Telecoms research agency in Poland
Telecommunications Market Research in Poland
Stratega conducts telecommunications research in Poland for companies assessing connectivity markets, customer experience, pricing, network perception and competitive positioning. We combine consumer and B2B research to explain how customers choose, use and evaluate telecom services, and we recruit and field the work with our own teams. Consumer and business audiences are screened and recruited separately, and recent switchers are recruited from both sides of the move rather than from a single operator's own base.
What we answer
Research that explains how customers choose, stay and switch
Take a full study designed, executed and reported, or only the Polish fieldwork run to your own questionnaire and quotas. Consumer and business audiences are screened and recruited separately.
Customer experience, satisfaction and churn
Relationship and transactional satisfaction, loyalty and the reasons behind switching, measured against customers of competing operators so a score can be read as a competitive position rather than an internal number.
Pricing, propositions and bundles
Price sensitivity, perceived value, bundle and convergence appetite, and what actually triggers a customer to move rather than merely say they might.
Network perception and quality
How coverage, speed and reliability are experienced and talked about, separated from measured technical performance, including where perception and measurement diverge.
Fibre, mobile, broadband and digital services
Adoption, upgrade paths and substitution across fibre, mobile, fixed wireless and added digital services, including what makes a household or a business move from one technology to another.
Enterprise and SME connectivity buyers
How business buyers evaluate connectivity providers: contract structure, service levels, account management, migration risk and who inside the organisation actually signs.
Concept and proposition testing
Testing tariffs, packages and service concepts with the customers who would buy them, before pricing and terms are fixed.
Methods: Consumer surveys CATI research In-depth interviews (IDIs) B2B market research Customer satisfaction Concept testing Respondent recruitment Mystery shopping
Market perspective
Telecom Market Research & Analysis In Poland
Market of telecommunications providers in Poland is dominated by four large companies, each of which has a different idea on acquiring customers and persuading clients to their services. The Stratega Poland offers marketing research for telecommunications market in Poland, basing their data on market analysis and competition analysis.
That four-operator structure still holds. Orange Polska, T-Mobile Polska, P4 (Play) and Polkomtel (Plus) together account for roughly 97% of SIM cards and 62.7% of market value, alongside more than 2,600 registered telecoms undertakings. What has changed is where the competition now happens.
The Polish telecoms market was worth PLN 46 billion in 2025, 3.5% more than a year earlier. Growth is no longer coming from adding mobile connections: consumer and business SIM numbers were flat at about 53.2 million, and all of the headline growth in total cards came from machine-to-machine connections. Bundles now account for 31% of market value with 14.4 million users, and fibre reached 80.1% of households. Operators invested a record PLN 12.7 billion in 2025, up 32.8%, but guide that figure down sharply for 2026 and 2027.
Competition and price pressure have a deep impact in a telecommunications sector which also proves how important are market researches and competitive analysis performed by Stratega. When the market stops growing by volume, share moves by switching, and switching is a behavioural question rather than a network one.
2026 data review
A market that grows by value,
not by connections
Figures published by the Office of Electronic Communications show why a telecoms research brief in 2026 has to separate consumer from business, and volume from value.
Polish telecoms market value, 2025
The Polish electronic communications market was worth PLN 46 billion in 2025, 3.5% more than in 2024 and about 1.2% of GDP. Mobile services contributed PLN 17.9 billion, up 8.2%, and bundles PLN 14.2 billion, or 31% of the market, with 14.4 million users and an average bundle revenue of PLN 82.61 per month.
UKE, Report on the state of the electronic communications market in 2025, 30 June 2026Households in range of fibre, end of 2025
Fibre reached 80.1% of Polish households by the end of 2025, and gigabit-capable networks 82.7%, though rural coverage lags at 66.9% against 90.2% in urban areas. Fibre now carries 61.3% of fixed connections, against 22.5% on cable and 7.6% on xDSL.
