Test your packaging, concepts and messaging — with real explanations, not just scores

In our surveys, people explain their thinking in their own words, giving you clearer direction, not just results.

Used by insight and brand teams at:

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

Why this matters

You test ideas. You get scores.

But when the scores are close, or conflicting, it’s hard to know what to do next.

This approach shows you what’s really going on.

  • What’s driving each result

  • Where options differ — and why

  • What to fix, refine or move forward with

When this approach works best

This approach is designed for evaluating ideas — not exploring them.

It’s ideal when you want to compare options, understand reactions, and make decisions with confidence.

People respond independently, in their own time, and in their own words — so you hear from everyone, across larger and more diverse samples.

You also see exactly what people wrote — not just a summary.

It’s often used alongside qualitative research, helping teams move from exploration to confident decisions.

How we get meaningful answers in people’s own words

We design surveys so people can give considered, thoughtful responses.

Questionnaires are short and focused.
People have time to review what they’re shown.
And they respond in their own words.

Built-in quality checks encourage people to explain their thinking clearly.

The result is better answers — in people’s own words.

Real responses from a packaging survey

In this study, people wrote over 200 detailed comments explaining their reactions.
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 now have a clear route to take forward.”

“Quick turnaround, clear actions, and the confidence to move ahead.”

Philip McTeer
Marketing Director, Thatchers Cider

“You get the richness of qualitative with the robustness of numbers.

That gives you much more confidence in your decisions.”

Shomik Ray
Senior Brand Manager, Diageo

“I used this approach with some hesitation at first.

I was pleasantly surprised by the depth of the results.”

Jo Marshall
Head of Insight, Thornton & Ross

What we do

  • Concept testing

  • Packaging testing

  • Message and claim testing

  • Creative and communication testing

  • Brand research and segmentation

How we get better answers

  • Focused on real decisions
    Questions are designed to uncover how people think and feel — not just collect ratings

  • Prompts that reveal reasoning
    People explain their reactions in their own words, rather than choosing from predefined options

  • Thoughtful respondent selection
    We recruit people who both qualify and are willing to engage properly

  • Efficient, well-sized samples
    Studies are designed to deliver reliable findings without unnecessary scale

We work with

Brand, insight and innovation teams who want research to clarify decisions — not complicate them.

We also work alongside qualitative researchers, helping extend their thinking to larger, well-targeted samples.

Get in touch

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

I’m always happy to talk things through.

Richard Clark

Founder, MRQual

Phone: 07776 145660

Email: richard@mrqual.com