MMR presents the importance of an enhanced shopper research strategy

MMR Research Worldwide (MMR) – a leading research partner for food, drink and personal and household care companies – will present the benefits of researching shoppers early and throughout the product development cycle at the 2013 Executing Shopper Insights in FMCG conference. MMR’s experts will be also available on the company’s stand to discuss all aspects of their full service market research offer, including their proprietary Early Rules of Success™ and Brandphonics® techniques.

Integrating research techniques

MMR’s director; retail and shopper insights, Caroline Capel, will join the programme of speakers to share MMR’s Shopper 360 philosophy at 10am on 12 February. Capel will explain the importance of researching the shopper environment at every stage of development if products are to make real cut through.

Capel will discuss how utilising a combination of MMR’s unique innovative techniques alongside more traditional research methods can bring R&D teams, brand owners and retailers closer to consumers  ultimately directing category strategy from NPD through to solution-driven executions.

“Shoppers should be at the heart of any business plan. With fiercely competitive markets, and margins squeezed ever 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 Capel. “Using a varied collection of techniques, such as community sites, facial coding or our MindsetsTMmobile phone App with in depth interviews, we can collect data at every moment of truth. This is crucial to understandingdifferent shopper missions and motivations to purchase, which ultimately provides an understanding of the most significant touch-points within the consumers’ and shoppers’ journey. “We’re delighted to be part of this year’s conference, offering our expertise to manufacturers and retailers and spreading the knowledge of our unique research techniques.”

MMR is also a sponsor of this year’s conference.

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About MMR Research Worldwide

MMR Research Worldwide (MMR) is a leading research partner for food, drink, and household 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.

Shortlisted as Best Agency with a turnover under £20million in Research Magazine’s Research Awards 2012.

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