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Innovative Methodologies Personalized, Decisive Direction Visionary Perspective

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Who We Are

The Best of Both Worlds

M&RR blends the best qualities of a small boutique research company with the power and infrastructure of a global research firm.

Small boutique company

  • Create or adapt
    No “black boxes” or “square peg in round hole” products
  • Iterative, collaborative partnership
  • Single point of contact with senior-level researchers
  • Extension of your staff
  • Added-value
    Insightful recommendations and business solutions
  • Research-focused
    Not technology-focused

Global research firm

  • Complete end-to-end capabilities
    No outsourcing or offshoring
  • Research methodologies
    Well-versed in traditional and cutting edge research methodologies
  • Advanced analytic capabilities
  • Speed of deliverables
  • Flexible pricing
  • Infrastructure
    Extensive and sophisticated

Our Credentials

Company Stats

  • Full-service market research and insights firm
  • Established in 1989
  • Privately owned
  • Based outside Washington DC
  • Average employee tenure: 12+ years
  • Several key clients have been with us for 15+ years

Recognized By

  • Smart Company Magazine Entrepreneurs to Watch
  • Ranked as one of the Fastest Growing Private Companies in the U.S.
  • Top 10 Local Family Friendly Businesses


  • Insights Association

In The News

Our Team

  • John Bekier


    Total years of experience: 30
    Favorite Deep Thought:
    To me, truth is not some vague, foggy notion. Truth is real. And, at the same time, unreal. Fiction and fact and everything in between, plus some things I can't remember, all rolled into one big "thing." This is truth, to me.
  • Taylor Grant

    Member, Board of Directors

    Total years of experience: 22
    Favorite Deep Thought:
    If you're a cowboy and you're dragging a guy behind your horse, I bet it would really make you mad if you looked back and the guy was reading a magazine.
  • Tatiana Dockendorf

    Vice President, Analytical and Data Processing Services

    Total years of experience: 23
    Favorite Deep Thought:
    The face of a child can say it all, especially the mouth part of the face.
  • Andy Stacey

    Vice President, Consumer Insights

    Total years of experience: 25
    Favorite Deep Thought:
    Dad always thought laughter was the best medicine, which I guess is why several of us died of tuberculosis.
  • Jennifer LaFave

    Director, Consumer Insights

    Total years of experience: 25
    Favorite Deep Thought:
    How come the dove gets to be the peace symbol? How about the pillow? It has more feathers then the dove, and it doesn't have that dangerous beak.
  • Wendy Jones

    Director, Finance and Administration

    Total years of experience: 31
    Favorite Deep Thought:
    I wish I had a dollar for every time I spent a dollar, because then, Yahoo!, I'd have all my money back.
  • Joseph Stann

    Director of Information Services

    Total years of experience: 17
    Favorite Deep Thought:
    When I found the skull in the woods, the first thing I did was call the police. But then I got curious about it. I picked it up, and started wondering who this person was, and why he had deer horns.
  • Chase Wrinn

    Director, Consumer Insights

    Total years of experience: 11
    Favorite Deep Thought:
    I guess of all my uncles, I liked Uncle Caveman the best. We called him Uncle Caveman because he lived in a cave and because sometimes he'd eat one of us. Later on we found out he was a bear.
  • Sherrye Parr

    Data Processing Consultant

    Total years of experience: 23
    Favorite Deep Thought:
    Children need encouragement. If a kid gets an answer right, tell him it was a lucky guess. That way he develops a good, lucky feeling.
  • Philip Fell

    Senior Data Processing Programmer

    Total years of experience: 29
    Favorite Deep Thought:
    I can't stand cheap people. It makes me real mad when someone says something like, "Hey, when are you going to pay me that hundred dollars you owe me?" or "Do you have that fifty dollars you borrowed?" Man, quit being so cheap!
  • Kibibi Bishop

    Senior Data Processing Programmer

    Total years of experience: 21
    Favorite Deep Thought:
    The first thing was, I learned to forgive myself. Then I told myself, "Go ahead, do whatever you want, it's ok by me."
  • Jen Herrick

    Sr. Programmer, Data Processing and Analytics

    Total years of experience: 17
    Favorite Deep Thought:
    For mad scientists who keep brains in jars, here's a tip: why not add a slice of lemon to each jar, for freshness?
  • Stacey Wachter

    Associate Director, Administrative Services

    Total years of experience: 33
    Favorite Deep Thought:
    Before you criticize someone, you should walk a mile in their shoes. That way when you criticize them, you are a mile away from them and you have their shoes.
  • Emily Yeagley

    Analyst, Consumer Insights

    Total years of experience: 6
    Favorite Deep Thought:
    If trees could scream, would we be so cavalier about cutting them down? We might, if they screamed all the time, for no good reason.
  • Ashley Zell

    Administrative Assistant

    Total years of experience: 5
    Favorite Deep Thought:
    As the light changed from red to green to yellow to red again, I sat there thinking about life. Was it nothing more than a bunch of honking and yelling? Sometimes it seemed that way.
  • Matthew Schmidt

    Analyst, Consumer Insights

    Total years of experience: 2
    Favorite Deep Thought:
    Probably the earliest flyswatters were nothing more than some sort of striking surface attached to the end of a long stick.
  • Lavallie Brown

    Programmer, Data Processing

    Total years of experience: 1
    Favorite Deep Thought:
    To me, boxing is like a ballet, except there's no music, no choreography, and the dancers hit each other.


