After we named Hydrologic’s new water filter, Super Tunsai (Super Rabbit) and designed logo options, we took our materials to the field and tested them. To get results quickly and keep costs down, we set up a simple booth in the village market and tested women’s response by sticking different logos on glasses, and asking women to choose which glass they would give to a friend.

Through this testing, we found that our target market preferred the color green, which they associate with water; that the product’s name, Super Tunsai (Super Rabbit) made people smile, and one particular logo appealed to nearly 50% of participants.

Unfortunately, too many people think that this kind of market testing takes too much time and costs too much money. As demonstrated, we say it doesn’t have to.