We're a 100% Hungarian company — an independent team, unaffiliated with international networks, that has delivered 2,083 commissions since 2003.
There are four of us researchers, with 116 years of combined research experience. But we aren't all of FREE. Behind us stand colleagues who have weathered many a hard test — intricate fieldwork, seemingly uncodable open questions, complex database tabulation, hair-raising statistical procedures, tricky questionnaire scripts: these are what they take on.
We research primarily the Hungarian market, but we also have significant international experience, mainly in Central and Eastern Europe. To date we've fielded studies in 10 countries, finding the right local partners everywhere. As an independent agency, we're often approached by other companies from abroad who likewise aren't part of the big multinational networks.
What we do
Because we do not belong to any network, we are not bound by ready-made solutions for answering questions that seem typical. For most questions only seem typical at first: it is a bespoke methodology, fitted to the situation, that holds the greatest potential — which is why we adapt the method to the task in every respect, and never the other way around.
Research areas
• With B2C, B2B, or expert target groups
• Quantitative and qualitative research methods
Analysis solutions
• Factor analysis, cluster analysis (for segmentation and persona development)
• Price-sensitivity modelling (PSM, BPTO)
• Concept testing
• Multivariate regression
• Image profiling
• Correspondence analysis
• Driver modelling
• Brand-health analysis (funnel)
Extensive experience across many sectors: services (finance/fintech-insurtech, telecoms, energy, business services, tourism & hospitality, etc.), FMCG (dairy, meat, coffee, beer, cleaning products, cosmetics, confectionery & snacks, dietary supplements, quick-service restaurants), pharma (OTC and prescription), construction, retail, and more.
Qualitative research toolkit
Focus groups – standard (2-hour) and extended (3–3.5-hour) group discussions (online and offline)
In-depth interviews / paired interviews / triad interviews – standard (60 min) and extended (90–120 min)
Online communities, blogs – various "homework" tasks to get to know respondents more deeply, evaluating services or products over several days or weeks in the home environment
Ethnographic in-depth interviews in the respondent's home, with visual documentation (photo, video) — input, for instance, for developing consumer "personas"
Accompanied shopping (shop-alongs) – observing purchase behaviour for a given product in the buying situation (e.g. in-store or on the way)
Home visits – observing certain behaviours/routines in real life (e.g. cooking, cleaning, dietary, medication habits), often looking into respondents' pantries, fridges, and medicine cabinets… Clients enjoy observing their consumers in their own environment and talking with them.
Customer immersion – meeting the customers in a roundtable discussion, where the researcher is there mostly in a facilitating role; the aim is for the client and their customers to talk directly, so that the client experiences those customers' impressions first-hand (whether positive or negative)
Workshops – to internalise the research findings, or e.g. to fine-tune the personas, to develop concepts, and so on
Quantitative research
On a nationally representative or target-group representative sample
Organised from our own or our partners' databases, or working from a client-supplied list.
CAWI, CATI, CAPI/TAPI, PAPI fieldwork. We work with the most reliable partners in the country for online, telephone, and in-person data collection.
Continuous (tracker-type) or ad-hoc studies
By topic: U&A, satisfaction (NPS), segmentation, product / concept or advertising testing, brand health / brand equity, advertising effectiveness, etc.
Philosophy
We have no ready-made, off-the-shelf studies; we always produce research on our clients' commission, accessible only to them.
We often carry out the analysis as a team, because we hold that "more eyes see more".
Whoever comes to us gets our undivided attention: our researchers' role isn't limited to "selling" the research and then presenting the results at the end. We oversee every step of the process — we moderate the interviews and analyse them ourselves; we delegate nothing to a junior level (and not only because there is no junior level, but because we believe that thorough research requires the researcher to immerse themselves in every task).
We provide complimentary consultation (even months after the final presentation) whenever the client has any questions.
Team
Katalin Windisch
Kati / Kata
Katalin Windisch
economist, 31 years in market research, equally at home in qualitative and quantitative work.
Defining trait: curiosity.
„On nearly every project, I pick up a heap of knowledge I may never actually need. But why would that be a problem? It's still genuinely interesting."
When she's not working, you'll find her on day trips around Hungary, at the gym, at a theatre, at a garden centre, or in the kitchen. Or playing board games and catching up on a series with her family.
Móni Lelovics
Móni
Bio coming soon
Gábor Kovács
Gábor
Bio coming soon
János Balikó
János
Bio coming soon
Case studies
NPS DRIVER ANALYSIS
NPS DRIVER ANALYSIS
Most companies measure customer satisfaction with an NPS score, yet they are also curious to know which parameters shift and move that single, condensed number — and to what extent. We use a whole range of multivariate statistical methods to examine these relationships numerically, and to pinpoint the specific steps along a customer journey that can meaningfully improve NPS.
KEY PRODUCT ATTRIBUTES IN A BLIND TEST
KEY PRODUCT ATTRIBUTES IN A BLIND TEST
A blind test of a product (which of two savoury snacks or two beers tastes better, say) no longer means simply testing the two products under controlled conditions and seeing which one the consumer prefers. It is now also expected that we understand to what extent each attribute (taste, aroma, texture, seasoning and so on) affects the overall rating, and in which direction a deviation from the optimum on the just-about-right scale is penalised more heavily by the consumer. Of the various statistical tests available for this, penalty analysis has proved the most revealing, so this is the one we use in our research.
PERSONA DEVELOPMENT
PERSONA DEVELOPMENT
After a segmentation study, our clients often find themselves faced with a chosen segment that still encompasses several different characters. To make those characters tangible — to bring them into the office, as it were, so they are always in view when a communications brief is being written, for instance — we refine the personas and bring them to life, either through separate, dedicated research or from the attributes already found in the segmentation U&A study, even creating fictional photographs of them with the help of AI.
FESTIVAL RESEARCH
FESTIVAL RESEARCH
We have extensive experience in measuring how satisfied the local audience at a festival is with the programmes, whether they notice the sponsorship at all, and how they rate the sponsors' activity — so that we can see how successfully the brands have reached their target audience. We have also developed a methodology for making the on-site survey representative in terms of the visitors' main demographic parameters.
Clients
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Brands we've partnered with
Contact
Office: Corvin sétány 3/b, 1082 Budapest Entrance from Nagy Templom u. 26-28
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