Understand what people think — and why — about your packaging, concepts and messaging — at scale

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

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

Why this matters

Qualitative research gives depth, but with small samples.
Surveys give scale, but typically miss the reasons behind responses.

That means teams often have to choose between understanding what people think and why they think it.

We remove that trade-off.

You get:

  • Depth — clear understanding of why people respond as they do

  • Scale — large, well-targeted samples

  • Speed — fast turnaround, without weeks of planning

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 respond in their own words.

The aim is simple: avoid fatigue and keep attention on what matters.

Questions are carefully designed to encourage considered responses, and built-in quality checks ensure people take the time to explain their thinking clearly.

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

Real responses from a packaging survey

In this study we collected over 200 written comments, which we analyse and summarise into themes for clients. Here are a few examples.

“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

  • Packaging testing

  • Messaging and claim testing

  • Creative and communication testing

  • Brand research, segmentation and U&A studies

How we approach 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