The most expensive decisions are made without data.
You launch a new product. You enter a new market. You drop a direction or invest further.
At moments like these, when the stakes are high and the information is fragmented, contradictory or based on “this is what we think”, MKOR is the partner that gives you market data so you can launch with confidence and invest with minimal risk.
Know your market before it surprises you.
Our partners are leaders and challengers who are not satisfied with obvious answers and demand a deep understanding of consumer behaviour.
Together, we turn curiosity about the market into competitive advantage.
We are ready to work with you.
Data you can trust
Rigour. Agility. Data you can rely on.
Data integrity is not optional when your business is at stake.
01
Every interview, validated
At MKOR, we validate every interview in full to guarantee the accuracy of the information.
02
7 validation criteria
Every market research study goes through a validation process with 7 criteria, applied automatically and checked manually.
03
A real person behind every answer
We make sure that behind every answer is a real person who understood the questions, answered attentively and whose panel history raises no red flags.
04
Mystery Shopping, beyond the report
In Mystery Shopping projects, we go beyond written reports. We validate every experience through phone debriefing interviews with our evaluators, to ensure a 100% authentic picture of the market.
Curiosity as a competitive advantage
The biggest decisions start from the smallest human truths.
We believe the biggest strategic decisions start from the smallest human truths. That is why we do not stop at the first explanation. We ask “why?” until we find the core of the problem.
For us, curiosity is how we discover opportunities that internal data cannot capture. We turn these truths into actionable insights and give you the direction you need to move from “we think so” to “we know so”.
Defining Excellence and Empathy in Market Research
Driven by Curiosity. Powered by Data. Guided by Empathy.
At MKOR, we do not do research “for the sake of it”. For us, market research is a way of understanding the world.
Numbers have a pulse, and markets are living organisms, in constant change.
Curiosity is our engine
We are fascinated by what makes people click, choose a brand or turn it down.
We are anchored in data
Every conclusion we give you is based on real data, collected rigorously.
We act guided by empathy
We understand what is at stake in your projects and the pressure of high-impact decisions. We care about the result as much as you do.
7 validation criteria. Automated and human.
We run the fieldwork ourselves: operators and evaluators trained by the MKOR team, on every project. We collect more responses than we need, so that we deliver only the valid sample. Anything that fails the criteria of the chosen method is removed. Your data is 100% real.
AUTOMATED by systems HUMAN CHECK
This discipline lets us deliver audited data for decisions with real stakes.
We do not invent data. We collect it with ownership and responsibility, because decisions worth millions of euros depend on it.
Responses collected
More than we need
1 Sample integrity AUTOMATED
Quotas and demographic structure are compared with the study target.
2 Profile verified in every study AUTOMATED
The demographics declared in the questionnaire are compared with the respondent's panel profile.
3 One response per respondent AUTOMATED
Each respondent has a unique link and can respond only once, no matter how many devices they try to use.
4 Minimum completion time AUTOMATED
Questionnaires completed in less than the minimum time needed to read the questions are removed.
5 Control questions AUTOMATED
We include trap questions that show whether the respondent is reading. Anyone who fails them is removed.
6 Response patterns and consistency across questions
AUTOMATED HUMAN CHECK
We detect repetitive or random answers (the “same column” everywhere) and logical contradictions. A project manager confirms the result.
7 Open-ended answers read by a person HUMAN CHECK
Answers that are meaningless, copied or auto-generated are removed.
Human check RESEARCH TEAM
100% real responses
Only what passes all the criteria makes it into your data.
We make the calls ourselves
Operators recruited and trained by the MKOR team, every call recorded. More responses than we need.
1 Sample integrity AUTOMATED
Quotas and demographic structure are compared with the study target.
2 100% of recordings listened to HUMAN CHECK
The MKOR team listens again to every call, in full, against the validation checklist.
3 Real-time invalidation HUMAN CHECK
An invalid questionnaire leaves the sample at once, and the operator gets the reason.
4 Parallel completions AUTOMATED
We flag operators who appear to complete two questionnaires in the same time window.
5 Out-of-sequence completions AUTOMATED
We flag questionnaires started before the same operator's previous one was closed.
