the testing is typically done by regular salespeople using selling materials that are developed and ready to go. they make pseudo sales calls - presenting the new product as though it were available for purchase. the difference this time is that so on. the target customer is real, and the positioning is clear. the buyer has little to do except make a decision. that decision may be just to ask for some samples to try, but that's okay. trial is industry's way of making the first purchase and is really what we are trying to measure at this time