Lifestyle, needs, aspirations, motivations, values and interests – all these things and more need to be understood in order to make products and services compatible with the world and with the expectations of consumers. They are also necessary to create proper marketing communications and to choose the appropriate channels for those communications. A separate issue constitutes the whole area of research of usage & attitude concerning the behaviour of consumers, their strategies and their shopping habits. Our approach to the optimal understanding of consumers is a synergy of qualitative and quantitative approaches. The qualitative approach allows us to obtain reliable data and the quantification necessary to minimise the risk, whereas the quantitative insight gives us the opportunity to penetrate the consumer world and discover its entire, frequently surprising richness.

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