6 Invalidation rate per operator AUTOMATED
If more than 10% of an operator's questionnaires in a wave are invalidated, all of that operator's questionnaires in that wave are invalidated automatically.
7 Response patterns and consistency across questions
AUTOMATED HUMAN CHECK
We automatically check response patterns and the logic between questions; a project manager confirms the result.
+ Over 30 validation checks
MKOR's call checklist, applied to every call: introduction (11), questionnaire administration (16), recording and data quality (5), operator conduct (4).
Human check RESEARCH TEAM
100% real responses
Only what passes all the criteria and the call checklist makes it into your data.
We run the field interviews ourselves
In-house trained operators, coordinated by MKOR regional supervisors. More responses than we need.
1 Sample integrity AUTOMATED
Quotas and demographic structure are compared with the study target.
2 In-house trained operators, directly supervised HUMAN CHECK
Interviews are done by operators trained by MKOR, under the supervision of regional coordinators.
3 Geolocation and exact time AUTOMATED
The app records the GPS coordinates and time of every interview, so we know the operator was at the agreed place.
4 Logic checks on the tablet AUTOMATED
The questionnaire cannot be submitted with skipped questions or logic errors.
5 Unannounced field visits HUMAN CHECK
Regional coordinators check operators on site, without notice.
6 Phone back-checks with respondents HUMAN CHECK
We call between 10% and 25% of respondents to confirm identity and eligibility.
7 Operator anomalies AUTOMATED
We flag parallel or out-of-sequence completions. If more than 10% of an operator's questionnaires in a wave are invalidated, all of that operator's questionnaires in that wave are invalidated.
Human check RESEARCH TEAM
100% real responses
Only what passes all the criteria makes it into your data.
We do the visits ourselves
Evaluators recruited and trained by MKOR for each project.
1 Evaluators with a real profile HUMAN CHECK
We recruit real customers of the category, not generic observers, selected for ability and motivation.
2 Standardized scenario and briefing HUMAN CHECK
Every evaluator gets the same scenario and the same briefing, so locations can be compared.
3 Every score is justified HUMAN CHECK
After the visit, the evaluator describes the experience and justifies each score.
4 Follow-up interview with an MKOR consultant HUMAN CHECK
An MKOR consultant talks to the evaluator and checks the accuracy of the data collected.
5 Software checks AUTOMATED
The logic and duration of every evaluation are checked in software.
6 100% of visits phone-audited HUMAN CHECK
Every visit is audited by phone, to confirm it took place as reported.
7 Dedicated QC auditor HUMAN CHECK
Every evaluation is validated by a QC auditor before it enters the analysis.
Human check RESEARCH TEAM
100% validated evaluations
Only evaluations that pass all the criteria make it into your data.
Latest articles
MKOR Perspectives
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Case Study: The Data That Guided an International Industrial Group’s Entry into Romania’s Services Market
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MKOR Consumer Sentiment 2026 Study: 87% of Romanians are pessimistic, and optimists have halved in 3 years
Pessimists rose from 74% to 87% in three years, and optimists halved. What 12 quarters of MKOR data reveal about the…
MKOR & Uniprest Instal Study: The Construction & Installation Market in Romania 2026
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Source: MKOR Consumer Sentiment Romania, Q3 2023 – Q2 2026. Quarterly CAWI survey on the MKOR consumer panel, general population aged 18–65, N = 1,000–2,486 respondents per quarter, weighted results. Categories calculated from the −2…+2 scale (pessimists: mean below 0, neutral: 0, optimists: above 0). Percentages are as published and may not sum to exactly 100. mkor.eu/research/consumer-sentiment-study-romania-2026
We listen to people. We deliver a deep understanding of the market.
Get a free strategy consulting session with the MKOR team
- Focused on helping you make data-based decisions, not on selling services
- Designed around your specific business challenge
- With full transparency about costs and process
*sessions are limited and subject to a selection process
MKOR in numbers
Results you can verify
The years in the tiles show since when we count each indicator, not since when the company exists.
