MMR launches ‘Concept Lab’ - a comprehensive six part research approach which measures concept performance against the most relevant market context
‘Concept Lab’ provides a holistic and detailed understanding of a new idea’s potential and avoids multiple rounds of research.MMR Research Worldwide (MMR) has developed a new NPD research package, ‘Concept Lab’: a cost-effective, advanced tool which provides companies with a detailed understanding of concept performance against specific commercial objectives. This part-standardised, part-tailored approach can be used to screen, optimise and validate potential of concepts without the need for multiple rounds of research. MMR’s holistic analysis is distilled to provide firm recommendations,