Stealth Market Testing involves checking how your target market will react to your product offering, without making it obvious that you are actually subjecting them to a market test. You won't find the usual surveys (that makes it too obvious, right?). Instead, you'll find something else that's hidden in plain sight....

You will find a simple and direct product offer.

How can it be a market test, then, if the product is already being offered? Well, here's the twist: Do not actually deliver the product.

What's this? Do I have a Christmas hangover? Far from it. I'm just remembering certain marketing events that were launched in the past.

Anyway, getting back to the topic: Offer a product, yet have people subscribe to an electronic mailing list to get more details. One way to encourage sign-ups is to talk about some future event (i.e., the product launch).

If hundreds of people do sign-up, then that will give you some idea about the viability of your product. If only a handful subscribe, then you might re-think your plan to launch that product.

So that's how some folks have tried stealth market testing: use a squeeze page and an autoresponder. And remember to make bold claims that will excite your target market.

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"Stealth Market Testing"
First Posted: December 27, 2007 | Filed in: Marketing


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