Independent poll, self-funded by MKOR
Solutions
Market research, strategy consulting and concept testing in Romania
01
Market research & data analysis
What does the market want? How does the consumer decide? Where do you stand against the competition? We collect the relevant data, analyse it rigorously and turn the conclusions into clear directions for action.
02
Strategy & opportunity studies
Research has real value only when it becomes a decision. We analyse the market, identify opportunities and give you a solid basis for expansion, repositioning or launch, so you can move from “we think so” to “we know so”.
03
Innovation validation
You have an idea. You want to know whether the market wants it before you allocate budget. We test concepts, products and marketing messages to reduce the risk of failure and maximise the chances of a successful launch.
Questions and solutions
What challenge do you want to solve today?
With the Agile Research solution, MKOR delivers rigorous validations within a few days, not months. This approach is ideal for business decisions that cannot wait for traditional research cycles.
See also: Agile Research · Agile Brand Tracking
We use the Employer Insights solution to ground HR strategies in real data. We analyse the size of the labour market, how recruitment channels are used and the factors behind the decision to take a job, helping your company become a preferred employer.
See also: Employer Insights · Employee satisfaction research
Through New Market Assessment and Market Size & Potential, we quantify the current and future size of the market (volume and value), the growth rate and potential disruptive factors. This way, the expansion decision is backed by realistic projections and detailed segmentation.
See also: New Market Assessment · Market Size & Potential
The Experience Evaluation solution lets you assess satisfaction through indicators such as Customer Effort Score. We also document / map the entire customer experience (Customer Journey) to identify pain points and moments of delight.
See also: Experience Evaluation · Satisfaction research
The Concept Validator solution evaluates consumer reactions before full development. We analyse purchase intent, price sensitivity and perceived benefits, so you can optimise your investment and reduce the risk of failure at launch.
See also: Concept Validator · Four concept tests that de-risked real investments
Yes, through the Mystery Shopping Audit service. We evaluate the quality of the service offered to customers, operational compliance and adherence to brand standards in real scenarios, giving you an objective picture of performance on the shelf or in the field.
See also: Mystery Shopping Audit · B2B mystery shopping
The Customer Decoder solution creates detailed profiles of customer segments and includes demographic and psychographic data and decision triggers. In addition, Usage & Attitudes studies reveal frequency of use and barriers to purchase.
See also: Customer Decoder · Usage & Attitudes
Through Brand Performance Tracking, we constantly monitor the state of your brand: awareness (aided and unaided), preferences, loyalty, image and brand associations. This solution lets you adjust your communication campaigns to strengthen your brand’s market positioning.
See also: Brand Performance Tracking · Agile Brand Tracking · Market Audit
Yes, we provide data collection to academic standards through market studies with nationally representative sampling and rigorous methodology reports, as required for grant compliance. Notably, 6 of our market studies have been used in 9 scientific articles.
See also: MKOR consumer panel · Public research reports
We run Market Audit studies to give you a complete view of market size, customer segmentation (current, potential, non-customers), the information channels used and behavioural segmentation by purchase potential.
See also: Market research · Market Audit
An MKOR project starts with a quote request, which takes 5 to 10 minutes to complete, covering your objectives, target audience and target market. Once we confirm the details, you receive a proposal with the full research design, the delivery deadline and detailed prices. We do not publish a price list, because every study has its own design. Details on the pricing page.
Yes, MKOR has its own consumer panel of 110,000+ members, built and maintained in-house, not data bought from third parties. Every response goes through 7 validation criteria, so that behind every data point is a real person who answered attentively. MKOR is an ESOMAR member and has published the ESOMAR 28 questionnaire.
See also: MKOR consumer panel · Public research reports
On average, an MKOR project takes about a month, from contract signature to final delivery, and the exact deadline appears in every proposal. For urgent decisions, Agile Research delivers validations within days.
See also: Agile Research · Pricing
Your strategic questions deserve well-founded answers. You bring the challenge, we bring the data that produces actionable results.
We have worked with:
Organisations that chose us for clearer decisions
Partners who turned data into strategic direction
Click a logo to open the case study, where one is published.
Guarantees
Testimonials
What clients say about working with MKOR
Want market research? MKOR, period.
