EROS from MMR

EROS is all about identifying the rules of success for concept, pack or product development right at the start of the design process. It's designed to reduce development time and costs, and to ensure the focus is on delivering what's 100% right for the consumer and the brand - helping create products that people don't just like, they love.

EROS is based around an intensive (4 to 5 hour) workshop, which blends;

• Really switched on consumers (or 'explorers'); screened for articulacy, design orientation and, in the case of product development, sensory acuity (they take the early stages of our sensory panel screening process, making sure they can contribute fully to product development discussions)
• The clients R&D, design and marketing teams; all of whom play an active role. This generates a real co-creation feel, and gets the various client teams pointing in the same direction right from the start
• MMRs qualitative moderators, NPD experts and sensory team - a powerful combination!
• Where EROS really works is that we broaden the emphasis from looking to drive up 'liking' (although this is still covered of course), to getting a much more detailed understanding of how concepts, packs and products deliver on a deeper emotional and functional level (using Brandphonics techniques).
• The end point is deep understanding of the rules of success for that brand, and clear, detailed briefs giving crystal clear guidance on how to develop the pack/concept/product to address core consumer needs, whilst creating a proposition that's truly consonant with the brand.
• Check out the factsheets below to understand a little more about this exciting technique - and to learn how to bring the consumer into the design process, so you get it right first time.

• Check out the case studies for examples

• Request our EROS factsheets

Great expectations

 

A leading skincare brand wanted to relaunch a product, which had tested well based on standard 'liking' scales but was not performing in the market.There was a feeling the product itself was the issue, but no clarity on why.

Articulate respondents, screened for sensory acuity, assessed  a number of prototypes and the current product against the concept in a detailed EROS workshop process to discover which sensory attributes cued target emotions and which prototypes most closely matched the expectation generated by the concept.

Prototype 1 was found to most closely match the concept, with MMR able to make clear recommendations for formulation adjustments, as well as informing communications and packaging design briefs.

A bite too far?

 

A leading fast food manufacturer wanted to explore the possibility of launching a more premium offer but needed clarity on what premium meant to consumers – how far their offer needed to and could stretch while maintaining brand congruence.

Consumers were  selected and screened for articulacy and engagement and a lexicon of emotional and functional conceptualisations developed with consumers and clients to define what the concept should and should not be.

Intensive EROS workshops were conducted, working closely with R&D and Marketing Professionals alongside the consumers to give the client clear direction on exactly where they needed to go. We ensured they did not go down a very costly potential route – which we showed was not needed to deliver the experience for consumers.

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