You’ve heard it before: “We already have data from Google.” But in practice, raw data can’t replace real understanding, especially in complex regions like Central and Eastern Europe.
At Stratega CEE, we’ve spent over a decade watching the market research world evolve. From our early days in Warsaw to now having a regional presence in Romania, Czechia, and beyond, we’ve been at the center of that evolution. Today, we’re sharing what’s shaping the future of market research services in our region and how companies in Poland, Hungary, Slovakia, and beyond can adapt.
Let’s explore the key market research trends that matter most in 2025 and what they mean for your strategy.
AI in Market Research is a Tool, Not a Threat
Artificial intelligence has moved beyond hype. It’s not replacing researchers, it’s helping them focus on what matters. We’re now using AI to clean datasets, detect sentiment in real time, and even summarize interviews.
In CEE, where research often spans multiple languages and markets, automation helps save time while maintaining consistency. But machines alone don’t bring insight. That’s why we combine automation with local analysis, so our clients get smarter, faster answers, without losing human nuance.
The Rise of Big Data – Handled with Care
Every day, there’s more data to work with: mobile behavior, social media signals, purchasing histories, and location data. But volume isn’t value. To turn big data into business direction, it has to be contextualized.
In CEE, that means blending large-scale datasets with on-the-ground insights. Without knowing the cultural and economic dynamics of local markets, brands risk misreading the numbers. Big data doesn’t speak Polish or Hungarian, but our team does.
Privacy Isn’t Optional
Since GDPR and with further tightening of EU privacy laws, data ethics is no longer a nice-to-have. It’s expected, and it’s under scrutiny.
In market research, clients want transparency on how data is collected, stored, and used. Consumers do too. At Stratega, we’ve adopted processes that ensure all our work meets EU-level compliance standards across all CEE countries. Because building trust starts with respecting people’s privacy.
DIY Research Tools Are Everywhere
There’s a wave of online platforms offering self-service surveys and dashboards. They’re useful. But they’re also dangerous in the wrong hands.
We’ve seen DIY tools used with no quality control, leading to poor sampling, mistranslated questions, or misinterpreted results. In multilingual CEE markets, language accuracy and cultural nuance are essential. At Stratega CEE, we often support or review client-led research, bringing rigor and local knowledge into DIY workflows. That’s how we help them get the benefits of speed without the risks.
Local > Global
Here’s a common mistake: applying Western Europe insights to CEE markets. While some behaviors may seem similar, responses can vary dramatically between Prague, Warsaw, and Bucharest.
What works in a French ad campaign might fall flat in a Polish focus group. That’s why local insights remain crucial. Our researchers based in the region don’t just speak the language. They understand behavior, humor, trust, timing, and expectations in each country we work in.
Hybrid Methods – More Flexibility, Better Outcomes
Market research is no longer a binary choice between qualitative or quantitative or in-person vs online. It’s a mix.
We now regularly combine online surveys with WhatsApp follow-ups or run mobile ethnographies alongside in-home interviews. Why? Because consumers in rural Romania behave differently than those in urban Budapest. A hybrid model gives us the flexibility to adapt to each audience while collecting consistent, comparable data.
ESG, Sustainability, and Consumer Values Are Non-Negotiable
In 2025, brands are expected to do more than sell. Consumers want values, transparency, and social responsibility, and they expect brands to align with their own beliefs.
In CEE, we’re seeing younger generations in particular demanding better from the companies they support. That shows up in everything from product choices to brand loyalty. Our research teams track this closely and help brands adjust strategies to reflect local values because “sustainability” means different things in different places.
Fast Isn’t Enough – Insight Needs to Be Agile
Agility has become the holy grail of marketing research. Brands want data fast, but they also need it to be accurate, relevant, and actionable.
At Stratega CEE, we’ve adopted agile practices across our projects. That includes real-time dashboards, iterative reporting, and flexible fieldwork planning. In a campaign setting, we’ve helped clients pivot strategy mid-launch based on live feedback from local markets. That’s where research shows its real value, not just reporting what happened, but influencing what happens next.
Understanding Changing Behavior Across CEE
Inflation, e-commerce, digital fatigue, migration – these factors are reshaping how people shop, live, and choose brands. But the shifts don’t happen the same way everywhere.
A post-pandemic rise in local product loyalty in Romania may not be mirrored in Czechia. In Poland, discount-driven behaviors remain strong, while Hungary is seeing greater interest in convenience and speed. Keeping track of these nuanced shifts requires continuous, market-specific monitoring – not broad regional guesses.
At Stratega CEE: Local Insight Is Our Core
We don’t just talk about local – we live it. Our teams operate out of Warsaw, Bucharest, and Prague, working across the region with clients from retail, healthcare, tech, FMCG, and finance. Whether it’s a brand launch, campaign test, or product development study, we bring:
- Local researchers who understand language and behavior
- Region-wide coordination for multi-market projects
- Agile methodologies adapted to each country’s context
- Strategic thinking to turn research into action
Our strength isn’t just in data collection. It’s in making that data useful.
Want Local Insight You Can Trust?
If you’re planning market research in CEE, don’t rely on assumptions. Rely on a team that knows the markets firsthand. At Stratega CEE, our approach is personal, precise, and proven.
👉 Learn more about our Market Research Services CEE and let’s explore how we can support your growth in the region.
See You at ESOMAR Congress 2025
We’re excited to share our expertise at the upcoming ESOMAR Congress 2025, taking place at the Prague Congress Centre from 28 September to 1 October 2025. If you’re attending, let’s connect and talk about how local insight can drive better decisions in the CEE region and beyond.
