New Techniques, New Look for MMR

MMR Research Worldwide has announced a new suite of research methods for clients in the food, drink and CPG sectors; and has rebranded, and relaunched its web site.

The firm says that until now, 'quantitative focus has typically been on measures of liking and propensity to buy' but believes that 'in these days of very mature and competitive markets', brand owners need to take account of the importance of the 'emotionality and perceived functionality' of brands. Respectively, this means establishing whether the product usage experience conveys the same emotions as the branding; and whether it reinforces the reason for choosing the product in the first place.

In order to measure these two aspects, MMR says it has developed validated techniques which provide robust data in areas traditionally covered by qualitative research.

To accompany the launch, the firm has a new web site at www.mmr-research.com and a new identity which presents a three-by-three grid plotting liking, emotionality and functionality against branding, packaging and product.

The company, which employs around 100 people and boasts a turnover of £16m, has offices in Wallingford, near Oxford, and White Plains, New York. It forms part of the MMR Group, which also includes healthcare specialists HRW, online division Qubiq and ftf fieldwork firm UKFS.

It recently partnered with Reading University to open a new Sensory Science Centre.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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