Market research Poland – a best way to do things

  User WP        14 grudnia, 2015

This is an industry, which is so huge, that sometimes, in US or Western Union its share in gross domestic product is bigger than GPD of developing countries. And everybody knows its products, because we use them daily and buy them daily, weekly or monthly. These products fly off the production lines and supermarket shelves very fast. It is FMCG (Fast Moving Consumer Goods) or CPG (Consumer Packaged Goods) and retail industry. The foundation of modern economy. Each one of us needs this industry products. Typical products include cleaning items, personal hygiene goods, foodstuff, household items, laundry items, OTC medicines, personal care items, paper products, small appliances. That means pharmacy, groceries, cosmetics, domestic detergents, alcohol, tobacco, toiletries. For sure you can name some of its brands: Unilever, L’Oreal, Walkers, Coca-Cola, Sara Lee, Heinz, Kraft, General Mills, Johnson & Johnson, Nestle, PepsiCo, Wal-Mart, Henkel, Procter & Gamble. These are international corporations with many smaller brands. Now, they are trying to reduce packaging and maintain machines reliability. Not for environmental reasons, but because of costs. In these industry machines has to work consistently for a long period of time. And packaging is relatively deer. That is why they are trying to change that. Another thing is a very high level of competitiveness. In this case it is worth to conduct FMCG marketing research.

What do you want to research

Although products of this industry are high-volume, low-value items, their customers are rather loyal. But consumers may look for another product, if it is chipper and has adequate for them package, taste, weight or offers most value to them. They have their information from advertising, family, colleagues. They pay attention to sales canals and offer of the competitors. The effective marketing campaign can change customer habits and bring new one to the brand. So, it is essential for companies to regularly conduct a market surveys in Poland. It is recommended to begin such research project from the decision about which key divisions to research, for example: sales department, marketing department, customer service department. For these divisions market research is vital, but if the representatives of the company want to do other research, it is ok, but the first one should be the above. Thanks to the results of the research management of the company obtain information and data very useful to create a better position of the company in all industry. And to boost work of such divisions as above.

Which method or technique do you want to use

There are many methods and even more techniques, which you can use to conduct market research Poland. In quantitative research you have: telephone interviewing (CATI), computer interviewing (CAPI), online questionnaires (CAWI) and traditional, paper questionnaires (PAPI). In qualitative research you can find: IDI (individual in-depth interviewing), FGI (focus group interviewing), case studies and mystery client/shopping.