A special method of marketing research, in fact is a kind of personal interviews or questionnaires. During the test, respondents are first presented with the test object, and then asked to either fill out a questionnaire consisting of standardized questions or answer the questions asked by the interviewer

Most often, the hall test is conducted near crowded places (for example, city markets or crowded streets), where equipped rooms for research (“hall”) or in the office of the company engaged in conducting hall tests are installed.

The advantage of the method is the ability to present and evaluate not only visual information, but also auditory, olfactory, tactile, taste ones and their combinations. 

Hall-test are intended to solve the following tasks: 

• study of consumers’ attitude to goods, trademarks, producers;
• search for unoccupied niches and new product development;
• testing of advertising materials;
• assessment of compliance of the existing product with market requirements;
• optimization of advertising campaign by determining the optimal advertising material;
• identifying the impact of advertising materials on different categories of consumers

Method opportunities: 

Hall-tests are used when for technical reasons (the need to demonstrate audio and video materials to respondents) a full-scale personal survey at the place of residence or by phone is not possible, and focus groups, although they allow the demonstration of a variety of materials, do not allow to obtain statistically reliable data. As a rule, hall-tests are used for preliminary testing of advertising materials, as well as any consumer properties of goods.