MMR launches packaging impact and optimisation assessment tool via new partnership with ZappiStore

New Impackt Lite™ self-service packaging research offer, delivered via innovative online platform, is designed for tight budgets and short timelines while maintaining MMR’s renowned scientifically robust methodology.

MMR Research Worldwide (MMR) is partnering with ZappiStore, the automated online market research platform, for the launch of its new Impackt Lite™ packaging research service. Brandowners, packaging designers and packaging manufacturers can assess the impact of new packaging designs and optimise their new packs prior to launch, by conducting targeted surveys via the ZappiStore web-based service ( This is complementary to MMR’s existing suite of consumer insight tools and it is hoped that this will increase the use of research in the packaging innovation process.

The Impackt Lite™ self-service research offer has been carefully put together to MMR’s specification to provide clients with a limited but scientifically robust, quantitative and accurate method for assessing likely success.

“MMR sees the offer of Impackt Lite™, via ZappiStore, as a ground-breaking addition to the suite of research options available and a response to particular client situations where budgets are tight and timelines short,” says Mat Lintern, global MD of MMR Research Worldwide. “While our focus remains directed at accurate and high quality research getting to the very heart of consumer decision making, MMR is always open to embracing opportunities where advanced technology can help to make the right solutions available to a wider audience at low cost and within rapid timescales.

“We hope that the availability of Impackt Lite™ will lead to a rapid increase in early stage packaging research and help keep pack change projects on track, reduce lead times and most importantly, will help our clients use the voice of the consumer to make better decisions,” concludes Lintern.

How it works

In a simple process, customers are asked to upload the packaging designs to be tested, customise an in-built advanced questionnaire, and finally choose the sample size and definition to invite the right people to participate. As soon as this is confirmed, the research starts immediately behind the scenes. The data is analysed via an automated process built to MMR’s design. A comprehensive report is made available to the client via a web-based dashboard giving clear summaries of the findings that can be easily and confidently interpreted by client or agency-based marketing and research teams.  At all times, the client can choose to ask for support from MMR researchers, who will then provide advice, online, by telephone, or with a more comprehensive full service approach, if required.

Impackt Lite™ is available now in UK, USA, France, Germany, China & Japan – with the possibility to extend into Australia and Canada in the future. It is available directly to ZappiStore customers as well as part of MMR’s full service offer to its own clients.

The service is complementary to MMR’s existing suite of services covering product, packaging, concept and retail parts of the marketing mix across all its cores sectors of food, beverage, personal & household care.  All MMR’s existing methods continue to be available, including face to face research, eye-tracking and facial coding techniques. 

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Notes to editors

A video explaining the new offer is available on You Tube via this link

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 approximately 200 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.

About ZappiStore

ZappiStore is setting out to be the app store of the market research world. It is the place clients can go to when they need consumer and business insight. Somewhere where they benefit from the best thinking from the world of market research and access that thinking in a very timely and cost effective way. With a growing product portfolio which includes research and insight solutions to a range of business issues from ad testing, packaging screening, concept testing, new product development, brand planning to brand equity, for fashion designers, car manufacturers and soft drinks companies.

We help create and then distribute these solutions globally. Learn more at

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