UKE, report published 30 June 2026Mobile numbers ported in 2025
1,691,303 mobile numbers were ported in Poland in 2025, with a further 740,507 in the first half of 2026. Net movements ran to Play and Orange in 2025 and reversed for Play in the second quarter of 2026, while smaller operators and virtual operators took more than 25,000 numbers from the four large operators in that quarter alone.
UKE number portability reports, 7 January 2026 and 8 July 2026Source: Office of Electronic Communications, Report on the state of the electronic communications market in 2025, published 30 June 2026, and UKE number portability reports, 7 January and 8 July 2026.
Research questions we answer
The questions a telecoms brief usually starts from
Each of these is a different study design, a different respondent group and, often, a different method. Naming the question first is what keeps a telecoms project from becoming a general tracker.
Why are customers changing providers?
Switching is rarely caused by the thing customers name first. We separate the trigger event from the accumulated reasons, and we interview recent switchers on both sides of the move so the answer is not read only from the losing operator's own base.
Which service features drive preference?
Feature preference is tested against realistic trade-offs rather than as a wish list, so that speed, data allowance, bundled content, device terms and service commitments are ranked the way a customer actually ranks them when paying.
How is network quality perceived?
Perceived coverage, speed and reliability are measured separately from technical performance data, including where and why perception diverges from measurement, because a network that tests well and is believed to be poor still loses customers.
Which segments are most commercially attractive?
Segmentation built on behaviour and value rather than demographics alone: usage, tenure, product holding, price exposure, switching propensity and the cost of serving each group.
How do enterprise buyers evaluate connectivity providers?
Business buying is a different study. We separate the technical evaluator, the procurement lead and the signing authority, and we ask about the last real evaluation rather than about general preference.
What happens when a proposition changes?
Concept and pricing tests with the customers who would buy the tariff, including reaction from competitors' customers, so the commercial case is not built only on how the existing base responds.
Sample design
Consumer and business audiences,
screened separately
A telecoms sample built only on demographics will not explain switching, and a business sample built on job titles will not find the person who signs.
Consumer customers
Screened on main provider rather than any service held, on products actually used, on tenure and on recent events such as switching, upgrading, complaining or leaving a contract. Recent switchers are recruited from both sides of the move.
Business and SME buyers
Owners, IT managers, office managers and finance leads, separated by who specifies, who negotiates, who signs and who manages the relationship day to day, and screened on company size, sites and current arrangement.
Enterprise and multi-site organisations
Technical evaluators, procurement leads and signing authorities in larger organisations, screened on a recent, concrete connectivity evaluation rather than on general responsibility.
Hard-to-reach and low-incidence groups
Fixed wireless users, recent fibre adopters in rural areas, customers of smaller operators and virtual operators, and other groups that a general panel will under-represent.
Recruitment and quality
We verify the real relationship,
not the declared one
Screening in telecoms has to establish which provider is genuinely the main one, which services are actually used rather than merely held, how long the customer has been there, and what happened recently. Product awareness is kept separate from product ownership, and stated switching intention is kept separate from switching that has already occurred.
Quotas on tenure, provider and technology are the ones that usually fail late in fieldwork, so we report quota fill and response while the study is open rather than at the end, and we agree in advance what happens if a low-incidence cell cannot be filled honestly.
Recruitment of switchers and low-incidence groups
Recent switchers, customers of smaller and virtual operators, fixed wireless users and rural fibre adopters recruited to verified quotas rather than taken from whoever a general panel happens to contain.
Own recruitment team and panel
Stratega recruits with its own recruitment team and an established online panel, built over 15 years of screening every respondent type this sector needs rather than relying on a bought sample.
Data collection and fieldwork
CATI studio, online surveys, face-to-face and on-site interviewing, run by briefed teams and moderators with sector experience. Quota fill, response rates and interviewer performance are reported while fieldwork is open.
Reporting and full service research
From questionnaire and discussion guide through analysis to reporting. Stratega runs studies full service end to end, or executes the fieldwork alone to a client's own specification.
