Market research is often underestimated in Polish companies. In foreign companies, as well as their Polish branches, they are a standard practice – but some Polish companies continue to take a sceptical stance. But without independent market data, is there really room for development?

An increasing number of marketing studies are being carried out in shopping centers. This is a result of their evolving nature, and, consequently – higher customer traffic levels. Shopping centers have become important places on the marketing studies map.

Price testing is a key source of information for companies and their market information systems (MkIS). However, price testing heavily relies on a number of premises which should be taken into account when analysing any research study findings.

Nearly three out of four Poles prefer to pay with cash when shopping, according to a survey by PMR. Responses concerning use of payment cards indicate a gradual change in Poles’ commitment to cash. Though nearly one in two (48%) said they...