Arbitron Product Sampling Study

Welcome to the Arbitron Product Sampling Study. The goal of the study is to evaluate the effectiveness of product sampling as a marketing and sales tool. The study demonstrates product sampling reach and composition, measures consumer engagement with product sampling and estimates product sampling influence on the short- and long-term lift in sales. The study also discusses product sampling as a marketing strategy for acquiring new customers, growing product market share and building loyalty among existing customers.

Arbitron, in conjunction with Edison Media Research, conducted a total of 1,857 telephone interviews, from January 18 to February 15, 2008, with respondents aged 12 and older chosen at random from a national sample of Arbitron’s Fall 2007 survey diarykeepers. In certain geographic areas where a sample of Arbitron diarykeepers was not available (representing eight percent of the national population), a supplemental sample was interviewed through random digit dialing.

Significant Highlights

• Product sampling reaches a large audience.
• Product sampling is undeniably engaging as a marketing method.
• Sampling offers a same-day sales lift.
• Product sampling goes beyond same-day sales lift by creating a strong impact on future purchases.
• Product sampling effectively acquires consumers who are not familiar with a product.
• Product sampling persuades consumers to buy products they heard of but never bought before.
• Sampling retains customers and builds brand loyalty.

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