Mircea Căpățînă
Co-founder & Marketing Director, SmartBill
Răzvan Căzănescu
Video testimonial · Fundamental by TBF
“We have already carried out two successful projects with MKOR: the first, where they helped us assess the labour market potential in five different cities in Romania, with the aim of opening a local contact centre. As a result, we opened two contact centres, one in Bucharest and one in Cluj-Napoca. The second project was a complex market assessment (macroeconomics, infrastructure, raw materials and human resources) for the purpose of launching a new furniture factory in Romania. We recommend the MKOR team for any market research project; they are true professionals.”
Corina Nicolau
Manager, VidaXL Romania
“We started working with MKOR in 2016 and we continue to develop new projects together. In recent years, we have run together some of the most complex studies on the satisfaction of our beneficiaries and customers. We are delighted that we chose to work with MKOR, who supported us from the research design phase to the interpretation and delivery of the final reports in record time. I appreciate the openness and availability that the MKOR consultants showed in understanding the business requirements and delivering projects on time, at the expected quality.”
Andreea Gheorghiu
Head of Marketing, Edenred Romania
“The final reports gave us extremely useful recommendations for future improvements, and for eliminating risk factors. As Goodyear's project manager, I was impressed by the fruitful collaboration with Corina's team.”
Svilen Stoianov
Supply Chain Representative, Goodyear Romania and Bulgaria
“The MKOR team is professional and dedicated to every project, regardless of its size. Throughout the research project I worked very well with Corina and her team. Even when things were slightly difficult, recommendations came proactively and the target was exceeded. Thank you and I recommend them!”
Simona Mincu
Marketing Manager, Intrum Romania
GEA Strategy & Consulting
“I would like to express my appreciation for working with MKOR. Through the professionalism of its members, the MKOR team has always provided support in choosing the best options and solutions for our specific market research requests. I recommend MKOR as a professional and reliable partner, and I appreciate its quality services and the flexibility of the services offered, which set it apart favourably from its competitors.”
Dragoș Pîslaru
Project Manager, GEA Strategy & Consulting (Civitta Romania)
Lunchbox
“We worked with the MKOR team on a project that consisted of studying the perception and satisfaction of our customers. It was a wonderful project, which we enjoyed working on and from which we learned many new things from our collaborators. We recommend them to everyone interested in growing their business by improving customer satisfaction.”
Ramona Cuc
General Manager, Lunchbox
“Last year we turned to MKOR to carry out a market study in the field we work in. […] Throughout the project, they kept very close to us, told us every step and we drew conclusions together. MKOR in a few words: cooperative, open, flexible, attentive to detail, professional.”
Dănuț Marinescu
Managing Partner, Julien Expert
Recognition
MKOR, Excellence Silver 2026
Romanian Performance Excellence Program (RPEP), a programme built on the Baldrige criteria.
MKOR, Excellence Silver at RPEP 2026
Why MKOR
MKOR data makes the difference between a calculated risk and a missed opportunity.
We are a B2B market research agency. We collect and analyse data on consumers, competitors and market dynamics, then translate it into specific recommendations for informed decisions.
Our expertise covers the entire life cycle of a business: from idea and validation to scaling and strategic repositioning.
ISO 9001
Certified by MC Management Certification
We operate under an ISO 9001 certified Quality Management System, which guarantees the rigour and traceability of our processes at every stage of the research.
We are ESOMAR members (European Society for Opinion and Marketing Research), which guarantees that the methodologies and ethical standards applied in every project are aligned with the highest international requirements of the research industry. MKOR's answers to the ESOMAR 28 Questions →
We comply 100% with European standards under the General Data Protection Regulation (GDPR), which guarantees data collection based on compliance and safety. This way, we ensure full confidentiality of information at every stage of the research, from rigorous data collection to delivery of the final results.
Shall we talk about your project?
We like to step out of our comfort zone, so we treat every project as a challenge for which we set our creative wheels in motion. Whatever your project’s objectives, we are here to help you exceed them!
You'll hear from Lavinia BarbuClient Service Executive & Project Manager
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