CMR

What CMR does

CMR (Centrum Monitorowania Rynku Sp. z o.o.) is a privately held Polish market research agency headquartered in Warsaw, founded in 2006 and operating with 11–50 employees. The firm specializes in collecting and analyzing transactional point-of-sale (POS) data from cash registers across thousands of Polish retail stores spanning small-format stores up to 300 m², supermarkets, and hypermarkets. Its work is concentrated in the fast-moving consumer goods (FMCG) sector across categories including meat, dairy, beverages, confectionery, snacks, tobacco, personal care, and household products.

CMR's core technology is a proprietary retail transactional data panel that supplies the raw input for three productized services: (i) retail sales research (Badanie sprzedaży detalicznej), which couples the POS panel with econometric modeling and price elasticity analyses to measure marketing-mix effectiveness; (ii) in-store market tests (Testy rynkowe), an experimentation tool for forecasting outcomes of planned marketing-mix actions; and (iii) shopper-profile analyses (Analizy zwyczajów zakupowych), which characterize the typical buyer of a given brand using transaction attributes. The firm employs statisticians, econometricians, and analysts who package this data into reports, custom projects, and joint industry publications.

CMR's commercial model is B2B professional services sold primarily to FMCG manufacturers (e.g., Animex, Sokołów, JBB Bałdyga based on cited market-share data), retail chains and trade groups (e.g., GK Specjał with the Livio, Nasz Sklep, and Rabat Detal banners), and advertising/media buyers. Pricing is negotiated per client and project scope and is not publicly disclosed. Distribution is hybrid: direct B2B sales led by Sales Director Dorota Romanowska, paired with an extensive thought-leadership GTM that leverages recurring media appearances (SpożywczaTV, Biznes24, Radio 357), joint monthly reports with Polska Izba Handlu, and trade-fair presence (New Label Poland, Specjał Group trade fair). All operations are confined to Poland; no international expansion is disclosed.

Name

CMR

Legal name

Centrum Monitorowania Rynku Sp. z o.o.

Website

https://cmr.com.pl

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

CMR (Centrum Monitorowania Rynku) is a Warsaw-based Polish market research agency that collects point-of-sale transactional data from thousands of Polish retail stores and applies econometric and price-elasticity analysis to deliver FMCG sales, marketing-mix, and shopper-profile insights to manufacturers, retailers, and media buyers.

Ownership category

akta.pro rank

Headquarters

HQ city

Warsaw

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Market Research Services for FMCG Manufacturers: CMR provides data analytics and market research services to FMCG manufacturers, helping them evaluate marketing effectiveness and understand shopper behavior. Revenue is generated through B2B service contracts and custom analysis projects.
2. Data and Reports for Retail Chains: Retail chains and retail groups (e.g., Specjał Group) commission CMR for retail performance data and benchmarking analyses.
3. Media and PR Collaborations: CMR experts contribute content to media outlets (SpożywczaTV, Wiadomości Spożywcze, Forbes, Business Insider, Rzeczpospolita, Money.pl) — generating visibility that drives inbound B2B interest.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

CMR is a Polish independent market research agency that collects transactional data directly from point-of-sale (POS) cash register systems across Polish retail stores of multiple formats. The firm applies econometric modeling and price elasticity analysis on this data to help FMCG manufacturers evaluate the effectiveness of their marketing-mix activities and understand shopper behavior. Its three core services are retail sales research, in-store market tests, and purchase habit (shopper profile) analyses.

Product overview

CMR (Centrum Monitorowania Rynku) is a Polish independent research agency offering three interconnected market research services for the FMCG sector. The core offering includes retail sales research using transactional data from various store formats, supported by econometric modeling and price elasticity analyses. Market testing provides in-store experiments for predicting marketing outcomes, while purchase habit analyses deliver shopper profiling based on transaction characteristics. These services help marketers evaluate the impact of their marketing-mix actions on customer purchasing decisions.

