New Measure Examines Consumer Emotions
In the UK, MMR Research Worldwide has launched a market research service to provide manufacturers with a 360° view of the emotional factors that influence consumers when they make buying choices.
The new Brandphonics service has been developed over a five year period, to enable consumer packaged goods (CPG) producers to build ‘emotional bridges’ to consumers when branding, formulating, packaging and marketing their products.
It involves the application of methodologies that assess the product from three perspectives:
David Howlett, a director of the Brandphonics team, explains: ‘With Brandphonics, we offer a structured and quantitative way of assessing intuitive responses to questions connected with liking, emotionality and functionality. The aim is to generate a total, holistic and quantified view of how a consumer perceives a branded product.’
- ’Emotionality’ – the emotional triggers within the brand, the product and packaging which are assessed by using a variety of intuitive and non-cognitive techniques.
- Functionality – the measurable benefit the product delivers to the consumer, as well as the way the physical characteristics of the product communicate this benefit.
- Liking – the enjoyment that the consumer gains from using the product.
Howlett says that the new methodology will help solve many of the problems manufacturers experience when launching products that are backed by positive market research, but subsequently fail because not enough consumers buy what is being offered.
MMR Research Worldwide, which has offices in Wallingford, near Oxford, and White Plains, New York, is part of the MMR Group which also includes healthcare specialists HRW, online division Qubiq and ftf fieldwork firm UKFS.
Last autumn, the firm launched a suite of research methods to enable brand owners to take account of the importance of the ‘emotionality and perceived functionality’ of brands.
Web site: www.mmr-research.com .