Market Research Companies in Warsaw

Key figures for researchers

Population

1,866,729 (31 December 2025 estimate); 1,860,281 at the 2021 census¹

Districts

18 districts (dzielnice); largest Mokotów (228,098), smallest Rembertów (24,981) in 2025¹

Fastest-growing district

Białołęka: from 92,589 (end of 2010) to 163,791 (end of 2025)¹

Age

370,437 residents aged 65+ and 330,425 aged under 18 (2025 estimate)¹

Gender

1,001,975 women and 859,624 men (2025 estimate)¹

Suburbs

Piaseczno county grew from 207,514 (2021 census) to 220,309; Wołomin county from 268,443 to 279,836 (2025)²

Economy

the Warsaw capital region produced 18.5% of Poland’s GDP in 2024 (provisional)³

GDP per capita

200.4% of the Polish average in the Warsaw capital region (2024, provisional)³

Employment rate

86.5% of people aged 20–64, the highest of any EU capital metropolitan region (2023)⁴

Research guide

Research landscape

Warsaw is the main business centre of Poland: in 2024 the Warsaw capital region produced 18.5% of national GDP, with GDP per capita at 200.4% of the Polish average. Many Polish full-service agencies, qualitative specialists, B2B and healthcare firms, CATI studios and panel providers are based in the city, and studies covering Central and Eastern Europe are often coordinated from Warsaw.

The labour market is tight: the Warsaw metropolitan region had an employment rate of 86.5% in 2023, the highest of any EU capital metropolitan region, and unemployment below 2%. This makes Warsaw the first location for B2B, IT, financial and professional services research, but also means working respondents have little free time.

Who you will interview

Warsaw had 1,866,729 residents at the end of 2025. The 2025 estimate counts 1,001,975 women and 859,624 men, 370,437 people aged 65 and over and 330,425 under 18. Women and older residents are therefore a large part of any representative city sample, so set quotas on Warsaw figures rather than national ones.

Many people who work in Warsaw live outside the city: the counties around it keep growing, for example Piaseczno county (from 207,514 at the 2021 census to 220,309 at the end of 2025) and Wołomin county (from 268,443 to 279,836). Decide early whether your target is city residents only or the wider metropolitan area, as it changes the sample frame and the fieldwork plan.

Fieldwork in practice

The city has 18 districts (dzielnice) of very different sizes, from Mokotów (228,098 residents) to Rembertów (24,981). They are also changing at different speeds: Białołęka grew from 92,589 residents at the end of 2010 to 163,791 at the end of 2025 and Wilanów from 21,851 to 53,547, while Śródmieście (the centre) fell from 124,003 to 94,851. Sampling or quotas by district keep the interviews spread across old and new neighbourhoods.

For door-to-door or in-home interviews, most residents live in apartment buildings: large post-war housing estates (blokowiska) and newer gated estates (osiedla) with fences, entry codes and security staff. Access can be slow, so plan more contact attempts and time. Online panels are the usual method for consumer surveys, with telephone or face-to-face interviews for older residents.

Focus groups and qualitative research

In-person focus groups are usually held in dedicated studios with a one-way mirror and video streaming. Ask where the facility is and how respondents will get there: travel from the outer districts or the suburbs can take time at rush hour, and evening groups should allow for it.

Business and senior respondents are often easier to reach through online interviews or groups. Ask the agency for its Warsaw incentive levels and recruitment lead times, and whether it can recruit in Ukrainian or English when the study needs it.

Timing

Avoid late December (24, 25 and 26 December are public holidays, and the school break runs from 23 to 31 December 2026), Easter and the long weekend around 1 and 3 May. Warsaw is in Mazowieckie, where winter school holidays run from 1 to 14 February 2027. The summer holidays run from 26 June to 31 August 2027: many families leave the city, so allow more time for fieldwork in July and August.

Working with a Warsaw agency

• Share a clear brief: objectives, target, sample size, districts or suburbs, method, languages and deadline.
• Say whether the target is Warsaw residents only or the wider metropolitan area, including the surrounding counties.
• For face-to-face or recruitment, ask how the agency reaches residents of gated estates and large housing estates.
• For focus groups, ask for the facility address, viewing room capacity, streaming options and incentive levels.
• Compare several proposals: you can send one request to up to 5 Warsaw companies from this page.

National rules (data protection, holidays, sampling across regions) are covered in our guide to market research in Poland.