A qualitative study of consumer preferences in purchase and consumption of biscuits in Poland

• Industry

  FMCG

• Geographical coverage

  Poland

• Client type

  Biscuits producer

• Delivery time

  6 weeks

Client's need

Our client, a European biscuits manufacturer, wanted to find out how its products were perceived in Poland and how they measured up against the competition. Another important issue was to identify the perceptions of the client's brand and of the competitors' brands, and to define strengths and weaknesses of the products as well as to determine their competitive advantages.

Our deliverables

In accordance with the client's need we organised and performed a qualitative study based on focus groups including Polish consumers of biscuits. During the interviews the following issues, among others, were discussed:

• Polish consumers' habits
• product packaging assessment
• product tasting
• qualitative product segmentation.

The results obtained were delivered to the client in the form of a report including our recommendations. They were also presented to a broad audience of decision-makers at the client's headquarters.

Value for the client

The study provided the client with valuable data enabling it to develop both its marketing strategy and product sales strategy for the Polish market. The client especially appreciated the information collected on the strengths and weaknesses of its brand and the recommendations concerning possible distribution channels which were included in the report as an additional feature.