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Follow on Google News | Consumer-focused, end-to-end packaging research takes the expensive guess work out of packagingEmotion, psychology, brand and sensory research techniques to shake up traditional packaging research are launched at the Packaging Innovations Show 2011 (stand GB22).
In contrast to most traditional pack testing, the MMR approach feeds consumer insight into every stage of the packaging innovation process, from concept to final validation. Rather than simply pack testing graphic designs for ‘liking’ for example, a tool box of advanced research methods is used to access consumer ‘conceptualisations’ “MMR is presenting a whole new way of thinking about packaging research, by viewing packaging as a consumer experience and therefore one of the most important ways to influence consumer choice and enhance the consumption experience, says Mat Lintern, MMR managing director. “We believe packaging should be given the same in-depth market research focus as the product – in fact, the link between product and packaging is becoming increasingly blurred. We look forward to meeting packaging R&D teams and helping them to translate their brand’s target conceptualisations into resonating packaging attributes.” 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 to define Early Rules of Success to inspire creation and support decision-making; MMR recently hired Stergios Bititsios, one of the leading figures at The Faraday Packaging Partnership (part of The University of Leeds), to lead its new integrated packing research service. - Ends - About MMR Research Worldwide MMR Research Worldwide is a leading research partner for food, drink and personal care companies with offices in the UK and the USA. With profound expertise in sensory research, product testing, NPD and emotion-based research, MMR Research Worldwide provides innovative, creative and scientifically robust research and is a trusted advisor on all product, brand and packaging strategy decisions. As part of the MMR Group, the company’s clients have access to a variety of unique research assets including Brandphonics® 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- End
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