category understanding

There's nothing we like more than getting right under the skin of a category or brand.

MMR Research have always been experts in Usage & Attitude studies, using advanced segmentation tools to provide a deep understanding of consumers and their requirements. Now we're taking this to an even higher level with our new Mindsets approach, ensuring we understand not just the what, when and where but also the why - bringing food and drink and personal care category reviews to life and providing clear direction on how to realise new opportunities.

With a combination of Brandphonics conceptual profiling and a vast range of immersive qualitative tools at our fingertips, we're also perfectly placed to deconstruct what brands really mean to consumers - helping clients position them for maximum success.

Check out the case studies for examples

How do we wash? (1 of 6)

As with many categories these days,the laundry detergent category is mature and complex. As ever, though, it's possible to group people who share similar attitudes and behaviours towards washing their clothes.

We carried out an online Usage & Attitude survey to understand everything about when and how they do their washing; what they use; what influences that choice and how loyal they are to their usual brand, product or format.

The result was a very clear consumer segmentation enabling our client to target future new product development. An additional important output was a complete decision hierarchy for the laundry detergent purchasing process.

Bite off as much as you can chew (2 of 6)

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 an 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.

Growing a winner (3 of 6)

Our client had identified strong potential for growth in the sports nutrition market and needed to understand how their brands could be given the best chance of success in this complex category. A detailed online Usage & Attitude survey was conducted with a large sample of category users designed to provide insight across different levels of frequency and engagement.

Detailed cameos were created to help our client devise a strategy for competing effectively in this category. It became a twin-pronged approach with an increased understanding of lighter users and winning share amongst heavy users through

building brand relevance. This information has been applied strategically to a number of areas - including guiding the optimal range of SKUs by type of outlet, communication strategies and provision of further education.

Treading new ground (4 of 6)

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.

Beautiful all over (5 of 6)

To inform and improve their current targeting, positioning, communication, range and product strategies, and to identify new business and NPD opportunities across their key global markets, our client needed to know pretty much everything about women's skincare habits, and their general attitudes to life and beauty!

We captured detailed feedback on women's beauty routines, habits, products, rituals and attitudes in eight countries, both on and offline, through a series of interviews with over 7,200 women. The wealth of information gathered

enabled cross market comparisons, enriched by segmentation at a global level. The results provided a lifetime's worth of information to enrich and shape the future of the client's strategy at local and global level.

A wholesome target (6 of 6)

Prior to launching a new cereal brand, our client required a detailed understanding of who the core target would be based on attitudes towards health and nature. We captured detailed feedback on consumers' lifestyle via an online Usage & Attitude study – enabling us to segment

the market according to the importance of natural ingredients and appeal of a more wholesome offering. Overlaying demographic and brand usage differences between the segments provided a further wealth of information on the drivers and motivations of this target group.

This information was used to understand how best to communicate the product benefits to displace products currently in their repertoire.