Polskie Towarzystwo Badania Rynku i Opinii

What Polskie Towarzystwo Badania Rynku i Opinii does

Polskie Towarzystwo Badania Rynku i Opinii (PTBRiO), founded in 1994 and headquartered in Warsaw, is a nonprofit professional association and the largest community in Poland for individuals working in consumer, market, and opinion research. Its membership base of approximately 400 professionals spans research agencies, corporate insights and strategy teams, CX/UX/HX specialists, consultants, and communications professionals, and the organization is led by President Anna Karczmarczuk (since 2020, concurrently President of Ipsos Polska).

The association operates a diversified portfolio of programs delivered primarily through digital channels. Core offerings include the Szkoła Insightów PTBRiO (a 100-hour, 19-module certification program delivered via Zoom and previously rebranded from Szkoła Badań Rynku and Szkoła Consumer Intelligence), an open-enrollment training catalog (covering AI tools, customer experience, greenwashing, semiotics, behavioral economics, and research methodology), INSKILLS behavioral workshops, and a members-only knowledge base of roughly 500 records of presentations, video recordings, and reports. Flagship events are the annual INSUMMIT Festival (1,200+ attendees, ~100 sessions, held at PGE Narodowy) and INSUMMIT Youth&Beyond, alongside recurring formats such as Insight Clash, Zbadaj.to, Trend Impact, MAŁOMIASTECZKOWY, and Polskie Badania Wyborcze. Content distribution runs through the Uważnik newsletter, the Z ciekawości podcast (Spotify/YouTube), the Insight Map agency search portal, and active Facebook, YouTube, and LinkedIn channels.

Revenue is generated through individual membership dues (350 PLN/year, or 300 PLN early-bird), paid training enrollment (administered through partner ORA&Funksters at zgloszenia.ora.pl), certification program tuition (e.g., 5,900 PLN for Szkoła Insightów), and event registration. A long-standing ESOMAR partnership since 1994 supports annual analysis of the Polish research market, and the organization holds no external funding, parent company, or venture investment, consistent with its nonprofit stowarzyszenie structure.

Name

Polskie Towarzystwo Badania Rynku i Opinii

Legal name

Polskie Towarzystwo Badania Rynku i Opinii

Website

https://ptbrio.pl

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

Polskie Towarzystwo Badania Rynku i Opinii (PTBRiO), founded in 1994 in Warsaw, is Poland's largest nonprofit professional association for consumer and opinion research, serving ~400 members through training programs, a knowledge base, and the INSUMMIT insights festival.

Ownership category

akta.pro rank

Product category

Professional Association Services

NAICS

Professional and Management Development Training (61143), Research and Development in the Social Sciences and Humanities (541720)

SIC

Services-Educational Services (8200), Services-Membership Organizations (8600)

akta.pro industry

PRIMARYEDABAHAC

Product Management (Core)

Education/Corporate Training & Professional Development/Project, Program & Product Management Training

SECONDARYEDAAALAM

Project, Quality & Operations (PMP PDUs, Six Sigma, Quality CE)

Education/Adult & Continuing Education/Professional Licensure & Continuing Professional Education (CE/CPE)

Keywords

• Market research association
• Professional training services
• Consumer insights education
• Research methodology certification
• Industry events and conferences

Headquarters

HQ city

Warszawa

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Annual membership subscription of 350 PLN (or 300 PLN if paid by end of March). Membership provides access to knowledge base, training discounts, networking events, and certification benefits.
2. Professional Training Courses: Open enrollment training courses across topics including AI tools, customer experience, behavioral economics, semiotics, netnography, and research methodologies. Delivered in online, hybrid, and in-person formats with tiered pricing.
3. Szkoła Insightów Premium Program: Comprehensive 100-hour certification program priced at 5900 PLN early bird, with 1000 PLN discounts for students and members. Includes examination and capstone project work with industry partner.
4. Event Attendance: INSUMMIT Festival and INSUMMIT Youth&Beyond events generate revenue through attendee registration. INSUMMIT Festival is Poland's largest insights event with 1200+ participants.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Polskie Towarzystwo Badania Rynku i Opinii (PTBRiO) is a Polish nonprofit professional association founded in 1994 that delivers training courses, seminars, conferences, and networking services for market research and consumer insights professionals. Its core offerings include the Szkoła Insightów certification program (100-hour methodology course), the annual INSUMMIT Festival, INSUMMIT Youth&Beyond, the Baza Wiedzy knowledge base, and customized corporate training delivered in online, hybrid, and in-person formats.

Product overview

PTBRiO is a professional association (not a commercial product company) that operates a portfolio of member-facing programs and services centered on market research, consumer insights, and industry professional development. The portfolio is structured around five core pillars: (1) large-scale events — the annual INSUMMIT festival and the INSUMMIT Youth & Beyond conference delivering market insights; (2) structured training — the Szkoła Insightów (a comprehensive 100-hour methodology program) alongside the INSKILLS behavioral skills workshops and a broader open-training catalogue (Szkolenia Otwarte); (3) a members-only Baza Wiedzy (Knowledge Base) containing hundreds of presentations, video recordings, reports, and publications; (4) research initiatives including Analiza Rynku Badań (Market Research Analysis), Polskie Badania Wyborcze (Polish Electoral Research), MAŁOMIASTECZKOWY, Zbadaj.to, Trend Impact, and Insight Clash; and (5) community resources including the Uważnik newsletter, Z ciekawości podcast, the Insight Map agency search tool, and the Kariera w insightach job board. The association has no commercial SaaS product and does not offer a public API.

