Market Research in Poland


Why is Poland a good market to consider for a potential expansion? Poland presents a compelling market full of potential and opportunities for businesses due to its strategic location in Central Europe and growing economy. That’s why engaging in market research in Poland is essential for companies looking to understand this vibrant market, whose consumers exhibit unique behaviors and preferences. 

Market Research in Poland

The economy of Poland is the sixth-largest in the European Union. It is one of the fastest-growing economies in Europe. This growth follows a program of economic liberalization in the 1990s, which has led to Poland gaining the high-income economy that it enjoys today. Another key factor in the growth of Poland’s economy is the development of the private business sector. The Polish government actively encouraged this development by employing a liberal law on setting up new firms, and by privatizing medium and small state-owned companies.

And here are some of the key benefits derived from conducting diligent market research in this country:

• Strategic Decision-Making Support: With insights derived from market research, businesses can make informed and strategic decisions, whether related to market entry, product development, or marketing strategies, enhancing their probability of success in the market.

• Consumer Behavior Understanding: Gaining a deep insight into the psyche of Polish consumers is crucial. Market research in Poland offers an understanding of the buying habits, preferences, and expectations of the consumer base, enabling companies to align their offerings effectively.

• Market Trends Identification: The Polish market is dynamic, with trends and consumer preferences constantly evolving. Businesses can stay ahead of the curve, identifying and capitalizing on emerging market trends before the competition does.

• Competitive Landscape Analysis: Understanding who the major players are in the market and how they operate is invaluable information and allows businesses to assess their competitors, providing insights that can be used to develop unique value propositions and strategic advantages.

• Risk Mitigation: Engaging in market research in Poland helps in identifying potential risks and market challenges ahead of time, enabling businesses to devise strategies that mitigate these risks, ensuring smoother and more predictable market operations.

Market Research in Warsaw Poland Europe

What Are the Main Tourist Attractions in Poland?

Tourism in Poland has been witnessing steady growth, with visitors drawn to its historical sites, vibrant cities, and stunning natural beauty. Market research in Poland within the tourism sector can yield insights into traveler preferences, peak tourism seasons, and potential areas for investment in the hospitality industry. Here are some major tourist attractions in Poland:

• Kraków: With its well-preserved medieval core and Jewish quarter, Kraków is one of the most popular tourist destinations in Poland. For businesses in the tourism sector, conducting market research in Poland focused on Kraków can provide valuable data on tourist activities and preferences in this historic city.

• Gdańsk: This port city on the Baltic coast has a rich maritime history and unique architectural style. Conducting market research with a focus on Gdańsk provides insights into the city’s appeal to both domestic and international tourists.

• Auschwitz-Birkenau: As a significant historical site, Auschwitz attracts millions of visitors annually and market research in Poland can offer insights for businesses in the travel and education sectors, among others.

Expanding Trade and Transport Channels

The objects of Poland’s exports are meat, fruit, vegetables, dairy products, and vehicles. Italy, Germany, the United Kingdom, France and the Czech Republic are the main export partners.

Kraków, Warsaw, Wilno, Poznań and Lwów are now major European cities, known for their internationally acclaimed universities and other establishments of higher learning. Heavy industry plants are located in Ostrowiec Świętokrzyski, Częstochowa, Chrzanów, Stalowa Wola, Trzebinia,  Jaworzno and Łódź.

Poland has twelve ports including: Port of Darlowo, Port of Elblag, Port of Gdánsk and Port Polnocny. Furthermore, there is a presence of airports that accommodate commercial travel such as Lublin Airport, Warsaw Modlin Airport, and “Solidarity” Szczecin-Goleniów Airport.

Market Growth and Development

There has been rapid growth of Western investment in Poland as companies seek to make use of labor resources and new consumer markets, and it has caused profound changes in the appearance of the country and the Polish economy.

Poland has other strong positioning such as a strategic geographic location, state tax incentives and government support, presence in a developing economy, and strong relationships with counterparts.

Market Research in Poland: Opportunities for Businesses

Poland provides a fertile ground for business opportunities – and here are some key areas where market research in Poland can unveil potential prospects for various sectors:

• Green Energy Initiatives: Poland is actively investing in renewable energy and sustainable solutions. Market research in Poland can guide businesses in identifying opportunities in the green energy sector, understanding regulatory compliance, and tapping into government incentives and subsidies for renewable energy projects.

• Technology and Innovation: The technology sector in Poland is booming, with a particular focus on IT, software development, and tech startups. Conducting market research can offer valuable insights into the tech talent pool, investment opportunities, and collaboration possibilities with innovative startups in the country.

• Health and Wellness Industry:  With a growing awareness of health and wellness among Polish consumers, there are ample opportunities in pharmaceuticals, healthcare services, fitness, and wellness sectors. 

• Food and Beverage Sector: Poland has a thriving food and beverage market, with opportunities for new product launches, restaurants, and food processing businesses. Conducting market research can offer insights into consumer food preferences, popular cuisines, and emerging trends in the food and beverage industry.

Market Research in Poland: Challenges for Businesses

While the Polish market is lucrative, conducting market research in Poland presents its set of unique challenges that businesses must acknowledge and navigate efficiently to succeed.

• Language Barrier: Polish is the primary language spoken, and while many professionals speak English, language can still pose a barrier to conducting effective market research. Understanding the nuances and subtleties of the Polish language is crucial to ensure accurate data collection and interpretation.

• Data Privacy Regulations: Poland has strict data protection laws that align with the European Union’s GDPR. Understanding and complying with these regulations is non-negotiable when conducting market research in Poland to avoid legal ramifications and protect consumer privacy.

• Digital Divide: While urban areas in Poland are well-connected and digitally savvy, rural areas might not have the same level of internet penetration and digital literacy. This divide can pose challenges to online market research, requiring a blend of online and offline research methodologies.

• Cultural Sensitivity: Polish consumers have unique cultural perspectives and values. Being sensitive to these cultural aspects is imperative in market research in Poland to ensure that the research tools and questions are appropriate and respectful, avoiding misinterpretation of data.

• Economic Regional Disparities: There are significant economic differences between various regions in Poland. Understanding these disparities is essential as consumer spending power and economic activities vary from one region to another.

Market Research in Poland and Its Future Outlook

Poland’s economy and consumer market are on a trajectory of growth and transformation – and the future of market research in Poland is expected to reflect these dynamic changes.

• Consumer-Centric Approach: The future market landscape in Poland will be highly consumer-driven. Market research in Poland will increasingly need to adopt a consumer-centric approach, delving deeper into understanding consumer needs, preferences, and behaviors to offer personalized products and services.

• E-Commerce Expansion: With e-commerce set to grow exponentially, market research will play a key role in helping businesses understand the dynamics of online retail, consumer online buying behavior, and effective digital marketing strategies.

• Increased Investment in R&D: The Polish government and private sector are investing in research and development, creating an innovative and competitive market environment. Market research in Poland will be crucial for businesses to stay ahead of the competition, identify new opportunities, and understand emerging industry trends.

• AI and Big Data Analytics: The use of AI and Big Data will become more prevalent. These technologies will provide businesses with deeper insights and more accurate forecasting, facilitating better decision-making and strategy development.

About Market Research in Poland

SIS International Research provides full-service solutions in Consumer, B2B, Healthcare, and other industries. SIS can help you stay competitive by delivering full insight into the business landscape through market entry & opportunity research, customer insights, product research, competitor analysis and market intelligence services.