The Mass Consumer Goods (FMCG) industry is probably the most dynamic sector of economic activity, therefore the one most in need and the one that makes the greatest use of market research. Among the most significant we would like to point out the following:
1. Personalization and sustainability. Increasingly, consumers are opting for products that they perceive as personalized experiences, just as they are closely observing brands’ sustainability behavior. Therefore, market research will study individual behaviors and preferences on the one hand and, on the other, the impact and perception of the practices and social commitment of companies.
2. Technology, advanced analytics and ethics. Emerging technologies such as Artificial Intelligence (AI), the Internet of Things (IoT) or Blockchain are the result of the application of Big Data; Therefore, market research will focus on the intelligent collection of information about new patterns and trends to produce insights of high added value for brands; all this observing the greatest respect for privacy and ethical practices, and measuring its impact on consumer perception.
3. Omnichannel, especially in eCommerce. There are few consumers who already discriminate between the physical and online channels, and that makes them show their empowerment by using social networks, since their perceptions and experiences change at a frenetic pace. Market research will address this new reality by studying and parameterizing factors or biases related to these behaviors and the interrelation and interactions between these two interaction formats that are already a present challenge.
4. Readjustment of the scope and segmentation of markets and their audiences. Globalization and the continuous emergence of disruptive companies in the FMCG industry requires market research that sheds light on these two phenomena – completely inevitable – and that is why efforts in this matter will focus on the identification of opportunities and challenges in markets. emerging, as well as a new evaluation of these new segments and their adaptation to present conditions.
Very important challenges await the FMCG industry, almost immediate – and as close as next year -, and only partners with the experience, solvency and reliability of FOCUS, are in an optimal position to accompany the brands on this journey…
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