The Year 2025 for MKOR: 12 Studies with National Impact, The Most Accurate Electoral Poll, and Presidential Recognition

2025 was an atypical year, and it wasn’t easy for anyone. Postponed presidential elections, government reshuffles, economic uncertainty, and accelerated transformations through AI—the socio-economic context was one of volatility and anxiety, both for the population and the business environment.

It is precisely in such moments that market research proves its worth. For MKOR, celebrating 13 years of activity, 2025 was a test of our rigor and independence.

We demonstrated that good data is not a luxury in uncertain times, but a necessity. And with each passing year, we improve our capacity to deliver this data with precision and relevance.

Romania’s 2025 X-ray: The MKOR studies that marked the year

The year 2025 was one of the most productive years in MKOR’s history, marking dozens of research projects and market analyses that helped entrepreneurs and managers in organizations from technology, FMCG, retail, automotive, agribusiness, construction, financial services, entertainment, medical, education, and the list goes on.

After 12 months of 2025, here are 12 proprietary studies or collaborations with other specialized companies in various industries that left a mark on us. They covered diverse themes: from sustainability and electoral behavior, to the labor market and transformations in specific industries (fashion, construction, tech solutions, food).

Each research brought valuable perspectives on the Romanian reality, offering companies and the general public concrete data for informed decisions.

Sustainability and responsible consumption

1. The Ethical Consumer in Romania in 2025

This study, which we have been addressing at MKOR since 2021, continues to document the evolution of Romanians’ concerns regarding sustainability. At the beginning of 2025, we observed a maturation of this trend: sustainability is no longer just a trend, but is becoming an essential differentiator for brands. At the beginning of 2026, we will publish the recent figures, which show a surprising trend. But, until then, let’s explore the data so far.

Key results Ethical Consumer 2025:

• Only 4 out of 10 Romanians were active ethical consumers, and 53% undecided, at the beginning of 2025
• 61% chose food products from responsible sources, representing an impressive increase of 22% compared to the previous year.
• 50% of consumers did not trust eco labels, which highlights the acute need for transparency – a growing need, regardless of the sector, in a society increasingly marked by mistrust.
• 43% of consumers took sustainability into account at the moment of purchase.

2. MKOR & FREE Study: Chicken meat and Romanians’ ethical choices

In partnership with Freedom and Respect for Every Earthling (FREE), we investigated how Romanians view animal products raised in welfare conditions. The results show a discrepancy between intention and action:

• 76% of Romanians would choose slow-growing chicken, but face a lack of information in stores
• 51% consume more chicken meat than last year
• 59% consider it important for chickens to be raised naturally, without growth accelerators
• 95% check the label, but only half find sufficient information about the rearing conditions
• 1 in 5 Romanians worries about the impact of the animal rearing method on their own health

The study highlights that transparency and clear labeling are essential to transform intention into actual buying behavior.

3. Electoral studies: The two Romanias

2025 was an electoral year marked by tensions and deep polarization. MKOR conducted a series of proprietary studies – independent and self-funded – which documented not only electoral preferences but also the social divisions that generated them.

We started monitoring voting intention as early as February, constantly tracking how Romanians’ electoral options were changing.

This analysis culminated with the presidential election period in May, when, between Round 1 and Round 2, we applied a longitudinal methodology, which tracked the evolution of voting intention throughout the two-week period between rounds. Moreover, we were (probably) the first to develop a methodology for modeling undecided voters (non-responses), which allowed us to predict the reality at the polls much better compared to Round 1, when these responses resulted in a large margin of error.

It was the only approach that correctly captured the actual direction of the vote and the evolution of electoral intention and that allowed a correct forecast of the final result.

Through this methodology, we showed that voting intention is not a snapshot, but a process influenced by emotions, events, and perceptions that build up over time. We hope our approach will inspire innovative methodologies, adapted to the speed with which options and opinions are influenced by social and mass media.

MKOR’s results and approach were subsequently cited as best practice in analyses and specialized articles, confirming the relevance of research based on real data and consistently tracked.

The most accurate poll in Romania before Round 1!

Out of the 37 published polls, MKOR recorded the lowest mean absolute error, of just 3.97 percentage points and 16.8% cumulative for the top 5 candidates.

