Market Research Companies in Poland

Key figures for researchers

Population

37.3 million (31 December 2025)¹

Regions and capital

16 voivodeships; Warsaw has 1.87 million people (2025)¹

Urban population

59% of the population (2025)¹

Median age

43.8 years (2025)¹

Aged 65 and over

20.8% of the population (2025)²

Households

2.39 people on average; 27.0% are one-person households (2025 household survey)¹

People who fled Ukraine

965,990 beneficiaries of temporary protection, 26.5 per 1,000 people (31 January 2026)³

Internet users

88.6% of individuals (2024)⁴

Mobile subscriptions

138 per 100 people (2024)⁶

GDP per capita

about US$28,400 (2025)⁷

Research guide

Research landscape

Poland has a developed research industry serving both local clients and international studies covering Central and Eastern Europe. Full-service agencies work alongside specialist qualitative, B2B and healthcare firms, CATI studios, field networks and online panel providers. Warsaw, the capital, is the main business centre, and regional cities such as Krakow, Wrocław, Łódź, Poznań, Gdańsk and Katowice are common locations for city samples and focus groups.

The employers’ association of private research agencies is OFBOR (Organizacja Firm Badania Opinii i Rynku). It runs the PKJPA interviewer work quality control programme: after an audit, the OFBOR board grants a PKJPA certificate valid for 12 months. Public buyers may ask bidders for a current PKJPA certificate or an equivalent quality document linked to the ICC/ESOMAR Code.

Languages and fieldwork

Polish is the fieldwork language for almost all studies: questionnaires should be translated by native speakers and tested before fieldwork. On 31 January 2026, Poland hosted 965,990 people who fled Ukraine under temporary protection (26.5 per 1,000 inhabitants): studies of this audience may need a Ukrainian-language questionnaire or bilingual interviewers.

A national sample covers 16 voivodeships (województwa). 59% of people live in towns and cities and 41% in rural areas, so quotas or weighting by voivodeship and by urban/rural place of residence are common. The population is ageing (median age 43.8 years, 20.8% aged 65 and over), so older age groups need careful coverage.

Which methods work

Connectivity is high: 88.6% of individuals use the internet, 96.2% of households have internet access and there are 138 mobile subscriptions per 100 people. In 2025, nearly 85% of people aged 16 to 74 used the internet every day or almost every day, and 87.3% went online with a phone. Online surveys using access panels are widely used for consumer research, and mobile-friendly questionnaires are essential.

Telephone (CATI) and face-to-face interviews (CAPI/PAPI) remain used for older or offline audiences, hard-to-reach groups, B2B decision makers and public sector studies. For interviewer-based fieldwork, ask how interviews are checked and whether the agency holds a current PKJPA certificate. Focus groups are usually held in dedicated studios in the major cities.

Timing

Poland has 14 statutory public holidays besides Sundays, including Easter Monday, 1 and 3 May, Corpus Christi, 15 August, All Saints’ Day (1 November) and 11 November. Christmas Eve (24 December) is now also a public holiday, next to 25 and 26 December: avoid late December, and early May when 1 and 3 May fall close together. In the 2026/2027 school year, the Christmas break runs from 23 to 31 December 2026 and the Easter break from 25 to 30 March 2027.

Winter school holidays (ferie zimowe) are staggered by voivodeship: in 2027, 18 to 31 January (including Dolnośląskie, Łódzkie, Śląskie), 1 to 14 February (including Mazowieckie and Pomorskie) and 15 to 28 February (including Małopolskie and Wielkopolskie). Summer holidays run from 26 June to 31 August 2027: families and business respondents are harder to reach, so allow more fieldwork time.

Data protection

Personal data is governed by the GDPR and the Polish Act of 10 May 2018 on the protection of personal data. The supervisory authority is the President of the Personal Data Protection Office (UODO).

On 24 November 2025, the President of UODO approved a Code of Conduct on the Processing of Personal Data by Private Research Agencies, prepared by OFBOR. It applies to research agencies based and operating in Poland that join it (OFBOR membership is not required), and covers legal bases, information to participants, security, risk assessments and the appointment of a Data Protection Officer; special categories of data are excluded. Compliance is checked by an accredited monitoring body. Ask your agency whether it follows the code, how respondents are informed and where the data is hosted.

Working with a local agency

• Share a clear brief: objectives, target, sample size, voivodeships and city sizes, method, languages and deadline.
• Ask whether the agency is an OFBOR member, has joined the UODO-approved code of conduct for research agencies, and holds a current PKJPA certificate for interviewer work.
• Ask which panels or fieldwork suppliers will be used, and how quotas by voivodeship, urban/rural area, age and gender are set and weighted.
• Check fieldwork dates against public holidays and the winter school holidays of the voivodeships in your sample.
• Agree in writing who is controller and who is processor of the personal data, and the retention period.
• Compare several proposals: you can send one request to up to 5 companies from this page.