Appliance and electronics research agency in Poland
Home Appliances and Electronics Market Research in Poland
Stratega helps appliance and electronics companies evaluate products, concepts, customer experiences and retail propositions in Poland. Our work combines consumer research, central location testing, product testing, retail research and competitive benchmarking, with recruitment and fieldwork run by our own teams. Where a product has to be handled to be judged, we run controlled sessions with competing models present and capture responses at the point of use.
What we answer
Research that tests the product before the market does
Take a full study designed, executed and reported, or only the Polish fieldwork run to your own protocol. Every project is built around one decision and one clearly defined consumer group.
Central location testing and hall tests
Controlled sessions in a managed venue where consumers use, compare and rate real appliances side by side, including prototypes against competing models, with guided evaluation and structured response capture.
Product and concept testing
Blind, branded and comparative testing of appliances, electronics and their propositions, run before pricing, specification and positioning are fixed rather than after launch.
Consumer decision-making and product choice
How Polish households actually choose: which specifications are compared, which are ignored, how energy labelling and running cost enter the decision, and what triggers replacement rather than repair.
Retail and point-of-sale research
The in-store and online purchase path, adviser influence, display and demonstration effectiveness, and how a competitor's product is presented in the same aisle. Includes mystery shopping across retail chains.
Usability, design and feature evaluation
Structured assessment of controls, interface, ergonomics, perceived build quality and design, with the users who would live with the product rather than with a specialist panel.
Pricing, positioning and premium segments
Price sensitivity and perceived value across mainstream and premium tiers, including how a premium specification is justified to a Polish buyer at the point of decision.
Methods: Hall tests and CLT Product testing Concept testing In-depth interviews (IDIs) Online surveys (CAWI) Focus groups Mystery shopping Respondent recruitment
Market perspective
Electronics & Home Appliances Market Research In Poland
The market of electronics and domestic appliances is facing high expectations of customers, whose opinion is increasingly important and it has got a quite big impact on producers. The Stratega Company offers comprehensive consulting services and researches of electronics and household appliances industry based on market analysis and competitive analysis.
Poland is not only a market for these products, it is where a large share of them is made. Around 26 million household appliances were produced in Poland in 2025, of which 23 million were large appliances, across roughly 30 factories. That is about 39% of all large appliance production in the European Union by volume, and it makes Poland the largest producer in the bloc and second in the world for large appliances, first for tumble dryers and dishwashers. Roughly 90% of that output is exported.
The domestic market and the production base are moving in different directions, which is what makes the category interesting to research. Polish consumers spent PLN 19.6 billion gross on home appliances in 2025, 3.6% more than in 2024, with small appliances up 9% and now around 40% of category spend, while large appliance units fell 1%. Production, meanwhile, fell 4% and roughly 6,000 jobs went from the sector, as imports from outside the EU took share. Air fryers alone passed one million units sold in Poland in 2025, roughly doubling year on year.
Electronics and Appliances Industry brings together many competitive producers who are evaluated every day by thousands of customers because of their products. The main tasks of the Stratega company is widely understood consulting services in the sector of electronics and appliances, focusing on preparation of market analysis for individual products and services and identifying important opinion leaders and decision makers.
2026 data review
Europe's largest producer,
and a market shifting to small
Industry and official statistics show why an appliance research brief in 2026 has to name the category, the price tier and the channel rather than the sector.
Appliances produced in Poland, 2025
Around 26 million household appliances were produced in Poland in 2025, of which 23 million were large appliances, across about 30 factories. That is roughly 39% of EU large appliance production by volume, up from 36% in 2024, although Polish output itself fell 4% year on year and about 6,000 jobs went from the sector.
APPLiA Polska, appliance market report, 25 February 2026Consumer spend on home appliances, 2025
Polish consumers spent PLN 19.6 billion gross on home appliances in 2025, 3.6% more than in 2024. Large appliance sales fell 1% by units to 6.65 million, while small appliances grew 9% by value and now account for around 40% of category spend. Air fryers passed one million units, roughly doubling year on year.
APPLiA Polska, 25 February 2026Online share of the category, June 2026
Online accounted for 19.7% of Polish retail turnover in the furniture, radio, television and household appliance category in June 2026, up from 17.7% a year earlier. Across the whole of 2025 the online share was 18.5%, worth PLN 14.74 billion and growing 13.3%.
Statistics Poland data compiled by the Polish Chamber of Commerce, January and July 2026Sources: APPLiA Polska appliance market report, 25 February 2026; Statistics Poland retail turnover data, January and July 2026.
Case study
Twenty consumers, three ovens,
one controlled comparison
A selected example of Stratega central location testing for home appliances in Poland.
Central Location Testing for Samsung: evaluating a prototype oven against two competing models
Stratega recruited 20 high-income consumers to evaluate a Samsung prototype oven alongside two competing models in a controlled central location environment. Participants assessed the appliances through guided evaluation, hands-on product interaction and structured feedback.
