Market research methods and techniques

Within market research there is a wide range of methods and techniques. When you consider quantitative research you can find telephone surveys, computer surveys, on-line surves, or traditional, paper questionnaires. Within qualitative method are: IDI (individual in-depth interviews), FGI (focus group interviews), case studies, mystery client. Every one of the quantitative techniques should be combine with one of the qualitative research. And additionally, you can get more information by the use of desk research and SWOT analysis. Everything depends on what you want to study.

One of the main industry today

Today very important on market is FMCG (Fast Moving Consumer Goods) or CPG (Consumer Packaged Goods) industry. This is an industry, which in an international corporations and are very active. You can find there such giants as: PepsiCo, Johnson & Johnson, Unilever, Walkers, L’Oreal, Procter & Gamble, Coca-Cola, Heinz, Kraft, Nestle, Henkel. Besides those corporations many medium-sized and smaller companies are active on these market. A market which is characterized by low production costs and prices, massive sale, and extremely high level of competitiveness. Categories of its products are: baked goods, fresh products, beverages, alcoholic beverages, household items, like cleaners, polishes, air care, confectionary, stationery, health supplements and many more. So, for the companies which want to establish their position on these market and for companies which want to maintain a strong position, we recommend market research Poland.

Market research implementation

Before the process of making decisions about which method and technique use, and which target group to study, managers of the FMCG company have to decide about what to study. There are various of themes, and every one of them is important. That is why it is preferred to conduct market surveys Poland regularly. In the research project you can find about: brand positioning, packaging testing, development of a new product, category management, advertisements testing, decision process, supply chain organization, production planning, production cost reduction, application of best practices.

How to use obtained data and information

Whole research project is conduct to obtain usable data and information. Analytics has to do data for their analysis. For example, to: improve effectiveness and capacity, staff-motivation, management strategy, increase production, reduce overtime, and set-up times, assess advertising strategy. They are fields in which company might changed, if it wants to get a better position on a market. One of the main conditions to do so, is to conduct whole market research in Poland properly. For that goal it is wise to contract a market research agency, which researchers and statistics help to define research project.