MMR Research Worldwide will urge packaging sector to conduct early consumer research at Packaging Innovations 2012

MMR Research, a specialist consumer research agency serving consumer brands is welcoming packaging innovators to its stand G43 at Packaging Innovations 2012 (February 29 – March 1; NEC, Birmingham). MMR launched its packaging research approach last year, offering the sector the same advanced scientifically-robust, proven emotion, psychology, brand and sensory research techniques as enjoyed by product and brand developers. Central to the company’s approach is the belief that consumer research should be carried out at the earliest stage of packaging innovation. 

“The packaging industry is ready to take consumer research seriously and we have experienced considerable interest from companies wanting to know the best ways to involve consumer input in the packaging innovation process,” says Stergios Bititsios, Associate Director, Packaging and Design, at MMR. “Our overriding message continues to be “start early” with consumer research for the best chance of success. Concepts such as co-creation do not have to be the exclusive territory of the product team. We are already helping companies tap into the minds of their target customers prior to the design brief being issued.

“We look forward to meeting more packaging suppliers at the NEC as well. We are pleasantly surprised by the interest from supply companies who see presenting consumer insight on packaging format and structure alongside their physical solutions as a way to add value to their service.”

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 defining 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 ‘Impackt’, 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.    

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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

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

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