We know it might seem like a large margin, but it is the smallest margin of all institutes that released polls during that period – most of them specialized in electoral studies, compared to us, being at our “first attempt”. Read on our blog the analysis of the precision with which we predicted the results or see more right on Wikipedia.

Our estimates were validated by official results and confirmed by independent analyses conducted, among others, by Prof. Mircea Comșa, Radio Free Europe Romania and the Reddit Romania community.

This result validates our rigorous approach and the professional independence that defines our work. For full transparency, we published a publicly accessible document with all calculations and the formula for determining total error.

“We set out not only to be correct, but also relevant. In a campaign marked by uncertainty, our mission was to offer a faithful image of the electoral reality – and the accuracy validated by data confirms to us that rigor, attention to data quality, and an excellent team of methodological experts are more important than ever, in contexts where the stake is the fate of a nation.” – Cori Cimpoca, MKOR founder

4. MKOR Analysis: The Two Romanias – From the polls to daily life, a deeply divided society

Beyond percentages and electoral results, we felt the need to look deeper. This complex analysis documents an incontestable reality: Romania is divided not just in political options, but in different ways of living, hoping, and understanding the world.

We have two Romanias, with a single ballot paper:

• An urban, educated Romania with stable incomes, demanding reform through competence
• A rural, economically vulnerable Romania, demanding radical change and a leader “close to the people”

This deep polarization goes beyond the ballot box scores and raises fundamental questions about the direction in which we are heading as a society. Now that the elections have taken place, it remains to be seen to what extent people’s hopes will be validated or shattered and what the next elections will look like.

The vote for the Capital City Hall showed that people still trust democracy and liberal values, but their numbers are fragile – both through the votes given to the “anti-system” candidate and through the lens of low voter turnout.

5. MKOR Study: Romania’s Fiscal Radiography, June 2025

Between June 20-22, 2025, we surveyed 1,250 Romanians, a nationally representative sample, regarding trust in institutions, the level of information, and the fears stirred by the fiscal package still on the Government’s table at the time of the survey.

The results are telling:

• 3 out of 4 respondents did not believe that the additional revenue from taxes would be spent efficiently
• 64% feared an immediate increase in the cost of living through the VAT hike, a fear confirmed in the months that followed

When we invited Romanians to choose a single gesture that would prove the state takes the budget crisis seriously, the answer was unequivocal in the sense of reducing privileges:

• 29% want the cutting of special pensions first
• 19% demand the combating of tax evasion and corruption
• 14% indicate the cutting of high salaries and bonuses in public administration

6. MKOR Employee Sentiment Study 2025: 7 out of 10 employees in Romania would change jobs for a higher salary

We continue the series of studies dedicated to employees in Romania, documenting the evolution of expectations and challenges faced by the workforce. For this longitudinal study as well, we have recent data, which we are set to publish starting in January. Until then…

Here are some key results from Employee Sentiment 2025:

• 70% of employees would give up their current job for a better financial offer
• 70% of employees stated that the work regime remained just as flexible as in the previous year
• Only 39% benefited from salary increases, while 22% received extended benefits
• Only 26% had access to professional development opportunities
• 54% felt an increase in workload in 2024, especially Gen X, high-income employees, and managers

Perceptions regarding job security are divided: 18% feel more secure (young people and high-income earners), while another 18% felt a decrease in stability (Gen X and low-income employees).

7. The first national study on the employability of neurodivergent people – MKOR & Autism Voice

Together with Autism Voice, we launched the first national study offering a clear perspective on the challenges and opportunities for neurodivergent people in the Romanian labor market.

Key results:

• The number of people with mental or psychological conditions increased by 7.5% between 2021-2024, double that of physical disabilities.
• Only 1 in 10 organizations in Romania knows for sure that it has neurodivergent employees.
• 56% admit they probably do, but do not collect official data.
• The employment rate of people with disabilities in Romania is only 11%, compared to 48% at the European level.
• 55% of decision-makers would participate in training programs dedicated to neurodiversity.

The study combines existing data analysis with interviews conducted with HR specialists and diversity and inclusion experts, offering valuable insights for companies desiring real change.

