MMR Rolls Out 'Non-Conscious' Packaging Research

In the UK, consumer insight and sensory specialist MMR Research Worldwide (MMR) has launched an approach to packaging research which uses psychology and sensory science to extract the non-conscious elements of the consumer decision-making process.

The company, which is part of the MMR Group, has offices in New York and London from which it provides clients in the food, drink and personal care sectors with sensory research, product testing, NPD and emotion-based research.

To lead its new packaging research approach, MMR has hired Stergios Bititsios (pictured) - former Director of Design Perspectives at The Faraday Packaging Partnership (part of The University of Leeds).

The service feeds consumer insight into every stage of the packaging innovation process - from concept to final validation - using advanced methods to understand the meaning people attach to packaging geometry, format, materials and ergonomics. These methods include an 'EROS' participatory sensory profiling workshop, which brings together consumers, marketing and R&D individuals at the early stages of the development process.

The firm's consumer research tool 'Facets' is then employed to understand consumer-pack interaction, prioritise consumer and design requirements, and predict the optimum physical properties of packaging design.

Finally, MMR's 'Impakt' suite of research tools - which includes eye tracking, facial coding, online and off-line survey tools - is used to test and validate new designs against those of competitors.

MD Mat Lintern comments: '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.'

Yesterday, full service agency SPA Future Thinking announced the launch of two new packaging development tools, 'PackPotential' and 'PackPerfect', which integrate behavioural and emotional techniques into the firm's traditional methodologies.

Web site: www.mmr-research.com .