Characteristics of market research in Poland

For FMCG (Fast Moving Consumer Goods) or CPG (Consumer Packaged Goods) industry it is very important to conduct market surveys Poland. In this industry is essential for companies to constantly upgrade their position, this includes social media activity, sales analysis, brand tracking, consumer panels, shopper data and many more. This industry includes such branches as: food stuff, soft drinks, alcohol, tobacco, paper products, electronics, detergents and others. With such giants as Coca-Cola, Pepsi, Kraft, Heinz, Nestle, Unilever, Procter & Gamble. It is worth annually billion of dollars. The smartest companies in this industry bought relevant data about consumer behavior, loyalty and others from market research. With this level of competitiveness it is essential to search for data and analysis.

What data

Before the realization of a market research project, company has to decide what to research. Because as a businessman from FMCG industry you have wide range of options. You can research for example: products quality, prices, distribution channels, advertisements, social media activity, complaints. Every factor which has impact on company’s market position. Conclusions and recommendations from such project you can use to improve effectiveness and quality of marketing department, sales department or even production division. Everything to increase customer satisfaction and maintain company’s position on the market.

Which market research agency

For a proper management of market surveys in Poland you have to find professional market research company. Professional means: with a big experience and with a great team of data managers, analytics, statistics, IT. After the decision which market research company to choose, it is necessary to decide what do you want to research. For example: consumer insights, product concepts and prototypes research, advertising concept testing, packaging/advert – storyboards/stillomatics, advertising campaign tracking, segmentation research. And which technique to use. There is no such thing as the best market research technique. It is rather obvious, that the best option is to use at least two, three of them, one from quantitative research and the other from qualitative research. For example: CATI, CAPI, CAWI or PAPI and IDI, FGI, case studies or mystery client. Each of this techniques has its own advantages and disadvantages. From an experience of the research team depends, how many useful information company obtains. For example, companies will try and create separate brands and business units to capture new potential consumers or become more centralised in new product and brand development while keeping local operations to optimise the in-market execution.