concept testing
At MMR Research we're passionate about helping our clients develop new products that delight their audiences. Our techniques are designed to access far more than just liking, measuring all the main drivers of success at every stage of the development process.
We believe in an holistic approach to concept evaluation, and are keen to develop ideas that have the potential to change behaviour, and not just those that are sufficiently familiar and comfortable to achieve top quartile normative targets!
Whether using online approaches for concept screening, one of our innovative concept development techniques (such as Concept Creator), the development of completely new products through the use of our exciting Mindsets approach, or the final stage product-concept test (with Volumetrics), you can be sure MMR's research will be focused on picking the winners and making them even better.
Full of flavour (1 of 5)
Research was required to determine which new flavours would maximise sales potential for a global brand of soft white cheese, whilst helping to freshen up the brand with launch news. A large online survey was conducted, consisting of a detailed concept exploration to determine the role of each flavour within
consumer's lives, the most likely target audience and MMR's unique SURF range development tool. Research demonstrated a number of existing flavours performing very similarly. Removing the most cannibalising of these had little impact on sales levels.
We were able to identify two new flavours which differentiated in terms of occasionality and appeal, also delivering uniqueness. The subsequent launch has been extremely successful.
Planning for the inevitable (2 of 5)
The challenge was to help our client find a way of making their existing range of funeral plans more relevant and interesting to target consumers.
Depth interviews were used to help understand the market in more detail, and fed directly into the design of a detailed face-to-face questionnaire that was used with a large sample of current product users, and those who could potentially be in the market for such a product in the near future.
Despite a very value-conscious market, our analysis, including the use of key drivers and trade-off techniques, identified a small range of potential enhancements and add-ons that could help to differentiate the offering and improve market sales.
A new hot cereal (3 of 5)
A quantitative appraisal was undertaken, for the planned launch of a new 'cluster' style hot cereal from a leading manufacturer. An online survey explored reasons for appeal and rejection and different names and pack options.
Flash Testing, Hotspots and Conceptual Profiling were used to understand performance in detail. The product idea was received well by consumers and the format provided differentiation compared to current market
offering. Whilst two of the names proposed were clear winners, there was no real difference made between the two good pack options. The product launched a few months ago, so watch out for it!
Two's a crowd (4 of 5)
The challenge was to help our client evaluate the potential for line extending one of their most iconic and heritage-rich alcoholic drinks. In-depth concept research was conducted, including qualitative interviews with consumers and bar tenders, and a major online concept screening exercise.
Through techniques including online Grouping, Competitive Placement exercises and Brandphonics profiling, our conclusion was that whilst the brand would lend heritage and kudos to several range extension possibilities, the potential impact on the base brand amongst core users was such that any extension risked damaging its credibility and long term success.
Our recommendation was to explore several of the interesting options under different brands, leveraging the advantages with less potential risk and more leeway for marketing.
Three steps to successful new product development (5 of 5)
A 3-stage piece of research was conducted for a client who wanted to introduce one of their top selling overseas products to the UK market. Qualitative face to face focus groups were used to gain initial feedback from target consumers on a number of concepts and provided optimisation guidance for stage two; an online
quantitative concept test allowing 'winning' concepts to be assessed in depth. Hotspots and Sticky Notes were included to provide detailed feedback on liking of different concept and pack elements and reasons behind consumer motivations, in order to provide further optimisation guidance. Market mapping and pricing
exercises provided clear feedback for the client on where these products would sit versus current UK products in the consumers' mind. The last step in the process tested liquids amongst target consumers to ensure liquid delivery matched the strong performance of the winning concepts.
