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New consumer and changes in the methods of their research

Summary/Abstract: The aim of the article is to analyze the trends of changes on the Polish market of marketing research in the area of research methods against the background of the evolution of the characteristics and behavior of the “new consumer” who is becoming more and more demanding and a “difficult” subject of research. Particular attention was paid to the methods of the Internet research and neuromarketing, focusing on the process and tools of eyetracking. In the article there were used Polish and foreign secondary sources including annual results of the marketing research in Poland, carried out and published by PTBRiO (The Polish Society of Market and Opinion Researchers) as a base for making comparisons and identification of the title changes.

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