blind testing
Definition:
Consumer evaluations of intrinsic product qualities undertaken in controlled test conditions with all brand identification features, such as packaging style, labels, prices and so on removed. A range of brands from a product field is presented in this homogeneous way, for purposes of comparison and recognition of known brands.
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Jennifer L. Drayton], [1998].