DIFFERENCES ARE AND WILL CONTINUE TO BE EVER MORE SIGNIFICANT

We are a research company that helps Clients to EXPLORE (people and their needs), UNDERSTAND (brands and their communication) and MAKE OPTIMAL BUSINESS DECISIONS to let them develop differentiating offer of brands, products and services.

WHAT WE DO

All our research practice is human centred.
People in their various roles and contexts: as a consumer, client, user, shopper, or a target of marketing communication. We have standardised techniques and methodologies with own benchmark base in many of these areas. Each of these areas is developed systematically. We are happy to welcome new approaches created in collaboration with Clients.

AREAS

HUMAN

Exploratory, ethnographic, culture and social studies.

CONSUMER

U&A studies, Segmentations, Product tests, CX and UX, Packaging tests.

SHOPPER

Price and promo studies, Ethno Shopper, Store audits, Shopper Journeys and Decision making trees.

BRAND

Brand tracking, Brand concept tests - 4R, Product Concept Study - Conquest.

COMMUNICATION

Qualitative and quantitative tests of concepts and finished ads: Impact Test.

TECHNIQUES

We are a full-service research agency conducing quantitative, qualitative research projects and studies skilfully combining these methods if needed.

We also specialize in advanced analytical methods employing the latest tools and techniques.

Quantitative
studies

Online
CAWI, CASI

Offline
CATI, CAPI, TAPI, PAPI, Central Location Test, In store questionnaires and observation, Eye-tracking

Qualitative
studies

Online
IDI, Dyads, Triads, Online platforms and communities, UX, CX, Consumer Journey, Virtual Ethnography, Desk Research, Benchmarking

Offline
IDI, Dyads, Triads, FGI, mini FGI, Extended Groups, UX, CX, Consumer Journey, Shopper Safari, Ethnography, Mobile Eye-tracking

Advanced
analytics

Regression and statistical models, Econometric modelling, Conjoint and BPTO, TURF, Price simulators and portfolio optimizations

A powerful position on the research market in Poland. In TOP 10 of companies in the PTBRiO ranking (for 2019), by revenue from studies: CAWI, qualitative, FMCG, medicine and pharmacy. In the difficult year 2020 we were one of few research companies to have achieved nearly 15% growth of revenue.

OUR CLIENTS

MEDICINE, PHARMACEUTICAL
  • ADAMED
  • BAUSCH HEALTH
  • BIODERMA
  • GRUPA LUXMED
  • USP ZDROWIE
FINANCE AND INSURANCE
  • AION BANK
  • BNP BARIBAS
  • ING BANK
  • LINK 4
  • NEST BANK
  • PTR TFI
  • UNUM
FMCG
  • AMBRA
  • BRITISH AMERICAN TOBACCO
  • CARLSBERG
  • DOG CHOW
  • FREIBERGER
  • GLOBAL COSMED
  • GOODVALLEY
  • HENKELL & FREIXENET
  • INDYKPOL
  • JURAJSKA
  • KOMPANIA PIWOWARSKA
  • MISPOL
  • MONDELEZ
  • NESTLE
  • PAMAPOL
  • PEPSICO
  • PIĄTNICA
  • PROFI
  • RED BULL
  • STOCK
  • WINIARY
  • ZOO FACTORY
  • FRONERI
  • KAMIS
FOUNDATIONS AND ASSOCIATIONS
  • KULCZYK FOUNDATION
  • FUNDACJA NARODOWY BADMINTON
  • FUNDACJA IM.STEFANA BATOREGO
  • EUROPEAN COUNCIL ON FOREIGN RELATIONS
  • POLSKIE STOWARZYSZENIE ROWEROWE
MEDIA
  • EUROZET
  • TVP
  • AGORA
PUBLIC AND GOVERMENTAL INSTITUTIONS
  • INSYTUT ŁĄCZNOŚCI
  • POLSKI INSTYTUT SZTUKI FILMOWEJ
AUTOMOTIVE
  • TOYOTA
  • SKODA
  • LEXUS
  • SEAT
  • FORD
TELECOM
  • T-MOBILE
EQUIPMENT/ HOUSEHOLD APPLIANCES
  • KROSNO
  • AQUAPHOR
  • PHILIPS LIGHTING
  • SELENA
  • GRENTON
RETAIL
  • ALDI
  • LEROY MERLIN
SPORT, TOURISM, ENTERTAINMENT
  • KROSS
  • LEGIA WARSZAWA
  • STS ZAKŁADY BUKMACHERSKIE
  • TOTALIZATOR SPORTOWY
STRATEGY, ADVERTISING, CONSULTING
  • ATKEARNEY
  • BRAINBOX
  • CPC BRAND CONSULTANTS
  • DELOITTE
  • GROUP ONE
  • INKLING LONDON
  • MARKETING PARTNERS
  • MTM
  • ONE11
  • OSKAR WEGNER
  • OXFORD LEADERSHIP
  • PEEK
  • PREPARE
  • PWC
  • THE FAMEWORKS
  • THE HEART
  • THE NURSERY
  • THE&PARTNERSHIP
  • UPSIDE
  • WALK
  • 8TH-DAYS
OTHER
  • POLENERGIA
Difference is not just a professional research agency, they are also a trusted strategic partner aware that research is a mean to achieve a goal, not the goal itself. Co-operation with Difference guarantees right choice of methodology, optimum use of budget and good presentation of clear take outs.

