FMCG (Fast Moving Consumer Goods) industry or CPG (Consumer Packaged Goods) industry is worth billions of dollars. That means it is huge. It contains various products and brands. There are products of daily use – we use them every single day. And we buy them every day or week. This means household items, cleaning and laundry, OTC medicines, personal care items, food stuff, like groceries, pharmacy, domestic detergents, cosmetics, alcohol, tobacco and others. You can find there such brands as: Unilever, Coca-Cola, Heinz, Kraft, General Mills, Johnson & Johnson, Nestle, Henkel, Procter & Gamble. This industry is characterised by high level of competitiveness, many clients, high demand, low manufacture cost and massive sale. It is difficult for new company to debut on this market. And for companies which are present on it, because of this high level of competitiveness. So, it is recommended to conduct market research in this branch.
What and how
In market research Poland representatives of FMCG industry should consider market surveys in Poland for such divisions 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. Because, although consumers are rather loyal, it is possible to change their habits through successful marketing campaign. And the basis for this campaign should be data from the marketing research.
Whether your goal is to release a new product on the market, or maintain leadership position of previous products, you have to do market research. Everything begins from the conception of the research project. This is a step, on which you decide which product, target group, sale price, marketing strategy, distribution channels, advertising efficiency and other elements to research. After that you search for a professional research agency with enough experience in such research and surveys. Then you decide, with market research agency’s analytics, which method/technique are the best for these market surveys Poland. After that analytics build a proper questionnaire or scenario for the interviews.
Something about methods and techniques: it is recommended to use at least two of techniques, one from quantitative research, such as CATI, CAPI, CAWI or PAPI, and one from qualitative research such as IDI, FGI, case study, mystery client.
Using these techniques and market research agency experience you obtain accurate and reliable data for further steps. You can improve company’s strategies, e.g. marketing, information, advertising. You can improve quality of your products/service, customer service etc.