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How to do innovation faster,

without leaving the consumer behind

Presented by Andrew Wardlaw

Insights Director, MMR Research

The Rise of ‘Agile’

Processes that

• Combine quality & speed

• Reduce inherent risksof innovation

• Enable better ideas through wider collaboration

The Rise of ‘Agile’

More Projects

More Collaboration

Faster Timelines

The Rise of ‘Agile’

Why has ‘Agile’ risen?

Faster, faster!’

Increased fragmentation

High rates of failure

“Agile is a response to faster, fragmented & failing dynamics

Consumers demanding more tailoring –challenger brands taking chunks out of mainstream players…

Burden of high failure rates… how do we innovate faster & reduce risk?”

The Risk of ‘Agile’

More projects, less resource

Absence of consumer participation

Dominance of ‘opinion’

“With so many ideas flying around, there’s a need to sort wheat from the chaff before spending too much money.

Tendency for ideas to develop to far without consumer check in…

Often relying on highest paid person in the room!”

The Research Response

Market Research is evolving…

How far do you want to roll your sleeves up?

Different levels of service – from full service to completely ‘self-serve’

Towards self serve, you’re losing the interpretive ability of the researcher, and some flexibility

Self serve Full service

Ipsos InnoQuest

Overnight

eValuate

Express

LinkExpress™LinkNow

It’s a question of confidence

“Don’t listen to her – DIY is a really good way of getting your research

done cheaply and quickly.

Do it! You have nothing to lose!”

“Wait – you should be adding value, not doing the research

yourself. Do you really have the time, resources and expertise?

Perhaps you should get help from an expert?

You might need their help if the brand team challenge you on

the results.”

Also…

• Knowing when to stay lean

• Knowing whatminimum viable insight looks like

Does cheaper mean inferior?

Greater standardisation – Survey, Sample, Output

Reduced client service

Shifting of responsibility

“In a word, no.

Many instances where ability of research agency to add real value is reduced

Well designed research, with simple standardised output will often suffice.”

FAST is here to stay

2010Link pre-test

£12-15k4 weeks

2015Link Now

From £3,690“as little as 6 hours”

• Link Now mandate• 50 markets• Self serve on ZappiStore• K&I team can use full serve, but

have to justify additional cost• Test / re-test, rather than single,

set piece research

Your evolving toolkit

What options do you have?

Express Screening

Testing & Optimisation

ImmersionSensory

Evaluation

Express Screening Robust quantitative screening

NAMES

CLAIMS

BENEFITS

IDEAS

Helps you to choose names, flavours and varieties

Find out your most favoured brand or product claims

Discover your most compelling brand/product benefit

Screen your early stage ideas to give you a better idea of where to invest

Ideal for narrowing down the options

Express Testing + Optimisation

CONCEPT

PRODUCT

PACK

Holistic concept assessment and optimisation

Fast product testing at a central location

ImpacktLite on ZappiStore: MMR’s highly capable packaging assessment tool

Validate potential and gain clarity on how to improve

Immersion

ONLINE QUALITATIVE

VIDEO INSIGHT

Explore and collaborate with target consumers, in a fully moderated online community

Experience how consumers think, feel and articulate around a category or key issue

In depth qualitative insight, without the wait

Sensory Evaluation

RAPID DIAGNOSTICS

RAPID MAPPING

RAPID SENSE CHECK

Defines the sensory attributes of product or category.Expert commentary in specifics, not easily articulated by consumers

Maps the sensory space of a category by illuminating the key similarities and differences of up to 20 products

Compares and contrasts up to 6 products or prototypes by focussing on differences

Deep product understanding from the sensory experts

From TV ad testing…

To packaging effectiveness

CASESTUDY Objective:

Understand which, if any, of 4 new packaging routes perform stronger than current

Method:

Client used MMR Express ‘Concept’

Monadic read: per Nandos concept (n=150)

Competitor Benchmarks: 2 competitor concepts integrated into test

Bespoke sample: 100% condiment/Cooking Sauce users

Assessment of new packaging concepts

CASESTUDY Deliverables:

Power Summary

Unpriced / Priced Purchase Intent

Price optimisation

Key measures: New & Different + Excitement +

Taste Appeal + Fit to Brand

Additional Diagnostics:

Concept Highlighter (Likes and Dislikes)

Agreement statements

Emotional Profiling

Assessment of new packaging concepts

CASESTUDY

Client Feedback

“These are extremely useful

reports - guiding our decision

making as I type”

“Great! This immediate

feedback enables us to act

quickly”

CASESTUDY

Identifying sensory signature in crowded category

Objective:

Ella’s Kitchen’s younger brother! Baby + toddler bath time brand seeking distinctive sensory profile for new Baby Bubble Bath

- Understand the sensory space

- Understand sensory differences between Paddy’s prototypes

Method:

Client used MMR Express Sensory Mapping

CASESTUDY

Be more compelling at shelf

Background

Global CPG company losing share to competitor

Early research suggested issue was at shelf

Objective:

- Understand if proposed new packaging would bolster competitiveness

Method:

Client used ZAPPISTORE Impackt Lite

5 cell packaging test with 3 new designs, current + competitor

CASESTUDY

Be more compelling at shelf

Deliverables:

Power Summary

- All key measures, including standout, PI and appeal

Brand Recognition

- ½ second exposure

Competitive Stand Out

- Recognition vs. distractor images

Emotional Profiling:

- Performance against 12 tailored attributes

Hot Spots:

- Likes / Dislikes / why

Summary

Faster research is here to stay

Enabling greater consumer participation

Focus investment on what matters most

Thank you, and good luck