Qualitative Market Research
Objectives
- Gain insights into the Chinese Petfood market and evaluate the client’s position in that market.
- Identify the target audience in China, its purchasing behavior and needs in comparison to the target audience in Germany.
- Provide the insights needed to develop a China-specific marketing strategy.
Processes
Qualitative market research:
- In-depth literature and theory review
- Conduction of semi-structured interviews
- Evaluation and summary of research results
Summary report and recommendations:
- Creation and presentation of a summary report of the research results
- Elaboration of recommended actions based on research results
Results
MFC presented key market trends, improved the client’s understanding of its target audience, and provided the client with 9 action recommendations for the China market.
