Public opinion and market research
Our thematic and general public opinion polls reveal the most important features and motivations of Hungarian society: political-ideological preferences, different social prejudices and value preferences, and general beliefs about current public events. We can examine corporate and social household, consumer habits and beliefs as well as the background variables that define them.
During our market research activity, besides various image and satisfaction surveys we also deal with market potential research, political preferences and marketing communication.
Our Institute uses a wide range of methods in its public opinion research activities:
- thematic and general opinion surveys, panel research, monthly omnibus surveys (CATI, CAPI, CAWI, etc.);
- quantitative tools: online, paper and mobile surveys, written, personal or telephone queries, closed and open questionnaires, website analysis, online polls, systematic data collection, structured interview, content analysis, statistical analysis and forecasts, attitudinal research – attitude scales, segmentation techniques;
- qualitative tools: focus group interviews, in-depth interviews, or semi-structured interviews and researches, group discussions, individual interviews and participation / observations, non-verbal information content analysis, projective and expression-assisted methods.