What does the accounting solutions market in Romania look like, and what drives companies to choose or change their provider? To answer these questions, SmartBill collaborated with MKOR on a Market Audit study, conducted through Agile Research – our rapid research methodology.

Analyzing the dynamics of decision-making and the adoption of accounting solutions is essential for understanding how products are perceived in the market and what specifically triggers the choice or change of a provider.

This type of study provides insights and data on how you differentiate yourself from the competition, the real impact of your marketing and sales activities on decision-makers, and where friction points occur during use. Knowing the level of brand familiarity and user experience helps you identify both the strengths of your offer and opportunities for improvement.

By measuring brand elements such as awareness (spontaneous, aided), usage, and satisfaction, you can adjust your communication, product, and partnership strategies to increase visibility and brand preference.

To gain an in-depth understanding of perceptions and adoption behaviors in the accounting solutions market, SmartBill collaborated with MKOR to conduct a Market Audit study. The research aimed to analyze the behaviors and perceptions of decision-makers in accounting firms regarding the solutions used, as well as market opportunities.

studiu-agile-research-piata-solutiilor-de-contabilitate-smartbill2

What were the objectives of the accounting solutions market study?

The study was structured to cover both demographic questions for segmenting business clients (decision-makers) and specific questions about usage and brand. The purpose of the study was to evaluate the needs of companies in the market and the potential regarding the solutions used.

The main objectives of the study aimed to track:

  • Brand funnel: Top of Mind, aided awareness, usage
  • Evaluation of the main solution: general satisfaction (NPS), differentiators, pain points, specific indicators
  • Current practices and infrastructure: Customer Effort Score (CES), specific indicators, and complementary solutions used.
  • Automation needs: current and future
  • Potential to change the solution used in the next 12 months: probability, opportune moment, drivers (functionalities, support, price, integration), and perception of AI

Agile Research study – the accounting solutions market in Romania (SmartBill)

What benefits does Agile Research bring to a B2B market study?

Agile Research transforms research into a fast, flexible, and efficient process, with results immediately applicable to the marketing & sales funnel: from share of mind to share of use and migration intent.

  • Speed & cost efficiency: you get data in a short time, at an optimized cost – we, at MKOR, conduct monthly Agile Research studies to quickly capture the effects of your campaigns and market changes.
  • Flexibility: frequent waves that allow you to test and adjust messages on target segments (accountants vs. entrepreneurs, cloud vs. on-prem, industries) and calibrate go-to-market tactics.
  • Continuous feedback: you monitor the evolution of awareness (unaided/aided), preference, usage, and switching intent, correlating them with product initiatives (automation, AI), price, and support.

Thus, Agile Research saves time and resources, maximizes campaign impact, and ensures you know whether your brand remains top-of-mind or not. With such continuous feedback, you can respond quickly to behavioral changes and make informed decisions about positioning, communication, and new product launches.

How was the market study for accounting solutions conducted?

The study involved primary data collection directly from the market, through structured telephone interviews (CATI B2B).

  • Target market: Romania
  • Target: decision-makers regarding accounting solutions in companies (B2B)
  • Research type: quantitative
  • Research tool: questionnaire

Who is SmartBill, the client of this study?

SmartBill is the most used cloud billing, management, and accounting suite for SMEs in Romania, with full RO e-Factura integration and options for POS and e-commerce, as shown by MKOR studies.

The platform covers the entire document cycle (invoices, delivery notes, receipts, reception notes – NIR, stocks) and allows automatic sending / receiving in e-Factura. Over 165 thousand companies use e-Factura with SmartBill to issue over 72 million invoices.

See also the SmartBill case study on brand performance in the billing platforms market.

SmartBill – the most used invoicing and accounting solution in Romania

 

Frequently asked questions about B2B market studies

What is a Market Audit study?

A Market Audit is a complete assessment of a brand’s market position: it measures awareness (Top of Mind, spontaneous, aided), usage, satisfaction (NPS), customer effort (CES), and provider switching intent. It provides a clear picture of strengths and growth opportunities.

For which companies is this type of research useful?

For B2B companies and software or service providers who want to understand how they are perceived relative to the competition, what drives purchasing decisions, and where they can increase market share – from SaaS and fintech to professional services.

How quickly are results obtained through an Agile Research study?

Through Agile Research, results come in days, not weeks. We conduct frequent research waves to quickly capture campaign effects and market changes.

What metrics does a brand study measure in the accounting solutions market?

Brand funnel (Top of Mind, aided awareness, usage), overall satisfaction (NPS), Customer Effort Score (CES), differentiators, pain points, and the probability of switching solutions in the next 12 months.

How can you order your own B2B market study?

With over 12 years of experience in market research in Romania, MKOR helps brands make strategic decisions based on real market data. Our studies are tailored to the specifics of each industry, including niche sectors such as luxury products, FMCG or B2B services.

Through our rigorous methodology and expertise in customized projects, we support companies in discovering new opportunities and developing products or experiences that meet their customers’ exact expectations.

We differentiate ourselves through the research methodologies used, transparency, assumed objectives, detailed analyses, strategic recommendations and data security, and projects are delivered by a multidisciplinary team that treats each study “as if it were for ourselves”.

We understand how important accurate information is and we are here to provide you with up-to-date data about your consumers. Explore the Clients & Case Studies section to learn more about our portfolio and the expertise we bring to each project.

Contact the MKOR team to discuss your own market study and receive a personalized offer.