There is an industry which is maybe not spectacular if you look at its products, but everybody buy them daily or weekly and it is worth billions of dollars. We talk about FMCG (Fast Moving Consumer Goods) or CPG (Consumer Packaged Goods) industry. Consumer products are considered as the foundation of modern economy. So, this industry generates a huge portion of the gross domestic product in each developed country, especially in US and Western Europe. Because every person needs this industry products, which we use and consume each day. That are: household items, cleaning and laundry, OTC medicines, personal care items, food stuff, entertainment products, paper products, small appliances. That means pharmacy, groceries, cosmetics, domestic detergents, alcohol, tobacco, toiletries. You can identify there such brands as: Unilever, Coca-Cola, Sara Lee, Heinz, Kraft, General Mills, Johnson & Johnson, Nestle, PepsiCo, Wal-Mart, Henkel, Procter & Gamble. Each one of them produce various of products. They sell conglomerates of packaged goods. They are international, influential corporations. And they build even bigger alliances for such purposes as acquire a new market. So, as you might guess this industry is characterised by high level of competitiveness. That is the reason why it is essential for each FMCG company to conduct FMCG marketing research Poland.
What and how
The competition in this industry forces companies to concern about package design, shelf space, marketing, customer satisfaction. For that representatives of FMCG industry should consider market surveys in Poland for key divisions of their companies such as: sales department, marketing department, customer service department. The producers should take care of products quality, prices, distribution channels, advertisements, social media activity, complaints and research.
Analytics from the market research agency provide insights and information that are essential for proper management in FMCG industry. And today using of this data are easier to implement. It is obvious that marketing research Poland is a good way to create better position of a company. But you need for that right people, experts. The right market research Poland agency has an experienced team of analytics. You have to search for such professional research agency with good references. Its employees consult with you what to research and how to build an effective questionnaire or scenario. So, everything begins from the conception of the research project.
You can use for the research various techniques, for example, when you decided that the best option is to use quantitative research, you have: computer assisted interviewing, online survey, telephone interviewing or traditional, pen and paper questionnaire. When you decided to use qualitative research: in-depth personal interviewing, group interviewing, mystery shopping, case studies. For obtaining accurate and reliable data you require experienced team and right choice of techniques. Everything else depends on hard work. And after the research you have enough data and information to improve company’s strategies, e.g. marketing, information, advertising and quality of your products/service, customer service etc.