Differentiator

Problem solved

Functional benefit

Products and services

• Badanie sprzedaży detalicznej (Retail Sales Research) Continuous collection of transactional data from cash registers across Polish retail store formats (small-format stores up to 300 m², supermarkets, hypermarkets), with econometric modeling and price elasticity analyses to measure marketing-mix effectiveness for FMCG manufacturers.
• Testy rynkowe (Market Tests) In-store experiment tool used to predict the outcomes of planned marketing-mix actions for FMCG clients before full rollout.
• Analizy zwyczajów zakupowych (Purchase Habit Analysis) Analysis of transaction characteristics for purchases of a given brand to define the shopper profile of the brand, supporting targeting and positioning decisions.

Quantifiable outcome

• Coverage of full Polish retail market across FMCG categories
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• SpożywczaTVcoreStrategic or Co-development PartnerCMR collaborates with SpożywczaTV on a recurring basis, providing expert guests for television segments and video analyses on Polish retail sales trends, FMCG category performance, and pricing. CMR's Roman Szymanda, Joanna Stankiewicz, and other experts appear in SpożywczaTV programs to discuss CMR data findings.
• Polska Izba Handlu (Polish Chamber of Trade)coreStrategic or Co-development PartnerCMR and the Polish Chamber of Trade jointly publish monthly retail sales reports for small-format stores up to 300 m² in Poland. CMR provides its transactional data panel results; PIH provides institutional reach and industry platform. These reports are cited in trade press and serve as a key industry benchmark.
• Wiadomości SpożywczecoreGTM or Marketing PartnerCMR works with the trade publication Wiadomości Spożywcze on video content, expert interviews, and article collaborations covering FMCG market trends, pricing, and category analyses in Poland.
• HandelExtra.pl and Gazeta.plminorGTM or Marketing PartnerCMR collaborates with the trade portal HandelExtra.pl and Gazeta.pl on a joint 'price basket' monitoring report published monthly, covering price trends in Polish small-format stores.
• Radio 357minorGTM or Marketing PartnerCMR expert Magdalena Wilgatek appeared on Radio 357 to discuss the impact of new legislation on energy drink sales in Polish retail.
• Business Insider PolskaminorGTM or Marketing PartnerCMR (represented by Joanna Stankiewicz) participated in a Business Insider Polska debate 'Biznes Teraz' on the non-alcoholic beer market in Poland.
• BikotechminorStrategic or Co-development PartnerCMR (represented by Marek Zachalski) participated in the Cheese Congress 2021 organized by Bikotech in Mrągowo, presenting data analysis on dairy category trends.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Gemius: Polish-origin audience and consumer research firm operating across Central and Eastern Europe; shares CMR's regional roots and serves overlapping B2B research demand in the Polish market.
• ARC Rynek i Opinia: Polish consumer and market research firm offering quantitative and qualitative research services to FMCG and retail clients — comparable regional services peer with similar client types.
• IQS Group: Polish market research firm providing consumer insights, brand tracking, and retail analytics; operates in a similar B2B services niche within Poland and addresses overlapping FMCG clients.
• PMR Research: Polish/Central European B2B and consumer research firm serving FMCG, retail, and industrial clients across CEE — a comparable regional research-services peer.

Direct peers

• Numerator: Panel-based consumer and shopper insights company combining receipt-level purchase data with survey data — comparable to CMR's transaction-level approach to understanding shopper behavior.
• NielsenIQ: Global leader in FMCG retail measurement and consumer panel data; operates the closest direct analog to CMR's POS-based transactional panel at a global scale, serving FMCG manufacturers with retail sales insights.
• Circana: Formed from the merger of IRI and The NPD Group; provides retail measurement, point-of-sale analytics, and consumer panel services to FMCG and retail clients — directly comparable to CMR's offering.

Broad incumbents

• GfK (part of NIQ): Long-established market research firm with strong consumer goods panel heritage; now part of NielsenIQ but historically a comparable provider of FMCG retail intelligence.
• Kantar: Global market research and insights firm with overlapping FMCG retail measurement capabilities (e.g., Worldpanel), serving many of the same multinational FMCG manufacturers as CMR.

Others

• SPAR International: Provides retail audit, in-store measurement, and field-marketing services globally; an adjacent ecosystem participant comparable in retail-data infrastructure but distinct in service model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/centrum-monitorowania-rynku
• YouTubeyoutube.com/@CMRPolska

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CMR