorporated to assess the emotional impact of the advertising.
Respondents are recruited prior to the hall test, usually in street, before being brought into the venue to undertake the test and complete an interview. This method is very cost effective and can generate numerous respondents per day (e.g. up to 50+ per day) depending upon location, target audience and the length and complexity of the subject area.
Vision One Research have vast experience in completing hall test market research for a wide-range of clients. Test venues are booked within town and city centre locations – recruiters invite passers-by, via a short screening interview, to participate in a hall test (assuming they meet the target profile).
Hall tests can also include a qualitative element. For example, participants who vehemently like or dislike a particular product or concept can be questioned further to understand why.
For any questions about hall tests and other research methods, please don’t hesitate to get in touch or give us a call on 0203 693 3150.