The aim of basic market exploration can be to determine the target group relevant to the product or service concerning the whole population or a wider target group or to get acquainted with the habits, needs and expectations of target groups already identified. In both cases NRC provides a complex package of services which involves both quantitative and qualitative techniques.

Determination of target groups

Determination of target groups may be necessary when introducing a new product/service or in case of repositioning an existing product/service. The identification of the target segment is carried out by quantitative methods i.e. large sample personal, telephone or online interviews based on a standard questionnaires constructed with the client’s contribution. When identifying the sample the features of the basic population are taken into consideration; in case of representative data collection representativity is assured by weighting the sample.

NRC recommends online data collection in all cases where internet penetration among the basic population examined exceeds 50 per cent (young people, those with high status, users of certain products/services) and the use of internet itself cannot cause bias in answers. In these cases online research can be just as reliable as other techniques of data collection furthermore, due to its quickness and cost-effectiveness it is significantly more beneficial for the commissioner.

Quantitative methods used in the determination of target groups can be supplemented by qualitative stages as well, primarily to provide opinions related to the possible target group of the product/service through one-to-one or group interviews. The qualitative method as a stand-alone solution can be recommended in case of narrow respondent groups or groups where the chance for availability for data collection based on questionnaires is rather limited. In case of products/services targeting corporate clients or premium public products/services targeting a very narrow circle of customers, one-to-one depth interviews carried out with potential target customers or opinion leaders (as experts) can help to identify the target group.

The examination of target groups (habits and needs)

The accurate knowledge of the target group is a prerequisite to reveal the habits and needs of the target group.This knowledge can be derived from the result of a previous survey (see determination of target groups) or other information provided by the client. During the research we try to find answers for the questions what habits and attitudes the target group and/or its segments have related to the consumption of a particular product/service and in general, furthermore, what needs, expectations and plans they have concerning a given product/service.

NRC recommends surveying the following areas when studying the target group:

• the study of awareness and habits of consumption, use and purchase concerning the given product/service
• the analysis of competitors
• the study of expectations, needs and future plans
• the examination of media use
• the study of the effectiveness of marketing techniques and attitudes to advertisement
• the exploration of the choice of brands, attitudes to shopping and general features concerning lifestyle
• the study of the use of other supplementary (or from other aspects relevant) products and services

As a result of the survey, apart from getting an overall picture of the target group’s characteristics, habits and needs the commissioner can also gather information on sub-segments, which are assessed according to different dimensions. These sub segments may differ from each other in their habits, needs, media use and attitudes therefore different methods may be required to reach and stimulate them.

During the study of target groups both quantitative and qualitative methods can be applied. In case the aim is to get numerical data or to specify segments within the target group, we apply quantitative techniques i.e. personal, telephone or online interviews which are based on standard questionnaires constructed with the client’s contribution. The size of the sample and the method of composing it are determined by the depth of the research.

During the survey NRC highly recommends applying online data collection, especially in cases where internet penetration among the basic population examined exceeds 50 per cent (young people, those with high status, users of certain products/services) and the use of internet itself cannot cause bias in answers. In these cases online research can be just as reliable as other techniques of data collection furthermore, due to its quickness and cost-effectiveness it is significantly more beneficial for the commissioner.

Acquaintance, habits, needs concerning different products/services, opinions on brands and the response to new concepts can also be measured by qualitative methods. In case of civil target groups, focus groups can provide – though not in the form of numerical data – a deeper understanding of the group itself and its attitude to the product/service than questionnaires. The same applies to the use of one-to-one depth interviews in the case of corporate or executive target groups. Qualitative methods, of course, are sufficient by themselves, however, in order to get a more complete picture it is recommended to combine them with quantitative methods prior to or following them.

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