MMR Research Worldwide to urge cosmetics formulators to conduct early consumer research at Making Cosmetics 2012

Sensory science experts to unveil how research can help create products that ensure repeat purchase and sustained loyalty – seminar on March 28th at 14:40.

MMR Research, a specialist consumer research agency serving consumer brands with particular focus on personal care, is welcoming cosmetics formulators to its stand 200 at Making Cosmetics (March 28-29; National Motorcycle Museum, Birmingham). MMR offers scientifically-robust, proven emotion, psychology, brand and sensory research techniques injecting consumer insight to product and brand development.

Consumer research expert Evelyn Joslin will present a seminar entitled “Early Rules Of Success (EROS) – How to Develop Game-Changing Personal Care Products that Connect with Consumers and Have the Power to Change Their Purchasing Behaviour” on March 28that 14:40. One of the central themes of the EROS approach is the view that consumer research – extracting how consumers experience and attach meaning to products to ensure consonance between product, concept and brand – should be carried out at the earliest stage of NPD.

“We see many cosmetics companies bringing the consumer in towards the end of the product development process to simply validate a product or to score their “most liked” formulation from a final shortlist. This is too late,” says Evelyn Joslin, research director at MMR Research. “In today’s competitive markets, a successful product is often one that represents the best possible match between the sensory experience of a product and the intended positioning of a brand. It’s about more than liking, and our approach really helps our clients to understand how to design products to leverage emotional connections and create truly differentiated and rewarding propositions.”

Personal care brands are realising its potential not only for new product development, but also for product renovation and better category understanding.     

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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. www.mmr-research.com

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