26 March 2021
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A bigger picture is needed to make your marketing effective.
We provide a comprehensive research service. We carry out qualitative (online and offline), ethnographic and quantitative research.
The pandemic provides a good opportunity to take a different look at the role of brands, consumers as well as market research.
Mission
Marketing should not limit itself to staying within the boundaries of its own category. Broader social and cultural changes associated with the pandemic or climate change have an impact on business, but they are often not adequately captured and described – for the lack of tools or language, or as a result of traditional, ingrained way of thinking.
Wider scope.
Deeper grasp.
Stronger impact.
Our approach
Market foresight and a deep understanding of existing and evolving trends are essential to getting the bigger picture of the market. Businesses need tools for a multi-angle study of the present-day consumers, as well as processes enabling them to work out ideas for strong products and insight communication. These tools and processes are instrumental in the development and future-proofing of resistant brands which will be used by satisfied consumers.
Trends and Foresight
We select case studies and examples according to their inspirational value. For each trend we provide stimulating brand stories and seek to deliver unexpected data.
Our TrendLetters are available to all interested clients. Each edition focuses on one current phenomenon or a micro-trend. We illustrate them by providing examples and expert analysis as well as indicate implications specific to our client’s business (a customer’s business).
The Present-day Consumer
One thing is certain: consumers keep changing.
Sometimes frugal, sometimes extravagant. At one time, buying as if there was no tomorrow, and at another wondering if they should stop… It’s not easy to keep up to date. But we have been watching them for a long time. We are able to determine if a trend is transient or here to stay.
Strong Product
Product is the foundation. A resistant brand cannot exist without a strong product. Constant innovation pressure significantly shortens the product life cycle. Our tools enable us to create a product concept, select an appropriate price, recipe and packaging.
Insight Communication
We like ads that work. We like to know why they work. The tools we have developed to measure communication are very sensitive and register the tiniest quivers. They deliver hard data allowing us to make predictions. They provide implementation recommendations. Instantly.
Resistant Brands
Brands consist not only of the product and emotions, but also brand experience and Brand Purpose. In these unpredictable times we need insight into both the present moment as well as the near future. We strive to grow all of the brand pillars and assist them in developing resistance. We aim to make them future-proof.
Resources
Based on our extensive experience, we have created our own research tools, but we also utilise classic, commonly used methods.
We conduct Business-to-Consumer and Business-to-Business research. We work on our own as well as our clients’ databases. We coordinate projects conducted abroad.
The Collective
Research Collective marks the beginning of a new journey while our greater collective is being formed. We are open to collaboration with people who would like to join us in studying the “bigger picture” and having a greater impact on reality. We welcome both experienced researchers as well as novices. Please contact us if you are interested.
The founding and currently most active members of our collective are:
Paweł Ciacek
Sociologist, one of the co-founders of the SMG/KRC Poland Institute, a long-standing Client Service Director in Kantar Polska. Managing Parter.
Anna Ruszkiewicz
For over two decades, Anna has worked on the operations side of the research industry, a career motivated by vocation and choice. Board Member.
Anna Bińczak
She has worked in market research for the past 18 years, during which time she acquired broad experience in the operations side of the finance industry.
Krzysztof Jodłowski
Sociologist, an experienced qualitative researcher. A catalyst for ideas, he has a particular talent for making the respondents open up and for drawing out insights.
Maciej Kos
Doctor of economic sciences, a long-standing Senior Client Director in Kantar Polska.
Piotr Łukasiewicz
Doctor of Social Sciences, Brand Planning Director and Senior Consultant in Kantar Polska up to 2020, previously Strategy Director in McCann and one of the pioneers of strategic planning in Polish advertising.
Agnieszka Milczarek
An economist by education, Agnieszka has spent the past 13 years working on the operations side of market research.
Katarzyna Roczyna
A psychologist by education, Katarzyna has been involved in qualitative and quantitative research for over ten years (initially at Ipsos and subsequently at Kantar Polska).
Iwona Ślaska
An accountant by education, Iwona has gained vast experience while managing the Quality Control team at Ipsos and, subsequently, working for a number of years as a Quality Control Manager at Kantar Polska.
Trendletter ®
Our TrendLetters are available to all interested clients. Each edition focuses on one current phenomenon or a micro-trend. We illustrate them by providing examples and expert analysis as well as indicate implications specific to our client’s business (a customer’s business).
TrendLetter#5 Hard Wellness
During the so-called ‘normal times’ we used to take extra care to stay fit and well. The pandemic has activated in us a sense of the most primal danger – will the virus render us disabled, will we survive at all?
26 March 2021
12.2020 #4 Christmas – New hope?
The pandemic disrupted our daily lives and social relationships. We are looking for activities, occasions and rituals which can bring back stability – or at least the illusion of one. Can the magic of Christmas – broadcast to us in churches, advertisements or wishes – deliver in the doom and gloom of 2020?
9 January 2021
Contact
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