Fresh, consumer-focused, end-to-end packaging research approach takes the expensive guess work out of the packaging innovation process
Emotion, psychology, brand and sensory research techniques to shake up traditional packaging research are launched at the Packaging Innovations Show 2011 (stand GB22).
MMR Research Worldwide (MMR) is inviting brands and packaging providers to discover a fresh new way of thinking about its consumer research approach for the packaging industry, which it is launching at the Packaging Innovations Show (October 6-7; The Business Design Centre, London; stand GB22). Removing the expensive and time-consuming guesswork from the packaging innovation process, the MMR approach limits the number of product and packaging failures by using scientifically-robust, proven techniques from the fields of psychology, emotion, branding and sensory science to extract and understand the non-conscious elements of the consumer decision-making process when interacting with packaging. Fundamentally, it calls for packaging to be given the same status as product when it comes to consumer research.
In contrast to most traditional pack testing, the MMR approach feeds consumer insight into every stage of the packaging innovation process, from concept to final validation. Rather than simply pack testing graphic designs for ‘liking’ for example, a tool box of advanced research methods is used to access consumer ‘conceptualisations’ (the meaning people attach to packaging’s multiple attributes) relating to all aspects of packaging: geometry, format, materials, ergonomics and dispensing. The result is a set of actionable guidelines for R&D and marketing teams leading to a successful pack that fits customer expectations of the product and brand.
“MMR is presenting a whole new way of thinking about packaging research, by viewing packaging as a consumer experience and therefore one of the most important ways to influence consumer choice and enhance the consumption experience, says Mat Lintern, MMR managing director. “We believe packaging should be given the same in-depth market research focus as the product – in fact, the link between product and packaging is becoming increasingly blurred. We look forward to meeting packaging R&D teams and helping them to translate their brand’s target conceptualisations into resonating packaging attributes.”
MMR’s packaging offer consists of various tools within three main service lines: ‘EROS’, a participatory workshop involving sensory profiling that brings consumers, marketing and R&D together at the critical early stages of the development process to define Early Rules of Success to inspire creation and support decision-making; ‘Facets’, a design-led consumer research tool that combines psychology, affective design, Kansei and sensory science to understand the consumer-pack interaction, prioritise consumer and design requirements and predict the optimum structure and physical properties to inform the packaging design and development process; and ‘Impakt’, a suite of innovative research techniques such as eye-tracking, facial coding, advanced on-line and off-line survey tools to test and validate new designs against previous and/or competitor designs.
MMR recently hired Stergios Bititsios, one of the leading figures at The Faraday Packaging Partnership (part of The University of Leeds), to lead its new integrated packing research service.
- Ends -
About MMR Research Worldwide
MMR Research Worldwide is a leading research partner for food, drink and personal care companies with offices in the UK and the USA. With profound expertise in sensory research, product testing, NPD and emotion-based research, MMR Research Worldwide provides innovative, creative and scientifically robust research and is a trusted advisor on all product, brand and packaging strategy decisions. As part of the MMR Group, the company’s clients have access to a variety of unique research assets including Brandphonics® -- a new emotion-based approach to identify what influences consumer choice – an in-house sensory facility and MMR Pulse, a food and drink trend-tracking information resource. The MMR Group is a privately-owned research company employing in excess of 100 people. Founded in 1989 by Professor David Thomson, the Group is headquartered in Oxfordshire, UK and has a rapidly growing business unit in New York, US. www.mmr-research.com
Press Enquiries
Claire Dumbreck, Propel Technology,Bloxham Mill,Barford Road,Bloxham, Banbury,Oxfordshire, UK, OX15 4FF. +44 (0)1295 724130 / +44 (0) 7768 773857
Press Enquiries
Claire Dumbreck, Propel Technology, Bloxham Mill, Barford Road, Bloxham, Banbury, Oxfordshire, UK, OX15 4FF. 44 (0)1295 724130 / 44 (0) 7768 773857. claire@propel-technology.com
Tags:
