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- Controlled Location Test (CLT) is a research method conducted in a controlled environment, often a central facility, to evaluate products, concepts, or prototypes under standardized conditions while maintaining control over various environmental factors.
- Controlled Location Test methodology provides a structured and controlled approach to evaluating consumer reactions and preferences in a controlled setting, offering valuable insights to inform product development, marketing strategies, and business decisions.
Objectives
- To assess consumer reactions, preferences, and perceptions of products or concepts in a controlled setting.
- To gather quantitative data on product performance, usability, satisfaction, and purchase intent while minimizing external influences.
Advantages
- Control: Minimizes external factors that could influence participant responses, allowing for more accurate and reliable evaluations.
- Standardization: Ensures consistency in testing procedures and stimuli presentation, facilitating comparison across evaluations and enhancing the validity of findings.
- Quantitative Data: Provides numerical data that can be statistically analyzed to draw meaningful insights and make data-driven decisions.
- Efficiency: Enables simultaneous testing of multiple stimuli and efficient data collection from a large number of participants in a centralized location.