The brief
The client needed to understand how a prototype oven performed against two competing models already on the market, in the hands of the consumers who would be asked to pay for it. A specification comparison and a showroom impression were not sufficient: the question was how the appliance was experienced when someone opened it, operated the controls and formed a view against alternatives standing next to it.
What we did
Stratega recruited 20 high-income consumers and ran the evaluation in a controlled central location environment, with the prototype and the two competing models present together. Sessions combined guided evaluation, hands-on product interaction and structured response capture, so that reactions were recorded at the moment of use rather than reconstructed afterwards. Stratega was responsible for recruitment, session management, interviewing and response capture.
What was evaluated
The evaluation covered the dimensions a manufacturer normally needs to separate before a specification is locked:
- Usability: door and shelf handling, loading, cleaning access and the practical mechanics of everyday use.
- Controls and interface: clarity of the control layout, programme selection, feedback and how quickly an unfamiliar user could achieve an intended setting.
- Design: appearance, finish and how the appliance was expected to sit in a real kitchen.
- Features: which functions were understood, which were valued and which were treated as irrelevant.
- Perceived quality: the cues consumers used to judge build quality and durability, including weight, sound, materials and tolerances.
- Purchase motivation: what would move each participant from interest to purchase, and against which competing model.
Output
The study produced a comparative read of the prototype against the two competing models across each evaluation area, with recommendations for product and proposition development.
Why it is relevant to a new brief
The same design applies to any appliance or electronics comparison where the decision depends on physical interaction: a controlled venue rather than a home visit, competing products present at the same session, a screened and verified consumer profile rather than a general panel, and response capture at the point of use. Where the target profile is narrow, as it was here, recruitment is the part of the project that decides whether the result is usable.
Sample design
We recruit the consumer who
would actually buy the product
Category buying in appliances turns on household composition, kitchen or room constraints, replacement timing and price tier, none of which a demographic quota captures.
Mainstream household purchasers
Screened on category purchase within a defined recency window, on who in the household decides, and on whether the purchase was a replacement, an upgrade or a first fit.
Affluent and premium-tier consumers
Recruited individually and verified on household income, property type and actual premium purchase behaviour rather than on stated aspiration, for premium and built-in product evaluation.
Specialist and enthusiast users
Heavy users of a specific category, from cooking to laundry to small kitchen appliances, screened on frequency and depth of use where the evaluation depends on informed judgement.
Retail and channel professionals
Store advisers, category managers and installers who see the purchase conversation from the other side and who often decide in practice which product is recommended in the aisle.
Recruitment and quality
Recruitment decides whether
a product test is usable
In a product test the sample is the instrument. Twenty well-screened consumers who genuinely buy in the category will tell you more than two hundred who do not, and one respondent recruited on a loose quota can move a small-sample comparison materially. Screening therefore asks about actual purchase behaviour, household context and price tier, and it verifies income where a premium profile is required rather than accepting a self-declared bracket.
Central location testing adds operational requirements that are easy to underestimate: a venue that can host the products safely, appliances installed and reset between sessions, consistent conditions for every participant, rotation so that order effects do not bias the comparison, and moderators briefed on the category so that sessions test the product rather than explain it.
Central location testing and venue management
Venue sourcing, appliance installation and reset, session scheduling, rotation and consistent conditions across every participant, with response capture built into the session rather than added afterwards.
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 appliance research across European markets
This page is about home appliance and electronics 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, venue logistics, 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 product testCoverage
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 central location test, a product or concept test, retail research in Poland, feasibility on a narrow consumer profile, 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 appliance 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 run central location testing with real appliances in Poland?
Yes. We source and manage the venue, install and reset the appliances between sessions, schedule and rotate participants so order effects do not bias a comparison, and run guided evaluation with response capture built into the session. Competing products can be present at the same session for a direct comparison.
Can you recruit affluent or premium-tier consumers?
Yes. Premium and high-income participants are recruited individually and verified on household income, property type and actual premium purchase behaviour rather than on stated aspiration. Because these profiles are narrow, feasibility and incentive level are confirmed before we quote.
What methods do you use for appliance and electronics research?
Central location testing and hall tests, product and concept testing, in-depth interviews, focus groups, online surveys, retail and shopper research and mystery shopping, matched to the audience and the decision, in Poland and across 20+ European markets.
Can you test a prototype that is not yet on the market?
Yes. Prototype evaluation is a normal part of central location testing, including comparison against competing models already on sale. Confidentiality arrangements, secure transport and handling, and controlled access to the venue are agreed before fieldwork.
Can you deliver fieldwork only, to our own protocol?
Yes. Research agencies use Stratega for Polish central location testing and product research executed to their own design: we recruit to your screener, run the venue and the sessions, and deliver data to your specification and timetable. 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.