The year 2023 marks 11 years of MKOR. Looking at society today, staying in business for 11 years in Romania is truly a challenge and requires mastering key factors such as:
- adaptability and flexibility,
- strategy and planning,
- attracting passionate and well-prepared individuals,
- identifying clients who aim to grow their business through marketing and research.
We take pride in the fact that the name MKOR is an ingenious combination of MK (en.), derived from marketing, OR (fr.), meaning gold and suggesting excellence, and COR (lat.), symbolizing heart.
If we were to use a phrase to best describe us, it would be Excellence and Empathy in business.
Conținut
For MKOR, empathy in business means the ability to understand and connect with the perspectives, needs, and concerns of clients, employees, collaborators, and partners.
By asking the right questions and listening carefully, we strive to understand the business context and industry landscape for each company we conduct studies and market research for. Our goal is to provide tailored solutions based on relevant and accurate data.
MKOR’s Vision for 2025 is to become a benchmark for innovation in consumer intelligence and data-driven solutions for strategic development.
We aim to attract top players or challengers in industries such as retail, healthcare, banking, and IT&C.
We aspire to be the Employer of Choice in our industry, building teams of smart, passionate, and talented people.
Our Mission is to deliver data that matters, in real-time. To create marketing intelligence products that leverage data to drive tangible business results.
We believe that instinct helps you start a business, but to develop it responsibly, you need facts and solid data—otherwise, it’s like playing a game of chance.
Our Core Values are:
- Excellence
- Empathy in business
- Continuous learning
- Investing in people
- Transparency
2023 – The Year of Valuable Research Partnerships
In 2023, we celebrated significant achievements. We partnered with Răzvan Căzănescu from TBF to conduct the Romanian Management Reality study, exploring the behaviors and attitudes of Romanian employees and their perceptions of the organizations they work for. The study sheds light on the realities of Romanian management from the employees’ perspective, including task clarity, growth opportunities within organizations, and other key aspects.
The research results were presented at the Fundamental event, led by Răzvan Căzănescu in front of 4,000 entrepreneurs at Sala Palatului.
Strategic partnerships with Statista and Carta Diversității have strengthened MKOR’s position as a trusted provider of Consumer Sentiment and Diversity & Inclusion studies.
Thanks to our openness and willingness to conduct the Diversity and Inclusion Study in collaboration with the Romanian Diversity Charter, we have become the research partner for the Charter’s third edition of the study.
We also launched the D&I Benchmarking Study for companies because we believe that diversity and inclusion are not just “nice to have” principles. They can mark the difference between a toxic work environment and a healthy, inclusive workplace that fosters business growth.
We became members of Romanian Business Leaders (RBL), which in turn became one of our clients.
In December 2022, Cori joined the Romanian Business Leaders Foundation as a member, marking our involvement in Romania’s leading business hub. By March 2023, RBL became an MKOR client through the “Vreau Să fiu Antreprenor” (VSFA) project.
This collaboration confirms the trust the industry places in MKOR’s services.
Impressions and Recognition in Media and from Clients
MKOR’s media presence has grown year after year, with an impressive number of mentions and coverage for the studies and events we’ve conducted.
We see this as a recognition of the impact of market research and evidence that MKOR delivers relevant insights through its studies for the business environment.
In 2023, we were more visible than ever in the market: we conducted six proprietary studies, received 218 media mentions (a 35% increase from the previous year), and participated in 10 events.
Among our most impactful studies that captured attention were:
We Were Featured on TV and Podcasts
We Partnered with 10 Major Events
In 2023, we proudly partnered with 10 significant events, including:
TBF — Fundamental, May 25, 2023, Sala Palatului, where Cori Cimpoca presented the study on the reality of Romanian management.
OPEN Minds, the D&I Conference, November 28, where Cori Cimpoca presented the study on Diversity and Inclusion in Romanian Organizations in 2023.
Romanian Association of Online Stores, October 18, where Cori Cimpoca presented the study on The Store of the Future from the Consumers’ Perspective.
ESOMAR Connect 2023, November 15, where Cori Cimpoca presented the study on The Store of the Future from the Consumers’ Perspective.
Marketing.waves, April 6, where Alex Cimpoca participated as a speaker and showcased some of the Automated Funnels developed by MKOR.
This Year’s Own Research
Diversity and Inclusion in Romanian Organizations from the Employees’ Perspective, where we discovered that:
- 44% of respondents (5% more than in 2021) have personally experienced or witnessed discriminatory situations at work, particularly women and young people.
- 37% of employees believe that biases limit the acceptance of diversity in the workplace.
Digitalization in Romanian SMEs: A Business Sentiment Study, where we discovered that:
- Only 2 out of 10 Romanian SMEs have a basic level of digital intensity, compared to the European average of 56%.
- Over half of SMEs measure the impact of digitalization, and for a quarter of these companies, the estimated impact exceeds 30% of their revenue.
Study on What Romanians Think About the Store of the Future in 2023, where we found that:
- 63% of consumers want a high-tech experience in the Store of the Future.
- Only 4% of Romanians believe that the Store of the Future will rely on Artificial Intelligence (AI).
Consumer Trends.Live, an ongoing study, analyzes the evolution of the consumer market in Romania, providing real-time access to consumer habits with just one click. These services are also available through a subscription.
Black Friday Study: Romanians Set Fixed Budgets, where we discovered that:
- 6 out of 10 Romanians plan to make purchases on Black Friday 2023, a slight decrease compared to 2022.
