MMR Research expands dedicated qualitative research team with focus on early stage product development work and packaging
Growing ‘qual’ requirement leads to creation of new dedicated research team; Ian Horritt is head of qualitative research and Sarah Mole is promoted to dedicated senior research executive.
MMR Research (MMR) has formed a dedicated research team to cope with growing demand for its qualitative client offering. Ian Horritt, head of qualitative research is now joined by Sarah Mole who is promoted to senior research executive from a previous client service team role within MMR. Together, they will develop innovative new qualitative research methodologies, drawing heavily on Sarah Mole’s industrial product design background, and support MMR’s client teams working with food, drink and personal care brands with the design of bespoke research approaches.
Ian Horritt, head of qualitative research at MMR, says: “We are very excited to be growing this part of the business in what, for many people, are challenging times. Sarah’s previous explorations of experimental research approaches at the very early stage of product and packaging design, including the use of narrative exercises and understanding subliminal messaging, will be extremely valuable. MMR’s qualitative offering – including approaches such as our EROS (Early Rules of Success) workshops – is being increasingly called upon in what are key areas for our clients: early stage product development work and packaging.
“The creation of our team also represents bright prospects for the way MMR works as an agency, for example as a creative resource for finding new ways to make client proposals and in presenting our data. We will also help ensure there is a seamless approach across the agency’s sensory, qualitative and quantitative specialisms.”
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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 – in-house sensory facilities and MMR Pulse, a food and drink trend-tracking information resource. 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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