New tracks for market research

Market research is a link between seller and buyer. Sellers who have a better knowledge of their target group than their competitors enjoy an enormous advantage. It is no wonder the atrium of the Gerbaud building was full for the market research conference held by the Marketing Research and Consumer Behaviour Department of Corvinus University on 10. May. For the FMCG market, probably the most interesting presentation was held by Gabriella Sasvári, market research director of Nielsen. One of their services, Trade eQ™ is a special method for measuring customer satisfaction. They have interviewed 72 representatives of 18 retail chains to see how satisfied they were with their suppliers. Another fascinating lecture was given on the significance of the often irrational attachment of consumers to certain brands (Lovemark). The lecture given by .Attila Lonkay Attila (Saatchi&Saatchi) and Ádám Babocsay (BMB Focus) dealt with the testing of advertisements and the importance of properly interpreting first response by viewers. A joint presentation for Béres Gyógyszergyár and TNS Hungary, held by Tamás Õri, marketing director of Béres, was a good example of the importance of preliminary surveys in reducing the risk of product introductions.