8. MKOR Back to School Study 2025: Bullying, not the backpack, is the #1 concern of parents

Our study on the start of the 2025 school year was picked up by numerous national publications, confirming that parents’ anxieties deserve a central place in the public conversation.

Key results:

• 38% of parents are more concerned about bullying than the weight of the backpack (33%) or physical safety (32%).
• Economic polarization: parents in private education allocate 50% more than those in public education for back-to-school preparations.
• 44% invest in private tutoring, with an average cost of 100 RON/session.
• The average budget allocated for the start of school is 450 RON.

“Bullying is the topic that can no longer be postponed – for schools, communities, and for all of us.” – Cori Cimpoca, MKOR founder

In 2025, going back to school is no longer about supplies, but about emotional safety, deep social differences, and adaptation.

9. MKOR Study: Only 1 in 10 Romanians actively practice dental prevention

How does Romania stand regarding dental health? Our study reveals that prevention is often ignored, and costs and lack of trust in doctors are the main obstacles.

Key data:

• 61% postpone or avoid the dentist due to high prices.
• 22% of parents with minor children do not have time to go to the dentist.
• Only 12% go for preventive check-ups every 6 months.
• 4 out of 10 Romanians reach the dentist exclusively when an emergency arises.
• 13% completely avoid the visit or have not been for a check-up at all in the last 2 years.
• 36% go annually or less often, mostly for preventive purposes.

The study highlights a reactive, not preventive, culture regarding dental health. The data can be used by insurance companies and employers to prioritize dental prevention programs in benefit packages offered to employees.

10. MKOR Black Friday 2025 Study: The End of Impulsivity

This year’s study conducted on Black Friday dismantles four fundamental myths about consumer behavior. The data, collected from over 1,000 consumers, reveals a new archetype: The Strategist-Shopper.

For a long time, we believed that Black Friday purchasing decisions were impulsive. The data showed us exactly the opposite: 93% of consumers who intended to buy on Black Friday plan their purchases in advance, sometimes weeks ahead. Impulse has been replaced by strategy.

Likewise, the idea that budgets are small and unstable no longer holds water. The average budget reached 2,046 RON, 33% higher than the previous year (data already confirmed by figures published post-event by major players, such as eMAG and Netopia). Consumers are no longer looking for what they can afford, but how to get what they want.

The shopping cart doesn’t look like before either. Electronics remain important, but Fashion and Beauty & Care have reached almost the same level, a sign that attention is shifting more and more towards lifestyle and experience.

And shopping no longer happens in a single place. Almost 4 out of 10 consumers combine online with physical stores, and Gen Z is leading this change, with over half of young people wanting a complete omnichannel experience.

Conclusion for retailers: The battle is no longer fought on price on D-Day, but on building relevance weeks in advance. Whoever continues to sell to an impulsive hunter will lose the attention of strategists who plan ahead, and may gain only marginally from the shifting position of the undecided.

I spoke about this more broadly during the I Like IT show on ProTV.

11. MKOR Study: The Fashion Market in Romania 2025

In 2025, we also continued the series of studies dedicated to the fashion industry, documenting the evolution of Romanians’ preferences and buying behaviors.

Key results:

• 9 out of 10 Romanians buy at least one fashion item monthly.
• 16% of buyers return the products.
• 1 in 4 Romanians buys clothing items exclusively online.
• Second-hand fashion remains a niche option in Romania.

12. MKOR Report: The Construction and Installations Market in Romania 2025

Together with Uniprest Instal, we conducted a complete X-ray of the construction industry, interviewing professionals in the sector about the perspectives and challenges of 2025.

Key results:

• Only 24% estimate a positive evolution of the volume of works in 2025.
• 48% are pessimistic, while 28% adopt a neutral position – a market that is “holding its breath”.
• Mixed-use projects (residential + commercial) are at the top of medium-term estimates (34%).
• 92% will make investments in 2025:
  • 66% in staff development (pressure from labor shortage).
  • 48% in digitalization (efficiency and flexibility).
  • 47% in physical infrastructure (equipment and machinery).

We have a cautious market, anticipating stagnation and minor adjustments, not substantial changes.

