Market research Poland should be the basis for marketing, information and advertising strategy of companies. Without a credible and reliable results of such research, it is almost impossible to manage properly such companies divisions as sales department, marketing department, customer service department. This address especially to fast moving consumer goods (FMCG). It is a market of articles of daily use, alternatively called as Consumer Packaged Goods (CPG). Articles of FMCG companies are consumed by customers on a regular basis. This is one of the largest business sectors in the world. It includes many categories of products: food and dairy, drinks, tobacco, paper, pharmaceuticals, electronics, plastic, household, photography and others. For example: Nestle, Unilever, Coca-Cola, Pepsi, Procter&Gamble, Carsberg… When you consider words “fast moving”, you can see this as opportunity: it means low production costs and very big market. On the other hand you have to consider extremely high competitiveness.
What for
The producers from this market should take care of such things as products quality, prices, distribution network, supply chain, potential markets, human resources. It is essential to make effective marketing campaign, because it may decide about success of a new product or maintaining of the company position on the market. For this reasons it is necessary to conduct market research in Poland. It results can be very useful for all company and change its future. For this you need professional research agency with experienced team with vast knowledge about data collection, data management and analysis.
How to use properly research techniques
Two main research methods are: quantitative and qualitative. Within quantitative research you can find CATI (computer assisted telephone interviewing), CAPI (computer assisted personal interviewing), CAWI (computer assisted web-interviewing) and PAPI (paper and pen personal interviewing). Within qualitative techniques you can find: IDI – individual in-depth interview, FGI – focus group interview, Mystery Client/Shopping. It is recommend to use at least two of these techniques for proper conduct of the research project and supplement it by desk research, SWOT analysis or case studies. When you choose those techniques properly, you can obtain data and make conclusions , which helps develop an appropriate strategy for the company. But all research projects begin from the conception of research (which: product, target group, sale price, marketing strategy, distribution chain, potential markets, advertising efficiency, competitiveness, cooperators). Then you build a questionnaire or scenario and decide which technique to use. It is about such elements as product concepts and prototypes research, advertising concept testing, advertising campaign tracking, segmentation research.