Jan KisielewskiStrategistAION BANK

Difference really does make a difference. Very interesting international projects. A good and experienced team of professionals. All this makes working with Difference sheer pleasure.

Łukasz ZielińskiCEOCINT SYNO Poland

It has taken Difference just a few years to join the lead of market research companies in Poland, with the outgoing attitude, passion and involvement of all of its researchers. A daring blend of research techniques and products guarantees innovativeness which allows better understanding of consumers and problems faced by its Clients. For us everyday collaboration with Difference team is pure pleasure confirmed by carrying out numerous projects.

Rafał SobczakCEOSOFT ARCHITECT

We have been working with Difference since 2017. Research projects carried out by Difference are always reliable and timely, with top quality of reports and conclusions.

Marcin BełzaBoard of Management DirectorONE ELEVEN

Difference reminds of peace and individualism, because it’s a team of experienced researchers who are super professional and trustworthy, what’s more, they are a good team of mature people nice to work with. Pleasant, peaceful, with confidence, in partnership – that’s what working with you feels like.

Mateusz DuśNew Business ManagerIQS

We have run a number of research and marketing projects with Difference. I am pleased to say that the projects are carried out on time, reliable and observing top quality standards. High quality of delivered takeouts has had a direct effect on our business decisions and actions taken.

Krzysztof BiałkowskiMarketing DirectorRed Bull

TEAM

We are a team of researchers and analysts with vast knowledge and an array of competences coming from our experience gained in large research agencies.

Adam PolaszNew Product Development Director

Responsible for development of innovative methods and research tools.
A sociologist and researcher by education and passion. His versatile research experience comes from his previous places of employment: he worked as a Senior Research Manager for Wavemaker, a Research Director for One Eleven, Insights Manager for Kompania Piwowarska, and a Chief Research Specialist for T-Mobile.

He specializes in communication and innovation tests and uncanonical research methods. He is an author of numerous conference speeches, trainings and lectures (a lecturer at, among others, PTBRiO Consumer Intelligence School, University of Warsaw, Warsaw School of Economics and Kozminski University).
His favourite pastimes are jogging and DIY.

Piotr JakubowskiManaging Partner

Supervising the quantitative research department.
Responsible for the research development and set up processes, analytical concepts, preparing research outcomes and contacts with clients.

A sociologist by education. Over 25 years in market research. He managed a team of researchers in SMG/KRC and Millward Brown, he started his research career at ARC. He has been conducting research projects for many years for T-Mobile, Carlsberg, Toyota, Red Bull, Pepsico, MDLZ, Nestle. Eurozet, Kross.

After hours, a keen badminton player – the fastest racket sport in the world.

Agnieszka ŻółtowskaQuantitative Director

Over 20 years of experience in market research. She studied Management and Economic Psychology. She has conducted several hundreds of B2C and B2B research projects. She has worked both for local and international clients from numerous sectors, including FMCG and services. Her main field of expertise are U&A studies, concept and product tests, and brand equity tests. She also specializes in data visualization.

In Difference responsible for quantitative studies, for the entire research process, starting from design and sales through implementation up to reporting. She also supervises research findings visualization processes, ensuring that the delivered information comes in the form meeting clients’ needs and is presented in both effective and attractive manner.

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Agnieszka Wyczółkowska-BaranowskaQualitative & Service Design Director

A psychologist with over a dozen years’ experience in qualitative studies.

Responsible both for qualitative studies and Service Design area, where she assists clients in designing good services.

