Consumer Insight for Brand, Product & Category Growth

FMCG Market Research Services

Brandspeak delivers comprehensive FMCG market research across personal care, household, beauty, health, OTC, baby, pet and home-cleaning categories.
We support FMCG manufacturers and retailers by generating actionable insight that strengthens product portfolios, sharpens brand strategy and improves performance across the full shopper and consumer journey.
FMCG Market Research?

What Is FMCG Market Research?

FMCG market research encompasses the qualitative, quantitative and behavioural research methods used to understand consumers, shoppers, competitors and category dynamics across fast-moving consumer goods markets.

It enables organisations to clarify evolving needs, test propositions, optimise pack and format strategy, refine pricing, evaluate in-store performance and validate new product opportunities.

Research also supports retailers by improving shelf layout, merchandising, promotional strategy and category role definition.

Ultimately, FMCG market research provides the evidence required to guide decision-making across brand, product and retail environments—ensuring investments in innovation, communication and experience consistently align with what matters most to consumers and shoppers.

The Benefits of FMCG Market Research

Brandspeak’s FMCG market research expertise enables manufacturers and retailers to make confident decisions rooted in real consumer, shopper and category behaviour.

Strengthen Portfolio & Category Strategy

Strengthen Portfolio & Category Strategy

FMCG insight clarifies how categories are structured, what drives repertoire behaviour and which choice cues matter most. This allows brands and retailers to define category roles, optimise portfolio balance and allocate resources to product lines with the strongest potential for long-term growth.

Improve Packaging, Format & Claims Effectiveness

Improve Packaging, Format & Claims Effectiveness

Research identifies how shoppers interpret pack design, claims, formats and variants under real decision pressure. Findings guide the development of clearer, more motivating packaging that improves standout, navigation and conversion online and in-store.

Enhance Retailer Performance & Shopper Experience

Enhance Retailer Performance & Shopper Experience

FMCG market research reveals how shoppers move through fixtures, what attracts attention and where friction or confusion occurs. Insights support stronger merchandising, promotional strategy and shelf optimisation, improving basket size and strengthening retailer–supplier collaboration.

Accelerate Successful Innovation & Renovation

Accelerate Successful Innovation & Renovation

FMCG insight validates ideas early and identifies the refinements needed for product range or brand updates. This reduces commercial risk, shortens development cycles and increases the success rate of innovation across both established and emerging FMCG categories.

FMCG Research Methods

Brandspeak uses qualitative, quantitative, behavioural and shopper research—including ethnography, in-store observation, surveys, interviews, co-creation and conjoint analysis—to reveal how people shop, choose and use FMCG products. These methods provide a robust evidence base for strategic and commercial decision-making.

Workshopping and Co-creation

Workshopping and Co-creation

A collaborative forum for exploring existing ideas and developing new concepts.

Eye-Tracking & Visual Attention Testing

Eye-Tracking & Visual Attention Testing

Reveal how audiences view and process your communications and visual assets.

Ethnography & Observational Research

Ethnography & Observational Research

Observe real-life behaviour to understand authentic actions, needs and decision-making moments.

Focus Groups & Depth Interviews

Focus Groups & Depth Interviews

Explore audience needs, perceptions and behaviours in rich qualitative detail.

Online Surveys

Online Surveys

Capture robust, statistically reliable feedback to quantify attitudes and behaviours at scale.

Secondary Research & Market Intelligence

Secondary Research & Market Intelligence

Identify market trends, competitor activity and category insights using desk research.

FMCG Research Services

As an FMCG market research agency Brandspeak provides research across personal care, household, beauty, baby, OTC, pet care and cleaning categories, supporting product development, brand optimisation, retail performance and strategic growth for manufacturers and retailers.

We evaluate how consumers and shoppers interpret pack formats, claims and visuals, guiding improvements that increase clarity, distinctiveness and purchase conversion.

We analyse in-store and online behaviour to understand navigation, decision cues and friction points, informing fixture layout, merchandising and promotional strategy.

We assess price sensitivity, promotional effectiveness and value perceptions, enabling brands and retailers to optimise pricing strategy and protect margin.

We identify unmet needs and emerging demand spaces to inform future innovation pipelines, product refreshment and strategic portfolio planning.

We explore category rituals, repertoires, motivations and behaviours to define segmentation, brand roles, growth drivers and barriers.

We support joint business planning by providing neutral, evidence-based insight that strengthens supplier–retailer partnerships and drives mutual category growth.

How to Get Your Insights

As a full service market research agency we support research in 40+ global markets, working with native-speaking moderators and trusted in-market partners to ensure cultural accuracy and insight quality. Wherever your audience is, we can reach them and deliver insight that drives better decisions.

Step One

Fill in the form and click submit.

Step Two

Our team will contact you within 24 hours.

Step Three

We learn about your needs and goals and how to achieve them.

Upload a Briefing Document or RFP

Frequently Asked Questions

Find answers to common questions about our FMCG market research services.

We cover personal care, household, beauty, health, OTC, baby, pet care and home-cleaning categories.
Yes — we use virtual shelf, eye-tracking and in-store observation to evaluate fixture performance.
Yes — we deliver research across 40+ global markets, adapting methods for local consumer behaviour.

Brandspeak in Numbers

As one of the UK's most experienced market research agencies, Brandspeak brings scale, consistency, and depth to every project.

3,000+

Focus Groups

25

Years

750+

Quantitative Studies

40

International Markets

1 Million+

Survey Participants

45

Languages Covered in Global Research

5,000+

Depth Interviews

Association for Qualitative Research (AQR)MRS Evidence Matters

Brandspeak is proud to be a member of both The Association for Qualitative Research (AQR) and The Market Research Society (MRS) — demonstrating our commitment to quality, ethical practice and industry-leading research standards.

Brandspeak Blogs

Read the latest trends, insights and best practices from the world of Market Research. Choose a topic below to read more.

Client Feedback

Lauren Williams

We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them.

Lauren Williams

Sarah Twist – Marketing Manager

Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!

Sarah Twist – Marketing Manager

Zanya Fahy

It's been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend!

Zanya Fahy

Georgie Burks, Brand Marketing Lead

Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.

Georgie Burks, Brand Marketing Lead

Brandspeak have been fantastic to work with. They are a very professional agency who really understand the importance of quality research. Their team were very responsive, knowledgeable and easy to work with and provided us with excellent insights.

Mark Wilson

Animal Friends Insurance

We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.

Strategy & Insight Manager | Animal Friends Insurance

Tönnjes

Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.

Tom Suberg

From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.

Verity Kimber

From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.

Leading life and pensions provider

It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly... a heartfelt thanks.

DLKW

Work with Brandspeak

With offices in London, Bristol, and Birmingham – and partners across the world – we provide global reach with local expertise. Our team is ready to discuss your business challenge and show you what's possible with the right insights.

Get in Touch

London

+44 (0) 203 858 0052

1st Floor, 239 Kensington High St, London W8 6SN

Bristol

+44 (0) 1174 07 0187

2430 / 2440 The Quadrant, Aztec W, Bristol BS32 4AQ

Birmingham

+44 (0) 121 314 4647

The Lewis Building, Bull St, Birmingham B4 6AF