The term “central location test” refers to consumer tests conducted in specially adapted facilities in convenient locations where larger groups of people can be gathered. This type of testing is usually used for research into new or modified products, though it also finds successful application in testing advertising or packaging materials – in other words, in any case where direct contact with the item under research is necessary. Central location tests employ both traditional – quantitative and qualitative – research techniques, as well as modern visual techniques involving monitoring of respondents’ eye movements with specialist apparatus (“eye-tracking”), and testing for degree of recall of particular elements of an image by displaying it for a very short time (“t-scope”).

Just as cultures around the world vary widely, so do business cultures. This can complicate the process of searching for the right business partner in remote parts of the world. Many international research agencies face these problems when looking for partner agencies in the Central and Eastern Europe (CEE) region. This article highlights issues worth considering when choosing the most appropriate partner in this part of the world.

In late September and early October 2008, PMR Research, the market research department of PMR (www.research-pmr.com), conducted a survey among 57 operators of restaurant-, bar- and coffee chains active on the Polish market. The objective of the study was to collect information on the current state of the Polish restaurant market and its growth prospects in the near future. It was also designed to assess the current and future economic situation of market participants. Based on information obtained from sector executives, we have also identified main barriers to growth as well as key factors that could facilitate the development of this market in Poland.
Drawing in part on this survey, PMR Publications will in late January publish a detailed report, ”The Polish HoReCa Market in Poland 2009.” that will examine at length the state of this market in Poland. This article presents selected findings from the survey.

W grudniu 2007 roku PMR Research przeprowadzi� badanie, którego celem by�a analiza opinii polskich internautek na temat ró�nych marek tuszu do rz�s (mascary). W szczególno�ci chcieli�my uzyska� informacje dotycz�ce tego, jakie kryteria internautki stosuj� do oceny tuszu do rz�s oraz jak oceniane s� najcz�ciej komentowane produkty. W tym celu zastosowali�my nowatorsk� technik� analizy tre�ci w internecie, która daje mo�liwo�� uzyskania warto�ciowych wyników w krótkim czasie i przy stosunkowo niskich kosztach. Na potrzeby badania poddano analizie zawarto�� wybranych internetowych forów dyskusyjnych, na których przedstawiane s� opinie na temat kosmetyków dla kobiet.

In December 2007, PMR Research carried out research project to analyse the opinions of Polish female internet users about various mascaras. In particular, we wanted to obtain information on the criteria applied by internet users to assess a mascara and how the most frequently commented products are appraised. For this reason, we used the innovative technique of internet content analysis, which allows to obtain valuable results in a short time and at relatively low cost. For the needs of the study, we analysed the content of selected internet discussion forums, where consumers present opinions about women cosmetics.

This article is aimed at end clients and research agencies who are considering conducting market research studies in more than one country in Central and Eastern Europe. We argue that co-operating with just one experienced research agency from the region and using it as the single point-of-contact is a better approach than liaising with individual providers who are based in each of the researched countries.

Many international companies are facing the challenge of researching the fast changing markets of Central and Eastern Europe, and trying to interpret the results of their market research projects in this region compared with those from other parts of the world. This paper is written as an introductory guide and is based on the author’s 15 years of business experience in Central Europe and Russia and the hundreds of market research projects that PMR has conducted in Central Europe and Russia for companies and governments from around the globe.