Hall tests are a quantitative research approach that involves testing reactions to products, services, ideas or concepts in a controlled environment. The biggest advantage of a hall test is the ability to present respondents with stimuli, whether that’s food or drink, an advert, or even something like a pair of shoes. This set-up allows participants to engage with and discuss the product in depth.
Hall tests allow us to test a wide range of individuals through recruiting on the street near the venue. This makes it very cost-effective, as well as efficient when it comes to gathering a large amount of quantitative data quickly.
Effectively, hall tests allow us to quickly and inexpensively gather quantitative data on specific products, services or concepts. For client brands looking to trial new products, concepts, advertisements, etc. hall tests can be a quick way to gain real insight on how the target market reacts to the stimuli.
We can follow up hall tests with qualitative research such as in-depth interviews in order to further understand the respondent’s thoughts and ideas. The ideal hall test depends on selecting the right venue close to the street, as well as the right facilitators to conduct the research. We plan the questions and responses strategically while making extensive notes in order to get the most out of the session as possible.
We can also record and video hall tests, so the client can watch through and get a direct understanding of how participants responded.
When Should Hall Tests Be Used?