Another example is a brand makeover. Often, companies with a strong track record in the market want to modify their image to reach a new target group or adapt to changing social norms. An example of such a company is Old Spice, which, after conducting extensive research into consumer preferences, radically changed the image it had created. The result of a well-targeted marketing campaign and customized content was a huge financial success for the brand, an explosion of popularity among young customers, and a strong market position.
Careful selection of the type of consumer research technique ensures knowledge of evolving consumer behavior, needs, and expectations. This can be crucial for companies to make the right decisions. Especially in times of crisis, when the economic situation in a given market becomes unfavourable, customer behaviour changes very quickly and strategies established before the crisis may lose their effectiveness. Therefore, in these periods of uncertainty, it is crucial to maintain awareness of current buyer needs.
Consumer Research - Examples of Consumer Research
Many of ConQuest Consulting’s clients have already become convinced of the power of consumer research. One example is one of Poland’s largest railway operators, Koleje Mazowieckie. Looking for new avenues for growth, the company decided to get to know its passengers – more than 59 million by 2022 – better. To do so, ConQuest Consulting consultants conducted one of the most traditional forms of qualitative research. Interviewers conducted more than 2,000 face-to-face, paper-based PAPI surveys with passengers of Mazovian Railways in Poland on side routes. The team then thoroughly analysed the data obtained from these interviews and produced a detailed report based on the data, which included both summaries of all responses and the recommendations developed.