Understand how your packaging, concepts and messaging land with consumers - before you commit

We test marketing ideas through surveys that combine rating questions with written feedback in consumers’ own words.

The result is research that shows not just what works, but why — helping brands make better decisions before committing money.

Our research has been used by teams at companies such as Diageo, Sacla, Thornton & Ross, Thatchers Cider, L’Oréal, M&S and SPAR.

How we get meaningful answers in people’s own words

Surveys often struggle to capture useful open-ended answers. Respondents may give very brief responses or repeat the wording of the question.

Our surveys are designed to prevent this.

Questions are carefully structured to encourage thoughtful answers, and built-in quality controls ensure respondents take the time to explain their reactions clearly in their own words.

Respondents who do not meet our quality standards are excluded.

This approach allows us to capture meaningful verbatim feedback from large numbers of respondents, giving depth and context to quantitative findings.

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 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