One of the easiest ways to get media coverage in Poland is to stop talking about your brand and start talking about… Poles. Original market research gives journalists fresh data, brands – new content, and readers – something interesting to read. The trick is asking the right questions. Here’s how to do it.
1. Start with a story
Before writing a single question, think about the story you want to tell.
Original market research is one of the best ways to earn media coverage in Poland because journalists love fresh data about Polish consumers.
A press release about your company may or may not always get published. But a story revealing how Poles think, spend, work or make decisions has a much better chance.
The next step is finding the angle.
Ask yourself one simple question: would this still be interesting if my brand wasn’t mentioned? If the answer is no, it’s probably worth looking for a stronger story before moving on to the survey itself.
2. Check what data already exists
Before you commission a survey, see what’s already out there.
We usually start by checking:
- Statistics Poland (GUS),
- Eurostat,
- OECD,
- National Bank of Poland (depending on the topic),
- government institutions,
- industry reports,
- academic research,
- competitor research,
- media coverage from the last six to twelve months.
The last two are often the most important. If every big Polish news website has already covered the same statistics, there’s a good chance journalists won’t be excited to see them again.
We always check what the media has been writing about recently, what’s becoming repetitive and where there’s still room for a fresh angle.
Sometimes you’ll discover that the data you need already exists. Sometimes you’ll realise it’s missing, outdated or simply doesn’t answer your question. That’s usually the moment when it’s worth commissioning your own market research.
3. Find the right topic
Not every survey makes a good story. Before writing the questions, think about what’s already making headlines in Poland.
Some topics consistently attract Polish media attention, like:
- AI and new technologies,
- money and personal finances,
- salaries and work,
- health and wellbeing,
- shopping habits,
- family and relationships,
- education,
- everyday behaviours and routines,
- Poles vs other nations (if you have data).
The trick is finding a fresh angle. If every news website has already published the same story, the media probably won’t be interested in another version of it.
And one more thing. Make sure the topic connects naturally with your brand. The best PR campaigns answer questions people genuinely care about while giving your brand a reason to join the conversation. That’s a perfect match.
If you’re just entering the Polish market, this step is the hardest part. What’s fresh in one country may already feel overused in Poland.
4. Write questions that lead to interesting answers
Good research starts with good questions. Avoid simple yes/no questions or scales like “often” and “rarely”. They rarely lead to interesting headlines.
Instead, give respondents several answer options or let them select more than one. The results are usually much more interesting for journalists.
For most PR surveys, two well-designed questions are enough. The real insights often come later, when you analyse the answers by age, gender, income, region or employment status.
5. Commission the survey
Once the questions are ready, it’s time to commission the survey. For most PR campaigns, a representative sample of around 1,000 respondents is enough to produce reliable, newsworthy results.
We usually work with specialist market research agencies that conduct the survey and deliver the data.
From there, it’s all about analysing the results and finding the stories hidden behind the numbers.
Frequently asked questions about market research in Poland
Can international brands conduct market research in Poland?
Absolutely. In fact, many of our clients are global brands entering the Polish market or looking to strengthen their local brand PR. We help them define the media angle, design the survey, find a trusted research agency, analyse the results and turn the data into content.
Which Polish market research agency should I choose?
There’s no single “best” agency. The right choice depends on your budget, timeline and survey goals. If you’re not sure where to start, we can recommend the right media relations partner and manage the entire process for you.
How long does market research usually take in Poland?
It depends on the scope of the project and the research agency, but most surveys take around two weeks to complete. If you’re planning a PR campaign around a seasonal event or a trending topic, it’s worth starting early. Fresh data is important, but so does giving the research agency enough time to collect results.
How many questions should a market research survey include?
There’s no ideal number. We often build media surveys around just two well-designed questions. That’s usually enough to uncover interesting insights. What’s far more important than the number of questions is asking the right ones.
Where else can I use Polish market research besides press releases?
Your data can be turned into blog articles, expert media comments, newsletters, infographics, LinkedIn posts, social media content or even sales materials. One survey can support your public relations for months.
Good market research doesn’t end with data – but iIt starts conversations. If you’re planning PR activities in Poland, write to us and schedule the strategy call. We’d be happy to help design research that the media want to write about.