14.01.2025
The role of market research in Business Sustainability
Key information:
- Market research is key to understanding customer needs, which supports sustainable business development.
- The use of market research makes it possible to identify trends and adjust strategies to meet consumer expectations.
- Company examples show how effective market research contributes to innovation in sustainable development.
- There are challenges to conducting market research that need to be addressed in business strategies.
- The future of market research will be closely linked to the growing need for sustainability and social responsibility.
Details below!

Sustainable Development - Key Principles
Sustainable Development is a concept that combines economic growth, environmental protection and social justice. It includes three main pillars: economic, social and environmental.
The first focuses on providing access to the basic necessities of life, such as food, water and energy, while promoting sustainable economic growth. As the Brundtland Report, development should take place in a way that does not limit the opportunities of future generations.
The second pillar is about building just societies, in which it is crucial to ensure equal access to resources and education for all sectors of society. Such access is essential to enable everyone to realize their potential.
The third pillar focuses on environmental protection and biodiversity. It requires taking measures to minimize the negative impact of human activities on nature. As the report indicates Ministry of Development and Technology, it is necessary to implement technologies that promote the efficient management of natural resources and promote practices that protect ecosystems.
All of these principles are interrelated and provide the foundation for achieving the Sustainable Development Goals (SDGs) established by the United Nations in 2015. These goals focus on people, planet, prosperity, peace and partnership. Their implementation requires cooperation between different sectors and the involvement of both governments and the private sector.

Market research, its definition and types
Market research is a key process that involves collecting, analyzing and interpreting information about the market, customers and competitors. They are an essential tool for companies wishing to make informed business decisions. Through research, companies can better understand the needs of their customers and adapt their strategy to changing market conditions.
There are two main types of market research - primary and secondary research. Primary research involves collecting data directly from respondents to obtain situation-specific information. These methods include surveys, interviews and focus groups. For example, by conducting online surveys, companies can quickly reach a wide audience and obtain valuable data on consumer preferences.
Secondary research, on the other hand, is based on data already collected by other sources. These can be industry reports, academic publications or statistical data. While it is often cheaper and faster to use secondary research, it is important to remember that access to this information may be limited and not always up-to-date.
In the context of market research, one can also distinguish qualitative and quantitative research. Qualitative research focuses on understanding the causes of certain consumer behaviors. They use methods such as in-depth interviews or observations. Quantitative research, on the other hand, aims to determine the scale of market phenomena by analyzing numerical data. An example of this is surveys with closed questions, which provide statistical results on customer preferences.
With the growing need for Sustainability, market research becomes even more important. Companies must identify green trends and social expectations to create products and services that meet the needs of today's consumers. Effective market research can give companies a competitive edge and help them make better strategic decisions.
In summary, market research is a comprehensive process that provides valuable information necessary for effective business management. With dynamic market changes and increasing competition, their importance will only grow. To learn more about how our services can support your business with market research, please see With our offer.

Key role of market research in Sustainable Development strategy
Market research plays a fundamental role in shaping Sustainable Development strategies at companies. In the face of growing consumer awareness of environmental issues, companies need to align their operations with market expectations, which requires an in-depth understanding of customer preferences and needs. Effective market research identifies trends and analyzes competition, which is key to developing an effective Sustainability strategy.
The modern consumer not only expects high quality products, but also their compliance with Sustainable Development principles. Companies that successfully implement Sustainability strategies engage in activities that have a real impact on the environment. For example, organizations can use the results of market research to create products with less negative environmental impact and to promote responsible manufacturing practices.
Through market research, companies can also better understand what Sustainable Development Goals (SDGs) are most important to their customers. It is worth noting that 67% Polish companies implement the principles of Sustainable Development in their daily operations, and 48% have translated these assumptions into specific areas of business operations EY. This approach not only improves the brand image, but also increases its competitiveness in the market.
When implementing a Sustainability strategy, it is also worthwhile to consider working with local communities and other stakeholders. Market research can help identify key partners and build the relationships needed to achieve sustainability goals. According to the article Soloducho-Pelc and Sulich, integrating environmental efforts with business goals can bring tangible benefits to both companies and local communities.
Application of market research results
The results of market research are crucial for companies that want to effectively implement Sustainable Development strategies. They enable companies to better tailor their products and services to the needs of their customers, which translates into increased competitiveness. These surveys make it possible to identify consumer preferences for green and sustainable products, which is particularly important in view of the public's growing environmental awareness.
For example, research by McKinsey found that nearly 70% consumers are willing to pay 5% more for "green" goods compared to traditional products Signify. This kind of data enables companies to better plan assortments and marketing strategies that respond to customer expectations.
In addition, market research results can help develop innovative products and services. Companies can use the information gathered to create solutions that not only meet current market requirements, but also anticipate consumer expectations. This approach also makes it possible to build long-term value for the company and secure its future revenues.
Examples of companies using market research in Sustainability
Many companies are effectively using market research to implement Sustainability strategies. One example is Unilever, which regularly conducts surveys on consumer preferences for organic products. This allows it to tailor its offerings to meet customer expectations and promote its social responsibility initiatives.
Another example is Patagonia, which involves its customers in the product development process through qualitative research. By doing so, the company not only builds loyalty among its customers, but also creates products that are in line with its sustainability values.
According to the EY report, 57% Polish companies consider Sustainability criteria important when choosing business partners EY. Such a trend indicates the growing importance of market research in the context of building business relationships based on shared values.
All these examples show how important market research is for companies wishing to effectively implement Sustainable Development strategies. Thanks to them, companies can better tailor their activities to the needs of customers and identify new market opportunities, which in the long run translates into their success and competitiveness.

The Future of Market Research and Sustainability
The future of market research will be closely linked to the growing need to integrate environmental and social aspects into business strategies. As consumers become more aware of the environmental impact of their choices, companies will need to adapt their approach to market research. New technologies, such as data analytics and artificial intelligence, can significantly impact the way research is conducted. They will make it possible to collect and analyze large sets of data in real time, allowing for faster and more accurate decision-making.
It is also worth noting that regulatory changes related to environmental protection will affect the way market research is conducted. Companies will have to adapt their strategies to new regulatory requirements and consumer expectations for transparency and social responsibility. As a result, market research will become a key tool in the process of adapting companies to a dynamically changing environment.
Albert Kornacki
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