Our studies provided #realdata in 2025 as well for companies in various industries to adjust their strategies, products, and internal processes, ensuring their relevance in the market.

Real data about your brand, delivered fast and transformed into concrete actions

In 2025, we continued to develop Agile Brand Tracking, a fast and economically efficient service. Through this solution, MKOR clients obtain a clear picture of brand awareness, positioning relative to the competition, and how they are perceived by consumers.

Agile Brand Tracking offers nationally representative data, delivered quickly, in multiple research waves, at a significantly more efficient cost than classic studies. Thus, brands can track the evolution of perceptions, preferences, and consumption behaviors in real time. We continue to deliver this service in 2026 as well.

The service helps companies understand:

• who knows and recommends their brand,
• what motivates consumers to buy,
• what are the real barriers in the purchasing process,
• how perceptions differ between audience segments.

An important element of the research is the analysis of communication channels preferred by different audience segments, offering valuable insights for message personalization and increasing campaign efficiency.

Each Agile Brand Tracking project includes not just data, but also business interpretation and strategic recommendations, detailed segmentation analyses, as well as access to raw data and verbatim responses, for a deep understanding of the market.

Through this service, MKOR continues to transform data into clear, actionable, and relevant business decisions.

When was the last time you measured the real consumer perception of your brand?

If the answer is “a long time ago” or “never”, it means you are making decisions based on assumptions, not data. The first wave starts in January 2026. Fill out the intent form and the MKOR team will contact you with a personalized proposal.

Significant presence in the community: Key events and recognition at the highest level

The year 2025 was one of the most active years for the MKOR team regarding participation in industry events, conferences, and meetings with the business community.

We were present at nearly 20 major events, where we shared valuable insights from our research and contributed to important conversations about the market, sustainability, human resources, and digital transformation.

We thank the organizers for the invitations and for their trust!

Sustainability and responsible consumption

Green Your Future – 2nd Edition (January 30, 2025)

Cori Cimpoca, MKOR founder, was invited again to the second edition of the Green Your Future conference, organized by Mădălina Sandu and Green PR Global. After the success in 2024, Cori returned to the event dedicated to sustainability with an updated presentation: “The Pulse of the Romanian Consumer: Sustainable behaviors and perspectives for 2025”.

During the presentation, we offered some premiere results from our research:

• 43% of Romanians adopt a more responsible lifestyle (+5% compared to last year).
• The Deposit-Return System (SGR) has accelerated recycling.
• 66% of ethical consumers consider that healthy eating is important for a balanced lifestyle.

ecomTEAM Fashion & Beauty Edition 2025

Cori Cimpoca continued the series of presentations on the topic of sustainability, this time focusing on the fashion industry.

She presented the results of the study MKOR – The Fashion Market in Romania 2025, from the consumers’ perspective within the ecomTeam Fashion & Beauty Edition 2025 event, organized by Ecomteam, Wall-Street.ro, and IC.events.

FREE Event – “Barriers, Alternatives, and Solutions for an ethical and conscious diet”

Our colleague, Lavinia Barbu, was a speaker at the invitation of our partners from Free – Freedom and Respect for Every Earthling. Lavi presented the results of the study “The modern consumer and ethical choices: Chickens raised in welfare conditions”, conducted together with the FREE Association.

The presentation included insights about the purchasing and consumption habits of the urban population, but also about perceptions regarding types of chicken meat, depending on the rearing method.

The research is part of the project “No conventional chicken”, an initiative that aims to reduce the suffering of industrially raised animals and encourage the transition towards a more ethical and sustainable food system.

Diversity, inclusion, and the labor market

Launch of the first national study on neurodiversity in the labor market

MKOR and Autism Voice organized a hybrid event (physical & online) for the launch of the first qualitative study regarding neurodiversity in the local labor market from the companies’ perspective.

Through this study, we aimed to increase the level of understanding, adaptation, and inclusion of neurodiverse people in the Romanian labor market. We brought important data about the employment of neurodivergent people for the first time and debated concrete solutions for an accessible and equitable work environment.

