IMAS InternationalResearch Fieldwork Partner in Poland
IMAS brings over three decades of consumer research excellence in Poland — combining deep local market knowledge with international quality standards. Purpose-built to support SAM’s sensory, product testing, CLT, HUT, and qualitative research across Europe.
Why IMAS for SAM?
Six foundational pillars tailored to streamline sensory testing, accelerate turnaround times, and uphold rigorous global research standards.
Proven Product Testing Expertise
~6,500 Consumers Tested Annually
Approximately 6,500 consumers participate in IMAS product tests every year across a wide range of categories. Our experience spans the full spectrum — including Central Location Tests (CLT), Home Use Tests (HUT), blind tests, branded evaluations, and mixed-method designs to deliver statistically sound, actionable sensory results.
Strong Operational Control
End-to-End Fieldwork Oversight
Every stage of fieldwork is managed in-house or under close supervision: from recruitment and respondent validation through product preparation, blind coding, and standardized serving procedures. Rigorous data quality checks are built into every project.
Flexible Partnership Model
Tailored to SAM's Workflow
IMAS adapts to SAM's operational preferences. Whether you need recruitment-only support, full local execution with fieldwork management, analytical support and reporting, or coordinated multi-location studies — IMAS structures the engagement to fit seamlessly.
Experienced Qualitative Research Team
20+ Years Senior Moderators
Our senior researchers and moderators bring 20+ years of experience in consumer, FMCG, product, and concept research. Projects are conducted in professional qualitative facilities equipped for live client viewing and streaming.
Local Expertise. International Standards.
30+ Years in Polish Market
With more than 30 years in Poland, IMAS combines proprietary recruitment resources and nationwide fieldwork capabilities with quality standards fully aligned to international research practice, bridging local consumer behavior with global rigor.
Full Research Infrastructure
CLT Labs, CATI Studio & 14K+ Panel
Professional facilities supporting CLT, in-home and qualitative studies across Poland. Our infrastructure includes controlled product preparation kitchens, digital tablet data capture, FGI/IDI streaming studios, 30-station CATI studio, and proprietary online panel.
End-to-End Research Lifecycle: IMAS is ready to support SAM across the full research lifecycle — from study design and recruitment through fieldwork, analysis, and reporting. Our team welcomes the opportunity to discuss how we can tailor our capabilities to SAM’s specific priorities and upcoming projects.
Decades of Research Expertise — Backed by International Standards
IMAS International provides full-service quantitative and qualitative research as well as fieldwork and recruitment projects for Polish and international clients. Founded in Austria in 1972, the Polish institute has been operating since 1994. With over 30 years of experience on the Polish research market, we combine deep local knowledge with the operational capacity to handle projects of any scale or complexity.
ESOMAR Member
Global association for market, opinion, and data analytics professionals. Adherence to international codes of conduct and research ethics.
OFBOR Member
Polish organization overseeing fieldwork quality and interviewer standards, ensuring operations meet nationally audited benchmarks.
PTBRiO Member
Polish association of market and opinion research bureaus, fostering ethical standards and professional excellence across the industry.
PKJPA Certified
Polish interviewer quality-control program. Independently audited certification guaranteeing consistent quality across recruitment and data collection.
IMAS at a Glance
Combining deep local know-how with the operational capacity to handle complex, large-scale sensory and consumer research projects.
CLT Research Facilities
Access to controlled location test facilities across Poland for standardized product evaluation (food, beverage, cosmetics, household) with client observation.
Own CATI Studio in Wrocław
30 CATI stations with live supervisor control, real-time monitoring, performance statistics, and call recordings via proprietary CATI-SUPPORT.
Own IMAS Online Panel
14K+ active Polish panelists, established in 2005, PKJPA certified. Supports fast standalone online studies and pre-recruitment for CLT/HUT.
