Saturated markets, rapid product life cycles, major price wars between established and new market players: Companies in the retail and consumer goods sector face many challenges. However, digitisation is leading to fundamental changes – in marketing, production and distribution, but also in consumer information, purchasing and usage behaviour. Only companies that not only react to these changes, but anticipate them, understand them in depth and actively shape them with intelligent strategies can survive in this challenging environment and successfully exploit market opportunities.
For this, solid market research is essential. Although increasing amounts of data are available from the increasingly digitised touchpoints, these are often limited to the company’s own customer base or individual areas and do not provide a complete picture of existing and potential customers.