Market research Poland – a chance for development
Consumer Packaged Goods (CPG) or Fast Moving Consumer Goods (FMCG) industry has enormous potential for development. It includes such products as: food and dairy products, glassware, paper products, pharmaceuticals, consumer electronics, plastic goods, printing and stationery, household products, photography, drinks, tobacco etc. Within leading FMCG companies you can find Unilever, Coca-Cola, Carlsberg, General Mills, Pepsi, Nestle, Procter & Gamble. It provides a wide range of goods and is worth billions of dollars. For example, in India it is estimated that this sector will grow 60% annually. In many countries this is the largest sector with 5-10% Gross Domestic Product (GDP). This sector meet consumer needs. So, that means very high demand, many clients (rather loyal) and massive sale. In the same time it is extremely difficult for companies, because of very high level of competitiveness. The best way for company to secure its position on this market is to conduct market surveys in Poland, which need to be basis for actions by such divisions as: sales department, marketing department, customer service department.
What to research
Before market research project the company should choose which departments is necessary to research. You can conduct a survey about products quality, prices, distribution, advertisements, social media activity, complaints, consumer’s loyalty etc. Sometimes it is too many issues to take care of in one research projects. Management has too choose wisely, because it is better for the accuracy and reliability of the project to conduct surveys partially. For example, when you want to begin a new marketing campaign, it is necessary to conduct an advertising effectiveness survey.
The best methods/techniques
You have a wide range of research methods and techniques to choose from. For example, within qualitative method you can find CATI (Computer Assisted Telephone Interviewing), CAPI (Computer Assisted Personal Interviewing), CAWI (Computer Assisted Web Interviewing) and even traditional technique – PAPI (Paper and Pencil Interviewing). Within quantitative research you can find IDI – personal, in-depth interviewing, FGI – group interviewing, case studies, mystery client/shopping. It is not necessary to conduct research at the use of all of this techniques. It is enough when you choose one of the qualitative and one of the quantitative research. Additionally you can use desk research or SWOT analysis, when you need more specific conclusions and recommendations.
In Poland are many market research companies. The best option is to find one with vast experience. So, after you decide what to research, you have to decide which company is the best for your project. The report from research project has to provide detailed analysis, information and insights.