The Istitute

Freni Institute for Marketing Research was founded in 1983 and is specialized in conducting ad hoc research, from the beginning to the end.

Freni Ricerche di Marketing is equipped to independently manage any research project, from designing the survey,  planning  methodology, collecting and validating data, analysing statistics, interpreting final results, and defining marketing strategies. 

Freni Ricerche di Marketing is full member of M.R.S. (The Market Research Society – GB), A.M.A. (American Marketing Association - USA), and professional member of ESOMAR (the world association of research professionals); 

The Institute leads social and opinion surveys for the planning and targeting of social products, and has more than 10 years of experience in applied research in the apparel industry, on which it has published several researches.

Freni Ricerche di Marketing cooperates regularly with Sistema Moda Italia, a specialized association of fashion/clothing firms, thanks to which it has carried out many surveys in this field.

The founder, Vincenzo Freni, is professor of Market Research and teaches “Marketing for the Textile and Clothing industries” at the University of Economy and Commerce in Florence. For 10 years he has taught Market-Research-I course and Applied-Market-Research-II course at the Fashion Institute of Technology (Polimoda, University of Florence), and periodically conducts seminars on applied research at the Department of Economy and Commerce of the University of Florence. He has published many articles on the techniques to conduct Marketing Research.

Why turn to Market Research?

Managing any business without utilising the resources offered by Market Research is a bit like flying an airplane without a radar: especially now, when competition gets tougher every day and the preferences of customers shift rapidly, knowing the field in which one is operating is of undamental importance in order to act with cognition.

Don’t lose the compass:

The intensification of competition in the market results in a growing need for knowledge, for making marketing decisions and for verifying their results; it is Market Research that gives Business the information that  translates into decisional and operational strategies.

Market Research offers a scientific description of the reality of the market, and most of all gives business’ the instruments to better face the future, and to make the right marketing decisions.

A good research will tell you what are the needs of the market to-day, what potential clients expect, what is their opinion about your company and its competitors.

In addition, knowing and anticipating the needs and desires of the customer means finding the most efficient way to satisfy him/her, taking advantage of opportunities before and better than competitors.

Market research saves money:  timely use means being present on the market in the most adequate way, and with the most suitable message to meet expectations of customers, avoiding costly errors. To face competition in the most effective way, to make decisions fully aware of the risks and opportunities, we have to turn to Marketing Research.

What Market Research is?

Market Research is cheep and efficient way to find out opinions, attitudes, behaviours and needs of the public (any type of public: the final customer, the dealer, the elector, etc.).

Businesses, companies, trade, and institutes for public education run market researches to define products and services that answer the needs of their public. 

The scientific assumption for Market research is that it is possible to acquire information by interviewing a large number of individuals (the sample), which represent the whole public in question (the universe). Obviously, to obtain the right answers it is necessary to interview the right public (a group which represents the target population) and ask the right questions.

Market research is mainly used for:

•          Aiming products or services on target and finding new markets;

•          Understanding the needs of the client and monitoring competition;

•          Verifying the service offered by employees to the customers;

•          Developing new products;

•          Verifying effectiveness of communication.

Why Research through Freni Ricerche di Marketing?

Our points of difference.

We are often asked what makes Freni Ricerche di Marketing different from other research agencies.

1.      Logistics. We are located in the city of Florence, right in the center of Italy.

2.      Language. We speak yours.

3.      Expertise. More than 20 years of experience exclusively in custom –made Marketing Research (we don’t supply off-the-peg solutions).

4.      The totality of our business comes by word of mouth recommendation and we are valued for our realistic, practical, and solution-orientated approach. Our clients represent a who's who of Italian industry; many are market leaders in their business fields.

5.      Another key difference is quality. We are large enough to provide all aspects of the research process in house, giving our clients greater control and confidentiality and small enough to ensure flexibility, speed implementation and value for money.

6.      We don’t want to be big. It is more important for us to be the best quality wise. It is a question of professional pride and job satisfaction, and our most important goal is to see our customers satisfied and see that they use and value the results of our research.

7.      We want to give the best value for money to clients who require reliable quality performance as basis for their decisions.

Let us be your ears & eyes in Italy

Our professional Ethics

Precepts integrated to ICC/ESOMAR code by Freni Market Researches.

Freni Market Researches is an institute independent of economic and political groups.

All data is treated and saved inside the Institute, without sub-contracts, in order to guarantee maximum secrecy. Statistical data is owned by contractor and on request can be exported in most diffused databases.

Freni Market Researches directly guarantees a network of selected interviewers, and does not sub-contract to other companies, which further guarantees secrecy and competence.

Freni Market Researches vows not to conduct researches in the same field for more than one customer for a period of 12 months.

Freni Market Researches protects all information and data collected in the course of the interviews (in accordance to the Italian law 675 dated 11.18.96) utilising it only for the purpose for which it was collected.

Freni Market Researches will not inform other clients about assignments received.

Freni Market Researches, if requested, guarantees absolute anonymity of the Client.

In B and B and industrial researches, in cases that call for small samplings, the company informs interviewed individuals of the risk of being identified, even if anonymous. 

Freni Market Researches keeps the data collected during the course of a Marketing research and that contained in database marketing separate, (and diversified, in accordance with the law).

Before any personal interview, including Test Centres and on-the-road investigations, Freni Market Researches delivers a print-out which informs of the activities of companies which lead market researches, to censure informed consensus to the interview.

To guarantee research that is comparable and validated according to international standards, in case of researches in biomedical fields Freni Market Researches adheres to ESOMAR Guideline on Pharmaceutical Mkt Res.; in nutritional fields to Food Safety in product testing from MRS; in research in social and political fields the standard followed is given by Social Research Practice of ESOMAR, and in research which involves children, adolescents and other “vulnerable” people, the Guidelines for researching Children & young people of MRS. Researches always refer to Marketing scales which are periodically adjourned, validated and published by AMA.