Make confident decisions on packaging, concepts and messaging — fast, using real human responses

We design structured surveys that capture how people really respond — what they think and feel in their own words — and turn that into clear direction.

We don’t just show what people think. We explain why — so you know what to do next.

Our research has been used by teams at companies including….

Diageo, Sacla, Thornton & Ross, Thatchers Cider, L’Oréal, M&S and SPAR.

How we differ

Qual research can give genuine depth, but sampe sizes are small.

That’s why it is usually followed by quant (a survey).

But surveys typically ask “closed” questions because historically its been difficult to get good answers to open-ended questions.

That’s the problem we have solved.

Instead of choosing between speed, scale, or depth — you get all three.

  • Speed — fast turnaround, without weeks of planning

  • Scale — large, well-targeted samples

  • Depth — clear understanding of why people respond the way they do

How we get meaningful answers in people’s own words

We keep questionnaires short, focused and easy to complete.

We give respondents time to review stimulus materials and then respond in their own words.

The aim is to avoid fatigue and loss of focus.

Questions are carefully structured to encourage considered responses, and built-in quality controls ensure respondents take the time to explain their reactions clearly.

Respondents who do not meet our quality standards are excluded.

This leads to more thoughtful, useful answers — in people’s own words.

What consumers actually said about a pack

These are real responses from a packaging survey. In this study we collected over 200 written comments, which we analyse and summarise into themes for clients.

“The Italian wording makes it look authentic and premium.”

“The label looks classy — simple and not cluttered.”

“The seal across the top makes it look like a premium product.”

“The Italian wording gives the impression you’re buying a premium product. It gives a bit of a story about what’s in the sauce.”

What clients say

“We wanted pack design research that gave quality feedback from more people than you can reach in groups, and MRQual did just that. It gave detailed verbatim insights on people’s likes and dislikes for each concept.”

Clare Wood
Marketing Director, Sacla

What we do

  • Concept testing

  • Pack design testing

  • Messaging and claim testing

  • Creative and communication testing

  • Brand research, segmentation and U&A studies

How we approach quantitative research

  • Questionnaire design focused on real decisions
    Questions are written to uncover how people think and feel, not just to collect ratings

  • Prompts that reveal reasoning
    Respondents explain their reactions in their own words rather than selecting predefined explanations

  • Careful screening of respondents
    Participants both qualify properly and are willing to engage thoughtfully with the questions

  • Efficient sample design
    Studies are sized to deliver reliable findings without unnecessary oversampling

We work with

Independent qualitative researchers and thoughtful brand teams who want quantitative research to clarify decisions — not complicate them.

Our work is often used alongside qualitative research to help teams decide which direction to take.

Get in touch

If you’d like to discuss a project — or simply sense-check an approach — feel free to call or email.

Richard Clark

Phone: 07776 145660

Email: richard@mrqual.com