Polski Biznes

Serwis poświęcony zagadnieniom biznesowym

FMCG market research Poland

FMCG industry is very well known for customers. We buy its products very often, monthly or even weekly. It is Fast Moving Consumer Goods or Consumer Packaged Goods (CPG) market, worth more than GDP of some development countries. In Western Europe and United States this industry is considered as a foundation of modern economy. You can identify there brands such as: Unilever, Coca-Cola, Heinz, Kraft, Johnson & Johnson, Nestle, PepsiCo, Wal-Mart, Henkel, Procter & Gamble. We consume its products each day, for example: personal care items, cleaning and laundry items, household items, OTC medicines, food stuff, entertainment products, paper products, small appliances. Which means, that it refers to pharmacies, groceries, domestic detergents, liquor stores, tobacco stores. One thing is, that this is huge market with massive sale and low manufacturing costs. On the other hand, however, it is characterized by high level of competitiveness.

How to obtain relevant information

When you are a representative of the company from this market, you need to know everything possible to obtain about package design, shelf space, marketing, customer satisfaction, competition, cooperators. For this reason FMCG companies conduct market surveys in Poland with the help of professional market research agencies. In the first step of this process you should decide which divisions of your company you want to study and which aspects are most important, e.g. sales department activity, marketing department activity, customer service activity, production activity, distribution activity, prices and quality, social media activity.
A Poland market research agency conduct for you insights and obtain information needed for managers. Than they use those analysis to improve actions of their divisions. That is why marketing research in Poland is a best tool for creation a better position of a company.
For the importance of the research project you should chose the best Poland marketing research company with a team of specialist who know how to implement a marketing research Poland.

What to do with the results of FMCG marketing research Poland

For the sake of research project analytics use qualitative and quantitative methods. Within qualitative studies you can use a few techniques such as: IDI (individual in-depth interviews), FGI (focus group interviews), mystery client, case studies. Within quantitative studies you can use: CAPI (computer assisted interviewing), CAWI (online survey), CATI (telephone interviewing) and PAPI (traditional, pen and paper questionnaire). Sometimes you can use many more, such as: desk research, SWOT analysis, observational research, tests specified for specific research project. The basis of data collection, regardless of the technique are: advance methodology, high quality, innovative approach.

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