Polish industry has never before faced such a competitive challenge as today.  With passage of time the demands placed on modern companies operating in an open market environment have changed fundamentally. EU adhesion is a further boost to improve one's competitive edge and to bring in-house standards in line with the new standards. This state of affairs brings to modern management cadres many challenges linked with construction of strategies directed at regular, intensive growth which would provide significant competitive advantage over analogous economic both in Poland and abroad.

Polish industrial companies continue to deal with many problems such as the need for constant improvement of technological methods, permanent cutting the cost of production, or environment protection needs. And even though the purpose of all companies of note on the market is to manufacture goods and deliver services of the highest quality, a predominant majority does see that market success includes many factors, which are not directly linked with the quality of offered goods or services. In such circumstances possession of reliable market research results is indispensable in taking effective business decisions.

Market research for the manufacturing sector are a specific branch of the market research, as these often demand the use of non-standard and innovative research methods, tailored to the needs of a specific company operating in a specific market.

The scope of industrial/manufacturing research includes:

• Analysis of market setting and segmentation, i.e. analysis of that industry, studying market size and trends, analysis of the competition, market forecasts, studying specific products or product categories
• Imagery studies
• Satisfaction and Loyalty studies
• Employee satisfaction studies

Each of the above study types gives specific pointers making it easier to plan, monitor and optimize marketing operations.