BRANDING,MARKETING & DESIGN


The results ofMMR's recent study on the rapidly growing dark chocolate market are suprising


Newinsight for success Toby Coates explores the science of tapping into the consumers' subconscious


Today’s supermarkets are crammed full of great products. For every purchase wemake, there is a bewildering array of alternatives. Research and development departments are full of smart, creative people who ensure that there is simply no such thing as a bad product anymore.


Toby Coates is Research Director at food, drink and personal care market research specialists,MMR Group. For more information visit ww.mmr-research.com


the trajectory for brands varies greatly. Some flourish and become iconic, whilst others disappear as quickly as they arrive. Indeed, most estimates


Y 22 | FMCG News | FMCGNews.co.uk


et, despite the fact that there is little to choose between some products;


put the failure rate of new products at between 80 to 95 percent. If the market research industry


is doing its job properly by supporting R&D teams, and providing data and analysis that is utilised effectively by brand owners, then how can this level of failure occur?


IRATIONAL CONSUMERS As most businesses realise, the key to success is more than developing an appealing product. After all, how often has a concept or product that scored favourably on liking and purchase interest failed to gain traction in market?


Research teams are failing to


note this gap between liking and intention to purchase and work on the assumption that consumers make rational choices. There are more factors at play that drive purchase behaviour. We like to think of ourselves


as being in control of our own actions, making choices based on logic. However, when confronted by the reality of a supermarket crammed full of fit- for-purpose products, consumers make rapid decisions about what they want without consciously thinking. This is possible due to a human ability to interpret a multitude


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52