In 2024, through innovation, dedication, and a client-centered approach, we successfully delivered impactful results that supported strategic decisions for our clients.
Below, we present a retrospective of the year’s most significant moments and projects.
Conținut
This comprehensive study explored Romanians’ perceptions of sensitive and highly relevant social and political topics, such as corruption, fear of war, or the cancellation of the first round of presidential elections.
Using an advanced methodology based on artificial intelligence, MKOR’s study provided insights into voting motivations and the dynamics of Romanians’ electoral preferences.
Plans and expectations from a consumer perspective. We continued our annual tradition of analyzing the largest shopping event in Romania. Before the event, approximately 5.5 million Romanians expressed their intention to participate in the sales campaign, planning their purchases at least a month in advance.
On average, Romanians use three sources to identify the best deals, with Facebook remaining the most popular platform (49%), surpassing retailers’ mobile apps.
This type of market data helps companies optimize their marketing campaigns and tailor their offers to align with consumer preferences.
This study highlights the growing concern among Romanians for sustainability and ethics in consumption.
The profile of the ethical consumer in Romania in 2024 is an urban Millennial woman with an average income and young children. This consumer is more aware of the impact of their actions and engages in activities such as recycling, avoiding food waste, and using alternative means of transportation.
In a context where Romanians place increasing importance on leisure time, the study revealed that vacation budgets have risen by 40% compared to the previous year, reflecting a desire for relaxation and exploration.
While most people prefer revisiting familiar destinations, generations Z and X show a stronger tendency to explore new locations.
The study provided valuable insights for tourism operators to adapt their offerings and communication strategies to different consumer segments.
This detailed study analyzed Romanian employees’ preferences regarding workplace environments and the factors that motivate them to choose or stay with an employer.
Respondents highlighted two major priorities:
- Workplace flexibility, whether through remote work options or flexible schedules.
- Professional development, expressed as a desire for access to training, promotion opportunities, and continuous learning.
Beyond salary and benefits, respondents emphasized the importance of organizational culture, stability, and company reputation. Employers that prioritize diversity and inclusion are particularly appealing to younger employees.
Romania’s fashion market remains one of the most dynamic, with consistent consumer interest.
Nine out of ten Romanians purchase clothing, footwear, and accessories monthly, reflecting a steady focus on personal image and fashion trends.
While physical stores remain the preference for just over half of consumers, 20% of Romanians shop exclusively online, and a quarter choose a mix of both. This trend underscores the growing importance of omnichannel retail strategies.
Once again, our 2024 studies provided a solid foundation for companies across various industries to adjust their products, marketing strategies, and internal processes, ensuring market relevance and competitive growth.
MKOR’s study revealed Bucharest residents’ preferences for the future of their city. Sustainability emerged as the top priority for 70% of respondents, who envision a greener city with more green roofs and cleaner air.
Mobility and infrastructure were also highlighted as essential aspects, particularly by young people under 42 and high-income individuals who want a less congested and more navigable Bucharest.
This study reflected Bucharest residents’ aspirations for a more sustainable, innovative, and enjoyable city with a higher quality of life.
Our study identified key trends and challenges faced by employees in Romania. Key findings include:
- Seven out of ten young employees prefer remote work, reflecting a significant shift in expectations around workplace flexibility.
- Two out of ten employees plan to change jobs in the next six months, signaling increased volatility in the labor market.
- Three out of ten believe their organization’s situation will worsen in 2024, suggesting a sense of economic uncertainty.
The study emphasized that competitive salaries and extra benefits are essential for attracting and retaining employees. At the same time, professional development and job security remain important priorities. Flexibility and continuous learning opportunities play a critical role in employee satisfaction.
In 2024, MKOR took a significant step in democratizing access to market research by launching the Agile Research service. This innovative solution combines speed, flexibility, and affordability with relevant and accurate results, supporting companies in quickly gaining insights to address market challenges.
Agile Research is inspired by principles from the Agile methodology used in software development. Unlike traditional research, which can take weeks or months, this service delivers fast results within just 7 days through a simple and efficient process:
Question formulation: Companies can ask 3–5 essential questions to consumers in their target market.
Data collection: We use a representative sample of over 1,000 respondents nationwide.
Insight analysis: The responses are processed and transformed into clear reports, including the demographic profile of respondents.
Result delivery: Companies receive a detailed, actionable report they can immediately use to make strategic decisions.
Agile Research can be used by companies to test marketing and sales campaigns, segment their market, and uncover consumer preferences, helping them make strategic decisions to stay competitive in the market.