Differentiator

Problem solved

Functional benefit

Brands

• Szkoła Insightów: Comprehensive research methodology and techniques course showing the role of insights across all stages of the value chain
• INSUMMIT Festival
• INSUMMIT Youth&Beyond
• Insight Map
• Zbadaj.to
• Trend Impact
• Insight Clash
• Uważnik
• MAŁOMIASTECZKOWY
• Polskie Badania Wyborcze

Products and services

• INSUMMIT Festival Europe's largest insights festival, held annually with 1200+ attendees and nearly 100 presentations, panels, and workshops. Designed for market research, consumer insights, and innovation professionals.
• INSUMMIT Youth & Beyond Companion event to INSUMMIT focused on generational and post-demographic insights, redefining how generations are viewed in research and marketing.
• Szkoła Insightów PTBRiO Certification Program Comprehensive 100-hour certification program delivered across 25 half-day online sessions covering 19 thematic modules on consumer insight research methodology, with examination and capstone project work.
• Open Training Courses (Szkolenia Otwarte) Open enrollment professional training courses on topics including AI tools in research, customer experience, behavioral economics, semiotics, netnography, greenwashing/socialwashing, delivered online, hybrid, and in-person with tiered pricing.
• Customized Corporate Training (Szkolenia Dedykowane) Tailored in-house training solutions for organizations seeking customized employee development, including INSKILLS workshops using methods such as Insights Discovery, Lego Serious Play, Applied Drama, and Applied Improv.
• PTBRiO Annual Membership Annual subscription membership (350 PLN, or 300 PLN early payment) providing access to the knowledge base, training discounts, 200 PLN training voucher, networking events, member certificate, professional profile, job board, and priority event registration.
• Baza Wiedzy (Knowledge Base) Web-based knowledge base containing nearly 500 records of presentations, video recordings, reports, and publications accessible to members.
• Insight Map Searchable online database of research agencies and tools, including rankings of research agencies and guidance on how to commission research in Poland.

Quantifiable outcome

• ~5000 professionals trained through PTBRiO programs
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ESOMARcoreStrategic or Co-development PartnerSince 1994, PTBRiO has partnered with ESOMAR to conduct annual detailed analysis of the Polish marketing and social research market. Results are aggregated into ESOMAR's annual global report.
• Szkoła Insightów Industry Partners (Danone, ING, Orange, Play, Santander, others)coreStrategic or Co-development PartnerVarious companies have served as Industry Partners for Szkoła Insightów program, providing real business cases for student projects evaluated in final examinations.
• OFBOR (Ogólnopolskie Forum Badań Opinii Rynku)coreStrategic or Co-development PartnerJoint initiative for Polskie Badania Wyborcze (Polish Electoral Research) project, a comprehensive compendium on polling methodology and publication standards.
• SemiofestminorGTM or Marketing PartnerPTBRiO served as partner for Semiofest Warsaw 2026 conference, which focused on themes of viscosity, thickness, and stickiness in design.
• VersuniminorStrategic or Co-development PartnerFormerly Philips Domestic Appliances. Maria Otmar-Szymańska from Versuni serves as trainer, and company has been industry partner for Szkoła Insightów.
• ORA&FunksterscoreImplementation/ SI/ Consulting PartnerAdministrative partner handling training organization, payment collection, and logistics for PTBRiO training programs. Located at same address as PTBRiO headquarters.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Insights Association: US-based association for the market research and insights industry, formerly CASRO. Closest national-equivalent peer to PTBRiO in scope (membership, training, advocacy), but focused on the US market rather than Poland.
• Market Research Society (MRS): UK professional body for market researchers offering training, certification, and standards. Operates the same membership-plus-training-plus-events model as PTBRiO, serving as the UK national analog.
• BVM Berufsverband: German professional association for market and social research. Direct regional peer running the same member-driven professional development and community model for the German research community.
• Syntec Études: French market research trade association within the Syntec federation. Comparable model of representing and training market research professionals, focused on France rather than Poland.
• The Research Society: Australia and New Zealand's professional body for market and social research (formerly AMSRS). Runs the same combination of certification, training, and member services as PTBRiO in a different geography.

Broad incumbents

• ESOMAR: Global market research professional association. PTBRiO has been an ESOMAR partner since 1994 for the annual Polish market research analysis aggregated into ESOMAR's global report, making it both a national affiliate and the most direct functional analog at a global scope.

Direct peers

• IIEX (Insights Innovation Exchange): Global conference series for the market research and consumer insights industry, organized by GreenBook. Directly comparable to INSUMMIT as an event-led community for insights professionals, and a competitor for sponsor and attendee mind share.
• SEMIOFEST: Global community for semiotics and consumer insight research. PTBRiO served as a partner for Semiofest Warsaw 2026, indicating close thematic and community overlap, particularly with PTBRiO's semiotic training offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@badamtv645
• Facebookfacebook.com/badacze
• LinkedInlinkedin.com/company/ptbrio
• Xx.com/ptbrio

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Polskie Towarzystwo Badania Rynku i Opinii