‘Traditional research techniques are blunt tools for measuring consumer reaction’ explains MMR at the ISC, 2013

MMR Research Worldwide (MMR) – a leading research partner for food, drink and personal and household care brands – will present the benefits of its proprietary brand profiling technique, Brandphonics®, at the 2013 Insights and Strategies Conference. MMR’s experts will be also available on booth 312 to discuss all aspects of their full service market research offer, including their sensory and emotion-based techniques.

Investigating the communication of brands

MMR’s presentation “Realizing accelerated growth through brand consonance” (9.40 am on 11 June as part of the Market Research Leadership session), explores potential barriers to brand success. Chris Marketo, MMR’s vice president, consumer insights and behavior, will explain how traditional marketing measures such as ‘fit to brand’ and ‘liking’ fail to reach the deeper-felt functional and emotional conceptualizations of consumers, often resulting in product improvements which are misaligned and that generate poor reactions.

The presentation will explain how utilising MMR’s Brandphonics tool can uncover the subtle nuances of subconscious consumer perceptions, minimising the need for further testing and realignment at a later stage.

“With competition getting fiercer in seemingly every industry, insights from market research are in high demand. But traditional research methods are not enough. As even the smallest gap in the market is quickly closed by rival products, it’s never been more important to offer the correct research tools to delve deeper under consumers’ skin, in order to make clients’ brands stand out,” says Marketo. 

“Philosophically, there is recognition that emotions have a strong impact on consumer purchasing, at both the conscious and non-conscious levels. The associative questioning/data collection techniques I will describe allow the more subtle differences and nuances in these emotions to emerge. My presentation will use real product examples to illustrate how communication is central to brand success.”

The full synopsis of Marketo’s presentation, as well as a speaker biography, can be found here:


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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 in excess of 130 people. Founded in 1989 by Professor David Thomson, the Group is headquartered in Oxfordshire, UK. www.mmr-research.com.

Shortlisted as Best Agency with a turnover under £20million in Research Magazine’s Research Awards 2012.

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