A fresh approach - Liking isn't enough
Press release 12 September 2008
Liking isn't enough
MMR Research Worldwide is delighted to announce a new suite of research methods that have been designed to benefit food, drink and Consumer Packaged Goods clients.
Over the last twenty years, the privately-owned company has been a pioneer of research methods to help its many clients achieve product superiority through sensory and consumer research. In common with most approaches, the quantitative focus has typically been on measures of liking and propensity to buy. However, in these days of very mature and competitive markets, brand owners need also to take account of the importance of the emotionality (e.g. does the product consumption experience convey the same emotions as the branding?) and functionality (e.g. does the product consumption experience reinforce the reason for choosing the product in the first place). All too often, existing quantitative measures alone can be too blunt a tool, and can fail to recognise the importance of the way the branding, packaging or product meet the emotional expectations of the target market.
This new philosophy now underpins everything the company offers. In order to measure emotionality and perceived functionality, MMR has developed sophisticated and validated techniques that enable robust data to be derived for areas that have typically been the territory of qualitative research. Quantitative research can now offer a reliable platform for understanding consumer behaviour and communicating this to marketers.
In light of these developments, MMR Research Worldwide has just launched its new website at www.mmr-research.com and new identity (developed with Springetts), which communicates its belief in the importance of ensuring synergy between liking, emotionality and functionality across all aspects of branding, packaging and product.
ENDS
Press coverage:
MRWeb - http://www.mrweb.com/drno/news8869.htm
Notes to editors:
MMR Research Worldwide is a global leader in consumer and sensory research for food, drink and Consumer Packaged Goods. The company has many category leading brands as regular clients. MMR continues to innovate in terms of its research methods, bringing together the experience of its employees in food science, research, sensory science, marketing, psychology and statistics. The company has offices in Wallingford, near Oxford, and White Plains, New York. It is part of the MMR Group, also home to leaders in healthcare research (HRW), online research (Qubiq Online) and face to face fieldwork (UKFS). Approximately 100 people are employed by the group which has a turnover of £16 million. It has recently announced the opening of the Sensory Science Centre at the University of Reading.
For further information, please contact David Howlett, Strategic Planning Director at MMR Research Worldwide on 01491 824999, or d.howlett@mmr-research.com