our raport

In an effort to embed our research in a broader context, we analyse various spheres of consumer behaviour and selected social groups which are particularly important to understand from the perspective of research challenges and marketing efforts. The outcomes of our analysis are described in reports which contain multifaceted information and insights from the area covered, presenting the status quo and trends, and describing specific consumer groups. Those reports are a useful source of knowledge and can serve as an input when planning practical marketing measures. If you are interested in our reports and would like to know more, please contact us at:

Financial decisions and behaviours are often thought to be directly related to how much money one has (the economic approach). As it turns out, many decisions of this kind (e.g. related to saving, investing or spending money) are largely dependent on non-financial factors. MoneyTrack has been conducted regularly since 2009, with the most recent wave in January 2014. The project focuses on Poles’ attitudes towards money and financial institutions. MoneyTrack helps you to understand the non-economic background of Poles’ financial behaviours. The segments are described in terms of demographics, psychological characteristics (values), lifestyles as well as economic attitudes and behaviours. MoneyTrack covers the following areas:
  • assessment of own financial situation
  • attitudes towards banks
  • money-spending styles
  • attitudes towards money, saving, investing and insurance
  • financial behaviours: using a bank account, payment/credit cards and insurance as well as shopping styles
  • diverse attitudes underlying Poles’ financial behaviours – segmentation
What are the mothers of children aged 0–12 like? How do they perceive childcare and child-rearing issues? Which shopping decisions do they make by themselves and which ones do they make together with their husbands/partners? Answers to these and many other questions concerning mothers can be found in our report ‘Mothers 2013’. The study presents a multifaceted picture of Polish mothers whose children are aged 0–12. Our analysis provides insights about this social group in the following aspects:
  • attitudes towards motherhood
  • professed values
  • division of labour between parents
  • childcare and child-rearing
  • attitudes towards money and spending
  • leisure activities
Based on the first edition of our study entitled ‘POLES 55 PLUS’, conducted in 2012, we identified 5 distinct segments. We are just about to launch a new edition of this project!

Contrary to popular thinking, our research to date has revealed that key factors which determine consumer behaviours of this group are associated with psychological characteristics rather than pure demographics.

Our experience has shown that different segments perceive the communication addressed to them in very different ways. This is why it is crucial to understand the profile and the needs of those 55+ subgroups that we want to target in particular.

Our research may be of interest for you if you seek answers to the following questions:

  • What are contemporary senior citizens in Poland really like?
  • How true are the stereotypes about this group?
  • Who can be called a senior citizen?
  • What do senior citizens need?
  • How do they like to spend money?
  • How do they use modern technologies?
  • How can we build effective communication with the 55+ group?
  • How has the 55+ group been changing? What are the current trends? ... and if you want to understand your target group well and know how to communicate your brand to 55+ consumers.

... a także dokładnie poznać swoją grupę docelową i wiedzieć, jak komunikować swoją markę do grupy targetowej 55+

The CSR Barometer reflects Poles’ reactions to corporate business responsibility.

Recently, companies have been highly engaged in activities under the overall heading of ‘responsible business’. Such activities may take a variety of forms and shapes. Companies communicate their involvement in environmental issues or improvement of working conditions. Additionally, an increasing number of companies actively support charitable organisations.

This study, conducted jointly with CSR Consulting, focuses on Poles’ attitudes towards various types of CSR activities. It discusses groups which display diverse attitudes towards CSR activities and different responses to such efforts (segmentation). This knowledge will help companies to select target groups for their CSR engagement and to build effective campaigns. The study covers the following areas:

  • Expectations regarding the role of business in the society
  • Pole’s involvement in various socially beneficial initiatives
  • Consumer activity versus CSR efforts, or how such efforts translate into purchases of products and services
  • Poles’ knowledge of various CSR notions and willingness to seek CSR-related information
  • Beliefs associated with CSR activities
  • Perceived credibility of CSR activities
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