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In December 2021, Rachel Dean joined Keypoint Intelligence as Technical Editor in our Office Group with a focus on A3 and A4 (MFP/printer). She is responsible for creating and publishing private and public lab test reports, as well as research and blog content on office hardware. I sat down with Rachel to look at how lab test reports are written, discuss different tests and how vendors can benefit from each, as well as some additional research she is conducting.
Sam Keller: What is the process when you test and report the results for devices? Are there any particular types of products you are testing?
Rachel Dean: We closely track new and upcoming products and, through established relationships with vendors, we have new devices sent to our labs so that we can validate product performance with unbiased third-party testing. Devices are put through their paces with several proprietary tests including productivity, image quality, reliability, ease of use, user maintenance, and power consumption. We also assess mobile and cloud connectivity, onboard apps, security, specifications, and cost of ownership. Following thorough lab testing, including 25-days for reliability testing alone, a report is pulled together to provide key data points, observations, and scores for each area assessed.
We test a broad spectrum of products, from departmental A3 MFPs to small or home office A4 printers, scanners, production devices, wide format, and beyond. Most recently, we’ve been looking at a new A3 color inkjet range, a complete A3 laser lineup from a vendor that returned to that market after many years absent, and a first home office device for another vendor.
SK: Our lab offers public and custom testing. What is the difference and why would a vendor choose one over the other?
RD: While public testing can help to prove how products stand out from the crowd, custom testing provides the advantage of full privacy. Device tests are performed in a separate and enclosed area of the lab and handled on a secure and separate network. Reports remain client confidential. The scope of custom tests varies from the full test package to customized test results to check how devices perform against the competitive benchmark, home in on specific areas of improvement, or test whether claims hold up under scrutiny. Products can then be optimized prior to launch and/or independent endorsement can be provided to back up claims and support marketing campaigns. When targets are met, there is a choice to make reports public and publish results or keep them for in-house use only, as appropriate.
SK: I know that along with lab testing, you also visit vendors. What do you discuss and learn when you have these meetings?
RD: Our testing and editorial process reflects real-world usage, so it’s good to gain an understanding of how products are being used, what has changed, and where the market is going so that we continue to maintain best practices. We’ve recently seen a big change to hybrid working and the resulting importance of digitized workflows, increased need for scanning, mobile connectivity, cloud printing, and remote service—all of which must be considered. I also get up to speed on upcoming product launches as well as getting the opportunity to see how Keypoint Intelligence Awards are being used in marketing collateral and visuals at events.
SK: How are award recipients chosen and how do you think vendors benefit from the awards?
RD: As an outcome from our test process, products are recognized in many ways. Awards are given based on reliability, energy efficiency, and outstanding innovations for new and unique features, to name a few. When devices meet a certain threshold for their category, they are also eligible for a Pick Award, and when a variety of A3/A4 devices are submitted ranging from small office to departmental, there is an opportunity to win a prestigious Line of the Year Award. What better way to back your marketing campaigns than being able to promote products with award endorsement from recognized independent experts.
SK: In addition to lab testing, is there any research you’re conducting?
RD: As well as writing blogs on some significant new product launches and key trends, I also analyze our market forecast figures and present segment/competitor trends in client meetings. I provide fact-checking and technical editing of head-to-head comparisons contained in competitive advantage reports for one of our clients. I’m looking forward to the next Market Insight report, which covers vendor strategies, targets, and achievements in a variety of categories. A Pacesetter Award is then given to the OEM who demonstrated market leadership in that field. These reports have previously covered important topics for our clients, such as remote services (which is vital for remote and hybrid ways of working) and remanufactured products (which are increasingly being considered for integration in a sustainable product fleet).
Read Rachel’s blogs here. Log in to bliQ to view our Lab Test Reports. Log in to the InfoCenter to view research on print volume through our Office CompleteView Advisory Service. If you’re not a subscriber, contact us for more info by clicking here.