This research provides a detailed analysis of consumer behavior and brand perception within a product category. It helps better understand customer needs, optimize the product portfolio, and make data-driven strategic decisions.

Research Objectives:
– analyze brand awareness (top-of-mind, spontaneous, prompted);
– assess advertising awareness and evaluate the effectiveness of advertising campaigns;
– analyze brand purchase and consumption – frequency, volume, purchase locations, and consumption contexts;
– evaluate brand image;
– measure customer satisfaction and loyalty;
– identify brand strengths and weaknesses;
– profile consumers based on socio-demographic and psychographic characteristics;
– identify specific consumer segments based on psychographic, behavioral, or socio-demographic criteria;
– provide a complete and accurate description of each segment, including its size and proportion;
– assess the potential of each segment for the client;
– recommend strategies and tools to effectively target each consumer segment.

The research is conducted using CATI / TAPI / CAWI methods, with national coverage and a representative sample of 1200 completed interviews.