MindsetsTM from MMR
How do people make choices? What defines what you choose? Well, we've always doubted that a need-based segmentation could tell us the whole story. It's not just a basic need, but an ever-changing combination of need, location, context, past experience and hidden conceptualisations. In short, it's complex!
MMR approaches things differently; we still include the usual measures, but build a model to establish the 'Mindsets' that exist in a purchase or consumption situation. From this we understand what lies behind consumer choice, allowing us to help our clients create products, packs and communications that target these exact Mindsets - leading to differentiated and relevant brands that connect with consumers at specific points in time.
It's this theory, coupled with our ability to accurately access MindsetsTM through in-situ interviewing, Brandphonics® conceptual profiling, community forums, online blogging, and the like, that lies at the heart of our new approach.
It's something we're particularly excited about - it's replacing traditional Usage and Attitude research here at MMR and revolutionising the way we run many NPD projects!
MindsetsTM: making sense of choice
More tea in China! (1 of 3)
Our client was looking to launch a new range of tea-based soft drink products into the Chinese market, but needed to understand how best to target these and which formulations would best meet the unique needs of Chinese consumers.
A Mindsets® project was used, that first focused on identifying the key occasion-need driven mindsets in the Chinese market for this kind of drink. Segmentation of the emotional and functional conceptualisations allowed us to identify several mindsets, with supporting data pinpointing two that offered the most potential.
Products were then assessed by consumers (and sensory profiled), with analysis focusing on identifying the optimal formulation/s that balanced high liking levels with emotional/functional delivery against the target mindsets. This allowed us to recommend a clear two-product strategy that provided a differentiated and highly targeted product execution.
Treading new ground (2 of 3)
A programme of research was conducted over four modules to allow this large food manufacturer to understand the category and their position within it, with the aim of moving into a new territory in consumers' minds. This was to be achieved through the development of new products.
Online forums allowed the client to understand how consumers view and use foods within the category. Quantitative testing via an online Bullseye exercise established the emotional and functional needs consumers hoped to satisfy when choosing from that category. This identified a range of consumer Mindsets® and how their products fit into those Mindsets.
Early stage online concept testing explored the potential for the brand to occupy new territory and provided clear guidance as to which products would be the most successful at achieving this. Finally, validation of these concepts was conducted online to support new product launch.
Bite off as much as you can chew (3 of 3)
Taking into account current usage and consumer occasions, how do you identify the optimum growth platform for a popular sandwich filler? Our unique Mindsets™ technique went way beyond identifying the largest sandwich making / eating occasions to target. Using a online social network, key consumer groups documented and explained their sandwich occasions.
An online quant study clarified the prevalence of each occasion, and identified sandwich ingredients relevant to each occasion. Emotional and functional profiles for all occasions grouped together were then segmented to produce five Mindsets that spanned all 23 sandwich occasions which were then demographically and attitudinally profiled for targeting.
As individual occasions, the opportunities were small. Grouping them based on similar Mindset profiles made more realistic targets. Overlaying sandwich ingredients to the groupings highlighted which were attainable for the client, and allowed us to advise on further innovation needed to produce products relevant to the occasions and Mindsets currently out of reach.
Contact Pippa Bailey
