I think people can&#x27;t un-know something, so I&#x27;d try very hard to get test subjects in a way where they don&#x27;t think the people they are talking to are the ones who make the product.<p>For example, you could set up a fake market research org, and have them say they are &quot;conducting a study on [your market] and are looking for users of products like [competitor 1], [competitor 2], and [your product]&quot;. Then for the user testing sessions you could rent a conference room from somebody like Regus, or even rent a user testing lab. Then during the tests, make sure to start with general questions and test (or show screens from) the other products before you get to testing yours.<p>I&#x27;m not sure if those specifics will work in your environment, but I hope you see what I mean.