Product Testing Is One of Our Core Capabilities
Approximately 6,500 consumers participate in IMAS product tests every year across a broad range of categories. IMAS has extensive experience in conducting consumer and product tests using a variety of methodologies and test designs, adapted to the specific requirements of each category and research objective. Our capabilities span from controlled location tests (CLT) and home use tests (HUT) to blind and branded evaluations, concept and packaging testing, and mixed-method approaches.
Central Location Tests
Standardized, climate-controlled testing booths with digital tablet response capture and full supervision.
Home Use Tests
Real-world product trial in everyday home context over multi-day or multi-week periods.
Debranded & Blind Coded
Pure sensory evaluation with 3-digit randomized coding and rotation protocols to eliminate brand bias.
Branded & Pack Tests
Evaluating the integrated product experience, brand alignment, on-pack messaging, and price perception.
5 Sensory Test Designs
Tailored to eliminate bias and isolate true sensory drivers
Each respondent evaluates a single product sample independently, providing clean baseline sensory ratings without fatigue or contrast bias.
Respondents evaluate multiple samples one after another, counterbalanced using Latin Square rotation schemes with palate cleansers.
Direct head-to-head comparison between prototype formulas, competitor benchmarks, or reformulations.
Starts with a monadic evaluation of the primary product, followed by an immediate comparative preference test against a benchmark.
Forced-choice or ranking of multiple variant formulations based on overall liking and specific sensory attributes.
Stimuli Types Evaluated
Flexible presentation formats adapted to physical samples and digital assets:
Mixed-Methods Advantage
Seamlessly combine robust quantitative sensory evaluations with immediate qualitative deep-dive interviews to explain the why behind sensory scores and consumer liking ratings.
Broad Category Experience — 20+ Product Categories
Food
Strict temperature-controlled preparation kitchens, precise portioning, palate cleansers, and food hygiene compliance.
Professional CLT Facilities — Controlled, Independent, Comfortable
IMAS hires and operates professional Central Location Test facilities enabling us to maintain close operational control over product testing. Each area has a clearly defined role — from respondent validation and product preparation to independent product evaluation. IMAS also has access to facilities allowing client observation through a one-way mirror. The facility supports food and beverage testing, household and personal care products, packaging and concept evaluation, sequential product exposure, individual respondent interviews, and qualitative follow-up after quantitative evaluation.
Product Preparation Area
A dedicated back-of-house area supports product preparation and handling in line with the study protocol, including appropriate product storage (refrigeration, deep freeze, ambient), preparation and portioning of samples, coding and organization of serving sequences, and working surfaces with essential kitchen equipment. All product handling follows strict protocols to prevent cross-contamination and ensure consistency across sessions.
Testing Area
A spacious, well-lit testing room with individual respondent stations separated by partitions to ensure independent evaluation without influence from other participants. The room features appropriate ventilation and regular air exchange, a layout supporting controlled testing procedures and efficient respondent flow, and tablets provided by IMAS for questionnaire completion and response capture.
Reception & Waiting Area
A separate respondent reception area enables efficient participant check-in, final verification of eligibility criteria before the test, controlled scheduling and respondent flow, and comfortable waiting before entering the testing area. This structured intake process ensures that only qualified respondents proceed to the testing room, protecting data integrity from the first point of contact.
CLT Is a Controlled Research Process, Not Just Fieldwork
From product intake and blind coding to quota supervision and final cleaned data delivery.
Briefing, Training & Pilot Verification
- Project briefing with the dedicated fieldwork team
- Detailed written interviewer & server instructions
- Thorough explanation of recruitment & exclusion criteria
- Product handling, storage & serving protocol verification
- Digital questionnaire script testing & logic validation
- Dummy / pilot interviews where required by complexity
- Dry-run test of respondent flow, timing & serving intervals
Live Supervision, Quota Control & Monitoring
- Continuous on-site fieldwork supervision
- Real-time quota monitoring and respondent eligibility verification
- Monitoring of 3-digit blind coding and serving sequence rotation
- Standardized, neutral interviewer & server behavior
- Immediate escalation and resolution of any protocol deviations
- Ongoing live data validation and sample progress tracking
Validation, Cleaning, Reconciliation & Delivery
- 100% final sample reconciliation and quota verification
- Data consistency, logic, and straightlining quality checks
- Reconciliation of product inventory and sample usage
- Full documentation of project notes, incidents and deviations
- Final delivery of cleaned, tabulated dataset to SAM specifications
Standardized Product Preparation Protocol
Controlled receipt, cold chain storage, randomized blind coding, portioning, rotation, and hygiene between respondent batches.
