MMR Research says that the age of discovery is here — and with consumers increasingly seeking out new and novel experiences, brands are under pressure to innovate or get left behind.

MMR Research hosted a webinar on Tuesday, 1 October. The initiative unpacked the findings of its exclusive global study, mapping out which brands are leading in this exciting journey of discovery for consumers. The research took full advantage of AI, mobilising the latest chatbot technology to converse with over 2 500 people across the United Kingdom, the United States, China, South Africa and Brazil.

Guest speaker Nick Graham, who has spent over a decade in insights and analytics with PepsiCo and Mondelez, summed up the spirit of the moment.

"Across all generations, we've seen a general uptick in the search for experiences," Graham said during the webinar. "Consumers are no longer satisfied with the same old routine. They want small bursts of excitement, twists on the ordinary that give them a break from the everyday grind. It's less about novelty for the sake of being different and more about creating moments that stand out." 

Graham added that product experience has been underrated. The deep lasting connection that people have with brands comes from experiencing them and from the moments of use.

Taking centre stage during the broadcast, MMR's new 'self-drive' tech platform for product testing, Product Hub, revealed what brands are best placed to ride the discovery era, following a choice-based research study featuring 50 CPG or QSR (Quick Service Restaurant) brands that are highly visible across regions, says MMR Research.

The results of The World's Greatest Discovery Brands revealed that McDonald's, Starbucks and Cadbury's are performing well in terms of their ability to introduce consumers to new products and experiences. Coca-Cola's limited-time product launches also emerged as a prime example of how to drive innovation effectively. In the United Kingdom, Heinz was ranked fifth by consumers, who will have seen the company's innovative collaborations (like with Absolut Vodka) and interesting flavour explorations, MMR Research adds.

Dan Jenkins, Head of Product Hub, says, "These discovery brands are breaking through the clutter by tapping into what consumers truly want — products that offer excitement, adventure and something just a little different."

According to MMR Research, the platform was created to help brands monetise new product ideas more quickly, while offering efficient means to check upgrades to core ranges to aid ongoing competitiveness in an age of discovery.

The main host was Andrew Wardlaw, MMR’s Chief Ideas Officer, who built upon Nick Graham's comments and highlighted the role of product experience in shaping brand success.

"It's getting harder for brands to nurture valuable equities via brand communications. Manufacturers should view product experience as their number one driver of brand saliency and equity. In my view, every product experience must enhance user perception of key equities via carefully crafted sensory characteristics," says Wardlaw.

Graham said, "Innovation can't be an afterthought anymore. You can't keep offering the same products year after year and expect consumers to stay excited. They're on a journey, and if your brand doesn't keep up with them, they'll move on to something else. In the end, product experience is everything. The journey doesn't end with a purchase — it's just the beginning."

As the webinar concluded, MMR left industry professionals with a challenge: In an era where consumer preferences are shaped by TikTok, chatbots and social listening, CPG giants must rethink their innovation strategies. To win in the discovery-led world, brands need to invest in both incremental and disruptive innovations — balancing the familiar with the unexpected.

For more information, visit www.mmr-research.com. You can also follow MMR Research on LinkedIn, X, or on Instagram. 

*Image courtesy of MMR Research