Hygiene products segment analysis - market, target group research and consumer behaviour study
Our client - one of the leading players in the pharmaceutical market - wanted to refine their communication strategy and commissioned PMR to conduct market research to support it. Its aim was to understand the needs of their consumers and to prepare a detailed market and consumer analysis.
To fully respond to our client's needs and provide them with a comprehensive analysis of the segment, PMR applied a combination of quantitative and qualitative research methods. The study consisted of several stages.
The first, initial stage of the study was a short nationwide questionnaire on a representative sample of Poles. The study was conducted in the form of a computer-assisted personal interview (CAPI). After defining our initial assumptions, we proceeded to the next phase - qualitative research, which allowed us to verify previously acquired information and conduct a thorough analysis.
During the second and third phase of the project, we conducted a series of in-depth interviews (IDIs) with three key groups of respondents: users of hygiene products, caregivers (professional and private) and pharmacists. Some respondents received short tasks before the interview, which allowed us to understand the target group's expectations and unmet needs. Thanks to the interviews we were able to collect detailed information on the purchasing process, key obstacles and how to overcome them, and also to trace most common buying paths in different product categories.
In the fourth stage we conducted a quantitative study with pharmacists who played an active part in the recommendation process. Working together with pharmacists we conducted short interviews with pharmacy customers who bought hygiene products. The last phase of the project resulted in reliable data on the most popular brands and types of products in that segment.
Value for the client
Combining data from all of the stages allowed for a detailed analysis of the segment's structure. Results of the survey enabled our client to better understand the behaviour and needs of their clients, and consequently to adjust the company's offer to their clients' expectations and implement an optimal communication strategy. The study was delivered in the form of a comprehensive report detailing all stages of the project. The report was supplemented by recommendations and suggested courses of action essential for implementing a new marketing concept. PMR provided assistance with interpreting the findings at every stage of the project.
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