Wrocław Flagship & Nationwide Polish CLT Network
Local Precision Across All Key Metropolitan Centers
Wrocław Flagship CLT Facility
Our Wrocław CLT facility is designed to meet the operational requirements of professional central location testing, ensuring a controlled, comfortable and well-organised environment for respondents and research teams. The venue offers dedicated testing stations, tablets, reliable internet access, reception and kitchen facilities, allowing for efficient respondent flow, product preparation and serving, as well as individual completion of questionnaires.
This set-up helps SAM run comparable product tests: consistent presentation, privacy during evaluation, clear sample rotation and controlled questionnaire completion. Fieldwork is managed on-site by experienced interviewers and supervisors, who oversee recruitment checks, respondent attendance, test procedures and data quality throughout the study. The facility can be flexibly adapted to different types of projects, including food and beverage tests, packaging and concept evaluations and other product tests, with procedures tailored to the client’s specific methodology and testing protocol. IMAS can implement SAM's proprietary research protocols in Poland, ensuring consistent execution, documentation and quality standards across international projects.
Access to Professional CLT Facilities Across Poland
Warsaw, Kraków, Gdańsk, Poznań, Łódź, Lublin, Katowice — coordinated under one single project team and quality standard.
Recruitment Engine & Home Use Tests (HUT)
IMAS operates multiple recruitment channels that allow us to reach both broad and highly specific target groups. We can recruit against complex combinations of category usage, brand behavior, frequency, demographics, and lifestyle criteria, routinely working with multiple simultaneous conditions. Our recruitment flexibility, combined with a full suite of research methods, means we can design and execute the right approach for any research objective — whether it requires the controlled environment of a CLT facility, the real-world context of a home use test, or the depth of qualitative exploration.
Local Fieldwork Recruitment
Our regional coordinators and interviewer networks recruit respondents directly within the study location, leveraging deep local knowledge and established community relationships.
IMAS Online Panel
Pre-profiled panelists can be screened and invited to selected face-to-face projects, providing speed and precision for standard and semi-specialist targets.
Targeted / Niche Recruitment
For narrow or difficult samples, we use dedicated recruitment based on study-specific criteria, going beyond standard sources to find the exact target respondents.
Hybrid Recruitment
Different sources can be combined when this improves feasibility, sample structure, or timing — a pragmatic approach that prioritizes results over rigid methodology.
Home Use Tests — When Real Context Matters
HUT complements CLT when product experience needs to happen in everyday life — over time, in the home environment and sometimes with other household members involved. This approach is especially useful for products where preparation, habit formation, household context or delayed assessment may influence the final judgement.
When HUT Works Best
- Repeated consumption or usage over multiple days/weeks
- Multi-day evaluation of efficacy, endurance or freshness
- Home food preparation, cooking, baking or appliance interaction
- Realistic usage conditions and natural family/household dynamics
- Delayed feedback after a sustained period of habit formation
Typical HUT Process
- 1Recruitment and rigorous multi-condition screening
- 2Safe, temperature-controlled product delivery or collection
- 3Clear, foolproof usage instructions and safety guidelines
- 4Digital diary capture, daily logging, or interim photo/video tasks
- 5Comprehensive final CAWI / CATI / F2F evaluation questionnaire
CLT and HUT can be seamlessly combined within the same research programme when controlled first exposure (sensory baseline) and real-life product use (in-home adoption) both matter for SAM's commercial decision.
Comprehensive Research Methods & Qualitative Excellence
Beyond product testing, IMAS can support SAM with a full suite of qualitative and quantitative methods. Our senior researchers bring both methodological rigor and commercial acumen to every project, ensuring insights are not just accurate but strategically relevant.