“We started from statistics, but we discovered stories, remarkable abilities, and huge potential left in the shadows.” – Mădălina Iorga, Senior Researcher & Associate MKOR

ARIS Seminar – Human resources in private security

Cori Cimpoca and Mădălina Iorga, Senior Researcher and MKOR Associate, participated in the Seminar on Human Resources in Private Security, organized by the Romanian Association of the Security Industry (ARIS).

We presented some key insights from the MKOR – Intel 2025 study, a European initiative investigating the challenges and opportunities related to the workforce in this field.

What we discovered:

• Private security is often a first step in a professional career – a launching pad for those starting out or in transition.
• Employees are mainly motivated by the financial package and the security of a stable job.
• Flexible work schedules are highly appreciated, helping to maintain work-life balance.

Launch of the construction study with Uniprest Instal

Cori Cimpoca presented the conclusions of the first market study dedicated to entrepreneurs and managers in the construction and installation industry in Romania, conducted by Uniprest Install in collaboration with us, during the Install Efficiency event. The results show a reserved vision of the current year, marked by pessimism and caution among decision-makers.

A few insights from the study:

• Major challenges for 2025: uncertain economic context, labor shortage, and legislative instability.
• Over 60,000 specialized workers are missing in construction, according to FPSC (Federation of Construction Companies) data.
• Companies have an average score of 4.6/7 regarding readiness for strict ESG requirements.

Good news: Investments in people are the number 1 priority for industry decision-makers.

empath by Unlock – “From idea to validated business: The ImmoSafe Story”

Cori was a speaker at empath by Unlock, the first conference in Romania dedicated to the real impact of research on brand growth.

Together with Sebastian Bereczk, Co-Founder of ImmoSafe, Cori shared how a clear insight became the foundation of a solid business. In the beginning, Sebastian didn’t want research. Today, he says the opposite with conviction:

“If we hadn’t done the study, we would have just made a website that we would have abandoned for lack of direction. (…) When motivation drops, I go back to the market study.”

The study offered the ImmoSafe team not just idea validation, but also clear direction for communication and new development opportunities.

“Research is not a luxury. It is the compass that offers you confidence and clarity.” – Sebastian Bereczk, ImmoSafe

Data-driven marketing and leadership

SHIFT HAPPENS Conference – Kooperativa 2.0

Cori was invited to speak at the SHIFT HAPPENS Conference, organized by Kooperativa 2.0.

Starting from the most recent data from MKOR studies, Cori offered fresh perspectives and relevant insights for participants, whether they are marketers, business owners, or decision-makers. Cori complemented the perspectives of her panel colleagues regarding generational differences and how they can be (fore)seen in communication and strategic marketing.

Edenred Customer Experience Day – Bucharest

On October 7th, Cori took the stage at Edenred Customer Experience Day, where she spoke about transforming insights into empathy for the people you work with every day – be they colleagues, clients, or partners. Strategic decisions are built by listening to the voices that matter in real time, with real impact.

“Data tells a story. It matters who truly listens to it. It starts with listening. It continues with data, because behind the data are people. It is validated through trust.”

With over 18 years of experience in marketing and market research, Cori brought a deep perspective on how the modern consumer evolves, and how leaders can remain relevant in an ever-changing context.

IQ Digital Summit Pitești

Cori Cimpoca presented a series of data and insights at the IQ Digital Summit event in Pitești, which revealed four major trends for 2026:

1. Think beyond price and product.
2. The road to the store of the future: omnichannel, not “digital only”.
3. The fight for time and attention continues.
4. The workforce is becoming increasingly agile and flexible.

Cori presented the role of AI as being “augmented intelligence”, not as a replacement for humans and concluded with a powerful message:

“The future is not something that happens to us, but something we build.” 

Strategic collaborations and professional recognition

ESOMAR CONNECT – 11th Edition

Cori Cimpoca took the ESOMAR CONNECT stage, during the 11th edition, alongside Sebastian Mahu, Head of Asset Management Iulius Mall and MKOR client, and our colleague, Mădălina Iorga, Senior Researcher.

The event theme, “Charting the Unknown: Market Research Through Uncertainty”, was the perfect framework to talk about how the research conducted by MKOR helped the IULIUS group navigate a volatile and complex context with confidence.

