THE BACKGROUND
In product development, small inconsistencies in taste testing can create bias. So, controlled conditions matter as much as the recipe itself.
THE BRIEF
Our client wanted to understand recipe preference based on flavour and eating experience appeal across seven soups, each with different ingredient quantities and types. The aim was to identify the most appealing recipe, benchmarked against the market leader.
THE APPROACH
We designed and delivered a tightly controlled hall test programme to treat taste testing as a science. Throughout, we prioritised consistency, accuracy, and a like-for-like experience across locations, sessions, and participants.
FIELDWORK DELIVERABLES
Method: Hall tests
Locations: North and South city locations
Timing: 4 days
Sample size: 200+ participants
Throughput: Up to 10 participants per time slot
Session length: 45 minutes
Testing controls
Served at the same temperature
Consistent vessels and cutlery
Palette cleanser between soups, and for the same time period
Each group started testing at the same time
Clean down between sessions
Data capture
Self-completion CAPI survey on a tablet
One mini survey for each product, conducted in conjunction with taste testing
Sample criteria
No allergies
Regular purchasers and eaters of soup
In charge of household food shopping
50/50 gender split
Mix of life stage, income brackets, ethnicities aligned with national representation
Aged 18-65+ aligned with national representation
END-TO-END MANAGEMENT
We owned the full delivery across both locations, including recruitment, participant communication, consent, on-site briefing, and quality control.
Key operational steps included:
National representation: Client quotas were broad, so we worked the sample to reflect national representation across gender, age, life stage, ethnicity, and income. We overlaid product-specific quotas (spend, usage, consumption occasion) to build the final target sample.
In-house recruit: 100 percent of recruitment came from BEAM’s in-house panel. All screening, including overage, was completed internally to keep recruitment quality consistent.
Singular voice: All participant communications, pre, during, and post event, came directly from BEAM to keep messaging consistent.
Consent: A pre-consent link was shared ahead of attendance to capture GDPR requirements and written confirmation of no allergies or intolerances.
Consistency: We handled product storage, cooking equipment, and sampling kit purchases. Two staff members completed food hygiene courses to comply with requirements.
Briefing: We took full ownership of internal and external briefing in both locations to keep the participant experience identical.
Accuracy: Tight timing control protected food quality and reduced bias. Each sample was measured at exactly 60ml and served at 70 degrees.
Palette cleansing: Water and a consistent cracker were provided between each sample.
Randomisation: Each participant received a randomised rotation of product samples to reduce order effects and prevent cross contamination.
SUCCESSFUL OUTCOMES
Controlled, consistent taste testing across two city locations and four fieldwork days.
Robust comparative read across seven recipes, benchmarked against the market leader.
Delivery that supported detailed insight on recipe changes versus the leading product (as provided).
“BEAM had thought of everything. We were particularly impressed with the lengths they went to achieve consistent and highest quality testing.”
BEAM IN ACTION
This project worked because we treated every variable we could control as a quality lever. Consistent temperature, portion size, timing, cleansing, and comms reduced unintentional bias. In practice, that meant better data, clearer differences between recipes, and a smoother experience for participants and the client team on site.
THE RESULT
A rigorous, well-controlled hall test programme that delivered valuable and detailed insight for the brand and enabled meaningful comparison to the market leader (as provided).
THE LEARNING
Taste testing at scale stays reliable when operational detail is designed in upfront. With clear controls, tight timing, and consistent participant handling, complex product tests remain calm, repeatable, and insight-rich.
If you are planning taste testing or product benchmarking and need controlled, high-throughput fieldwork, we can help you design and deliver a consistent testing experience
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