Evaluation of the concept to reach new sales target
Our client, market leading do-it-yourself (DIY) retailer in Poland, was on the verge of making an important decision with regards to implementing a whole new store concept. This led the company to commission PMR to execute a market research study. The main goal of the project was analysis of customer behaviour. The main business goal was to evaluate a newly profiled concept that was to reach a new target group of our client. Additionally, we provided our client with a series of economic data concerning Poland and Russia.
The research project included two parts: a quantitative, statistical analysis as well as the execution of qualitative research. The qualitative part concerned several individual in-depth interviews (IDIs) conducted with representatives of the target group.
Through the study, it was possible to identify shoppers’ unmet needs and expectations, to reconstruct their decision-making processes, and to analyse buying habits related to the purchase a specific product categories. The client received a description of a new target group, key decision factors and purchase drivers. Analyses factored in the importance of brands, prices, terms of delivery and quality of the goods.
Value for the client
In addition to the statistical database, we have provided an analytical report that included a summary of the research results. The results of the research allowed us to provide the client with business recommendations. Using SWOT analysis and other tools, we evaluated the client’s new concept offer. We also identified the barriers to entry related to the new concept for that market. Further, we described the optimal communications strategy necessary both to guide their efforts to increase sales and to adapt it to the customers’ needs.
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