qualitative research
MMR Research doesn't only offer quant, we also have a full in-house qualitative offer, designed to support and complement our robust approach to research, by introducing the flexibility, creativity and flair that well administered and analysed qual brings to the table.
We use a wide range of techniques, applying these across most of the areas in which we work, including Brandphonics®, Mindsets® and EROS®, our exciting approach for understanding the rules of product success. Face-to-face approaches include focus groups, depth interviews and accompanied shops, with our extensive online offer covering community sites, blogging projects, video collection and a whole host of bulletin board approaches, including Developer Groups which represent an ideal way of working up a new concept idea, product or advert.
Cleaner research (1 of 7)
To take a new kitchen cleaner concept from bare bones to finished idea, a qualitative study was needed. MMR created online Developer Groups, utilising both bulletin boards, online survey technology and interactive
media to present initially different outline concepts in day one and develop these in day two, with further co-creating over the course of a few days until the client was left with two finished, market-viable concepts at the end of day five.
Potential products were identified without the need for several rounds of traditional qual. The products launched a year later and have helped drive brand growth in the category ever since.
How quaint! (2 of 7)
Our client, a leading provider of high quality British tea, wanted to capitalise on the strong emergence of a speciality tea market in the US. Face to face focus groups were conducted in two major cities to understand current levels of understanding around the tea category, and to provide detailed insight into how consumers categorised the market.
The groups were split into two distinct types of consumer; 'generalist' and 'enthusiast', with the findings showing that understanding and requirements were radically different between these two groups.
On the back of the research, our client was able to optimise their packaging to cue up elements that were important to both groups, start to develop a more targeted comms strategy, and design and count a detailed quantitative ranging project to identify the best blend of product SKUs to suit the different needs of each group.
Developing across the globe (3 of 7)
Our client needed to understand laundry behaviour and habits, and key related trends among Thai consumers in order to test some outline concepts and refine these within this market. We put together Online Developer Groups, initially exploring background information on
laundry and related categories, followed by testing, refining and re-testing of laundry concepts with the same group of consumers over several days. Bulletin boards were combined with Hotspots and other interactive Flash tools to maximise understanding of the concept performance
and highlight areas for optimisation. A final brief for the Research and Development team was produced, focusing and prioritising laundry development activity in the region over the short and medium term.
Making room for a new breakfast idea (4 of 7)
To help our client understand the appeal of (and best way to deliver) a new idea for an on-the-go breakfast we ran several online Developer Groups with UK consumers, evaluating the same basic idea against different brands with different groups of people. Each person returned on three evenings over the course of a week, with day one focusing on their breakfast and snacking
habits and introducing a very simple 'idea' led concept. Based on feedback, a more detailed concept was created for the next evening, allowing for targeted questioning. Finally product was sent to respondents and trialled over a day, allowing them to return to the group environment to provide feedback on fit against expectations, enjoyment, issues etc.
The groups were extremely successful and showed a number of conceptual and executional issues that meant a rethink was needed in order to make the proposition work with UK consumers.
Don't cry over wasted milk (5 of 7)
A leading packaging manufacturer wanted to understand the environmental impact of milk wastage. The objective was to determine the perceptual differences between fresh and UHT milk from a consumer perspective, and the strengths and weaknesses of the two milks. A 3-stage approach using both qualitative and quantitative techniques was adopted.
Respondents gave insight into the differences in their usage behaviour and attitudes towards the two milk types, as well as tasting the two (blind) at various different temperatures and fat levels. Milks were tried in pairs and consumers compared and contrasted the two. The results demonstrated a real lack of
knowledge around UHT milk and the process it undergoes to become long life. Perceptions are that UHT milk is out-dated, with limited usage beyond emergency situations. We were able to recommend communication strategies that may help improve consumer opinion.
What women want (6 of 7)
To help a supplier of optical products get a real grasp on the needs and behaviour of fashion conscious young women, we recruited a small, representative panel from across the UK and interviewed them via a series of online bulletin board focus groups over a six month period.
The bulletin boards covered a wide range of topics from which stores they use and why, to what impacts on their beauty buying habits. The bulletin board environment was supplemented by shopping diaries and various 'homework' tasks, with individual one-to-one telephone interviews also being used to boost understanding in key areas.
The research was cost effective and extremely insightful, with the findings being used to help our client develop a more targeted advertising strategy and product range specifically for this influential target market.
Who says big is beautiful (7 of 7)
A leading biscuit manufacturer wanted to understand the potential for their Mini format to grow in order improve sales by appealing to a differentiated target audience.Using qualitative depth interviews run with adult biscuit users and mums and children, the research
explored mock pack designs with a specific focus on their functionality. Fit to needstate was also probed in full to understand the stretch of each of the pack designs to different snacking occasions. The results of the exploration showed the
potential for two new Mini formats to be launched alongside the existing. We recommended one pack in particular as it made the brand more suitable for kids snacking, particularly for use in lunchboxes.