What We Can Do For You

Customer Focused
  • Customer Satisfaction Research
  • Target Audience Profile Research
  • Lapsed Customer Research
  • Polling / Public Policy Research
Brand / Category Focused
  • Awareness and Usage Tracking
  • Brand Health / SWOT Analysis
  • Habits & Practices Research
  • Image and Positioning Research (segmentation)
Web / Digital Focused
  • Website / App Satisfaction Research
  • Web Intercept Research
  • Digital Platform Engagement / Satisfaction
Retail Experience
  • Shopper Experience
  • Store Attitudes & Usage
  • Online vs. In-Store
Messaging / Communication
  • Messaging Effectiveness Research (Direct Mail, Digital)
  • Advertising Effectiveness Research (Including Digital Ad Tracking)
Development / Optimization
  • Concept Ideation / Testing
  • Messaging Optimization
  • Product Development / Reformulation (Conjoint / Discrete Choice / Menu-Based)
  • Pricing (Price Elasticity, Price Modeling)
  • Problem Detection Analysis
  • Product Tests (HUT and CLT)

Competitive Landscape
  • Market Structure Analysis (proprietary)
  • Perceptual Mapping
  • Quadrant Analysis / Gap Analysis
  • Structural Equation Modeling (SEM)
Key Drivers and Forecasting
  • Correlation
  • Factor Analysis
  • Regression Analysis: Linear, HB, Multinomial Logit, Correlated Component, Latent Class
  • Forecasting Models
Product / Service Optimization
  • Trade-off Analysis
  • TURF Analysis
  • Max Diff Scaling
  • Van Westendorp
Target Audience Analyses
  • Segmentation (Cluster Analysis)
  • Loyalty Modeling
  • Database Modeling

Throughout your brand's life cycle, many important issues and topics arise.

M&RR's arsenal of research tools can inform across each phase of this journey.

Launch + Maturation
Get in touch to learn more

Habits & Practices

Understand how consumers engage with category including:

  • Current behaviors
  • Trends
  • What is changing in the market place
  • How consumer behaviors are evolving
  • How your brand and competitors fit in the space
Define Priority Targets

Segment consumers based on need-states (emotional and rational) as well as category engagement and attitudes

Identifying targets before or during brainstorming allows segmentation to inform all phases of innovation journey

Pain Point Prioritization

Identify and prioritize frustrations and unmet needs within the category

Prioritize based on frequency of occurring, level of annoyance, and value in resolving through new or existing service / product

New Product Ideation

Brainstorm potential ideas and identify up to 35 ideas to test using Max Diff (preference ordering), TURF and deep dive exploration

Identify “ownable” opportunities and strongest ideas to further develop or concept test

Concept Diagnostics

Battery of questions to assess strength of concept

  • Initial reaction
  • Seek out more information
  • Purchase Intent
  • Uniqueness
  • Ability to solve problem(s)
  • Ability to fulfill need(s)
  • Fit with your brand
  • Appeal and believability of product elements
Market Sizing

Incorporate Census data, concept diagnostics, and tested calibration methods to size the market and asses the potential for an innovation concept

Feature Preference

Max Diff to assess which features are most critical for uptake and messaging

TURF analysis to identify combinations of features with the broadest appeal (useful for refinement or communication efforts)

Price Elasticity

Different pricing techniques can be used to provide guidance on how best to price the concept:

  • Monadic price points
  • Price Laddering
  • Van Westendorp Price Modeling

Research techniques to optimize both product and pricing prior to market launch as well as forecast sales potential.

Trade-Off Analysis

Quantifies the relationship between product features and choice to help you better optimize product features and price

Mirrors real-world decisions making results more actionable

Different techniques are available depending on situation

  • New / Under-developed category
  • Extension to existing product line-up
  • How far along in product development
  • Competitive environment
  • Level of customization available
Additional Research Commonly Used During This Stage
  • Logo Optimization

    Test various logo treatments to pinpoint logo that resonates most with consumers

  • Name Optimization

    Gauge reactions to potential names including pre-existing “baggage” and fit with product

Various techniques can be used to provide a summary of the marketplace and its competitors. Key outputs demonstrate the strengths and weaknesses of the various brands and provides a tool to monitor branding efforts over time.

Brand Health

Determine how well brands within your competitive set are performing on key metrics such as: Awareness, Engagement, Benefits, Attitudes, and Perceptions

Conducted on a regular basis to track results over time and measure the impact of specific ad campaigns

Perceptual Maps

Shows how the market “groups” benefits and illustrates the positioning of brands across them

Shows which benefits are correlated with one another and which are unrelated

Enables targeted positioning of brands

Gap Analysis

Plots the gap between a brand's performance on a benefit and that benefit's importance

It concentrates on a brand's performance across benefits and identifies specific strengths and weaknesses

Often used to identify opportunities to improve brand performance or shape market perceptions of importance

Looking & Listening approaches to consumer insights can take us down many different paths.

