Why field testing is essential for consumer trust in outdoor product innovation?

As the outdoor industry grew in the post-WW2 period, so the demand for ever more technical apparel and footwear developed. At the heart of development was performance. As an all-embracing term covering so many factors, it was essentially meaningless but gained currency with manufacturers, retailers and consumers. Cynics might argue that it really meant expensive. With the industry growing fast, competition grew fierce and the phrase « extensively tested became » commonplace though there was little elaboration of detail.

It was the launch of the Gore-Tex waterproof and breathable membrane in the mid-1970s that raised the awareness of validating product performance claims through more transparent testing. Initially, this was effectively undertaken by manufacturers’ staff members, sometimes involving retail customers. With no universal standards to enable valid comparison between brands and products, it was mainly the integrity of retail staff opinions that carried the most weight with consumers. Simple machines were used for repetitive wear tests and waterproof fabric evaluation.

The tension that developed between the evolution of laboratory testing methods and use by real people in real situations was well-illustrated during a presentation by Prof. Karl-Heinz Umbach at the Hohenstein Institute in the 1990s. He had developed a thermal mannequin which, he claimed, would eliminate completely the need for field testing of fabrics. As a scientist passionate about his work he was evangelical in his zeal for methods that were consistent in execution and controlled throughout the result measurement cycle. To journalists used to sharing their own evaluation with readers through actual use in outdoor environments, it was challenging.

To equipment tester Ken Ledward, it was heresy. As a hugely-experienced mountaineer and runner, he was in no doubt that that lab testing was only an element in product evaluation and not the complete solution. Experienced in all aspects of outdoor product development, the KLETS team takes a holistic view on testing, incorporating technical measurement into demanding real-world use. The website makes the point that « All are aware that the best in raw material technology can be negated by poorly developed design criteria ».

The debate was lively and actually teased out the core of the problem. In a sense, it was simple. Whilst lab tests were scientific, the use of outdoor products involves emotions. Consumers may understand figures but they trust people and simple, transparent messages. In this context, it’s useful to note that the makers of Gore-Tex cut through all the science-based performance claims with the direct appeal of « Guaranteed to keep you dry ».

As Frank Wacker, editor of the test and technology section of the German magazine Outdoor put it recently in his role as jury president of the Scandinavian Outdoor Awards. The comparison of products based on the combination of outdoor use and – if possible – practical laboratory tests are what has been most effective for me. Many common lab tests do not really tell what is working out hiking, backpacking or camping so we have developed our own test methods based on real conditions outside and the way the human body interacts with gear.

Essentially, pragmatism and rigorous evaluation mean that a combination of the two themes of lab and field is integral to innovation. It’s where data meets physical experience and can be translated into consumer confidence. Without use in the field and clear communication of performance parameters, it’s impossible to build and secure trust. Especially these days with the influence exerted by peer reviews.