Together, we showed how well-documented insights can guide strategic decisions in real estate and retail, even in unpredictable times. Read the full case study >

A special bravo to our colleague Mădălina, who is not only a remarkable researcher but also demonstrated that she is an excellent speaker, capturing the audience’s attention with clarity, passion, and structure.

Recognition at the highest level

National Day Reception – Cotroceni Palace (December 1, 2025)

We are proud to share an important moment for MKOR. Our founder, Cori Cimpoca, honored the invitation of the President of Romania, to participate in the reception organized on the occasion of the National Day.

This invitation represents a validation of the work, methodology, and standards of excellence we promote. At its core lies our study regarding the presidential elections from the beginning of the year, which offered the most precise data on the market – a fact recognized by both independent analysts and, as seen here, at an institutional level.

Cori had the opportunity to address a few words to the President about our electoral studies, about the fact that we offered the most precise data for Round 1, and for Round 2 we were the ones who forecast him as the winner, following an original methodology developed alongside Prof. Mircea Comșa.

The President’s response:

“We will talk more about this, there is much to be done…”

Agreed. There is much to be done regarding research with social impact. Our duty, as data people, is to inform public opinion correctly and impartially, regardless of who stands behind one poll or another.

We are proud that our data is already being used in scientific research and that the accuracy of our methodology has been recognized at the highest level.

Educational contributions and media presence: MKOR data in the public conversation

Besides physical events, 2025 was an intense year from the perspective of media presence as well. Cori Cimpoca, MKOR founder, was invited to numerous podcasts, webinars, and TV shows, where she shared insights from our research and contributed to entrepreneurial education and public debate on social and economic topics.

Educational podcasts and webinars

SmartBill – Real Entrepreneurship (February 6)

Cori was invited live to the SmartBill podcast, dedicated to Romanian entrepreneurs, for a discussion about the importance of data in business. The conversation was practical and applied, addressing essential questions:

• How does data help you make better decisions?
• How can you optimize strategy and gain a competitive advantage?
• How can entrepreneurs use market research for sustainable growth?
• How can they conduct market research when they don’t have a budget?

Brand Essence Webinar with Mihaela Muresan

Cori participated in the Brand Essence webinar, where she spoke about the role of market research in making business decisions. The main ideas were:

• The concept of “anonymous clients”, those entrepreneurs who, through MKOR studies, saved significant resources by avoiding the launch of products that would not have been successful on the market
• Price as an indicator of quality, in many industries, a higher price signals trust and added value, influencing purchasing decisions
• Perception of quality is subjective, each of us defines quality based on experiences, expectations, and values, and this must be taken into account in any strategy

Upriserz Webinar

Cori spoke about how to transform market data into concrete steps for business. She emphasized that market research doesn’t just mean tables and charts – it means understanding what customers want, beyond what they say: how they think, what makes them decide, how we can adjust our messages and products to meet their real needs.

At MKOR, we have clients who since 2019 have based their strategy on our annual data, with rigorous methodologies, so that differences of even one percent can be tracked from year to year.

Presence in mass media

The #ePlan Show, PRO TV, on International Workers’ Day

Cori was invited by Andrei Radu to the #ePlan show for a discussion about how the perspective of employees in Romania is changing. It was a conversation with valuable insights, based on recent studies on work, trust in institutions, digitalization, and people’s real expectations.

Recent data from MKOR studies presented in the show:

• 7 out of 10 employees want flexibility – a work model that combines work from home with occasional office presence
• Over half feel an increase in workload, but only 39% have benefited from salary increases
• More and more Romanians are open to changing their jobs, in search of a better balance between effort and reward

It is a clear signal for employers: work has changed, and today’s employees want flexibility, recognition, and growth objectives. Not just tasks.

ZF Live with Cristian Hostiuc, Ziarul Financiar

Cori was invited to ZF Live to discuss the conclusions of the MKOR “Consumer Sentiment 2025” research, conducted on the occasion of the second round of the presidential elections.

Beyond the voting figures, our study showed a powerful emotional picture:

• Distrust in institutions: Government, Parliament, parties
• Constant trust in: School, Church, and people
• The desire for stability for some, the promise of radical change for others

The discussion addressed the link between consumption behaviors and voting behaviors, how Romanians vote based on income and social or professional status, but also how populist discourse has gained ground.