The year 2024 was remarkable for MKOR Consulting, marked by participation in prestigious events, recognition of excellence in market research, and strategic collaborations. In December, we were honored with the Excellence Award in Consulting and Market Research at the Ziarul Pozitiv Gala. This event celebrates companies and individuals making a positive impact in the community.
Cori Cimpoca, the founder of MKOR, stated:
“We are proud to be recognized for our contribution to research and consulting! We will continue to deliver valuable solutions for our partners.”
Iulius surprised us with the Best External Partner 2023 award. This recognition honors and motivates us. We deeply value our partnership with Iulius, and this award inspires us to reach new levels of performance together.
Clients Who Chose MKOR for Impactful Studies in 2024
The year 2024 was filled with valuable projects and strategic collaborations for MKOR. We had the pleasure of supporting companies and organizations across various industries, providing them with essential insights for informed decisions and effective strategies. Here are some of our success stories:
We partnered with Edenred Romania, a leader in meal voucher solutions, on several market research studies for positioning and benchmarking.
One of the primary objectives was calculating the Net Promoter Score (NPS), a key indicator for measuring customer satisfaction and loyalty.
These insights provided Edenred with a clear perspective on their market positioning and opportunities for optimization.
The MKOR team conducted a market research study to analyze consumer behavior regarding collagen-based nutritional supplements.
Key insights included:
- Women’s motivations for using collagen supplements or collagen-based products.
- Perceptions of the brand and preferences for products within this category.
In partnership with UP Generation, we analyzed the concerns of young people in Romania (aged 16–24) regarding their personal and professional development.
Key findings:
- Seven out of ten young people prefer practical programs based on real-life examples.
- The most popular areas of interest include financial education, marketing, and public speaking.
- 95% of young respondents have already identified the areas they want to improve.
For Build21, we conducted a study on retail investors in Romania, focusing on the real estate market.
We identified key differences between inexperienced investors, who allocate smaller sums, and experienced investors, who plan significant acquisitions in the next 12 months.
The perception and satisfaction study conducted for OTP Leasing Romania provided clarity on:
- The brand’s positioning in the leasing market.
- Consumer habits and preferences within this industry.
We conducted a brand awareness study for Cupio, the leader in the semi-permanent nail polish category:
- One in five Romanians immediately associates Cupio with this category.
- Nine out of ten users would recommend Cupio products.
The results confirmed the brand’s market-leading position and provided clear directions for strengthening it further.
Our partnership with “Vreau să Fiu Antreprenor” resulted in studies on the needs, preferences, and challenges of Generation Z:
- 52% of active young people face financial constraints.
- Only 7% seek specialized support for mental health, while the rest rely on family, friends, or other informal resources.
We are proud to work with the best clients, as they inspire us to continuously develop our services and set new quality standards in market research.
The feedback and appreciation we receive from our clients are both an honor and a responsibility. We value every piece of feedback as it helps us understand what we’re doing well and where we can improve.
Future perspective: MKOR objectives in 2025
At the start of 2025, we are launching Agile Brand Tracking, an agile service designed for companies seeking continuous and detailed monitoring of their brand performance.
Agile Brand Tracking is based on an innovative research methodology that gathers market data to measure brand performance through the analysis of key indicators:
- Awareness: The extent to which the brand is recognized by its target audience.
- Usage: The percentage of people who actively use the brand’s products or services.
- Preference: How the brand ranks against competitors in consumer preferences.
- Loyalty: Identifying loyal consumers and understanding what drives them to recommend the brand.
- NPS (Net Promoter Score): Consumers’ willingness to recommend the brand to others.
These insights enable companies to understand the dynamics of consumer perception and adjust their strategies to remain competitive.
Built on the Agile Research methodology, Agile Brand Tracking offers similar benefits:
- Reduced Costs: This service is significantly more affordable than traditional brand tracking studies, allowing for ongoing monitoring without substantial financial efforts.
- Fast and Relevant Insights: Data is delivered quickly, giving companies the flexibility to adjust campaigns or strategies promptly.
- Customization: The research can be tailored to the specific needs of each brand, depending on the targeted indicators and segments.
- Comparability with Competitors: Results help companies understand their market positioning relative to competitors and identify strengths or areas for improvement.
Here are 3 reasons to choose Agile Brand Tracking:
- Measure the effectiveness of branding investments: Identify which consumer segments respond positively to marketing campaigns and where there’s room for improvement.
- Compare performance against competitors: Analyze how your brand is positioned compared to direct competitors.
- Optimize consumer loyalty: Understand what keeps customers loyal and how you can convert occasional consumers into brand ambassadors.
