MMR discusses the benefits of a holistic approach to NPD

MMR Research Worldwide (MMR) – a leading research partner for food, drink and personal and household care companies – will present the benefits of utilising a combination of quantitative, qualitative and sensory techniques in new product development (NPD) at the 2012 Insight Show. MMR’s experts will be also available on stand F144 to discuss all aspects of their full service market research offer, including their proprietary sensory and emotion-based techniques.

Removing isolation from NPD

The presentation “Ensuring alignment in early stage NPD: Holistic approaches to consumer testing” (11.30am on 28 June in the insight conference area), explores potential barriers to successful NPD. Ian Horritt, MMR’s qualitative research director, will explain how marketing teams often develop concepts in isolation from their research and development teams, and how this can mean products can be misaligned and generate poor results in the concept-product testing stage of development.

The presentation will explain how utilising MMR’s unique combination of qualitative and sensory techniques (Early Rules of Success) can minimise the need for extensive rounds of quantitative testing, and cut the associated costs.

“NPD is at the heart of any growing business. With fiercely competitive markets, and margins squeezed even tighter, it’s never been more important to use the correct combination of research tools to ensure products exceed consumers’ expectations from the earliest stages,” says David Howlett, strategic planning director.  “We will be on hand to demonstrate to visitors how to involve real consumers in their NPD, and align marketing and R&D much earlier in the development process. We are delighted to be back at the show for a third consecutive year, showcasing our team of experts and spreading the knowledge of our unique sensory research techniques.”

MMR is also a sponsor of the AURA event at this year’s Insight show.

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About MMR Research Worldwide

MMR Research Worldwide (MMR) is a leading research partner for food, drink and personal care companies with offices in the UK, USA, Singapore and China. With profound expertise in sensory research, product testing, packaging innovation, NPD and emotion-based research, MMR provides innovative, creative and scientifically-robust research and is a trusted advisor on all product, brand and packaging strategy decisions. MMR’s clients have access to a variety of unique proprietary research assets including Brandphonics® – an approach to identify what influences consumer choice – and in-house sensory facilities. MMR is part of the MMR Group which is a privately-owned research company employing in excess of 130 people. Founded in 1989 by Professor David Thomson, the Group is headquartered in Oxfordshire, UK.

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