Reaching Target Audiences: Lessons from Helsinki and Milan
Last summer, we conducted market research in Helsinki and the Milan and Turin regions of Northern Italy to help a design product manufacturer expand. Here, we share our experiences from this process.
Market research objectives
The objective of the study was to identify selection criteria, information-seeking habits, procurement channels, and price points for similar products to enable a market comparison. We aimed to conduct the research in a cost-effective manner.
Implementation of the study
We aimed to reach the target audience effectively by conducting street-level research in areas where people looking for these types of products typically congregate. Additionally, we refined our targeting by observing whether interviewees showed interest through window shopping, visiting shops in the relevant product category, or expressing interest at the start of the interview.
The interviews lasted approximately five minutes. To encourage participants to commit to the interview calmly, they were given a small gift voucher for a nearby café.
The role of PS-Tieto Oy
PS-Tieto Oy designed and organised the market research, including sourcing resources and providing induction. The study was carried out by the same bilingual student in both countries.
Observations and lessons learned
Reaching the target audience was successful, and we found individuals clearly interested in the subject for the interviews.
In Helsinki, the gift voucher method worked well, and interviewees were happy to receive it. In Milan, however, the cafés did not offer gift vouchers, so the plan had to be adapted.
Another culture-specific difference emerged when approaching individuals: in Helsinki, it was easy for the student to get people to stop, but in Milan, the student's youth raised suspicions. In Finland, summer jobs are common, whereas in Italy, students work less frequently, and the concept of summer jobs is not as well-known.
The market research also included a mapping of companies and the products they offer.
Results
The market research met the client's objectives in terms of both the content of the report and reaching potential customers within the target group.
Efficient execution
The study was executed cost-effectively because the provider was an efficient, flexible, and capable boutique operator. The timing was agreed upon with the client to serve different needs synergistically during the same trip.
Contact us
Send a private message on LinkedIn or email petri.selkainaho(at)ps-tieto.fi if you are interested in:
- The market research in question and its findings
- Ordering tailored market research (especially Finland, Italy, Germany, and other countries by arrangement)
- Requesting consultancy support for conducting market research
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