Q&A with 2025 Best New Product/Service Innovation award winner, Product Hub by MMR
Editor’s note: Product Hub by MMR is the 2025 Best New Product/Service Innovation award winner, a category in the Marketing Research and Insight Excellence Awards. The award winners were announced during a virtual celebration on November 19, 2025. To learn more about the awards, visit https://www.quirksawards.com/.
Product Hub by MMR is a platform that blends AI-driven automation with consumer and sensory research expertise and 35 years of product testing best practice.
The Best New Product/Service Innovation award, a category in the Marketing Research and Insight Excellence Awards, is given to a research product, tool or service that is making an impact on the marketing research industry. The 2025 award went to Product Hub by MMR.
Dan Jenkins, global head of Product Hub by MMR, commented that winning this award was an amazing validation of Product Hub’s mission to revolutionize product testing in a time where speed and agility are necessities.
“But more than an accolade, this award highlights a critical shift in how innovation must happen today,” Jenkins said.
Learn more about Product Hub by MMR in this Q&A with Jenkins.
How does Product Hub by MMR make its interactive analytics tools easy to use?
Product Hub’s interactive analytics tools are designed to put power in the hands of innovation teams, without the need for a Ph.D. in data science!
We recognized early on that actionable insights come not just from data, but from understanding that data quickly and intuitively. That’s why the platform offers dynamic dashboards with easy-to-navigate filters, drag-and-drop functionality and visually rich, interactive charts that anyone on the team can explore at their own pace.
We combine AI-driven summarization tools with best practice visualization templates, built on over 35 years of MMR’s product testing expertise. This blend means users get deep, expert-level insights delivered through a user-friendly interface that makes complex data digestible. Whether a seasoned researcher or a busy brand manager, clients can quickly spot trends, identify what drives product success or drill into the ‘why’ behind consumer feedback – all in one place. But it’s not just about technology.
Every project that’s run through Product Hub is serviced by MMR’s team of product testing experts, blending deep research knowledge with the platform’s powerful tools. This collaboration enhances the user experience, ensuring that clients are not left alone with data but guided by specialists who know exactly how to turn insights into action. MMR’s experts work side-by-side with clients inside the platform, elevating data interpretation, sharing best practices and accelerating innovation cycles.
Democratizing data access is also central to Product Hub’s ethos.
Unlimited users and collaborative features mean teams no longer wait on siloed reports or specialist analysis. Instead, they can engage directly with live data, fostering a culture of curiosity and agile decision-making. This ease of use doesn’t just save time; it empowers smarter innovation at every step.
How do you see AI-driven automation evolving over the next two years?
AI-driven automation will evolve from a “nice-to-have” efficiency tool to a core strategic partner for innovation teams.
Over the next two years, we expect AI to deepen its role in generating not just faster results, but smarter and more nuanced insights that turn oceans of raw consumer data into tailored, predictive intelligence.
AI will be a game-changer in overcoming one of the biggest barriers in DIY research today: time-poor client-side researchers who need expert-level insights, but don’t have the bandwidth for deep analysis. AI will bridge that gap by helping design smarter surveys, optimize test plans and even generate dynamic reports with narrative commentary that contextualizes findings. This will usher in a new age of DIY product testing, where the AI-enabled experience feels closer to a fully serviced study – empowering brand managers and innovation teams to move faster, with more confidence and less dependency on external resources.
Importantly, as AI evolves, so will its ethical application and transparency. Ensuring AI tools are interpretable and aligned with human expertise will remain paramount.
At Product Hub, we see AI as a complement, not a replacement, to the deep sensory science and product knowledge that MMR brings. A partnership that unlocks new frontiers for agile, impactful innovation.
Describe the long-term benefits of Product Hub.
The long-term benefits of Product Hub go far beyond quick wins and faster product launches. By streamlining and automating traditionally cumbersome product testing workflows, Product Hub enables brands to build antifragile innovation cultures, where continuous learning and rapid iteration are embedded in the product development DNA.
Over time, the platform’s databasing and meta-analysis capabilities will allow clients to aggregate insights across multiple projects, giving them a holistic view of product performance, consumer preferences and market dynamics. We truly believe that this cumulative intelligence is a powerful secret weapon for brands – revealing not just what works now, but what will resonate tomorrow.
Ultimately, Product Hub is designed to help brands thrive in the discovery era, where speed, agility and emotional consumer connection is critical. Its ability to marry MMR’s sensory and product testing expertise with AI automation means clients aren’t just testing products, they’re future proofing their portfolios in a rapidly shifting landscape.