MMR develops full packaging research service
Food, drink and personal care specialist agency hires ex-Design Perspectives research consultant Stergios Bititsios to lead new end-to-end packaging offering.
MMR Research Worldwide (MMR) has bolstered its packaging research credentials to clients in the food, drink, personal care and household goods sectors with the hiring of one of the industry’s leading packaging research experts. With immediate effect, Stergios Bititsios will build on MMR’s established role as a research partner for later-stage pack testing and develop a new integrated service line to support R&D at the product and packaging concept stage, incorporating format, design, functionality and materials.
Bititsios was previously one of the leading figures at Design Perspectives, a Faraday Service organisation (part of The University of Leeds), the UK’s only dedicated provider of consumer insight research for R&D in packaging. He has an MPhil in Affective Engineering and is a specialist in human-centred methods for consumer research such as Kansei, described as emotional engineering or the translation of consumer emotions into product attributes. Bititsios has worked with many leading FMCG brands and packaging innovators such as AirWick, Nurofen, Finish and Heinz.
“This is an exciting and natural strategic move for MMR Research Worldwide,” says Mat Lintern, MMR managing director. “MMR is respected for delivering consumer insight in a meaningful way to the heart of the R&D process for product and brand development, providing data that can be translated into actionable design guidelines. With Stergios on board, we can deepen that support by helping to create packaging that influences consumer choice and enhances the consumption experience.”
MMR is exhibiting at the Packaging Innovations Show at the Business Design Centre in London on October 6th and 7th 2011.
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
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