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.
This is according to a new consumer study by MMR Research, which suggests that there is a new generation of drivers of product trial, ranging from ‘monotony breaking’ to FOMO-fuelled ‘thrill-seeking’ and the assumption that new products are ‘presumed better’.
The findings were unveiled last week during a webcast hosted by MMR, which also mapped out which brands are leading in the journey of discovery for consumers.
Guest speaker Nick Graham, who has spent over a decade in insights and analytics with PepsiCo and Mondelēz, summed up the spirit of the moment. “Across all generations, we’ve seen a general uptick in the search for experiences,” he 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 went on to assert the importance of memorable product experiences: “I think product experience has been under-rated. The deep, lasting connection that people have with brands comes from experiencing them and from the moments of use.”
During the broadcast, MMR’s new ‘self-drive’ tech platform for product testing, Product Hub, revealed which brands are best placed to ride the discovery era, following a choice-based research study featuring 50 CPG (Consumer Packaged Goods) or QSR (Quick Service Restaurant) brands that are highly visible across regions.
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 UK, Heinz was ranked fifth by consumers, who will have seen the company’s innovative collaborations (e.g. with Absolut Vodka) and interesting flavour explorations.
Dan Jenkins, Head of Product Hub, said: “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.”
MMR noted that the platform was created to help brands monetise new product ideas more quickly whilst offering efficient means to check upgrades to core ranges to aid ongoing competitiveness in an age of discovery.
During the webcast, Andrew Wardlaw, MMR’s Chief Ideas Officer, built upon Graham’s comments, highlighting 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.”
He added: “In my view, every product experience must enhance user perception of key equities via carefully crafted sensory characteristics.”
Graham shared a clear message for brands hoping to thrive in this discovery-driven world: “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.”
He added a simple yet profound point: “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.
NAM Implications:
- ‘a general uptick in the search for experiences across all generations’
- i.e. innovation in any language.
- We all know what needs doing.
- The key is getting in first, if at all possible.
- Knowing that the basics work…
- …most times.