- 8 out of 10 Romanians have a dedicated budget, compared to just 20% in 2022.
- Compared to 2022, interest in fashion items increased by 14%.
We are grateful to have the best clients, as they motivate us to continuously improve our services and set new quality standards in market research.
The feedback and appreciation from our clients both honor and inspire us.
Of course, we are always excited to receive feedback because it helps us understand what we do well and where we can improve.
In 2023, we completed 18 projects for 14 clients, including:
- AFI Cotroceni
- Avis
- Fundatia Metropolis
- Iulius
- OTP Leasing
- Klintensiv
- Raiffeisen Bank
- TBF
- Tușnad
- Upriserz
Focus on Innovation and Growth
Throughout our journey, we have adopted cutting-edge technologies to enhance our services. The implementation of an integrated management system and the use of artificial intelligence in research demonstrate MKOR’s ongoing commitment to adapt and innovate.
We’ve tested and experimented extensively during this time, leading to the development of services that meet the rigorous standards of market research while being tailored to the specifics of the Romanian business environment.
We’ve also worked on operational stability, establishing clear roles, processes, procedures, and quarterly objectives. This approach ensures sustainable growth and allows us to reach more clients.
Starting in 2023, we implemented the TBF Management System, and we can confidently say that after the first 10 years, we’ve started operating as a truly mature business.
Recently, the automation of internal processes and the use of artificial intelligence have been pivotal steps in MKOR’s evolution. Integrating AI has increased efficiency in data analysis and allowed our consultants to focus on the more complex aspects of research and solution development, accelerating innovation and delivering added value to our clients.
A significant milestone for MKOR’s growth and the quality of services we offer was receiving funding from the European Bank for Reconstruction and Development through the Women in Business program, to support the development of the MKOR Consumer Panel.
The Synergy Effect of the MKOR Team
We are a small team with diverse expertise, and we believe in the power of teamwork synergy. By combining our strengths, we ensure that we employ the best methodologies and tools for data collection and interpretation.
We are constantly striving to set new quality standards in marketing research and market research studies.
Here’s what 2023 meant for each of our team members:
As 2023 comes to a close, I’m thrilled to look back on a year where I truly feel I’ve grown. We’ve grown, actually. Myself, the team, and the organization as a whole. In the first year of MKOR’s second decade, we’ve made significant strides toward becoming more effective and efficient in delivering even greater value to our clients.
I’m proud of the team that has come together during a challenging time in our journey—just a year ago, we were starting over in nearly every sense. But what was difficult made us stronger, and as this year ends, my heart swells seeing the exceptional colleagues I now have, how beautifully they complement and support one another! If there’s one thing I want to scale, it’s this: a harmonious work environment where extraordinary people feel they are growing every single day!
As always, we’ll examine the challenges of this year with curiosity, seeking to learn how we can continue to improve. I firmly believe this is the only path to achieving excellence in everything we do and becoming the best versions of ourselves.
I’m looking forward to the lessons 2024 will bring—it feels like it will be a pivotal year for us! May it be our best year yet! And this is my wish for all of you as well!
Cori Cimpoca MBA, fondatoarea MKOR
Alex Cimpoca, digital genie
Dozens of hours spent with GPT have started to tell a beautiful story through automations and processes that make our work more efficient and help us stay ahead of the curve.
Many challenges, new solutions, more maturity (both personally and professionally), and an amazing team along the way. That’s how my third year at MKOR has looked. And while the first two years were intense, 2023 surpassed them. Not just because of the general context, but especially because of the lessons I’ve learned and the milestones we’ve achieved.
I’m glad we’ve established operational stability without compromising on growth and innovation. We’ve learned to be consistent, document our work, and support one another in becoming exceptional at what we do. We’re working smarter and steering away from hard work as much as possible 😉
As for the things we don’t yet know, haven’t experienced, or haven’t developed—I can’t wait for 2024.
Mădălina Iorga PhD, senior consultant
Mihaela Nicolae, researcher
2023 at MKOR has been a fascinating journey, filled with new experiences that have shaped me both as a researcher and as a person. Looking back, I end this year with gratitude for the opportunities I’ve had, the challenges overcome, and the lessons learned.
I want to thank all my colleagues at MKOR for their constant support and wish them a 2024 full of remarkable achievements and successfully delivered projects!
2023 was a year of change and growth, both personally and professionally.
Even if it sounds cliché, with MKOR I discovered that you can genuinely enjoy your work every day and feel completely at ease while doing it.
When professional development, gaining new knowledge, and fostering curiosity to explore and experiment come together with a cheerful team eager to share their knowledge and always ready to help anyone in need, it creates the perfect environment to overcome any challenge and end the day with a lesson learned. I want to take this opportunity to thank all my colleagues for their support and the smiles that make challenges seem lighter.
2023, you’ve been amazing, and 2024, I hope you’ll be just as great!
Mihaela Malion, junior researcher
Marian Ungureanu, junior researcher
2023 was the year of learning; I’ve learned in half a year more than I did in five years of university and master’s studies. I’m grateful to be in an environment where professional development is a top priority 🙂
We don’t have all the answers, but together we are more capable, because this is where the true strength of the team lies.
Lavinia Barbu, asistent administrativ
See You in 2024 ✨
We wish you a 2024 where numbers and emotions go hand in hand, bringing you the best results!
If you’d like to discuss your project or develop a study to help your business or organization grow, we encourage you to get in touch with us and schedule a meeting.
