Marketing research

Marketing research is an indispensable tool that allows you to obtain information that supports making the right business decisions. Market analyzes carried out conscientiously and professionally will allow you to be a step further in relation to the competition.

It is commonly argued that the consumer is the target of the new product development process in the food industry. An inseparable element of the development of innovative products is to learn about the preferences and purchasing behavior of consumers, the mechanism of purchasing, preparing and consuming products. The lack of satisfaction on the part of the consumer in relation to the products present on the market is a challenge and the key to the development of new, innovative food products.

Marketing research will help you learn and use information on:

• • • the market and market environment of a given product,
    • preferences and current needs of consumers,
    • consumer behavior and buying habits,
    • consumer’s behavior and eating habits,
    • strengths and weaknesses of the product,
    • the direction of changes and product development,
    • brand awareness and perception,
    • attractiveness of the new product compared to products on the market,
    • identifying market niches, the effectiveness of the advertising campaign,
    • factors that increase sales.

The choice of research methods is adjusted to the client’s expectations. We carry out market research using quantitative and qualitative methods.

Marketing research in the FoodSector laboratory is carried out through:

• • QUANTITATIVE METHODS, which include:
    • • CLT consumer tests – Central Location Test,
      • HUT application tests – Home Use Test,
      • survey interviews conducted in homes or public places, e.g. in shopping centers, bus stops:
        • PAPI technique – with the use of paper questionnaires,
        • CAPI technique – with the use of electronics (laptop, tablet, phone).
      • interviews conducted by phone – CATI,
      • online interviews – CAWI.

• • QUALITATIVE METHODS, where the main techniques are:
    • • focus group interviews – FGI – Focused Group Interview,
      • individual in-depth interviews – IDI – Individual In-Depth Interview.