Qualitative Research Solutions
Depth, Nuance & Psychological Interpretation- Focus Group Interviews (FGI) & Mini-groups
- In-Depth Interviews (IDI), Dyads & Triads
- Online qualitative communities, digital boards & mobile diaries
- Ethnography, in-home observation & accompanied shopping
- Qualitative follow-up immediately after CLT/HUT product testing
- Live client viewing with one-way mirrors and high-definition streaming
- Simultaneous interpretation, transcripts, translation & video highlights
- Thematic coding, deep psychological analysis and executive synthesis
- Rapid debriefs and topline findings delivered shortly after fieldwork
- AI-supported data analysis and insight generation with researcher validation
Quantitative Fieldwork Capabilities
National Scale, Quota Rigor & Clean Tabulations- CAWI, CATI, CAPI, and Face-to-Face nationwide studies
- Proprietary IMAS Online panel (14K+ active Polish panelists)
- Own 30-station CATI studio in Wrocław with supervisor monitoring
- Nationwide fieldwork network with 20+ regional coordinators
- Real-time fieldwork monitoring and quota balancing
- Complex sample design, quota management, and statistical weighting
- Data processing, multi-language coding, and cross-tabulations
- Consumer dataset preparation strictly according to SAM specifications
- Topline summaries, comprehensive debrief decks, and statistical reporting
FGI & IDI Facility Infrastructure
IMAS provides access to a network of professional research facilities across Poland, specifically selected and equipped for conducting Focus Group Interviews (FGIs) and In-Depth Interviews (IDIs). The venues ensure comfortable, professional conditions for participants, moderators, and clients, while providing the technical infrastructure required for high-quality qualitative research and real-time observation.
Room & Observation Infrastructure
- Comfortable, air-conditioned focus group room with flexible seating
- Large one-way mirror providing a clear, unobstructed view for observers
- Comfortable client viewing room with seating and presentation screens
- Flexible space adaptable for focus groups, IDIs, workshops, and expert panels
- Simultaneous interpretation booths available for international projects
Technical & Audiovisual Equipment
- Professional multi-camera AV recording system with multiple viewing angles
- Live online streaming of sessions for remote client stakeholders worldwide
- High-fidelity sound system and omnidirectional boundary microphones
- Large HD screen for displaying stimulus materials, concepts, and packaging
- High-speed dedicated Wi-Fi and full digital presentation support
- Flipcharts, whiteboards, and interactive workshop supplies
- On-site technical support engineer present throughout all sessions
- Full catering facilities for participants and client observers
Key Qualitative Research Experts
Senior researchers and moderators combining 20+ years of domain leadership, psychological depth, and commercial strategy to unlock actionable Polish consumer insights for SAM.

Dr. Beata Pachnowska
Dr. Beata Pachnowska is a highly experienced qualitative researcher with over 20 years of expertise in designing, moderating, and reporting qualitative studies across a wide spectrum of industries and research fields. As the current Research Director of IMAS Poland, she supervises both qualitative and quantitative projects, bringing strategic oversight and methodological rigor to every engagement. Her academic background — a PhD in Social Psychology combined with an MBA — uniquely positions her to bridge the gap between behavioral insight and business strategy. She is adept at translating complex consumer attitudes into clear, actionable recommendations for clients.

Elżbieta Więsław
Elżbieta Więsław brings over 20 years of hands-on experience in qualitative research, encompassing moderation, reporting, and project supervision across FGI, IDI, and online qualitative formats. Her breadth of sector experience and methodological versatility make her one of IMAS's most sought-after moderators for complex, multi-stakeholder research projects. Ms. Więsław's expertise spans both consumer and business-to-business environments, with a particular strength in translating nuanced participant feedback into structured, insight-rich reports that drive strategic decision-making.

