Editor's note: Tracy Dziedzic is country manager, Poland, and Michael Fodor is regional director, Eastern European Operations, with Macro International, an international research firm based in Calverton, Md.

The problems of conducting syndicated/omnibus studies in a de-veloping market like Eastern Europe are baked in the cake. As telephone penetration is extremely low and the phones that do exist do not always work, large-scale interviewing is conducted door-to-door. These door-to-door sampling designs cover tens of thousands of square miles, using interviewers who need to be trained to implement what can be fairly complex protocols. But these and other problems are well-known and documented. The frosting on the cake lies in trying to interpret static data in such an evolving environment.

In most Eastern European markets, large multinational producers of fast-moving consumer goods manage numerous brands across multiple categories. These categories are dynamic, crowded and competitive. Observers of share data note a shuffling of positions rather than a bottoming out of the market. Consumer data reveals that product perceptions and expectations are changing rapidly as new combinations of attributes, benefits and claims are introduced to the market. The bundle of attributes which defines the ideal is changing faster than producers and advertisers can adjust. Previously strong claims lose impact. Simply put, the Eastern European consumer can be difficult to track.

That is, a situation exists where standard cross-sectional survey approaches are not effective for tracking rapid changes associated with a volatile economy and accelerated cultural change. The traditional "point in time" omnibus survey provides a snapshot in time within a fast moving frame that limits the predictive value of such instruments. Qualitative tracking tools address these issues by supplementing omnibus data, allowing the study of social and economic dynamics of key demographic groups - teens, women, men - in order to build to complete picture of these key segments.

Recently, Macro International has launched semi-annual qualitative tracking studies of the key segments mentioned. Collected via depth interviews in capital cities, the data are combined with the traditional cross-sectional omnibus results to provide consumption data with attitudinal trends that best predict future behavior.

To illustrate how this combination of qualitative and quantitative techniques works to add value to the investigative process, some of the results of a recent comprehensive study of Polish women are discussed below. Specifically, the research program revealed a unique set of operating dynamics which would most likely have remained invisible using traditional omnibus survey techniques.

Unique dynamics

As mentioned, a combined approach of qualitative (motivational, depth interviews in Warsaw) and quantitative (a nationally representative survey of 1,000 women) means were used to identify, quantify and qualify the following market dynamics:

  • Economic forces and consumer confidence. Rising taxes, inflation, and low per-capita income coupled with significant price differences between domestic and imported products influence consumer behavior at the most basic level. These macroeconomic factors drive not only purchase power but consumer confidence that is at the very center of buying behavior. The state of the economy clearly remains at the forefront of consumers' concerns:
    • In Poland, for example, almost half of the women surveyed believe that there is a possibility they will lose their job in the coming year.
    • Considering the progress of reforms in Poland, over one-third of Polish women do not expect any change over the next two years: forty-four percent believe that change will develop; eighteen percent foresee a change for the worse; thirty-six percent don't think things will change at all.

Skepticism aside, Polish women most often point to "new products" or "improved selection" as the best changes over recent years. Given the financial limitations of the typical Polish household, the woman's role becomes that of economist, weighing and justifying purchase of the most basic goods:

"My job is to make decisions to provide what is best for my family."

"Each purchase I make is important; my family budget is limited."

  • New brand entry. The entry of a brand affects consumer judgement and choices. This "attraction effect" causes consumers to evaluate not only the new entrant, but the entire category, repositioning the brands according to revised comparative judgments. The rate of new brand entry in Poland over the past two years contributed to rapid change in brand positions, and thus, a changing definition of the competitive set. It is noteworthy that economic conditions have not diminished women's interest and involvement in adopting new brands:
    • A distinct majority (85 percent) of Polish women say they "like to try new things."
    • Among the new things tried lately, Polish women are not only justifying purchases for the family, but now mention products "just for her." Indicative of this trend, cosmetics are tried more often than any other category. In Warsaw, women spend over $30 per month on themselves, a trend that contrasts sharply to even a year ago.
    • Importantly, women are increasing their role in traditionally male purchases, such as household appliances and cameras. Dovetailing with this trend is a modern, more liberated Polish woman.
  • Ad-evoked effect. In developing markets like Poland, brand attitudes are largely shaped by advertising. In the absence of more mature brands, advertising is a powerful form of persuasion. Brand interest can be generated successfully by advertising messages, encouraging cross-brand trail and switching. Research on a variety of consumer goods suggests that, while advertising is stimulating trial, adoption is slower to crystalize in developing markets. This observation is especially relevant as the Polish consumer develops her ability to decode imagery and messages.

Awareness and recall data tell only part of the story. Advertisers who have succeeded in this market have taken time to understand this consumer and build copy strategy around a locally relevant and accepted proposition:

  • A large consumer products company purchased a local detergent and built advertising and positioning strategy around Polish historical figures who quickly became symbols of the brand. For three years, the product has been named as the favorite commercial by women across all age groups.
  • Although 84 percent of Polish women agree that "advertising is necessary," they react strongly to advertising that they deem wrong by avoiding and even rejecting brands. Polish "requirements" include:
    •  a claim that is supported by a relevant and plausible reason to believe rather than superlatives and hyperbole;
    • relevant settings and characters with aspirations that are within reach;
    • clear information about benefits and attributes that relate to or create consumer expectations, without the need for competitive attack.

Consumer reaction to advertising should not be understated in a market where all forms of media are attracting attention and curiosity. Macro International's research reveals that among women in Warsaw, over 20 percent watch over 25 hours of television per week. Radio has generated high listenership as well, with the average adult woman listening to 20 hours of radio per week.

  • Habits and practices. The influx of product alternatives has changed usage occasions and practices for many categories. The consumer is evolving to seek a new set of offerings from the products she buys. For example:
    • Convenient packaging and fragrance have become important attributes for cleaning products which were once chosen primarily to kill germs.
    • Almost three quarters of Polish women express strong interest in non-toxic cleaning, paper, and petrol products.
    • Prepared foods, once considered taboo among Polish housewives, are being adopted as their lifestyle changes and producers meet the requirements of their shopping basket and dining table.

Previously it was safe to classify Polish women as typical housewives, though many provided supplementary income to the household. Today, the life of the Polish woman must be viewed from many angles. The survey data concludes that marketing plans aimed at Polish women should address the one or more factors of their consumer personality as wage earner, decision-maker and independent woman.

The combination of qualitative and quantitative tools has provided valuable insight into the changing roles of women and the effects of these changes in the markets of Eastern Europe. The aforementioned example illustrates that the Polish woman is multi-dimensional and cannot be understood by a review of crosstabs and frequencies from an omnibus study. That is, omnibus data, while critical, does not paint a complete picture in a developing market