Central Location Test (CLT)
What is a central location test (CLT)?
A CLT (central location test) is a quantitative research method.
Because the survey is conducted at a specified venue, participants can register feedback when they have tasted or touched the actual products. It allows for the evaluation of product appeal that would be difficult to measure via an online research screen. CLTs are ideal for cases where information needs to be kept confidential from the outside world; for example, under the situation that before the release of a product.
Key points for central location tests (CLT)
When it is difficult for participants to give feedback on products in isolation, a CLT enables them to compare and contrast with other products and evaluate them in a relative context. For example, you may want a response based on a product comparison with a competitor or feedback that compares a product due to be updated or relaunched with an existing product.
Another significant advantage of a CLT is that the survey is completed at the venue, so relevant results can be collated quickly. The risk of information leakage is lower than that with internet surveys. If you are conducting a survey on a product that is not yet on the market or is in the development stage, you can obtain feedback and responses while ensuring confidentiality.
One more unique feature of CLTs is that the test is conducted in a controlled environment, so products being surveyed or compared are all tested under uniform conditions. This makes CLTs ideal for tasting and sampling surveys, where the taste and condition of food can vary greatly depending on temperature and serving methods. Food samples can be served at the same temperature or in identical formats to eliminate bias.
CLTs are effective for having people actually try and compare products or in situations where participants would typically only see the advertising campaign prior to launch. This method allows the client to obtain unbiased and accurate feedback in a controlled, confidential environment with no leakage of product details prior to launch.
Features of Cross Marketing central location tests (CLT)
Access to a range of venues and facilities depending on requirements.
We have dedicated facilities with observation rooms and one-way mirrors in Hatsudai and Ningyocho (both located in Tokyo). These are our in-house venues, so we can offer a flexible range of services based on the content and schedule of an interview. We also have a wide range of venues overseas.
One-stop solution for various offline surveys
We have an established track record and reputation in meeting all demands, including stringent process controls, the ability to set up testing facilities according to specified requirements, and access to large-scale venues. One of our strengths as a comprehensive provider of research services is conducting integrated research and analysis that combines multiple research methods.
Using various recruitment methods to select the most suitable targets
We recruit survey respondents to match your criteria from the largest active survey panel in Japan. We remove the burden from our clients by making venue arrangements and organizing and assembling the participants.
Established track record
We conduct 1,300 group interviews and more than 360 central locations tests (CLTs) annually, and the number of online and offline surveys we manage is steadily increasing each year.
Simulation research (Web Shelf)
This enables an imaginary product shelf (web shelf) to be created on the questionnaire screen. We can conduct a survey tailored to your requirements, regardless of your product's type or nature. Specific product shelves, such as vending machines or ice cream freezers, can be reproduced on the web, enabling visual aggregation and assessment of product packaging with evaluation surveys or questionnaires. This is a convenient way of updating product shelving, pricing, and POP installations.
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Confectionery
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Vending machines
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Drug stores
Examples of central location tests (CLT)
We can simulate purchasing behavior by having participants try/taste/sample products from product shelves. We can collect prompt and direct feedback on specifications (capabilities), taste, packaging, names, and concepts.
- Food: Tasting survey
- Stationery: Consumer design receptiveness survey
- Consumer electronics: Trialing new products
and many more uses.
Standard schedule and deliverables
Standard schedule
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STEP.01
- Preliminary meeting/planning and design (5 days+)
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STEP.02
- Recruitment (8 days+)
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STEP.03
- Fieldwork (3 days+)
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STEP.04
- Delivery of raw data (2 days+)
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STEP.05
- Delivery of report (5 days+)
Deliverables
- Basic:
- Raw data/simple summary sheet (GT table)
- Optional:
- Cross tabulation, report, presentation
Related Contents
Q&A / FAQS on survey
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Can you provide a venue?
We can provide dedicated interview rooms fully equipped with a one-way mirror and recording equipment. Because these facilities are located on company premises, we can provide these at a lower price than external facilities.
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How do you assemble the participants for a CLT?
We recruit participants either online, through referrals (snowball sampling), or customer intercepts. We will propose the method that best suits your research objectives and conditions on a case-by-case basis.
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Can I trust you to handle personal information properly?
We are accredited under the PrivacyMark system and have comprehensive measures in place to protect personal information.
Q&A /FAQs on central Location Test (CLT)
-
Can you provide a venue?
We can provide dedicated interview rooms fully equipped with a one-way mirror and recording equipment. Because these facilities are located on company premises, we can provide these at a lower price than external facilities.
-
How do you assemble the participants for a CLT?
We recruit participants either online, through referrals (snowball sampling), or customer intercepts. We will propose the method that best suits your research objectives and conditions on a case-by-case basis.
-
Can I trust you to handle personal information properly?
We are accredited under the PrivacyMark system and have comprehensive measures in place to protect personal information.