Hall test (CLT)

Surveys allow you to avoid making decisions under conditions of uncertainty. Having the results of the study, you are 99% likely to make the right decision.

Hall test is most often used when testing products, brands and advertising concepts. The Hall test is a somewhat unique research method that allows one to obtain information about the results of testing new products (cases when the target audience is invited to try and evaluate the product - organoleptic testing).

The minimum size of a representative sample for such projects per region is 100 questionnaires. By region we mean any territory for which separate analytics is required (this could be, for example, a city or country). In cases where it is necessary to separately consider and compare data from, for example, 2 countries, the minimum sample is 200 questionnaires. The minimum period for polling this quantity is 2 calendar days.

The cost of a hall test consists of the cost of collecting a selected number of questionnaires (payment is taken only for fully completed questionnaires) and the cost of analytics (usually no more than 10-15% of the cost of data collection)

The cost of conducting a Hall test starts from 5 000 £.

The Hall test is a mix of quantitative and qualitative research methods.

Therefore, the hall test has two main competing techniques: focus group and online survey. A focus group allows you to test products (organoleptic, i.e. evaluate the taste, smell, appearance of the product), but does not provide representative information (since one focus group involves 8-12 people, and a hall test - from 150 -200). An online survey, on the contrary, provides representative information (200-400 people are surveyed), but does not allow you to evaluate the taste and smell of the product, only its appearance (through photographs and videos).

Therefore, for studies whose purpose is to test the organoleptic properties of a new product, the only correct option is to conduct a hall test.

An online survey is quite suitable for testing rebranding options, advertising concepts, new videos and other visual “products” (it is cheaper than a hall test, the cost can be calculated using our online survey calculator.

BCGroup’s work on preparing and conducting a hall test is structured as follows:

1. A BCGroup specialist clarifies the list of tasks facing the customer that needs to be solved using a hall test;
2. A BCGroup specialist agrees with the customer on the final version of the questionnaire for the hall test, the need to install a shelf (virtual or real), as well as the sample size;
3. An NDA (confidentiality agreement) is signed between BCGroup and the company;
4. BCGroup carries out preparatory work from 2 working days, if necessary, pre-recruitment of respondents - from 5 working days;
5. BCGroup interviewers conduct a hall test in a short time (usually no more than 2-3 calendar days);
6. Next, the BCGroup employee transfers the data array to the customer’s representative in Excel or SPSS format;
7. After 5-7 days, a BCGroup employee sends an analytical report on the tasks set by the customer.