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News Release from: mmr research worldwide | Subject: mmr pulse
Edited by the Marketingservicestalk Editorial
Team on 29 November 2007
Keeping your finger on the pulse
Several major UK food and drinks companies are now benefiting from an innovative research approach from mmr research worldwide.
The innovative research approach from mmr research worldwide is a rolling programme known as mmr pulse and its objective is to provide clients with everything they need to know about consumer attitudes to the many trends which influence their choice of food and drinks products Three research components are brought together
Firstly, we run a quarterly quantitative study which listens to the views of 1,000 people (representative of the UK population).
Secondly, we have a permanently available series of forums at our web community pulsefoodanddrink.com.
Here, we gather people's opinions to news stories and other stimulus material which we post, and to queries that are posted on behalf of our clients.
This is a very free and evolving environment and lets people talk about what is important to them.
And, thirdly, we invite people to regular online discussion groups where we are able to probe into specific and relevant issues in a more detailed way.
It's the accumulated learnings across all three research types that makes this proposition attractive to clients.
They get a very robust quantitative read on all the major trends covering health, ethics, environmental issues and all other factors that affect people's relationships with the products they buy - and the quarterly cycle means the subtle changes in attitudes can be acted upon before the behaviours catch up.
Mmr makes the data doubly useful by tracking the changing populations of the segments we identified with our first study - these segments bring together people who share similar attitudes across a range of issues and who also happen to share other distinguishing demographic, media consumption and behavioural traits.
Changes in segment sizes can act as an early-warning call in cases where niche attitudes are starting to become more mainstream or vice versa.
The web community and online focus groups come into their own by painting a more complete picture of people's views.
Subjects discussed so far include the usual, such as food labelling, organic foods, carbon footprints, nutritional claims and the growing power of supermarkets, as well as the less usual, such as dinner party conventions and the popularity of Christmas hampers.
Clients receive a report every month from one of the three components.
These are designed to be used and shared within the insight and marketing teams of our clients to provide a basis for marketing planning, decision-making and new product development.
Mmr research worldwide is a full-service market research agency with a broad offer of services to help products, services and brands become and remain category leaders.
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