Behaviour and needs of target group - diagnosis preceding brand re-launching into the market
Our client, marketing agency, was in the process of designing a new strategy of brand re-launching for the swimming suits producer. PMR was invited to provide research background for the project, supplementing the new strategy with reliable market data. The main objective of the research was to understand clients' behaviour and needs (including the emotional ones) concerning buying and wearing swimming suits. It was also crucial to identify which type of communication with female clients is the most effective.
The research comprised two parts: quantitative survey using the CATI technique (computer-assisted telephone interviews) and qualitative online study. The quantitative component was focused on specific information concerning buying swimming suits. The qualitative one aimed at exploring emotions, feelings, moods and some culture patterns regarding wearing swimming suits.
The quantitative part methodology employed one of the emerging research techniques, namely Online Bulletin Board. The technique is based on online focus group of specially recruited respondents. It involves group assignment (moderated discussion) and individual tasks (projective techniques, mini-surveys, etc.). Complete research process in each group of our project took 4-5 days.
Value for the client
The results laid basis for new positioning and communication strategy of the brand in the market what enables our client to design fresh and updated complete marketing strategy for the upcoming years. The research allowed us to define which communication mode is the most desirable regarding female clients and what modes should be avoided. It also highlighted a discrepancy between aspirations and dreams of female clients and their real shopping behaviour.
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