What To Expect

If you are accepted into the ICR pool of consumers, you and your family members each will be issued a unique identification number and PIN number that you use to accept and schedule testing.

When you are called in for a test at ICR, you can always expect:

  • Friendly and well trained staff.
  • A warm, comfortable and safe environment where tests are conducted.
  • Food or beverages served from a food safety certified commercial kitchen.
  • A gift card for a minimum of $20 for a session. The incentive may be more than $20, depending on the time needed for the test.

If your name is selected to participate in a test, you will receive an automated phone call that gives you the following information:

  • Date and times of the test sessions.
  • Type of test being conducted.
  • Dollar amount of the gift card you will receive for participating in the test.
  • Approximate length of time of the test.

For other helpful information please refer to our Frequently Asked Questions page.

You may decline to participate in the test by simply pressing the decline button as instructed.

If you want to participate, you can schedule your appointment using your touch-tone phone. You can use the same number if you need to cancel the appointment or get information on an appointment you already have scheduled.

The majority of the testing is done at the ICR facility, but there are occasions when respondents may pick up products that are tested in their homes. Most tests at the ICR facility take less than 30 minutes.

For testing with infants and toddlers, parents or caregivers are allowed to bring only the child involved in testing as we do not have any daycare at the facility.

Alternate Text

Our testing booths. You will test products here.

Alternate Text

Our focus group room. Discussion groups are held here.


Innovative Consumer Research is a leading research facility in West Michigan that is devoted to gathering opinions about food and beverage products.

Our Address

Meadowbrook Business Park
5300 Corporate Grove Drive SE, Suite 100
Grand Rapids, MI 49512