Introduction: An Unprecedented Challenge
The COVID-19 pandemic has had profound and far-reaching impacts across every sector, and market research in Poland has been no exception. Traditional face-to-face methodologies were largely rendered infeasible due to social distancing measures, forcing market research agencies to rapidly adapt their practices to this new reality.
Embracing Digital Research Methodologies
A significant change in market research practice has been the widespread adoption of digital research methods. Computer-Assisted Web Interviewing (CAWI) and Computer-Assisted Telephone Interviewing (CATI) have become mainstays for many Polish market research agencies. The immediate access to data, cost efficiency, and geographical reach these methods provide, have proven invaluable during a time of social distancing and remote work.
Shift in Consumer Behavior and Market Trends
The pandemic has also led to significant shifts in consumer behavior and market trends. The closure of physical retail outlets and fears of virus transmission have accelerated the shift towards online shopping. As a result, e-commerce has seen exponential growth, leading to a demand for more extensive and specialized e-commerce market research. Understanding these changes has been a crucial focus for market research agencies during this time.
Increased Demand for Real-Time Data
Another clear trend emerging from the pandemic’s influence is an increased demand for real-time data. Businesses seek to understand the rapid changes in consumer behavior and market conditions, making timely, accurate, and relevant data more critical than ever. The market research agency that can provide this is at a clear advantage, and many are investing in technology and methodologies to meet this need.
CEO Insights: Jonasz Buksztynowicz of Fieldstat
Speaking about the pandemic’s impact on the market research industry, Jonasz Buksztynowicz, CEO of Fieldstat market research company in Poland, had this to say: “The pandemic has tested our industry, but it has also driven innovation and resilience. We’ve had to adapt quickly to new ways of doing things, and I’m proud of how our industry has responded. It has proven the vital role market research plays in helping businesses navigate uncertainty. The future will be about agility, and our ability to harness digital technologies to provide fast, accurate, and actionable insights.” In conclusion, while the pandemic has brought unprecedented challenges, it has also spurred innovation and adaptation within the market research industry in Poland. The increased adoption of digital methodologies, a greater focus on real-time data, and an understanding of rapidly changing market trends have become crucial for market research agencies. As the world moves towards a new normal, the market research industry’s resilience and agility will continue to be tested, but the importance of its role in business decision-making has never been more evident.