Agile Brand Tracking 2025 offers:
- 4 research waves per year, conducted on a representative sample.
- An exclusive offer for early adopters, with prices 20% lower than standard rates and nearly 70% lower than the cost of a traditional study.
In 2025, MKOR aims to expand and strengthen the innovative services it has launched, transforming into the preferred strategic partner for companies seeking data-driven decisions to stay competitive in a dynamic business environment.
Our major goal is to support companies by providing market data that enables:
- Access to real-time data for fast decision-making.
- Actionable insights that help optimize marketing, sales, and development strategies.
- Measurable results to drive growth and adaptation in increasingly competitive markets, within an uncertain and ever-changing environment.
Through these initiatives, MKOR is committed to redefining market research standards and helping companies face future challenges with innovative solutions and tangible results.
Key Events and Worthy Appearances
Dedicated to excellence in market research, MKOR continued its active presence at key events in 2024, where we showcased the results of our studies. We participated in over 10 events, including:
European Digital Commerce Summit 2024.
Cori Cimpoca, the founder of MKOR, presented the results of one of the most comprehensive B2B studies conducted by MKOR in collaboration with VTEX Central and Eastern Europe. The study offered valuable insights into automation, integration, and personalization in e-commerce, highlighting the maturity of Romania’s e-commerce market.
Retail Revolution 2024.
At this event, Cori presented the findings of the Store of the Future study, emphasizing that 63% of consumers want fast and hassle-free shopping experiences.
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Cori was invited to discuss Black Friday 2024 vs. 2023 Trends and the pragmatic, responsible behavior of Romanian consumers. Key topics included:
- The rising interest in sustainability.
- Market maturity and skepticism toward discounts.
Cori Cimpoca also presented the Employee Sentiment 2024 study and the Most Wanted Employers 2024 ranking exclusively at the APPLY Conference 2024: Shaping the Future of Work Together.
At the RO.aliment SHOW 2024., Cori shared insights from the Ethical Consumption Trends study:
- 77% of consumers recycle packaging.
- 43% use fabric shopping bags.
- Reducing food waste is a central concern for Romanians.
In January, Cori Cimpoca spoke at the Dynamic Business Connections community meeting, discussing The Consumer Identity in 2024.
Educational Contributions and Networking
Faculty of Communication and Public Relations, SNSPA – Master’s Program in Advertising.
Members of the MKOR team, Cori Cimpoca and Mădălina Iorga, delivered a lecture on the importance of data in modern management and advertising.
BusinessPeople – Meet the People Beyond Business.
Cori was a speaker in the panel Un(conventional) Strategies for Business Growth, sharing unconventional success stories.
Gala Tineri în Arenă – Vreau să Fiu Antreprenor (a Romanian Business Leaders project).
The PulseZ Study conducted by MKOR revealed that 14% of employed Gen Z young people in Romania plan to start a business in the next 12 months.
We were also featured in several podcasts and webinars, such as the Upgrade 100 Podcast, the “Cumpătat în Cumpărat” Webinar, and the Autism Voice Podcast.
Press Presence
MKOR’s press presence has grown year after year, with an impressive number of media mentions and coverage for our studies and events.
In 2024, we were more visible than ever, with 8 proprietary studies and over 415 press mentions, representing a nearly 50% increase compared to the previous year. Among the most impactful studies that garnered media attention are:
- Startup Cafe: Nearly 5.5 million Romanians plan to make a purchase on Black Friday 2024. What products are on their shopping lists
- Revista BIZ: Most Wanted Employers 2024: Top 10 Companies Romanians Dream of Working For
- Digi24: STUDY: Bucharest residents want a greener city. Top wishes include bike lanes and more parks
- Forbes: Study: Romanians allocate 40% higher budgets for summer vacations compared to 2023
- Capital.ro: School doesn’t provide enough for young people. 72% of them want to learn more than what is taught in class
- PRwave: Where Romanians want to work and which companies top Gen Z’s list
- Wall-Street.ro: Study: 1 in 2 Romanians worry about covering basic expenses
- Adevărul.ro: Over half of Romanians have given up on organic products due to high prices
MKOR Team Synergy
At MKOR, we are a multidisciplinary team of experts dedicated to excellence in market research, providing our clients with in-depth insights and tailored solutions.
We take pride in our ability to adapt methodologies and tools to the specific needs of each project, ensuring actionable results and informed decisions.
Our core values—excellence, business empathy, continuous learning, investment in people, and transparency—guide us in setting high-quality standards in marketing research and market studies.
