I'd recommend using mach to run tests since the user experience is
superior to make (e.g. you just type paths to tests instead of setting
environment variables).
$ ./mach mochitest-browser browser/base/content/test
# Wait for some failures.
$ ./mach mochitest-browser --rerun-failures
While mach doesn't currently have the same option for xpcshell tests, it
does write out <objdir>/.mozbuild/xpcshell.xunit.xml which contains a
machine readable version of the test execution summary, including failed
tests and their output. Bug 729098 tracks hooking that up intelligently.
That should be a relatively easy change to implement.