Branded vs Unbranded Product Testing

Introduction: why this matters?

Understanding how your product performs is only part of the picture. To make informed decisions on pricing, product development, marketing, and brand positioning, you also need to know how your brand influences perception. Using both branded and unbranded testing provides a more complete view, revealing the true value your brand adds and whether your product stands on its own merits. 

Branded product testing

Advantages

• Simulates real-world purchase context
• Measures brand impact on consumer perception and loyalty
• Identifies the brand's contribution to overall appeal

Disadvantages

• Introduces bias – consumers may judge the brand rather than the product
• Premium brands may face inflated expectations, skewing scores

Unbranded product testing

Advantages

• Encourages objective assessment of product features
• Ideal for benchmarking across competitors without brand bias
• Highlights intrinsic product quality

Disadvantages

• Lacks real-world context where brand plays a key role
• Doesn't capture brand equity or consumer loyalty

Best practice: use both together

Combining branded and unbranded testing allows you to: 

✅ Quantify the brand's value and influence (halo effect) 

✅ Understand whether choice is driven by product features or brand loyalty 

✅ Get a clearer picture of pricing sensitivity 

✅ Evaluate product performance in isolation and in context 

Real-world example

In a recent hair removal cream study, we tested both branded and unbranded versions of the same product monadically in a HUT (home use test). The branded variant significantly outperformed the unbranded one on efficacy, feel, and visual appeal – despite being identical. This clearly demonstrated a strong halo effect. 

Because testing was monadic, results were unaffected by comparison bias, giving the client confidence in both their formula and brand power, crucial for marketing and innovation strategies. 

Summary: the complete picture

Using both branded and unbranded testing unlocks richer insight: 

• Is your product driving preference, or is it the brand?
• What's your brand really worth to consumers?
• Where does your product stand in an unbiased competitive landscape?

Together, these methods ensure you're making decisions based on truth, not perception alone maximizing the return on both your product and brand investments. 

Let's work together to separate your brand's perception from performance.
Contact us to explore how we can design a custom research study that reveals both how your product performs, and how your brand enhances it.  

Contact Ellie Bacon at [email protected] to discuss further.