volumetrics

MMR Research's Volume Forecast and STM modelling delivers flexible and cost effective solutions for all stages of the concept/product development lifecycle.

Utilising both trial and repeat, and share-based modelling techniques, all models predict likely in-market success, and importantly, the sustainability of new products, line extensions and relaunches.

In addition to rigorous statistical modelling, we take pride in the fact that every MMR Research volumetric research project goes beyond just the hard numbers. Detailed category knowledge and the holistic approach we take to all of our research delivers a richness of understanding and identifies the real drivers of volume and true potential for in-market longevity.

Check out the case studies for examples

Extending Established Brands into Convenience (1 of 2)

A leading Dairy manufacturer wished to explore the potential of extending a very successful market leading brand out of major multiple distribution and into the convenience channel. A detailed online concept evaluation approach was adopted. Early Volumetric Forecast and Source of Volume (ESET) were used to scope the size of the opportunity

specifically for convenience and where this volume would come from. The study delivered on multiple objectives. In addition to volume and source of volume, forecasts yielded robust analysis on likely core target consumers, price optimisation / pack size and sub-branding opportunities. The crossover impact that convenience channel

purchase would potentially have on major retail purchasing was also quantified. Source of volume modelling on both current and non-category users quantified total category growth that the new launch would generate, delivering a compelling sales story for convenience retailers.

The full range (2 of 2)

A global food manufacturer faced the challenge of rationalising a diverse portfolio of snacking products marketed over three countries. Each region had five sub-brands, with four in-market SKUs for each. Six potential NPD routes for each sub-brand were under consideration. An online Early Volume Forecasting methodology was adopted.

The approach is ideal for cost effective multiple product forecasts. A full trial and repeat model build is still utilised but a series of NPD brand awareness assumptions replace the full media and trade plan inputs used in full volume modelling. A combination of volume opportunity and optimum range analysis modelling was used to identify the portfolio build that

maximised consumer appeal and return on investment. Whilst the optimum portfolio could be effectively aligned over two regions (resulting in significant cost savings) it was clear that doing so in the third country would have significantly reduced overall market share and separate portfolio strategy was adopted.