Consumer surveys assist not only in developing new brands, but is also concerned with existing ones, particularly in recycling them and giving them a new lease of life in changing and highly competitive markets. It is also involved in market measurements (retail audits, consumer purchasing panels, etc.) and media research. This not only enables the drawing up of plans and monitoring progress in existing markets, it also provides key background data for investigating possible new markets.
Over the years, MARS Limited has been involved in dozens of consumer surveys that have brought successful new brands into the market, and also helped established ones ride the tide of competition by effective monitoring of the marketplace.