In order for us as a market to better understand what encourages and what hinders the use of market research in everyday business, members of the IAB Croatia Research Hub have launched a short survey open to the wider digital community.
The results obtained will serve as a foundation for shaping the upcoming activities of the Research Hub, including a document on the role of market research in the industry and IAB Discovery Month, which this year will be entirely dedicated to the topic of market insights. Once data collection is completed, all insights will be consolidated and shared with the industry.
The questionnaire is fully anonymous, takes 5 to 10 minutes to complete, and responses are processed exclusively at an aggregated level. You can access it via the link, and the deadline for completion is 23 December 2025.
The Working Group includes the following experts: Senka Brajović (Improve), Vida Cencič (Ipsos Croatia), Helena Erceg (Improve), Jelena Halić (AGB Nielsen Audience Measurement Croatia), Viktor Jonjić (AGB Nielsen Audience Measurement Croatia), Nika Mutić (Valicon Croatia), Matej Sever (Ipsos), and Josip Tvrtković (Valicon Croatia).
Get involved – your contribution will help provide a clearer picture of how market research is used in practice and where the greatest opportunities lie for the further development of the digital and marketing industry.