MMR Research Worldwide has unveiled an immersive co-creation approach that brings consumers into the innovation research process to help create not just evaluate, using their input to shape outline ideas into fully fledged concepts or executions. Ordinarily this process might take weeks or even months, with different teams working on different aspects of the proposition. But MMR’s RetrEATs take place over just two days, allowing brand owners to take away actionable insights and clear parameters for development across the proposition in a matter of hours.
Consumers are invited to spend two days at a contextually relevant, but informal, environment where MMR’s expert Sensory-Qual moderators use design thinking principles and specialist qualitative techniques to draw out the ideal execution across names, sensory product delivery, branding, colourways, packaging, ergonomics and communications, with analysis taking place in collaboration with brand owners there and then.
The approach is the latest in a suite of agile ideas from MMR, designed to tackle the well-known NPD failure statistic by encouraging brand owners to switch their research emphasis from testing to co-creation – to develop and launch their products right first time. The ability to shape the proposition with consumers across multiple touchpoints at once brings focus to the whole process as well as complete alignment between positioning, product and packaging for a stronger proposition overall. Global CEO Mat Lintern is hugely optimistic about the approach;