New research approach for food and drink brands puts the consumer at the heart of new product development.

‘EROS’ identifies the Rules of Success for a new product, putting customers at the forefront of early stage product development to help shape successful products quickly and ‘right first time’.MMR Research Worldwide (MMR) has developed a new one-day workshop-style research technique which gets switched-on consumers together with a company’s marketing and R&D teams. These stakeholders work closely together through a semi-structured process, reaching a detailed understanding of what a product needs to deliver to appeal strongly to consumers and fit perfectly against a brand’s intended market