• Custom Research
  • Consumer Tracking
  • HealthCare
  • Automotive
  • Industrial Goods
  • Telecoms
  • Retail
  • Politics and Social
  • Consumer Goods
  • Financials
  • IT market
  • Durable goods
  • Qualitative research
  • Regular Research
• Retail &Technology
• Media

Retail and Location Research

Retailers and developers are moving from expansion to the development of pre-existing operations.  Retail chains are visibly competing for customers in many world markets.  In this context, retailers and developers need qualitative information about the consumer, his or her preferences, and the factors influencing loyalty and the brand image of various market players.  In addition, retailers and developers seek to analyze and understand the specific features of settlements and regions in which they operate. 

General market studies (Usage & Attitude)

Given the rapid development of retail, regular market snapshots studies are important instruments driving the optimization of marketing policies for retail chains.  The main objective of the classic variant of Usage & Attitude (U&A) studies is to understand consumer behavior in a specific retail market (i.e. FMCG, technology and electrical appliances, building materials, etc).

The study answers the following questions:

• What is the target group?
• Who makes the majority of purchasing decisions in the household?
• What consumer habits can be identified?
• Who are the main market players and how do consumers see them?

GfK Group offers a purpose-designed instrument – the GfK*NAVIGATOR® – for strategic market research.

Client satisfaction and loyalty studies

With competition ramping up, companies are finding it ever more difficult to retain existing clients and win new ones.  Location and low prices are no longer the primary factors in a consumer’s choice of a retail outlet.  A range of factors determines client satisfaction and loyalty.

With this in mind, the key tasks of research tasks:

• Analyzing the factors determining client loyalty to a point of sale/retail chain, evaluating the influence of each factor;
• Determining loyalty indices for a point of sale/retail chain and competitors;
• Analyzing the level of consumer satisfaction in the various aspects of point of sale/retail chain operations, identifying strengths and weaknesses;
• Develop SWOT-analysis, determining priorities for improvement.

GfK Group offers a purpose-designed instrument – GfK Loyalty Plus® – for studying client satisfaction and loyalty.

Image studies

Image is a principle indicator distinguishing one point of sale/retail chain from others selling similar goods and services.  Image studies help to evaluate the consumer’s view of a point of sale/retail chain at a given moment and to plan improvements and changes in the future.

Image studies answer for the following questions:

• How to position a particular brand be positioned among its competitors, in order to increase its potential and market share?
• What are the strengths and weaknesses of the brand image?
• What additional psychological or rational advantages motivate consumer behavior?

GfK Group offers a purpose-designed instrument – GfK TARGET®POSITIONING – for strategic market research.

Location research

Location studies are an integral part in the design of real estate units, as well as an important instrument in making key decisions in the development and investment spheres.

Location studies are complex projects, which might consist of the following stages:

• Analysis of the general market situation;
• Competitor analysis;
• Potential demand analysis;
• Evaluation of a given real estate unit design concepts;
• Developing the optimal concept for a particular real estate unit;
• In-depth evaluation of various potential sites, leading to the selection of the optimal location;
• Development and implementation of GIS-systems for independent analysis.