Prøvemess

Prøvemess is a type of consumer-oriented trade event in Danish-speaking contexts where companies present products for trial by attendees. The term combines prøve (to try or sample) and messe (fair or exhibition). It refers to occasions focused on first-hand product experience rather than traditional business-to-business negotiations.

The main purpose of a prøvemess is to allow consumers to try products before deciding on a purchase or distribution, gather feedback, and generate interest. Typical activities include product demonstrations, tastings or trials, free samples, and opportunities to ask questions. Attendees may fill out surveys or provide feedback via digital devices, helping organizers assess consumer reactions, preferences, and potential market demand.

Scope and settings vary. Prøvemesser are commonly organized around food and beverages, cosmetics, household goods, and consumer electronics, but can apply to any consumer product. They are usually held in shopping centers, exhibition venues, or inside stores and malls, and may be standalone events or integrated into larger fairs or promotional campaigns. The format is generally short-term and highly interactive, emphasizing hands-on experience and direct dialogue with brands.

In relation to market research and product development, prøvemesser serve as a practical tool for testing concepts, refining formulations or packaging, and building early consumer engagement. They differ from traditional trade fairs by prioritizing consumer contact over formal business negotiations and sales channels. The practice reflects a consumer-centric approach in retail and marketing, where real-world feedback can influence later product launches and messaging.