Range & Portfolio Optimization

Power up your product portfolio.

Efficient, effective and on point.

That’s the aim of every product portfolio and we make it happen. Sometimes that means cutting the zombies and amplifying the reach of products with the potential for healthy sales uplift. Other times it’s about making space for something new and more compelling. Whatever your end-game, we make sure your product portfolio has what it takes to fight for attention and push its way into the hearts, minds and memories of more consumers – online and in-store.

In 2020, 50% of FMCG brands reduced their ranges to be more efficient – and a third have delisted products in the last 6 months.

Range Analyses have very broad and varied applications. Whether you are rationalizing your range to get the most return from your shelf space, informing your longer term NPD strategy, sharing insight with retail partners as category captain - or simply determining the optimal set of claims or benefits to hero on pack or an online product description - the solution must match the objective.

I love working with MMR's team of Range experts, because they always guide my client to the right solution to meet their objectives.

Matt Botham, Senior Account Director

The science of the perfect product portfolio.

Sales incrementality. Cannibalization. Consumer segmentation. Targeting strategies. We can zero in on all these things to help you beef-up your brand range and make it more formidable. And of course, because every brand and budget is different, our solutions are too.

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Range Explorer

Looking to dig a little deeper than industry standard TURF? Range Explorer gives extra clarity on how to make your range work harder. It even covers things like source of steal and how each of your SKUs contributes.

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Want to know it all and maximise confidence because de-listing products and launching new ones is a risky business? SURF removes the guesswork and reveals exactly where your best opportunities are – right down to volume sales level.

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When complex challenges arise with multiple moving parts (e.g. working out the right pack & price strategy) we've got you covered. We tailor everything to meet your objectives, so you get exactly what you need for maximum value

I would highly recommend MMR for any brand grappling with questions on portfolio and pricing.


Our retail experts.

You’ll work with Luisa & Gareth – our Portfolio and Shopper experts – as well as our dedicated account team who have tons of experience in your category and market.

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Luisa Gibbons

Head of Product

Luisa brings nearly 20 years of experience in FMCG consumer and sensory research to bear, looking after our Method Excellence and Innovation Team and tech innovation specialists, Nova.

She is passionate about the continued evolution of research – looking for creative ways to help our clients get the most from their research, leveraging tech solutions, driving consumer closeness and combining solutions to maximise insights.

Luisa’s ‘hobbies’ include chasing after a rumbunctious pre-schooler and boxer dog (both her own, we must add), exploring new places (ideally with a beach), anxiously supporting Reading FC and losing herself in a good book.

Gareth Pritchard

Gareth Pritchard

Associate Director of Stats and Analytics

With a BSc and Masters in Mathematics & Stats from the University of Glasgow and 15 years of MMR experience, Gareth has worked across an extensive range of commercially applicable stats applications.

These include numerous analytical modelling approaches including proprietary segmentation techniques, advanced conjoint/DCM solutions and many others.




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Sweet success for McDonald’s McFlurry

McDonald’s were looking to clarify their core McFlurry range, while building a pipeline of the most incremental product innovations for future launches and promotions.

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A smooth research experience for Diageo

Diageo wanted to re-define their portfolio and pricing strategy for Guinness & Malta Guinness pan-Africa, while exploring innovation opportunities across the region.


Analyzing the current offering for consumer-led growth

Danone partnered with MMR to develop a consumer-led strategy to promote growth.

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Illuminating shoppers' path to purchase

Global wine producer Concha y Toro wanted to explore how UK consumers shop for wine, including the diversity of customer demographics and their different shopping missions.

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Quorn up-the-ante in meat-free innovation

Quorn reached out to MMR to help build and optimize the launch of the new ‘Quorn Makes Amazing!’ sub-brand.

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News & Insights.

Take a look at the articles below for a quick recap of our latest news, insights and industry trends. You never know what you may find.

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