Frequently Asked Questions

Open the Sign Up menu item on this website, fill out the questionnaire, sign and submit electronically, or respond by email to Innovative Consumer Research or call 1-800-991-3388 to ask for a form to be sent to you by mail. Just fill in the questionnaire, sign and mail the information back to ICR.

Once you have signed up and been accepted by ICR as a panelist, you will be contacted by phone if you are eligible to participate in a test.

We match up our pool of panelists with tests based upon a number of criteria, such as age, gender, preferences in foods and flavors and days and times of availability to determine eligiblity. Once you are in our database, you will be called automatically when you are eligible for a test.

We schedule tests when our clients want to gather information on products, so we cannot say for certain how many times we may call a panelist. However, we typically give all eligible panelists several opportunities during the year to participate in tests.

We ask a number of potential panelists if they are interested in participating in a test, and then select a small group of those who are best suited to take the test based on availability and other criteria. Even though you may not have qualified for a particular test, your name will remain in the selection pool for the next appropriate opportunity.

If you are not selected for a test, you will be thanked for your time and called again during the next appropriate opportunity.

You get a complimentary gift card to a local store to thank you for your participation. The amount of the gift card is based on the duration of the test.

As a participant, you do not need to bring anything for the test itself unless requested. You should come prepared to sample the product indicated at the time of the recruitment.

No. ICR is unable to accommodate children that are not scheduled to participate.

Most studies last from a half an hour to an hour.

Arriving 10-15 minutes before your scheduled time will help us get you started promptly and stay on schedule.

Call us as soon as possible at 1-800-991-3388.

You may log into and go to the Panelist Login page, using your familiy's ID's and PIN's at any time to see if you are eligible for any current studies and go through the qualifying process.

Please call us at 1-800-991-3388 and leave a detailed message or email us at to update your information, or let the staff know the next time you are at the site.

Tests generally are conducted at the ICR facility Tuesday through Saturday, from 9 a.m. to 5 p.m. ICR sometimes schedules testing outside of these days and times.

No. ICR organizes its tests by scheduling a set number of individuals who meet certain criteria, so it cannot accommodate walk-in panelists.

After you arrive at ICR, you will be asked to sign in with your ID number or your child’s ID and PIN number. You will be assigned a judge number and a booth number and guided to your booth. After being seated in your booth, you will be given clear instructions on how to conduct the test and answer questions using the computer terminal with a keypad. In addition to the written instructions, our staff is available at any time to answer a question on how to conduct the test.

ICR is always looking for new panelists, and you will be given a gift card for $15 if you refer an individual who is new to the program and she or he participates in a test. If you would like more details on the Refer-a-Friend program, please call 1-800-991-3388 or email us at

If you or your child suffers from any food allergies or sensitivities you will not be able to participate in studies at the Innovative Consumer Research testing facility. You would still be eligible for email surveys.

ICR runs different kinds of product tests including tests onsite and at home, surveys, focus groups etc.

Yes. ICR maintains a strict privacy policy regarding the personal information of its panelists. For instance, we do not share your identity with companies for marketing purposes. For more information, please refer to the company's Privacy Policy.


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