Critical Thinking A market test (or some form of test marketing) is an optional step close to the full-scale launch of a new product. However, a market test is also likely to be quite expensive, reveal the firm’s actions to its key competitors, and potentially send confusing signals to consumers in the tested marketplace. In what circumstances do you think that a market test would be warranted? In your answer, think about competitive situations, degree of innovation of the product, potential product cannibalization, impact on service and logistics, and so on.