She has conducted several hundreds of B2C and B2B research projects with the whole spectrum of methods (FGI/IDI, online studies, eye-tracking, ethnography, in store, co-creation workshops etc.). She has worked both for local and international clients from numerous industries, including FMCG, automotive, telecom and finance.

Before her career in market research she worked as a child therapist, which gives her the ability of attentive listening and reading people’s emotions.

Her hobby is observing trends by participating in conferences on design.

Monika SzczepanikSenior Research Manager

Broad experience in quantitative studies. 17 years in market research – in Millward Brown (before SMG/KRC) and now Difference.

Extensive experience in co-operating with companies from numerous sectors and various research types: copy tests, product tests, U&A and segmentation studies.

In Difference responsible for quantitative studies at all stages of design and implementation.

Artur SielickiData Solutions Director

Data Solutions Director

A mathematician, main analyst with 13 years of experience in market research.

Responsible for the entire analytical process, preparing reports and data visualisation in deliveries for clients.

He specializes in tracking studies, price tests, conjoint studies and advanced statistical analyses.

Kamil SapałaData Solutions Specialist

In Difference since 2018.
Responsible for data analysis, report automation and developing dedicated web apps.

He has an interdisciplinary analytical experience. Before joining Difference he was involved in, among others, preparing demographic forecasts, analysing data from appliances monitoring sportsmen’s effort and implementing statistical modules in IT security systems. He is an author of scientific publications in the area.

Mariusz RzannyManaging Partner

A sociologist, Over 30 years in market research.
He managed a team of over a dozen researchers in SMG/KRC, then Millward Brown, and for several years managed the Middle European part of the Euroqual, i.e. qualitative research network in Millward Brown. He conducted training in qualitative research for researchers in Romania, Greece Hungary, Turkey and Ukraine. A lecturer at Warsaw School of Economics teaching marketing research of a brand and studies on the luxury goods market.

He specializes in qualitative studies on brand and communication. His passion is searching for insights verifying brand strategies, testing brand communication mainly at the creation stage. He is keen on presenting what he discovers in research during workshops and brainstorming sessions.

Maciej KarwowskiResearch & Development Director/ Science

A professor at the Institute of Psychology of the University of Wrocław. An expert in developing creativity and application of problem solving techniques. An author of over a dozen books and over a hundred of articles published in specialist press.

He teaches consumer psychology at Sorbonne in Paris, co-operating with the best global centres of studies on creativity, he is a trainer in aiding creative thinking.

He has 20 years of experience in market research – mainly in copy testing, use of modern technologies and research methods, applicating of advanced statistical methods in modelling of consumer choices.

Bartłomiej NowackiResearch Manager

A PhD in social science, a specialist in studies on creativity. Before he started working at Difference, he studies common beliefs about creativity and response to creative works. He worked with kids and studies, among others running classes on developing creative potential, creative problem solving methods and interpersonal skills.

In Difference responsible for set up and co-ordination of quantitative projects and preparing reports from studies. He appreciates aesthetics and precision in presenting research findings.

After hours: likes action, playing djembe, an amateur volleyball player.

Jerzy MaliszewskiData Solutions Specialist

Since XXth century in market research.

He specializes in data processing, testing logical coherence and error checking of datasets. He is a keen cyclist – both in everyday commuting and recreational biking.

Katarzyna KukierSenior Research Manager

Kasia Kukier – an experienced quantitative researcher. She will prepare study set up, will see to its timely implementation and report findings ensuring they come in the right visual form.

Her fields of expertise include copy testing, studies on effectiveness of advertising campaigns, shopper studies and client satisfaction surveys.

Filip JasińskiResearch Manager

In Difference – a quantitative and qualitative researcher.
Responsible for co-ordination, analysis, reporting, moderating and contacts with clients.

He studied sociology at the University of Warsaw. In market research since 2014. He has worked, among others, in TNS Polska (now KANTAR Polska) and ARC Rynek i Opinia. He specializes in NPD studies, concept tests, copy tests, studies on insights and shopper studies. An experienced moderator of IDI, FGI, ethnographic interviews and online communities.

His active pastimes include cycling and swimming. In the remaining leisure time he reads fantasy and science fiction.

Ewa BiskupConsumer Insights Director

Supervises research processes and responsible for contacts with clients on qualitative research projects.

In research since 1998. She specializes in exploratory research regarding brand & category, concept tests and communication research.

Join our team