The Ukrainian Marketing Association has launched preparations for its annual Marketing Research Market Study for 2025 – a systematic data collection initiative that for 22 years has served as the foundation for the industry’s Analytical Review, reflecting the real state and dynamics of the market.
The purpose of the study is to determine the size of the Ukrainian research market, its structure, growth dynamics, and key trends.
This is the twenty‑second annual survey of the heads of Ukraine’s research agencies, conducted by the Ukrainian Marketing Association since 2003. The only break occurred in 2022 due to the start of Russia’s full‑scale invasion of Ukraine. Despite all challenges, the industry continues to demonstrate professionalism and resilience.
Industry Participants
Marketing research agencies that are members of the Ukrainian Marketing Association traditionally take part in the study. These include agencies operating in Ukraine as well as non‑resident companies that maintain research panels in the country. Their participation is an important contribution to building a transparent and professional marketing research market.
The market review helps research companies align with overall industry trends, assess their own niche, and identify opportunities for growth. For partners and clients of marketing research, it provides an overview of the key market players.
Research method: expert analysis.
Timeline of the Study
Stage I. Questionnaire Approval
The 2025 Questionnaire was approved on 22 December 2025 during the Meeting of the Directors’ Club of Research Agencies organized by the Ukrainian Marketing Association.
Stage II. Data Collection
By 28 January 2026, research companies submit their completed Questionnaires to the Ukrainian Marketing Association.
Stage III. Analysis
By 20 February 2026, the Association conducts an analysis of the collected data.
Stage IV. Presentation
By 9 March 2026, the 2025 Marketing Research Market Review is provided to the companies that participated in the study.
Stage V. Publication
By 31 April 2026, the Ukrainian Marketing Association publishes the Expert Review of the 2025 Marketing Research Market on the Association’s website and in the Marketing in Ukraine journal.
Standards
All research agencies that are members of the Ukrainian Marketing Association adhere to the Marketing Research Quality Standard SOU 91.12.0 21708654 001 2002, developed with the support of EFAMRO (the Ukrainian Marketing Association is a member of the European Federation of Market Research Organisations).
Invitation to Research Agencies
The Ukrainian Marketing Association invites research agencies that are not yet members of UMA to join the Marketing Research Market Study and become part of the professional community.
For participation inquiries, please contact Iryna Lylyk, President of the Ukrainian Marketing Association (iryna.lylyk@uam.in.ua).
The previous Marketing Research Market Review for 2024 is available on the UMA website and in issue No. 4 of the Marketing in Ukraine journal (2025).