International Experience

Qualitative brand image research for a footwear manufacturer - focus group interviews

A client from the footwear business commissioned Research PMR to conduct an explorative qualitative brand image study among the target group for its products. Our client was looking to obtain the following information:
  • Perception of footwear in general and importance of various attributes of shoes when shopping for shoes and when wearing them.
  • Perception of the client’s brand compared to rival brands in terms of product attributes and feelings evoked by the brand.
  • The brand’s relationship with its customers.
In order to obtain this knowledge we conducted market research using the focus group technique (FGI). We ran four FGIs with women and two with men. On the basis of the output material our client received a detailed report, which was also presented at the client’s headquarters by our researchers. Our client plans to use the results to structure a new development, positioning and communication strategy for their shoe brand.

Research PMR is a full service agency providing services at all stages of research projects; from questionnaire design through fieldwork to data analysis. We can be a single point of contact for multinational projects saving your time and guaranteeing the same high quality and consistency of deliverables. We are fluent in the following areas of research in Central and Eastern Europe:
  • international research,
  • B2B and consumer surveys,
  • central location tests,
  • healthcare research using proprietary physicians’ and pharmacists’ PMR Medical Panel,
  • brand awareness studies using our PMR Brand Image methodology,
  • name, package and product testing,
  • competition & segmentation studies,
  • comprehensive industry analyses using PMR Market Insight methodology.

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