MMR Launches CX Strategy Business

In the US, MMR Research Associates is launching a new division, MMR LIVE, bringing together experiential marketing and marketing research.

The new division, based with its parent company in Roswell, GA, promises to help clients 'improve, create and measure experiences across all touchpoints' through integration of MR solutions and operational expertise. Tricia Houston (pictured), formerly MMR VP-Client Relationships and now MMR LIVE founder and COO, conceived the new unit after working in both research and experiential marketing, and noticing that 'a gap existed when it came to combining the two in a way that helped clients to build better brand relationships'.

MMR LIVE will take a method-agnostic approach similar to that of its parent company, with a core offering based around strategic partnerships with technology companies providing 'targeted and engaging research solutions'. At this stage the partners are social community testing platform STAANCE; reporting and data visualization platform dapresy, online survey tech firm Intellisurvey, emotional measurement specialist morphii, and VideoCX provider Voxpopme.

Bruce Olson, Managing Partner of MMR, comments: 'MMR LIVE's approach is provocative and we're excited to bring it forward. Over the past nineteen years, we've helped clients reach their goals by thinking differently about marketing insights. We've seen firsthand how difficult it is to define an ideal experience, show real impact across all touchpoints in the customer journey, and connect everything to the bottom line'.

Houston says of the launch: 'We are pioneering a best practices approach to on-site emotion capture for live events and experiential marketing, and improving the online community experience through strategic partnerships like STAANCE'.

The new business is online at www.mmr-live.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.