Research methods

Real Life Storetest

Test your marketing and sales measures with controlled market tests


Know what’s going to happen in advance.


Approximately 70% of purchase decisions aren’t made until shoppers reach the POS and they are subject to a variety of influencing factors. This means that it is increasingly difficult to predict the success of your marketing and sales measures on the basis of studio or online testing alone.

Real-life store tests (controlled market tests) offer you the opportunity to test your product or marketing and sales measures under real, unaffected conditions in real stores. Real-life store tests record the reactions of shoppers in their normal everyday life without their knowledge, thus providing authentic results in terms of effect on sales and turnover.

As the market and quality leaders for real-life store tests, we have more than 20 years of experience in the field. We have implemented several hundred market tests to answer a wide range of shopper marketing and sales questions in different product groups.

Your added value through real-life store tests


We provide you with the knowledge you need to take the appropriate shopper marketing and sales measures.

Yagora Controlled Store Test Mehrwerte fuer den Kunden optimierte Erfolgsstrategien

Realistic success forecasts and optimised success strategies

Yagora Controlled Store Test Mehrwerte fuer den Kunden Ueberzeugende Listungsargumente

Convincing listing arguments for retailer negotiations

Yagora Controlled Store Test Mehrwerte fuer den Kunden Ueberpruefung geplante massnahmen

Review and optimisation of measures in advance of national implementation

Yagora Controlled Store Test Mehrwerte fuer den Kunden Effiziente Budgetplanung

Efficient budget planning


What’s going on? Analysis of scanner data


Effects on sales and turnover become apparen through real-life store tests in conjunction with the analysis of scanner data. Our controlled real-life store tests are designed as before/after tests with test and control groups (matched samples).

The test and control groups are comprised of stores with comparable framework conditions.

The net change is calculated in order to quantify the causal effect of marketing measures on sales or turnover.

Yagora Controlled Store Test Scannerdaten Vorher Nachher Analyse

Measurable performance indicators/KPIs:

  • Sales/turnover per week and store

  • Comparison with competitor products (turnover/sales/ranking)

  • Net change

  • Cannibalisation effect

  • Uplift


Using modern econometric analysis methods, basic sales, sales generated by marketing measures and seasonal effects can also be shown in isolation.

Yagora Controlled Store Test Scannerdaten Analyse Saison Effekte

Our cooperation partners for market tests



We have a wide network of cooperation partners for market tests including a large number of independent REWE and EDEKA retailers.

You can find a selection of our national and international retail partners in the references section:



See our references

Yagora Kooperationspartner Storetest

Our test market quality guarantee


We offer test market research from a single source, thus reducing complexity to a minimum.

Yagora Markttest Storetest Full Service

Full Service

Out team carries out implementation of market acquisition, listing, goods logistics, placement, data collection and much more

Yagora Store Test Beratung


Experienced project managers provide comprehensive advice on designing the test and calculate the amount of test goods required

Yagora Store Test festangestellter aussendienst

Field service

Regular monitoring of implementation in test and control stores by permanent field service team

Yagora Storetest Markttest Testauswertung

Test evaluation

Evaluation using scanner data, customer loyalty card data and shopper research carried out by our in-house data science, analytics and research team

Yagora Markttest Storetest langjaehrige Handelskooperation

Retail cooperation

Diverse implementation options thanks to long-term retail cooperation

Yagora Storetest Markttest Objektivitaet


Evaluation of results from a factual, neutral perspective


Further analysis options for valuable shopper insights


Standard test market research with analysis of scanner data provides meaningful information on sales and turnover effects for test products and defined competitor products.

Conclusions cannot be drawn, however, with regard to purchasing behaviour on a household-by-household basis or on the shopper’s decision-making when shopping. We use data from customer loyalty cards and shopper research methods to answer these questions.

Customer loyalty card data analysis


Who is buying my products? How are they buying them?


Data from customer loyalty cards can be used to analyse a range of topics including reach, repeat purchase behaviour, shopping frequency, proportion of new buyers and buyer profiles.


Find out more

Shopper research methods


Why are shoppers buying my products?


Buying behaviour is analysed and shoppers' motivations questioned using qualitative studies such as surveys, observations, shop-alongs and eye tracking.


Find out more

Real Life Storetest Projects


Find out more about the real-life store test projects we have implemented.



Case Studies

FAQ: Fragen rund um Real Life Storetests