From Traditional Approaches Like...
  • Focus groups
  • Friend groups
  • Ethnographies
  • Shop-alongs and shopper intercepts
  • Video and photo journals
  • UX research
To More Innovative, Creative Approaches...
  • Webcam focus groups
  • Mobile device-based research
  • Online discussion boards
  • Online diaries
  • Hybrid Qual-Quant research (Q2)
  • Ch@t

What We Have Done For Others

The Challenge

A television network wanted to establish its authority and identification within the evolving TV marketplace and understand what engages, motivates and influences TV viewers.

Our Solution

M&RR recommended a comprehensive segmentation research project in an effort to understand the rational and emotional drivers of selecting television programming and to identify the most likely targets for focused marketing.


M&RR was able to identify 6 segments of the population by linking cultural imperatives, mood triggers, rational benefits of watching television and general attitudes towards television.

This exercise provided an understanding of the TV viewer mindset and its role in programming choices, identified strategic audience segments in order to focus marketing and programming efforts and revealed compelling hooks to reinforce the station's identity and authority.

The Challenge

A new player in the online TV service category needed consumer feedback to:

  • determine interest in their service
  • create the most desired TV packages
  • develop an optimal pricing strategy
Our Solution

M&RR designed and conducted a menu-based conjoint exercise, accommodating 5 distinct features (including price), each with up to 5 different levels, and questions incorporated into the trade-off exercise that allowed the respondent to “build” their own “package” of channels and indicate intent to sign-up.


This research helped identify consumer interest in this new service, preference for how to structure channel packages, and illustrated shifts in potential market share based on changing the available features.

A custom market simulator was built which allowed the client to alter the bundle of features available and measure changes in potential market share as product development continued to progress.

The Challenge

Consumer research is routinely conducted to help magazine editors identify the strongest cover to run in any given week. In this particular case, a magazine wanted to use this research data to:

  • identify strongest performing covers
  • provide guidelines for enhancing covers
  • forecast potential newsstand sales
Our Solution

M&RR interpolated 28 data metrics from different covers tested and used factor analysis to categorize them into 6 cover dimensions. The weight each dimension has on sales was determined using regression analysis aligned with actual sales data to build a forecasting model.


This analysis resulted in the creation of an “overall affinity” score, which provides the editors with an indication for how any cover tested will actually perform. Additionally, it provides the editors with guidance on which elements are strongest and weakest for a cover to provide specific guidance on cover optimization.

The Challenge

A large telecommunications provider was looking to keep their finger on the pulse of customer satisfaction, in order to quickly problem-solve and keep their customers engaged and happy.

Our Solution

M&RR designed a customer satisfaction program to measure current satisfaction levels, and highlight any potential pitfalls. Flash reports are released each month enabling the client to take a pulse on customer satisfaction and quickly pinpoint issues / problems that may negatively impact customer satisfaction. The information is shared with internal employees to ensure quick resolution to these potential issues / problems.


On an annual basis, customer satisfaction scores are used to assist senior management in distributing equitable year-end bonuses. Customer satisfaction has increased each year since the inception of this tracking program.

The Challenge

A laptop manufacturer needed to determine the optimal pricing and potential uptake for a laptop that was soon to hit the market.

Our Solution

M&RR conducted price modeling research to determine the optimal pricing for this laptop. Research was able to show both the optimal price range for the laptop and potential market uptake at various price points.


Results were used to demonstrate to senior management that the pricing currently under consideration was too steep and product uptake would be limited. The research ultimately helped shape the correct pricing for this laptop during its initial unveiling.

The Challenge

Digital entertainment platforms have evolved into a more mainstream landscape. In lieu of this, research was needed to redefine target consumers engaged with the broad digital entertainment landscape as well targets with deeper engagement with specific platforms (gaming, video, music). A tool to monitor trends over time was also needed.

Our Solution

Ongoing tracking study to measure shifts in the digital entertainment landscape including behaviors and forward thinking attitudes. This information was further used to identify core targets for key digital entertainment platforms.


The research yielded 1) more engaged target groups for each digital platform separately (gaming, music, and videos), 2) a broader digital entertainment consumer target, and 3) insight into their mindset / motivations.

This information continues to be used to inform brand strategy initiatives, marketing communication, and platform roadmap planning.

The Challenge

A video-sharing website needed to determine optimal pricing / feature structure for their free and fee-based membership packages.

Our Solution

M&RR designed and conducted a conjoint exercise, accommodating multiple features (including price) and questions incorporated into the trade-off exercise that allowed the respondent to “build” their own “package” of features and indicate intent to sign-up for.


This research helped identify preferences for membership packages and provided a tool to estimate take rates based on package features and illustrated shifts in take rates as package features were adjusted.


Get In Touch


Phone: 240.575.7100