Here’s what 2024 meant for each team member:
Cori Cimpoca, Fondatoare
2024 was a year of courage, growth, and innovation. At MKOR, we’ve shown that success isn’t just about achieving remarkable results but about staying open to change, pushing boundaries, and creating solutions that turn challenges into opportunities. Every project we delivered reaffirmed our mission: to support companies with valuable insights and guide them toward data-driven strategic decisions. We look forward to 2025 with enthusiasm, confidence, and the belief that our greatest achievements are still ahead.
None of what we accomplished in 2024 would have been possible without an extraordinary team that shares the same passion for excellence and the drive to improve every day. Each MKOR team member contributed energy, creativity, and perseverance, and together we’ve proven that continuous innovation is the key to success. Thank you for your professionalism, support, and courage to always explore new horizons!
Alex Cimpoca, Digital Genie
Dozens of hours spent with GPT are starting to tell a beautiful story through automations and processes that make our work more efficient and help us stay on-trend.
It’s been a great year, and I can’t wait to check off next year’s goals—it’s going to be epic!
PhD. Mădălina Iorga, Senior Consultant
For me, 2024 was a year of conquering new territories. Professionally, I managed complex projects that crossed borders and new fields, bringing unique challenges.
What remained constant? Our team spirit and the courage to turn every obstacle into a growth opportunity. We supported one another, even when we were our own toughest critics.
Personally, I’ve become wiser in thought and feeling. I’ve discovered new limits but also new resources to feel at peace with myself. And even though it sometimes feels like I’m searching for a lost purpose, I’ve learned that purpose is built with every step I take forward.
So, for the coming year, I wish for us to consolidate the territories we’ve conquered and transform them into foundations for new explorations. To continue nurturing that special balance between the courage to challenge ourselves and the ability to support one another. To remain constructive critics while celebrating our victories more often, no matter how small they may be.
Mihaela Nicolae, Researcher
2024 was an intense chapter for us, filled with #LearningPoints. We faced unexpected challenges, but each one brought us closer to our goals. We successfully delivered projects, built strong client relationships, and took pride in seeing our work being appreciated.
For the MKOR team, 2024 was more than just a year of research—it was an opportunity to explore new perspectives, push our limits, and step out of our comfort zones. Together, we learned, grew, and strengthened as a team. Thank you to each colleague for your commitment and support. Without you, every step forward would have been much harder.
We may not know exactly what the future holds, but we know one thing for sure: we’re ready. We’ll continue to stay agile, constantly refine our skills, and approach every challenge with professionalism and enthusiasm.
Mihaela Malion, Data Analyst
2024 was, without a doubt, a full year. A challenging, busy year filled with opportunities that helped me grow. With every data set I reviewed and every analysis I completed, I learned to be more organized, detail-oriented, and find answers where none seemed to exist.
Even in the most intense moments, I had a team that truly supported me. Together, we pushed past our limits and successfully completed our projects.
Looking back, 2024 showed me that every challenge has a solution, no matter how complicated it seems. It was tough, but I learned so much.
For 2025, I hope for more balance, continued growth, unity, and a constant appreciation for one another and the colleagues who support us daily.
Marian Ungureanu, Junior researcher
2024 was a year filled with health issues for me, but I’m grateful for my wonderful colleagues who stepped in to take over my tasks.
Let’s hope for a better 2025. 🙂
Lavinia Barbu – Junior Client Service
2024 was, without a doubt, a year of growth for me.
I learned new things, focused on personal and professional development, and this journey gave me the inspiration and energy to look toward 2025 with enthusiasm.
I want to continue growing, learning, and exploring new opportunities that challenge me to be the best version of myself. I’m ready for a year full of progress, with a constant focus on excellence.
I’m deeply thankful to my wonderful colleagues for all the support and inspiration they provided in 2024. I ❤️ MKOR!
Rareș Malion – Junior Data Collection
2024 was a year of change and continuous growth for me, both personally and professionally. I faced challenges that pushed me out of my comfort zone and had moments of satisfaction seeing the results of my efforts.
Throughout the year, I learned a great deal—from acquiring new technical skills to gaining a better understanding of teamwork. Every completed project, every challenge overcome, and every lesson learned helped me become a better version of myself.
This journey wouldn’t have been possible without the support of an extraordinary team. Thank you to my colleagues for your dedication, patience, and positive energy. With you, I overcame every obstacle and made significant progress forward.
If you’d like to discuss your project or develop a study to help your business or the company you work for grow, we encourage you to contact us and schedule a meeting.