RFI Romania, Consumer Sentiment Study: Taxes

Cori was invited to RFI Romania to speak about the latest data from the MKOR Consumer Sentiment – Taxes study, conducted in June 2025.

From the VAT increase (64% of Romanians consider it the main source of economic stress) to the rising cost of the daily basket and fears related to taxes on bank transactions, Romanians are worried especially about the direct impact on daily life that the fiscal measures discussed in Romania would have.

Cori explained the most important insights from the research, but also what the options look like that people prefer instead of harsh fiscal measures.

Adevărul Interview, The Impact of Austerity

Cori gave a short interview for the Adevărul newspaper, with data and explanations about the immediate impact of the VAT and excise duty increase. The data is extracted from the MKOR Consumer Sentiment 2025 study.

“This summer was the one in which Romanians started to feel the burden of inflation directly, a cause for concern for 39% of Romanians according to our study from June 2025. The NBR revised its forecasts, to an estimated inflation of almost 9% at the end of the year, a clear sign of increased fiscal pressure.” – Cori Cimpoca

Romanians have already adjusted their spending: almost 6 out of 10 cannot afford a one-week vacation, a third postpone major purchases, and half look for cheaper alternatives.

Cori emphasized the importance of transparent communication from institutions to support the population and maintain trust.

Euronews Romania

Cori Cimpoca was also invited to Euronews Romania to speak about MKOR’s methodology and involvement in the polls for the presidential elections, explaining how the team managed to deliver the most precise estimates in the market, subsequently validated by the official results.

Euronews also presented data on fiscal measures and the mistrust in the Government’s prudence based on the MKOR study.

Our Clients’ Success: Collaborations That Bring Concrete Results

The year 2025 was full of achievements for our partners. We are glad to see how the data and insights offered by MKOR contribute to our clients’ success and the public recognition of their work.

Here are some of the success stories that marked our year:

UP Generation – Award for Excellence in Education

Congratulations, Monica Florea and the UP Generation team, for the well-deserved award received at the Capital Romania “Excellence in Management” Gala – Education and Research category!

We are honored to be partners in a project that brings real changes to young people’s lives.

Cori Cimpoca, MKOR founder, was a mentor within the program and got involved in supporting this valuable initiative.

Last year, together with UP Generation, we conducted a study dedicated to the expectations of young people in Romania regarding education and career. The results highlighted the acute need for support, guidance, and real development opportunities.

Iulius Mall Cluj-Napoca – Leader in the local and regional market

Data from the study conducted by MKOR shows that our partners at Iulius are consolidating their leading position in a mature and competitive market: Iulius Mall Cluj-Napoca is the leader in the local market.

With a market share of 28.3%, Iulius Mall Cluj confirms its regional attractiveness and reconfirms the brand’s power to create relevant experiences for the community.

“The MKOR study shows us that the local audience prefers urban experiences, and Iulius Mall is a pole of attraction. The above-average visitation rate, the increase in the number of loyal visitors, and the consolidation of the market leader position gladden us and challenge us at the same time to continue being creative to offer the public unique experiences with every visit,” says Ștefan Roman, Shopping Center Manager Iulius Mall Cluj

Likewise, Iulius Town Timișoara consolidates its regional leader position in the retail and leisure market. Iulius Town attracts visitors from Serbia and Hungary as well, becoming a regional pole of experiences

MKOR & Humana study on the sustainable fashion market, cited in Capital Magazine

We conducted a complex assessment of the Humana People to People brand performance in the context of the second-hand fashion market in Romania, analyzing consumer awareness, perceptions, and purchasing behaviors.

We segmented the audience and discovered the real motivations of consumers, from the concern for sustainability to the search for affordable prices, offering the brand clear data for more relevant campaigns and better-targeted messages.

The MKOR study on ethical consumption and sustainable fashion is cited in Capital Magazine, in a discussion with Mădălina Corciu, PR & CSR Manager at Humana People to People Romania.

We are proud that the insights provided by MKOR research contribute to relevant conversations about sustainability and real change in the industry.

