Nikkei Research asks respondents to use a product manufactured by a company for a certain period of time as part of the everyday lives and collects their evaluation. For example, in addition to evaluating a new product, it is also possible to have respondents use both a company’s existing product and its competitor’s product and evaluate which product is superior. As respondents use a product in their actual life setting, the results obtained are closer to the actual situations and the remarks are more honest.
For example, Nikkei Research requests a homemaker, who is a member of Nikkei Research Panel, to take a survey. Nikkei Research asks him or her to fill out the questionnaire and also explains how to use the product. The respondent uses the product for a certain period of time and provides an evaluation of the product. In addition, the questionnaire includes questions, such as how the kitchen equipment is normally used, and Nikkei Research analyzes those questions together with the evaluation result.
For new product tests, Nikkei Research makes an effort to prevent new product information from being divulged through the following measures: (1) issuing a memorandum related to the obligation of confidentiality with respondents and (2) collecting test products when the test is completed.
