One of the main challenges in implementing this project was to ensure a representative sample of respondents from all over Poland. Thanks to our consolidated research panels and our own CATI studio, we were able to achieve this goal, covering 2,000 respondents from different regions of the country with our survey. Another challenge was to understand and define strategies to differentiate a product, brand or company from its competitors. Thanks to our experience and expertise, we were able to conduct a comprehensive analysis and develop specific recommendations. Despite these challenges, we are confident that our efforts have yielded valuable results that will contribute to shaping an effective strategy for a product, brand or company. We are extremely grateful to the AGH University of Science and Technology for the opportunity to carry out this challenging project. This experience has allowed us to further develop our research skills and competencies. We sincerely thank you for the trust you have shown us.