Market research in the Czech Republic
Tatiana Wartuschová, Ipsos Public Affairs, in planung & analyse, 03/2011
Related to the fall of the communist totalitarian regime in November 1989 and the consequent liberalisation, conditions in Czechoslovakia have been emerging since 1993 for the development of independent and liberated market research. Over the following 20 years, this marketing discipline developed significantly and dynamically and currently market research is no longer understood as an exclusive service for affluent companies and is becoming a commonplace service for enterprise. Czech companies simply use marketing research far more than in the past and also, and fundamentally, they are starting to recognise its significance and potential. The leitmotif of this article is, in a nutshell, to point at the position of the market research in the Czech Republic.