CLT (central location test) interviews

I CLT sono Test che vengono condotti in uno spazio (la Central Location) specificamente progettato ed attrezzato per l’indagine in oggetto.

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How does the CLT (central location test) interview service work

CLT is a Product Test technique in which respondents are asked to test one or more samples/products in a specifically designed and equipped space, the central location. The respondents are pre-selected and must go to the central location at pre-determined days and times.

At the central location, a specially trained and properly organised team of people will ensure the standardisation of the test methods (i.e. distribution of the same amount of product, spending of the same amount of time, etc.), the correct handling of the products (i.e. in the case of prototypes or fresh products), the agreed sequence or rotation of the different samples being tested.

Professional interviewers will be able to interview the sample, completing a paper or tablet questionnaire, taking note of the respondent’s facial expressions and non-verbal language where required or appropriate. They will also ensure the correct interpretation of the questions and the correct order of administration. As an alternative, the respondents themselves may be asked to complete the survey questionnaire independently.

Everything you need to know about CLT interviews

CLTs are suitable for companies that need to improve and further develop a product or marketing concept. Particularly, they are suited to those products that need to be evaluated through taste, smell and touch. CLTs are in fact ideal for R&D that need to design new types of food, drinks or fragrances (specifically Sniff Tests).

CLTs are also suitable if the test requires each respondent to use a specific piece of equipment. An example of this is Eye-Tracking, i.e. tests that involve the use of an instrument to monitor eye movement. This type of survey allows to understand and analyse what catches the respondent’s attention and what the exploratory eye movements are when focusing on, for example, a display (i.e. an organised arrangement of goods – such as supermarket shelves) or a communication (i.e. advertising signage or product label).

CLT are rather cost-effective as they allow a large sample to be interviewed in a limited time frame.

Within our locations (throughout Italy) we have the possibility of setting up central location tests, where spaces will be specifically managed and organised according to the product, shelf or communication under investigation. Through this research methodology, we guarantee that what is being tested is only managed by experienced people, who are familiar with the product (especially if new or technological) in all its features and modes of operation; they also ensure that for each respondent the survey conditions are standardised (according to agreed sequences and comparisons). We also take care of the pre-recruitment, according to the requirements, of the sample to be interviewed who, once selected, will go to the location to be involved in the survey. We define the research questionnaire, which may be self-completion or submitted to the respondent by our qualified interviewers, equipped – if required – with tablets.

CLTs require careful and well-planned organisation but are a cost-effective way to improve product development and marketing concepts. CLTs are particularly suitable for food, drinks, fragrances, i.e. anything involving sensory exploration, which would otherwise be difficult to manage and monitor.

CLTs are also suitable when you have one or a few samples (ranging from electrical appliance to cars) and you want to collect feedback from a large number of respondents in a short time.

CLT are also appropriate if the survey requires specific equipment to be used by each respondent. An example is the Eye-Tracker, i.e. a device that, through the detection of data on visual processes (even unconscious ones), allows for the analysis of visual attention in order to identify the elements that attract the consumer to a packaging or a display arrangement of products or merchandise.

Finally, the Central Location may be structured and set up to simulate an environment to be tested, such as the spaces or aisles of a supermarket or point of sale, to assess how respondents move, what they are impressed by and what they dwell on most.

We have Central Locations located in all the main Italian cities. We have teams of professionals covering the whole country and collaborate with Partners allowing us to reach also foreign cities and centres.