Concept Development & Testing

Make your ideas & concepts bulletproof.

Creating concepts that consumers love.

The sheer number of food, drink, personal and household care products in the market is astounding, with tens of thousands more launched every year. But as consumers continue to become more discerning about the choices they make, failure rates for new products remain sky high.

To hedge against this unfavorable outcome, it’s critical that time and investment is placed in the right areas from the word go. This begins with creating and developing new ideas, concepts or claims that are as robust as possible – and fit genuine consumer needs.

So, how do we do that? We set your ideas up for success.

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Set yourself up for a win from the word go.

Bring together target consumers, category professionals and brand experts to create winning concepts and claims that truly resonate.

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Don’t waste time on the ideas, concepts or claims that consumers aren’t interested in. Screen down and focus on those with the greatest potential for success.

Be clear on which to progress, while maximizing your research investment.

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Want to create a proposition that’s fully aligned to consumer needs?

Place them at the heart of creation and development for crystal clear guidance at every stage.

It’s a no brainer. Or at least that’s what we think.

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After working alongside consumers to identify your best ideas and co-create perfect final stage concepts, validation helps give greater confidence on the size of the opportunity, growth potential and relevant targeting streams.

As many as 95% of new products fail every year. That’s why our approach is to set your ideas up for success on a solid foundation. We have a range of solutions to suit all budgets and timescales and will partner with you to create a bespoke approach that meets your specific needs. Plus our sensory experience ensures you don't just get to great ideas, but great products that live-up to the promise - why wouldn't you!


The tools for top-notch ideas – no matter your budget or timeframe.

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Concept Screener

Quickly narrow down a number of early stage ideas and identify those with the strongest potential for progression.

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Qualitative Developer Groups

Call upon creative and articulate consumers to help progress your proposition, from initial idea to worked up concept.

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Concept Accelerator

Refine your concepts with our unique co-creative online tool. Combining qualitative consumer video reactions with the validation and robustness of quant.

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Opportunity Layers

Advanced concept validation that identifies true concept potential, without relying on single metric action standards, historic norms or forecasts.

MMR jumped straight into the brief and project, delivering some brilliant insights for us which will shape our innovation platform. The team are fun to work with, extremely flexible and are always thinking of new ideas to overcome project challenges.


Our innovation people.

You’ll work with John Barratt, our Concept Expert, as well as our dedicated account teams with years of experience in your category and your 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.

Z TEAM Susan Sun

Susan Sun

Qualitative Research Director

Susan has over 12 years' Qualitative research experience from both client and agency side. She's passionate about interacting with consumers and discovering the newest market trends.

Susan leads our Qual team over in Shanghai, delivering the best quality of work and service to many many of our clients.

In her spare time, Susan loves to watch movies, take walks and explore different types of food. She also has a pet ferret which brings her endless amounts of fun!




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Gordon's Gin

Spicing up concept development

Nando’s wanted to make their Peri-Peri table sauces and marinades bring people together and add excitement to family dinner times.

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Products that pop, innovation that never stops

Pringles identified an opportunity for a new sub-range of Asian inspired, flavored rice-based snacks that delivered a unique product experience.

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Energizing NPD for Lucozade

Suntory Beverage wanted to develop a new product within the natural energy space.

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Making a splash with a major new launch

Costa Coffee used the power of Sensory Qual to launch with a major new RTD range with impact.

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Gordon's grasp gold at Grocer Drink Awards

Diageo wanted to launch a new range of ultra-low alcohol gin and tonic beverages, while delivering a classic Gordon’s experience.

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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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