We are also glad that we could contribute with real market data to the consolidation and growth of brands such as SmartBill and Cupio, leaders in their industries.

Through the studies conducted together, we offered them clarity on brand awareness and performance, positioning against the competition, customer choice criteria, and loyalty levels, so that their business and communication decisions would be based on real behaviors and needs.

New partnerships: When research prevents risky investments

In 2025, MKOR started strategic collaborations with clients from diverse industries, from fast-food to legal-tech, helping them make informed decisions based on concrete data, not assumptions. These projects demonstrate the power of market research in validating business ideas and preventing risky investments.

Wendy’s – Launching a global brand in Romania

MKOR was the research partner for the launch of Wendy’s in Romania, one of the most well-known fast-food chains in the world!

To better understand brand awareness on the Romanian market, Minio Studio collaborated with MKOR to conduct a market study regarding the evaluation of consumer reactions to the idea of bringing the Wendy’s brand to Romania before the launch.

What we discovered:

• Wendy’s is the second most desired international fast-food brand in Romania
• 94% of Romanians consume fast-food, a market with huge potential, being the favorable context for the launch

The research results helped the company take informed strategic decisions, to have a strong impact on the Romanian market.

The invisible clients – invalidating a business idea

What would you say if, before investing large budgets in creating a new product, you asked potential clients directly if they would use or buy it?

An idea becomes truly valid only when you hear: “I would pay money for this.”

A client from the health & fitness industry came to us with a simple question:

“Would Romanians buy a personalized digital health guide?”

You could answer that it is a good idea, useful for consumers who want fast and personalized solutions. But “useful” does not always mean “in demand”. So we launched together an Agile Research study, fast, efficient, and anchored in reality.

The result? Our client knew exactly if it was worth investing, how to improve the product, and whom to address. And they decided not to invest in this idea.

ImmoSafe – When trust matters more than price

For ImmoSafe, a startup in the legal-tech area, the challenge was to launch an innovative digital product without risking an investment in an idea with no real demand on the market.

Through a Concept Testing study conducted by MKOR on a nationally representative sample, we validated market interest and offered a clear direction for development and launch.

The key insight completely changed the strategy: the main barrier was not the price, but the lack of trust in data security. This result shifted the focus from cost competition to building a credible brand, centered on safety, transparency, and professionalism, significantly reducing risks and giving the team the certainty to move forward.

We invite you to watch the video testimonial to discover how important it is for the client to feel understood by the agency they work with.

Agribusiness

In 2025, MKOR collaborated with Alcedo, one of the longest-standing players in Romanian agribusiness, to conduct the study “Farmer in 2026: Priorities, Challenges, and Perspectives”, which offers a detailed radiography of the challenges faced by farmers in Romania and how they are adapting their businesses in the face of increasingly harsh environmental and weather conditions.

MKOR‘s contribution to this project was extremely important for validating the reality on the ground. Through rigorous methodology and representative sampling, the study provided insights into farmers’ priorities, including:

• how important crop diversification is as a risk reduction strategy.
• what weight investments in modern agricultural technologies carry.
• how much climatic conditions influence medium-term development plans.

Awards and recognitions: Top 100 Successful Women

Cori Cimpoca, founder of MKOR, is in the Top 100 Successful Women Capital Romania in 2025, a recognition that honors years of work dedicated to building a culture of decisions based on concrete data, not assumptions.

We believe that this distinction celebrates not just a person, but a vision of how market research can bring clarity, impact, and responsibility to the decisions that truly matter.

Conclusions

Sometimes, the greatest impact of research is not seen in spectacular launches, but in the assumed decisions not to launch.

This year we worked with brands that chose to remain “invisible”, after the data clearly showed that there is no market opportunity for their idea or product. These led to decisions that saved budgets of hundreds of thousands, sometimes millions of euros.

At the same time, we stood behind launch strategies and decisions with major impact, including at the industry or public policy level, which, for now, we cannot make public. We hope to be able to say more next year.

2025 was a year in which Romania sought safety, and we provided market data and figures to enable clearer, more assumed decisions, less guided by fear.

Let’s make 2026 the best year yet!