Macroeconomic and Branch research

Complex projects that combine consumers’ analysis, macroeconomic forecasts and strategy development present the specialization of UMG. Usually requests for such researches can be formulated in one question: “Should we build a plant?”, “Our sales decrease, what should we do?”

UMG has successful experience of complex branch researches. For the last 3 years we conducted more than 20 such projects in "non FMCG" fields (high-tech, human services etc.), particularly: Volnogorsk glass plant, Motorola, Utel/Ukrtelecom, Foxtrot, CityBank, Renaissance Capital, BIZPRO, Telenor, Farmak, Zberbank etc. Our experience shows our deep understanding of different businesses and also our sincere interest in our Clients business development.

Complex research objectives can be as follows: support/decision making on market entry, sustaining Clients’ leading position, search for empty segments and unsatisfied needs on the market, increasing of competitive position of invest projects, search for effective means for satisfying need of different categories of current and potential customers etc.

Researches are conducted both on B2C (business-to-customer) and B2B (business-to-business) markets. There are the following integral stages of such complex researches:

• Desk research – gathering, thorough analysis and interpretation of secondary information on concrete question /market that is interesting and useful for Client. Includes official statistics, media and Internet monitoring.
• Expert survey – in-depth interviews with the specialists of this particular sphere that allows us to get information of current state and perspectives of the market «at first hand», directly from main market players.
  



Complex research results can cover the following objectives:

• General evaluation of the market
• Volume of the market and market segments
• Dynamics of market development in general and by segments
• Growth potential, trends, opportunities and threats        
• Geography (regional structure) of the market
• Main players and their positions on the market
• Level of competition
• Distribution channel characteristics
• Proportion of import, export and domestic manufacturing
• Market structure in terms of types of goods, changes of the structure
• Consumption and attitude towards researched goods (consumer references analysis)
• Factors influencing on market development
• Main factors of successful launch
• Key strategic elements

During working out individual design of research we conduct selection of optimal methodologies for effective solving of research problems (desk research, expert survey, different types of researches of quantitative and qualitative methods etc.)

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