Multi-country research
Coordinating telecoms research across European markets
This page is about telecommunications market research in Poland. Where a project covers Poland and other European markets, Stratega assesses feasibility country by country and builds a coordinated approach, reviewing each market separately for respondent availability, language, method and timing while the project keeps one research design and one reporting structure.
Coverage, languages, methods and quality control are confirmed per country before we quote for fieldwork.
Discuss a telecoms studyCoverage
Market research
across Europe
Start from a country page for local context on cities, language, respondent groups and fieldwork. Multi-country studies keep one research question while still showing local decisions.
Testimonials
What clients say
Research professionals, agency directors and marketing teams Stratega has worked with across Central and Eastern Europe.
Excellent project management, great team
Working with the Stratega team was a very good experience and I would not hesitate to do it again. Excellent project management and attention to detail make them an ideal partner for any research project.
Great recruitment, great respondents
Stratega helped us recruit an online community across several markets and we were impressed by the quality of the respondents: real people with strong opinions. The insight we got was very deep and our client was extremely happy.
Outstanding execution and research quality
The Stratega team of experts delivered the data collection on time and to a high standard, providing exceptional client support. Their willingness to go beyond what was agreed at every stage was invaluable with so many stakeholders on our side.
Stratega New RFQ
Book a 30 minute call to scope the study
Use the Stratega New RFQ calendar to discuss a consumer or business telecoms study in Poland, feasibility on switchers and other low-incidence groups, a multi-country brief, or the right split between full service research and fieldwork only.
- 30 minutes with a team member
- Microsoft Teams
- No obligation
Calendly is the right route for a large, urgent or already awarded project. Direct email remains the normal way to send a request for proposal.
Direct route to the team
Email Hanna or Dariusz without filling in a form
People buying research are usually working to a deadline. Copy a direct address and send the market, the audience, the method, the timing, the sample and the deliverables in your own words. Hanna and Dariusz reply with a worked proposal within 24 hours on business days.
on business
days
Hanna Oleksyshyn
Helps international clients scope fieldwork, timing, recruitment and the fastest credible route to a proposal.
hanna.oleksyshyn@stratega.pl
Dariusz Baran
Supports international research enquiries, project scoping and practical fieldwork planning across European markets.
dariusz.baran@stratega.plFAQ
Frequently asked questions
How quickly will we get a proposal for telecoms research in Poland?
We send proposals within 24 hours on business days. Email info@strategaresearch.com with your target market, audience, method, timing, sample and deliverables, and a researcher replies with a recommended approach, a feasibility view and a cost.
Can you recruit recent switchers and customers of smaller operators?
Yes. Recent switchers, customers of smaller and virtual operators, fixed wireless users and rural fibre adopters are recruited to verified quotas rather than taken from whoever a general panel contains. Because these are low-incidence groups, feasibility and incidence are confirmed before we quote.
Do you run both consumer and B2B telecoms research?
Yes, and they are designed as separate studies. Consumer respondents are screened on main provider, services actually used, tenure and recent events. Business respondents are separated by who specifies, who negotiates, who signs and who manages the relationship, and are screened on a recent concrete evaluation.
What methods do you use for telecommunications research?
We combine current desk analysis with CATI telephone research, online surveys, in-depth interviews, focus groups and mystery shopping, matched to the audience and the decision, in Poland and across 20+ European markets.
Can you measure perceived network quality?
Yes, and we keep it separate from technical performance data. Research measures how coverage, speed and reliability are experienced and described. Where you also hold measured network data, the useful output is the gap between the two, not either number alone.
Can you deliver fieldwork only, to our own design?
Yes. Research agencies use Stratega as their Polish fieldwork partner: we recruit to your screener and quotas, field by CATI, online or face to face using your questionnaire, and deliver clean data to your specification, coding frame and timetable. We report quota fill, response rates and interviewer performance while fieldwork is open, and we do not approach your client.
Send your brief straight to our team
Email us at info@strategaresearch.com and include your target market, audience, method, timing, sample and deliverables. We reply within one business day with scope, feasibility and an itemised cost.