Concept Development & Testing

Make your ideas & concepts bulletproof.

Creating concepts that consumers love.

The sheer number of food, drink, personal and household care products in the market is astounding, with tens of thousands more launched every year. But as consumers continue to become more discerning about the choices they make, failure rates for new products remain sky high.

To hedge against this unfavorable outcome, it’s critical that time and investment is placed in the right areas from the word go. This begins with creating and developing new ideas, concepts or claims that are as robust as possible – and fit genuine consumer needs.

So, how do we do that? We set your ideas up for success.

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Create

Set yourself up for a win from the word go.

Bring together target consumers, category professionals and brand experts to create winning concepts and claims that truly resonate.

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Screen

Don’t waste time on the ideas, concepts or claims that consumers aren’t interested in. Screen down and focus on those with the greatest potential for success.

Be clear on which to progress, while maximizing your research investment.

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Develop

Want to create a proposition that’s fully aligned to consumer needs?

Place them at the heart of creation and development for crystal clear guidance at every stage.

It’s a no brainer. Or at least that’s what we think.

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Validate

After working alongside consumers to identify your best ideas and co-create perfect final stage concepts, validation helps give greater confidence on the size of the opportunity, growth potential and relevant targeting streams.

As many as 95% of new products fail every year. That’s why our approach is to set your ideas up for success on a solid foundation. We have a range of solutions to suit all budgets and timescales and will partner with you to create a bespoke approach that meets your specific needs. Plus our sensory experience ensures you don't just get to great ideas, but great products that live-up to the promise - why wouldn't you!

AMIRAH ASHOURI, CLIENT ENGAGEMENT DIRECTOR

The tools for top-notch ideas – no matter your budget or timeframe.

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Concept Selector

Quickly narrow down a number of early stage ideas and identify those with the strongest potential for progression.

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Qualitative Developer Groups

Call upon creative and articulate consumers to help progress your proposition, from initial idea to worked up concept.

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Concept Accelerator

Refine your concepts with our unique co-creative online tool. Combining qualitative consumer video reactions with the validation and robustness of quant.

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Opportunity Layers

Advanced concept validation that identifies true concept potential, without relying on single metric action standards, historic norms or forecasts.

MMR jumped straight into the brief and project, delivering some brilliant insights for us which will shape our innovation platform. The team are fun to work with, extremely flexible and are always thinking of new ideas to overcome project challenges.

Diageo

Our innovation people.

You’ll work with John Barratt, our Concept Expert, as well as our dedicated account teams with years of experience in your category and your market.

Z TEAM John Barratt

John Barratt

Associate Research Director

Having been at MMR for 10 years, John is the Director for several EMEA Accounts, with particular experience in the evaluation and fine tuning of concept and product bundles through quantitative research.


Beyond delivering client research he is also our Concept Testing Expert, helping to continually evolve our toolkit and to ensure best practice.


When not helping clients with their research needs, John can usually be found watching rugby, searching for new music or going for a run.

Z TEAM Shreeya Patel

Shreeya Patel

Associate Research Director

Shreeya has 9 years' industry experience, both a client side perspective from her time in retail as well as many years in agency environments.


Over this time Shreeya has built up expertise working across a variety of FMCG categories from personal care, to confectionary, to beverages!


Outside of work, Shreeya lives a non-stop social and family-centric life. When she isn’t tiptoeing around Paw Patrol figures or car toys, she is making memories - whether this be travelling the world or picnicking at the local park with her nearest and dearest.

Z TEAM Susan Sun

Susan Sun

Associate Qual Research Director

Susan has over 12 years' Qualitative research experience from both client and agency side. She's passionate about interacting with consumers and discovering the newest market trends.


Susan leads our Qual team over in Shanghai, delivering the best quality of work and service to many many of our clients.


In her spare time, Susan loves to watch movies, take walks and explore different types of food. She also has a pet ferret which brings her endless amounts of fun!

Nando's

Pringles

Lucozade

Costa Coffee

Gordon's Gin

Spicing up concept development

Nando’s wanted to make their Peri-Peri table sauces and marinades bring people together and add excitement to family dinner times.

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Products that pop, innovation that never stops

Pringles identified an opportunity for a new sub-range of Asian inspired, flavored rice-based snacks that delivered a unique product experience.

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Energizing NPD for Lucozade

Suntory Beverage wanted to develop a new product within the natural energy space.

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Making a splash with a major new launch

Costa Coffee used the power of Sensory Qual to launch with a major new RTD range with impact.

Costa RTD1

Gordon's grasp gold at Grocer Drink Awards

Diageo wanted to launch a new range of ultra-low alcohol gin and tonic beverages, while delivering a classic Gordon’s experience.

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News & Insights.

Take a look at the articles below for a quick recap of our latest news, insights and industry trends. You never know what you may find.

Schedule a call with us

If you'd like to understand a bit more about us or find out how we can help solve your challenges, check out our team's availability and book in a call at a time that suits you.

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