The Hidden Influence of First Product Read

For brands and researchers relying on accurate, unbiased consumer insights, understanding the effect of a first product read in sequential monadic testing is crucial. If not properly accounted for, the order in which products are presented can shape preferences and distort results, leading to misleading conclusions about product performance. If you don’t get it right the first time, you risk making the wrong decision, leading to unnecessary expenses, wasted time, and potential damage to your brand’s reputation.

In product testing, every detail of study design matters – from question wording to sample selection. One often-overlooked factor is the first product read effect in sequential monadic testing – a cognitive bias that can influence how consumers evaluate subsequent products in a test.

In this article, we’ll explore why the first product read matters, how it can impact your test outcomes, what strategies can help mitigate its effects, and we’ll demonstrate specific examples of R&D insight. Whether you’re optimising a new formulation, testing packaging designs, or refining a marketing claim, recognising this bias will empower you to make more confident, data-driven decisions.

Examining the score of the first product in rotation in sequential monadic testing is essential because it helps establish a baseline for comparison throughout the rest of the evaluation process. When participants are presented with multiple products in a specific order, the score they give to the first product is particularly crucial for several reasons:

1: Initial bias or fresh perspective

The first product can have a fresh, untainted impression. It provides insight into how participants evaluate a product when they have not yet formed opinions or experienced comparison effects from other products.

This could lead to:

• Inflated scores due to initial enthusiasm or a “halo effect”
• Deflated scores if respondents are unfamiliar with the test format and more critical at the start

Understanding this bias helps determine whether the first product is setting an unfair benchmark for subsequent evaluations.

2: Assessing order effects

The first product can influence how subsequent products are perceived. By looking at the scores for the first product, we can understand the natural starting point of participant expectations and attitudes. It helps in identifying whether the order of presentation has any impact on the evaluation process.

This is critical to know because:

• Later products might be rated relative to the first one rather than independently
• Fatigue effects could cause lower scores for later products

3: Ensuring data integrity and comparability

If the first product read skews results, it can compromise the accuracy of comparative insights. By analysing its score, researchers can:

• Determine whether statistical adjustments are needed
• Decide if a between-subjects design might be more appropriate
• Improve the reliability of conclusions drawn from the study

4: Best practices for future testing

If a consistent pattern emerges where first products score differently, we can adapt test designs by:

• Having a balanced rotation plan to ensure each product appears in each position in the plan an equal number of times
• Using control groups to compare first-read vs. later-read results
• Refining instructions to ensure consistent evaluation criteria
• For food/ drinks testing always ensuring there are palate cleansers between products where they are tasted 

Here are some specific examples from FMCG R&D insights, where examining the first product’s score in sequential monadic testing is critical:

1: Snack product texture optimisation

Scenario: An R&D team is testing different crisp textures – extra crunchy, standard, and lighter-baked – to determine consumer preference.

Potential first-read effect: If consumers try the extra crunchy version first, they may perceive subsequent versions as less satisfying, making them seem inferior. Conversely, if a lighter-baked version comes first, later products may seem overly dense or oily in contrast.

Impact: The test may unfairly favour the first-read texture, leading to incorrect formulation choices.

Solution: Examining first-product scores can reveal whether texture perception shifts based on order, prompting adjustments to the testing methodology.

2: Personal care fragrance testing

Scenario: A beauty brand is testing three new scents for a shampoo line – floral, citrus, and herbal.

Potential first-read effect: The first scent smelled may dominate the olfactory experience, making subsequent scents seem weaker or less distinct. If a strong citrus fragrance is tested first, a lighter floral scent tested afterward may seem underwhelming in comparison.

Impact: The company may wrongly conclude that lighter scents lack appeal when, in reality, the contrast effect is influencing ratings.

Solution: By analysing first-product scores and comparing them across test sequences, we can identify this bias and adjust fragrance intensity accordingly.

3: Packaging usability testing for a new yoghurt pouch

Scenario: An FMCG brand is testing three different packaging designs for a squeezable yoghurt pouch.

Potential first-read effect: If the first pouch is difficult to open, consumers may become frustrated and apply stricter judgments to subsequent designs. Conversely, if the first pouch is easy to use, others might seem less intuitive by comparison.

Impact: A false positive or negative may occur, leading to the selection of a suboptimal design.

Solution: Analysing first-product usability scores ensures fair evaluation across all packaging concepts.

In R&D, examining the first product’s score helps us understand how the testing process unfolds, providing insights into biases, expectations, and product perceptions that could affect the overall results.

By closely examining the first product’s score, we can uncover potential biases, refine methodologies, and ultimately ensure that product decisions are based on clean, unbiased data.

Would you like to know more about when to use monadic vs sequential monadic testing in product research? Read more about it here: Monadic vs Sequential Monadic Testing in Product Research – Blue Yonder

Do you need to be able to make more informed decisions about your product innovation, formulation, or launch strategies? Let’s talk, contact Elspeth to discuss your needs [email protected].