Market research is usually associated primarily with consumer research: surveys and analyses exploring and measuring consumers’ attitudes, choices, motivations and characteristics. At PMR we offer a broad scope of consumer-oriented research using both qualitative and quantitative research techniques.

Our services cover:

Product tests – aimed at gathering consumer opinion regarding the surveyed item. This may be a ready product, however single product elements (features) such as flavour, scent, appearance, packaging name etc. are also frequently tested. Food, drinks, cosmetics and other fast rotating goods (FMCG) are most frequently tested. The research is usually conducted in specially prepared rooms in city centres where respondents are invited, products presented, and questions regarding opinions about the product are asked (such research is sometimes referred to as central location test or in-hall test).

Advertising concept tests – aimed at assessment of the advertising concepts prepared by an advertising agency as to their reception, understanding,  attractiveness and demonstration of strengths and weaknesses. Within the advertising concepts tests we offer quantitative and qualitative research. 

Usage and attitude research – aimed at familiarisation with consumer attitudes and behaviours related to the surveyed product. Usually these are quantitative surveys tackling such issues as the social and demographic profile of consumers using given products, frequency of using products, purchasing motives, purchasing habits and behaviours. 

Brand awareness research – aimed at assessing familiarisation with product brands. The research results in information on spontaneous awareness (brands listed independently by respondents, including so called “top of mind” i.e. the brand that was mentioned first), and supported awareness (the surveyor reads brand names and the respondents say whether they knows a given brand or not).

Brand image research – aimed at examining how consumers perceive brands. Additional information on brand image research is available on our website regarding the BrandImage Insight methodology used to perform such research.

Advertising campaign effectiveness research – aimed at measuring the effect of advertising campaigns. The research consists of at least two phases – one is conducted before the advertising campaign is started (in order to measure the initial level – to understand “where do we start from”), whereas the second one takes place after its completion. Comparing the results of the two phases allows the specification of the change that occurred as a result of the advertising campaign.

Customer satisfaction research – specification of the customer satisfaction level from a product as a whole and from individual aspects related to this product (such as price, quality, customer service etc.).

Segmentation research – aimed at dividing consumers into several homogenous groups (segments) and a detail description of these segment, allowing direction of operations to selected, most attractive, consumer groups (segments). The segments are separated due to specific criteria such as demographic features, attitudes, preferences and purchasing power. 

Price research  – allow the specification of the optimum product or service price including price flexibility of consumers (sensitivity to price), product type and the competitive environment.

Mystery shopping research – surveys used in order to assess individual behaviours towards the customer and to check the product sales environment.  Mystery shopping usually consists of a combination of participative observation and personal interview. During the visit, the surveyor plays the role of the customer, not revealing his/her identity, and records the results of observation in a form appropriately prepared for this purpose.  The data collected during the series of visits is then analysed. This type of research can be also conducted via telephone or online.