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7 Examples of a Test Market

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A test market is a small target market that is used to release a product or service on a limited basis as a business experiment. A business may use multiple test markets to try a large number of product variations in order to find things that are likely to scale. Alternatively, a test market can be used to tune packaging, promotional messages and pricing in preparation for a larger product launch. The following are common types of test market.


A particular city or retail location.


Releasing a product at an event such as a conference or concert in order to conduct market research.


Releasing the product through a particular channel such as your website.

Customer Needs

Customers with particular needs such as lead users.


Releasing the product to your most loyal customers.


Influencers such as industry insiders and media representatives.


Releasing the product to an identifiable subculture. For example, a brand of helmets that identifies whitewater rafting enthusiasts as a test market.
Overview: Test Market
A small target market that is used to release a product or service on a limited basis as a business experiment
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