Marketing research

Marketing research is an activity involving the collection and analysis of information about the market and customer behavior, as well as marketing tactics and strategies and the results of their application. Marketing research provides data that, after detailed analysis and interpretation, provides answers to the question of what the needs of customers are and whether they can be met in a way that reconciles the satisfaction of the buyer with the interest of the company.

Conducting marketing research gives, m.in, the following benefits:

• getting to know the familiarity, awareness and image of the brand;
• the ability to characterize the target group;
• identification of consumer needs;
• Demand forecasting