Through a Usage & Attitudes (U&A) study conducted by MKOR, IULIUS gained a clear picture of its competitive position in the retail markets of Cluj-Napoca and Timișoara. The research confirmed the leadership status of its projects and provided actionable data for optimizing the visitor experience.

  • Client: IULIUS, a leader in urban regeneration project development in Romania.
  • The Challenge: In a dynamic retail market, IULIUS needed concrete data to validate its position against the competition and to gain an in-depth understanding of visitor behaviors and preferences.
  • The Solution: A quantitative Agile Research – U&A study, which measured key indicators such as market share, awareness, satisfaction (NPS, CES), and reasons for visiting.
  • Key Results:
    • Validation of market leadership position in Cluj-Napoca (28.3% market share).
    • Consolidation of regional dominance in Timișoara (28.2% market share).

IULIUS is not just a shopping center developer; it is a creator of vibrant urban destinations. In a sector where competition is fierce and consumer behavior is constantly changing, relying solely on intuition is no longer an option.

The fundamental challenge was clear:

  • How do you ensure that strategic decisions—from the tenant mix and marketing campaigns to the on-site experience—are perfectly aligned with the real expectations of the public?
  • How do you objectively measure your brand’s impact on a local market and position yourself intelligently against competitors?

Without precise data, there was a risk of allocating budgets in the wrong directions or missing essential opportunities to increase customer loyalty.

The Guide: How MKOR Intervened with a Data-Driven Solution

Analyzing visitor behaviors and attitudes (usage & attitudes) is essential for understanding how well shopping centers are perceived and what determines the choice, frequency of visits, and average spend. In addition, such a study measures market share, both in terms of visit share and preference intention, and shows how you position yourself against competitors in key segments.

Results indicate not only current differentiators but also the real impact of marketing and experience initiatives on consumers, allowing you to prioritize actions with the highest growth potential.

Knowing the level of brand familiarity, satisfaction, and visiting motivations helps you identify both strengths and opportunities for improvement.

By measuring indicators ranging from market share and awareness to Net Promoter Score (NPS) and Customer Effort Score (CES), you can adjust your strategy to increase visibility, preference, and loyalty.

This is not the first study of this type conducted for IULIUS.

Here are some of the recent collaborations:

The current research aimed to monitor key indicators (market share, satisfaction level, awareness, visit frequency) and provide a comparative evaluation with main competitors.

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Research objectives

The purpose of the study aimed at evaluating the competitive position on local retail markets and understanding visiting / buying behaviors.

The objectives aimed to:

  • Monitoring market share, awareness, and visiting frequency in the analyzed cities.
  • Evaluating satisfaction (NPS, CES, satisfaction with the experience, staff, services) and identifying friction points.
  • Analyzing positioning against main competitors (visiting reasons, strengths & weaknesses, brand funnel).
  • Visitor profile (demographic & behavioral) and mapping the shopping journey

These objectives support the optimization of the marketing mix, the experience in shopping centers, and loyalty strategies, aligned with real consumer perceptions.

Usage & Attitude (U&A) Studies — how they help your business

A U&A study clearly shows you who your customers are, how they buy, why they choose (or avoid) a brand, and where bottlenecks appear in the purchase decision. Basically, you find out which categories and brands are known, used, and preferred, in what contexts usage takes place, and which factors “move the needle” in your favor. The result is clearer positioning, more effective messaging, and real growth opportunities.

A U&A can be done as a one-off, for a market snapshot at a given time, or recurrently / continuously, to track behavioral changes over time and intervene quickly. We recommend the second option.

This type of research clarifies important questions: who buys, from where, how often, and in what context; what drives or stops consumers from choosing; how your brand is perceived versus competitors and what the preferences are by category.

From a methodological point of view, we combine online surveys, focus groups, and in-depth interviews, depending on objectives and budget, to obtain both quantitative scale and qualitative depth.

The “Aha!” Moment: Data That Confirms the Strategy

The analysis revealed essential insights that validated the IULIUS strategy and indicated clear future directions:

  • Iulius Mall Cluj-Napoca, Unquestionable Leader: The study confirmed that Iulius Mall dominates the local market, with a market share of 28.3%. This validated that the urban experiences created resonate strongly with the public.
  • Iulius Town Timișoara, Regional Attraction Hub: With a market share of 28.2%, the project consolidated its position as the number 1 destination for shopping and leisure in the region, having a confirmed cross-border attractiveness (visitors from Serbia and Hungary).
  • Physical Experience Remains Top: In an era of omnichannel, the data showed an overwhelming preference for in-store shopping: 53% of Timișoara residents and 46% of Cluj residents choose the physical experience, highlighting the importance of investments in the atmosphere and service mix of the locations.

Transformation: From Data to Informed Business Decisions

With this data in hand, IULIUS was able to:

  • Prioritize investments with the highest growth potential, based on real consumer preferences.
  • Optimize the marketing and events mix to consolidate the strengths perceived by the public.
  • Align loyalty strategies with the updated demographic and behavioral profile of visitors.
  • Effectively communicate the leadership position, both internally and externally, based on concrete figures.

About the market study

The study involved the primary collection of data directly from the market by applying an online opinion survey.

  • Target market: Romania
  • Target: general population, 18–55 years old
  • Research type: quantitative
  • Research tool: online opinion survey (CAWI)

About the client

IULIUS is an operator and developer of retail spaces and urban destinations, focused on relevant experiences for local communities.

Through projects oriented towards the optimal mix of brands, services, and events, IULIUS aims to offer visitors a seamless journey, quality services, and a memorable shopping experience.

MKOR’s relationship with IULIUS is like a marathon, it has been lasting for several years. In 2023, Iulius surprised us with the Best External Partner award. This award makes us happy because we see that the results of our work yield results in our clients’ businesses.

Contact us for your own marketing research

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 adapted 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 the projects are delivered by a multidisciplinary team that treats each study “as for ourselves”.

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

Agile Research – Make business decisions based on real data, quickly and efficiently

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Agile Research delivers answers in days, not weeks. We conduct successive collection and analysis sprints, providing clear deliverables (insights + recommendations), so you can make rapid iterations on messaging and offer.

Do you want to test a product idea, understand real customer needs, or identify growth opportunities in a constantly changing context? Agile Research by MKOR offers you a flexible, fast, and results-oriented research framework.

With an approach adapted to agile methodologies, we collect data directly from consumers in a short time, so you can validate and adjust business decisions in real time.

With Agile Research by MKOR, you get precise data in just a few days, not weeks, so you can validate and adjust your business strategy in real time. Advantages:

  • Speed and flexibility – results delivered at the pace of your decisions.
  • Action-oriented – clear insights, with immediately applicable recommendations.
  • Continuous testing – you run multiple research sprints, depending on product or market evolution.

Planning a new product launch? Contact us for a personalized solution!

Proof of a Successful Partnership

The collaboration between MKOR and IULIUS is a long-standing one, based on trust and results. This relationship was officially recognized in 2023, when IULIUS awarded us the “Best External Partner” award, a validation of the fact that our insights generate a real impact on our clients’ businesses.

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