Top Central Location Testing Company

Central location testing (CLT) is one of the most powerful ways businesses learn about consumers’ thoughts, feelings, and desires. At SIS International Research, we’ve refined this methodology over the past 40 years, collaborating with clients such as IBM, Toyota, and Samsung to deliver game-changing data that informs decisions.

What is Central Location Testing – and Why Is It Important?

Central location testing invites participants to a controlled setting to test the product, view ads, or give feedback on other services. At SIS, we’ve perfected this approach, guiding clients such as PepsiCo, Samsung, and Toyota to better-informed choices that lead to success.

… But, why does CLT matter? It gives you an in-depth look at the target audience’s perception of your brand, product, or service and the insights that surveys or an online study cannot provide. Being a top central location testing market research company in New York, we focus on providing a comfortable, distraction-free setting for your participants to give you honest, meaningful feedback.

Why Do We Test in New York?

When I founded SIS International Research, I strongly felt New York City would be a key part of our story. New York has a demographic diversity, allowing every business here to reach a micro-subset of global markets. I have seen how this diversity has helped brands hone their products and strategies to reach a broad range of consumers.

We have an in-house facility available in the heart of the city for the participants, moderators, and clients. I can’t tell you how frequently clients say they are grateful to be able to do research so easily here. The city’s outstanding public transportation system brings participants to us, and the city’s energy inspires creativity and innovation in every project.

What Separates a Top Central Location Testing Company from the Rest?

I can assure you that when comparing a premier CLT provider to a run-of-the-mill provider, it all boils down to a few major factors… It isn’t solely about running the test; it’s the quality of the insights, the methods for recruiting a participant – and the knowledge of how to tailor the research to a client’s needs. 

Data Interpretation and Advanced Modeling

While many companies can collect data, the best stand out from the rest by interpreting it in a suitable manner. Some of the most important insights come from beneath the surface: At a top CLT company, researchers identify patterns, underlying trends, and then offer actionable insights that enable businesses to act accordingly. 

Tailored Research Design

A top central location testing company offers customized research methods to suit the specific business objectives of each client, as they understand how every client is different. From testing a new product concept to collecting feedback on a marketing campaign or measuring customer preferences, a high-quality CLT company customizes the study design to guarantee the research performed will yield the most relevant and useful data. 

All-Encompassing Recruitment and Demographic Information

A top central location testing company finds the appropriate consumer groups to identify and ensure a representative sample of the general market demographics you want to test. This provides companies with accurate feedback from various cultural, socio-economic, and age groups, making the data more reflective of the market.

Focus on the Consumer Journey

A top central location testing company knows consumer buying behavior is shaped by more than one thing, it’s a combination of emotional ties and practical demands. Only the leading agencies drill down deeper into the “why” behind consumer decision-making, exploring how each touchpoint — from advertising to product packaging — relate to the overall experience. 

Strategic Recommendations That Drive Actionable Results

At the end of the day, a top central location testing company does more than serve up data — they serve up results. It offers clients intelligence and strategic advice — a concrete way to move forward. It’s about figuring out what information will help adjust a marketing campaign, refine a product, or enter an additional market. 

FAQs on Central Location Testing in New York

What Is Central Location Testing?

Centrally located testing is a form of market research in which selected individuals evaluate products, services, or ideas under controlled conditions at a predetermined location. It’s applied to measure consumer reactions to new products, marketing, or branding concepts, before entering them into the marketplace.

What is the importance of Central Location Testing in New York?

Businesses lean on Central Location Testing to predict consumer behavior across diverse socio-economic, cultural, and demographic groups to get a full picture of consumer preferences across all market segments. 

What is Central Location Testing or how is it different from other kinds of market research?

Central Location Testing offers researchers a chance to test products or concepts under real-world conditions, which can yield more accurate insights into how consumers will respond in a live environment. 

What types of products or services is CLT used to test?

It can be used to test an array of different products and services, including consumer goods, new types of food or beverage products, advertising campaigns, packaging designs, digital applications (including websites), and retail concepts. It helps businesses test product concepts before they build large-scale production lines so that they launch offerings that will meet consumer expectations.

What are the primary benefits of using CLT in New York?

Using Central Location Testing in New York has several advantages: the first is that businesses receive access to the city’s unique consumer population, allowing for more comprehensive and representative data. Due to the high foot traffic in commercial areas, it is easy to find study participants quickly. In addition, businesses obtain data on consumer behavior and preferences in a real-world, urban setting, which is vital for products made for large markets in cosmopolitan cities.

How are participants chosen for CLT in New York?

Participants are usually chosen based on demographic and psychographic characteristics matching the target audience for the product or service. They may be reached in busy commercial areas, online panels, or databases where research companies can find eligible respondents quickly.

What Makes SIS International Research the Top Central Location Testing Company in New York?

As a top central location testing company in New York, we own our spaces, which allows us to keep costs down but also lets us manage each part of the research process. An example I can think of is a project we worked on with a global consumer goods company that had a team attending with them. They were delighted with how seamless everything was because we didn’t need to use external facilities or coordinators.

A Vast Talent Pool

I have always thought that great research begins with great people. We have industry experts with years of experience and domain knowledge in market research. 

Expertise and Track Record

We have worked with some of the world’s most respected brands, including IBM, Nestlé, and Samsung. They all ask for information at multiple touch points. The years of experience we bring to each project give you confidence that our experts understand your industry.

Cutting-Edge Facilities

Our New York facility is outfitted with cutting-edge tools and technology, including eye-tracking systems and real-time data analytics.

Recruitment of Participants

New York’s mixed-demographic mix is a gold mine for market research; however, not all marketers know how to realize its potential. Our efficient recruitment process at SIS ensures a representative sample that is closely aligned with your target audience.

Customization and Flexibility

Your research needs are one-of-a-kind, and your testing partner should be able to pivot accordingly. Whatever your testing goal — a new product, ad campaign, or concept — SIS has customized solutions in place to support your objectives.

Transparency and communication 

At SIS, we believe that every client relationship should be a partnership. We work together with clients, from project planning to final delivery, so they can be confident in the results.

Our Facility Location in New York

11 E 22nd Street, Floor 2, New York, NY 10010  T: +1(212) 505-6805

About SIS International

SIS International offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports, and insights for decision-making. We also conduct interviews, surveys, focus groups, and other Market Research methods and approaches. Contact us for your next Market Research project.