Diversity of the marketing research

FMCG (Fast Moving Consumer Goods) market is a very capacious concept. Within it are existing together different industries, with different customers and consumer habits. It brings together tobacco producers, hygiene products, food manufacturers, drinks producers and others. Sometimes consumers chose their products by brand, but usually they do not consider such aspects and get the cheapest product or the product, which they usually buy every time when they are in shop.

Marketing research

Conducting of FMCG marketing research Poland should be the key factor in the development process of brand strategy and other company’s strategies. There is very important to determine needs and requirements and suggestions of target groups. That is why FMCG industry should conduct marketing research in Poland with the help of the best market research agencies in Poland. Experienced team of the market research company is the key value which help to build an accurate and reliable research and its results. High-skilled specialists possess knowledge of this industry, its brands, products, services, and they possess knowledge about perfect market research analysis.

Research methods and techniques

The most widespread methods for FMCG are qualitative research, but is also possible to conduct this studies by the use of quantitative method. The priority should be developing of a client profile and her/his selection scheme. Qualitative research is conducting by experienced team of moderators, with the use of interviews scenarios and recording devices. The main goal of moderators should be reveal of the consumers decision process scheme. Information gathered this way are not sufficient, so it is recommended to implement quantitative techniques for more data to compare them.

Two methods

In qualitative research you can find IDI, which is individual in-depth interview (interview with one person), FGI, which is focus group interview (interview with more persons), mystery shopping, which is a research about staff service quality, case studies and many more. You can also use desk research, SWOT analysis, statistics. In the field of quantitative research you can find CATI, which is computer assisted telephone interviews, CAPI – computer assisted personal interview, CAWI – computer assisted web interview, PAPI – pen and paper personal interview. Every one of them with the use of dedicated applications, and research software.

Utility of the research

When you get information about your clients, cooperators or competition, you can use them to build a proper development strategy with information and advertising campaigns. You can reach out to current and future consumers. Market research Poland is a key to establish advantages of your company.

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