On the road to success, things are not always as they seem at first glance.

A client, who has been providing services in the travel industry for almost 20 years, wanted to verify their perception that market and to discover what motivates existing and potential customers to purchase such services.

However, sometimes self-reflection is crucial for further progress. In order to strengthen their brand and improve the quality of their services, they decided to confront the possibility that they might be wrong and that there is room for growth.

After conducting a top-of-mind analysis, in which we explored the client’s and competitors’ brand recognition, reasons for purchasing or abstaining from purchasing, as well as the key aspects of services that customers consider crucial in their decision-making process, the results were different from the client’s presumptions.

The research showed that not only was their market position not as strong as they had thought, but also that the competition was in a much better position than assumed.

In this way, we enabled the client to have a realistic view of their own position in relation to the competition and provided valuable insights into the opinions and attitudes of respondents, based on which they could further develop their business strategy.

Entering a new market is not just a challenge in terms of logistics, but also a challenge in perception.

Which cultural characteristics can influence the success of a project? Do potential users understand the difference between an extraordinary service and an average service?

How do they estimate the value of this service, and when can they expect to see first results?

We found answers to these and many other questions for a reputable healthcare client that was expanding their business beyond their home country.

Are customers giving up their once-favorite fashion brands in the name of sustainability and shopping local? What’s the impact of one mega-influencer’s Instagram story on the fashion market? Has Gen Z officially wiped skinny jeans out of the industry, or are millennials still happily buying them?

These are examples of dilemmas that market research in the fashion industry aims to answer. Fashion as a sector is extremely influenced by trends and requires constant testing and adaptation to consumer opinion.

In early 2024, we conducted market research for a Croatian fashion brand, aiming to identify the profile and age of their customers, as well as the perception of the brand, price, and quality compared to larger competitors and competitors within the same category.

We activated an online questionnaire method, and the results revealed important insights about the potential new direction of the brand’s marketing plan and more precise identification of the target audience. 

Based on the research results, the client could precisely determine the plan for the next campaigns, the recommended frequency of promotional posts, and begin planning the activation of new sales channels.

Packaging significantly impacts whether or not a product will be successful. Up to 80% of products are delisted from shelves within their first year on the market. 

When changing the appearance of a popular product, it’s important to approach the process strategically and test it both under controlled conditions and on the shelf – in a real retail environment.

Before launching a new label and packaging for one of their most recognizable products, our client – the largest Serbian food manufacturer in its category – decided to test whether the brand would be recognized with its new packaging and to identify potential penetration barriers (reason why the customer decided not to buy the product).

To get answers to these key questions, we administered a questionnaire to respondents in the 3 largest cities in Serbia, whose responses yielded results with a 95% reliability score.

The research results helped our client make an informed decision about the design of the new packaging and its impact on sales projections. Through responses, we also identified the elements that would either maintain or enhance brand recognition.

What is the correct course of action when launching a new packaging design for a well-known and popular hot beverage? How strongly are consumers affected by ‘evolutionary’ versus ‘revolutionary’ changes in design? These are just some of the questions that our client, a renowned Croatian hot beverage manufacturer, wanted answers to.

In this type of research, the result cannot be obtained based on a single association, which is why we always consider several of them. For example: tasty – tasteless, cheap – expensive, attractive – repulsive, traditional – modern. Each association carries a different weight on the overall score.

After measuring the results, we found out if the participants perceived the new design more positively than the previous one and which of the several new proposals had the greatest positive association.

In a world where impressions are often made after one glance, every change implies a deeper meaning. The research results helped the client decide on which new packaging design to launch while retaining existing customers and attracting new ones.

Why do clients find some banks more attractive than others? In banking, clients perceive service quality as a combination of the staff’s hospitality and patience, credit interest rates and fees, the accessibility of mobile and internet banking, and more. This is only a fraction of what banks have to take into consideration when creating a business strategy.

To discover the key factors influencing consumer decisions in the banking sector, we conducted research among 600 respondents in Bosnia and Herzegovina. 

The research focused on identifying the most common buying journey in terms of opening an account or taking out a loan, reasons for choosing specific services, uncovering potential penetration barriers, and the brand presence in the customers’ decision-making process.

The research conclusions provided the client with a deeper insight into consumer purchasing behavior, allowing them to tailor their strategies and services to meet customer needs and enhance market competitiveness.