Dr. Bogusława Błoch
With over 20 years of experience in qualitative research, Dr. Bogusława Błoch has developed deep expertise across a remarkably diverse range of industries and research contexts. Her academic grounding in Social Psychology, combined with extensive field experience, enables her to navigate sensitive topics and complex stakeholder environments with professionalism and methodological precision. Dr. Błoch is particularly valued for her work in medical and pharmaceutical research, where she has built strong relationships with healthcare professionals, patients, and key opinion leaders across multiple therapeutic areas.
IMAS Online Panel & Fast Agile Research Modules
Speed & Agility Without Compromising Scientific Rigor — The IMAS Panel has operated in Poland since 2005 and gives us direct access to a proprietary respondent base. It supports rapid standalone online research, but also strengthens pre-recruitment for selected face-to-face, CLT, and HUT projects.
6 Purpose-Built Online Modules for Poland
From early-stage concept screening and pack design testing to pricing optimization (MaxDiff, Conjoint).
Concept & Innovation Screening
Early-stage evaluation and optimization of product concepts, propositions, and benefit territories before committing to development. Quickly identify which ideas resonate most with Polish consumers and refine them for maximum market potential.
Claims & Benefit Communication
Screening and selection of the strongest product, sensory, and benefit claims before further validation — ensuring your messaging is credible, differentiated, and commercially compelling.
Packaging & Design Testing
Fast comparison of pack designs, labels, visual routes, and on-pack communication to ensure your product wins at the critical moment of shelf selection. Validate design directions before production commitments.
Brand & Positioning Research
Rapid assessment of brands and alternative positioning territories within the competitive context. Understand how your brand is perceived and identify the most powerful positioning opportunities in the Polish market.
Advertising & Communication Testing
Evaluation of key visuals, storyboards, digital and social media assets, or other communication materials to ensure your message connects and drives action with Polish audiences.
Pricing, Choice & Portfolio Optimization
Consumer input to support commercial and portfolio decisions — from price sensitivity testing to feature prioritization and range optimization. Make data-driven decisions that maximize revenue and market share.
Own CATI Studio in Wrocław
IMAS has operated its own CATI studio in Wrocław since 1999, giving us in-house control over telephone recruitment, screening, validation and follow-up interviews.
Trusted by Global Research Leaders & Iconic Brands
IMAS has built trusted, long-standing relationships with research agencies, consultancies, and FMCG brands across Europe and the USA.
























What Our International Clients Say About IMAS
Consistent performance, rigorous quality control, and open communication across multi-year partnerships in Europe and the United States.
MMR Worldwide
United Kingdom“We recently worked with IMAS on a very challenging and logistically complex product test. We relied heavily on the team at IMAS for their knowledge of their market, and we were impressed with their organisation and flexibility. We asked a lot of them, and the project was under considerable time pressure; however, IMAS was able to deliver the data on time and to a high standard. Throughout the project, IMAS was very professional, and we would have no hesitation in using IMAS again in the future for any similar work.”
GfK
United Kingdom“We hear very good comments from our executives and are very pleased with the service we receive from your company and although we do have a GfK presence in Poland, we would like to retain you on our Approved Supplier List, as well as appointing IMAS Poland our number one preferred supplier behind GfK Polonia.”
Produkt + Markt
Germany“Produkt + Markt GmbH & Co. KG has been collaborating with IMAS International for more than 20 years commissioning market research mainly in the agricultural industry. Considering challenging fieldwork conditions and demanding target groups, IMAS staff proved their reliability, careful management, flexible approach and were ready to apply non-standard solutions. We are very satisfied with the service and fieldwork provided by IMAS International and we can recommend the company as a reliable, timely and professional contractor.”
Ipsos Health
France“We are pleased to tell you that the Ipsos Health team enjoyed working with you. Our tight collaboration was very appreciated as this study was conducted properly, in a very professional way and lots of care and on time. So, in regards with those elements, we recommend you in all those kind of study design.”
