Mesoeconomic Market Analysis Based on Selected Big Data Tools – The Case of Wood Market Trends in Poland Under Economic Uncertainty

Abstract

The paper discusses selected trend changes in the Polish wood-based products market under conditions of economic uncertainty. From a mesoeconomic approach, using Big Data resources and online e-commerce tools, the wood market was analyzed from the perspective of demand and online user activity. In terms of time scope, the research covered the period 2019-2021, including the pandemic year. Secondary data based on Google Ads and Google Analytics were analyzed. The study used selected open-source analytical tools, including Google Keyword Planner and Data Studio. The controversial hypothesis, which assumes that potential demand for wood and wood-based products shows a sustainable trend even under economic uncertainty, was verified. The findings were visualized and discussed. As a result, although the rationale for confirming the assumed hypothesis was not obtained. However, the results of the research proved to be interesting, out of the box. It turned out that the popularity and multifaceted use of wood is not limited by typical barriers. The consequence of the market situation is a growing demand for wood, but at the same time a supply deficit. This is a challenge for the wood market benchmarking and formulating practical recommendations for economic policy in the wood-based sector in Poland.