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.


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 Jeremy Taylor and Nors Kinsey – our Portfolio and Shopper experts – as well as our dedicated account team who have tons of experience in your category and market.

Z TEAM Jeremy Taylor

Jeremy Taylor

Portfolio Director

As Portfolio Director, Jeremy utilizes the expertise from across the MMR family to ensure clients get the very best learning and insight to inform strategy & development.

He's also our Range & Portfolio expert, driving commercially pointed and highly actionable solutions across this part of our toolkit.

Outside of work he's a busy family man, often found entertaining his two small children, spending time with his wife, or indulging his dream to be a pro-golfer!

Z TEAM Noreen Kinsey

Nors Kinsey

Senior Account Director

Noreen’s area of interest is the psychology of shopper behavior; whether in physical stores or online.

Optimizing products to ensure trial & repeat purchase is just one facet of the Shopper Journey Nors supports our clients with; from pack standout and saliency to the last yard UX.

Outside of work, Nors loves film and theatre, and frequently bores her children with tales of her AmDram days.

Z TEAM Tristan Findlay 2020

Tristan Findlay

Chief Growth Officer

Tristan is passionate about helping clients improve how they collect consumer insight, how they use that insight and ultimately how they translate that into successful innovation.

Clients who have worked with Tristan know that he will challenge decisions and approaches, but always with the clients best interest at heart. He has a passion for exploring and driving appropriate technology and innovation within the world of market research, but doing this without losing rigor.

When Tristan retires from the world of market research we're pretty sure he will be running a fancy restaurant somewhere, at least if his Instagram is anything to go by!




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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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If you'd like to understand a bit more about us or find out how we can help solve your challenges, check out our team's availability and book in a call at a time that suits you.

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