CSA
France“Your rigor and seriousness throughout the recruiting process and fieldwork was a very precious asset for us to undergo this international study of considerable stakes. Furthermore, the quality of the report your team delivered was excellent and you always made yourself available in order to give us the best comprehension out of the report. Hence, we are very pleased and satisfied by our collaboration and so we are looking forward to working with you again.”
Langer Research Associates
United States“We have an active international practice with surveys now in field in 20 countries globally. We exercise extensive fieldwork oversight and limit our partnerships to first-quality vendors capable of performing at a very high standard. As evidenced by our repeat business with them – and our intention to retain their services for future projects – IMAS Poland is such a provider. In addition to its strong performance in data collection, the IMAS Poland team has been collaborative across the project lifecycle, responding promptly to all our inquiries. We highly value our partnership with them and recommend their services without hesitation.”
MM-Eye Limited
United Kingdom“I'm writing this letter to confirm the successful output of a recent automotive project that we worked together on. The Small Car clinic project which was conducted, recruited and managed by IMAS International was completed to a high level of professionalism and efficiency. The staff that worked with MM-Eye Ltd did so in a friendly and effective manner in what is an intense, high pressure work environment.”
Noesis
United Kingdom“I got some good feedback for you… yesterday we presented the Polish results to the client, and they were very pleased. Before the discussion started the Polish manager from the client told us (spontaneously) that he was very impressed with the focus groups in Poland – the arrangements were well made, the choice of farmers was excellent, and the moderator did a really professional job. He was really pleased. So thanks once again for your very good work – it's so nice to hear such positive feedback from a client! Please pass on the good comments to your colleagues who helped.”
Material+
United States“We are pleased to express our satisfaction with the services provided by IMAS. Their dedication, professionalism, and partnership throughout the project were commendable. Based on this positive experience and other positive experiences over the past 10 years, we would not hesitate to consider IMAS for future projects.”
Curan Consulting
United States“I'd like to thank you all of you for making this project such a success. It was the best European project we've ever undertaken. I'm looking forward to the next.”
Ipsos GmbH
Germany“I would like to sincerely thank you and your team! Working with you on the ING-Project over the past four years has been a great pleasure. It has been a fantastic collaboration. Please also extend my thanks to your field team and interviewers.”
Ipsos
Turkey“We would like to confirm that IMAS International Sp. z o. o. conducted on our commission a qualitative study in Poland, which involved recruitment of RTD coffee drinkers and conducting self-interviewing, online/ mobile, sensory product test and in-depth interviews with them. The outcome was delivered in a form of a written PPT report in English. We confirm that the study was conducted with due diligence and at due time.”
GfK
Germany“Not only the fieldwork was quick, but we also particularly appreciated your reactivity in communication and your professionalism, taking our quality requirements seriously and asking back if unclear. Thank you!”
Insight Engineers
United Kingdom“IMAS have long-standing, very experienced staff – I've worked closely on qual projects with Beata Pachnowska, who runs their qual department, since the mid-1990s too – and the senior people are well backed up by efficient and thoughtful qual & quant practitioners and project managers. They are uncomplicated and easy to work with and self-reliant.”
Simpson Carpenter Ltd
United Kingdom“Thanks very much for all your help and patience. I just wish that every country we work on this project could be managed so efficiently as you and your team have run this one. Thanks again and until the next time!”
Market Probe Agriculture / Kynetec
Belgium“Further I want to add that I am happy with the way this project has progressed, I enjoyed the communication with your agency and we are happy about the quality of the delivered items.”
IMAS - Your Trusted Research and Fieldwork Partner in Poland
Ready to become SAM’s dedicated local research & fieldwork partner in Poland — Especially for product testing, HUT, CLT, FGI, IDI and complex consumer recruitment projects.
Research Expertise
Full-service quantitative and qualitative research, product testing and analytical support.
Local Knowledge
Deep understanding of Polish consumers, recruitment realities and operational logistics.
Trusted Delivery
One dedicated project team, consistent standards and strict quality control from recruitment to final data.
Initiate Project Discussion for SAM
Connect directly with Dr. Beata Pachnowska and our sensory research team in Poland.