The fourth issue of Marketing in Ukraine in 2025 is dedicated to the marketing research market in Ukraine, the profession of the researcher, and modern approaches to working with data.
This edition brings together expert industry analysis of 2024, an overview of leading research agencies, articles on the role and skills of marketing research professionals, as well as practical insights into briefing, respondent recruitment, UX research in times of polycrisis, the use of artificial intelligence, new approaches to launching tech products, and the evolving role of sales departments in scaling SaaS businesses.
Іnside this issue you will find:
Iryna Lylyk, President of the Ukrainian Marketing Association – Analytical Review of the Marketing Research Market 2024
For the 21st year in a row, the Ukrainian Marketing Association presents its annual report on the marketing research market in Ukraine. The 2024 review highlights the resilience and professionalism of the Ukrainian marketing research industry, which continues to grow, innovate, and provide businesses with high-quality analytics despite the war, political uncertainty, and global challenges.
Based on data from 34 leading research companies, the report presents the market volume, a detailed breakdown by types and methods of research, industry segmentation, and more. It also features comments and forecasts from key market players regarding the future of marketing research in Ukraine.
A notable feature of this year’s review is the first-time separation of marketing research volumes from sociological and socio-political studies, which are also conducted by members of the Ukrainian Marketing Association. UMA member companies shared their vision of the current state of the social research market in Ukraine and its expected trends in 2025.
Directory of Ukrainian Research Agencies: key executives, contacts, and essential information
Information provided by members of the Ukrainian Marketing Association – leading research agencies.
Svitlana Vynoslavska, CEO of Kantar Ukraine – The Role, Responsibilities, Challenges, and Future Skills of a Marketing Research Professional
Today’s researcher is far more than a data collector. They are a strategic analyst who helps shape the vision of a brand, product, or market. The role has evolved from a purely technical executor into that of a trusted partner influencing key business decisions.
A true professional must deeply understand the consumer, the broader context, and cultural codes in order to be an effective partner for brands and manufacturers alike.
This article explores opportunities and challenges for marketing research specialists, the essential skills they must master, the branching paths of the profession, and the core competencies that will continue to grow in demand in the years ahead.
Yuliana Chyzhova, Head of Product Marketing at Aftershoot, former CMO of Skylum – Monetization: Pre-Launch Research for Tech Products
An increasing number of companies are conducting pre-launch monetization studies. Their purpose is clear: to understand what customers are willing to pay for, how much they are willing to pay, and how best to present the price so that it feels fair and attractive. Pre-launch monetization research helps companies avoid guesswork.
The key is not just collecting user opinions, but building a logical framework that connects perceived value, pricing, and the business model.
The article outlines the main monetization models for SaaS products – fixed subscription, usage-based, hybrid, and outcome-based – as well as the influence of Generative AI on pricing. It emphasizes that well-designed monetization research can increase profitability by 2–4 times more effectively than optimizing user acquisition or retention.
Svitlana Bolman, Director of Sense Research – The Brief in Presale and Research Preparation
The brief is a critically important tool that ensures effective communication between client and contractor, laying a solid foundation for successful collaboration. Typically, it outlines key project details – from general information about the company to specific expectations and project constraints.
Serving as a “roadmap,” the brief guides the work of the research team and helps prevent misunderstandings during project execution.
This article explores the problems a well-prepared brief can solve, the benefits it provides for both clients and researchers, and the structure of an effective brief.
Alla Odeyanenko, Senior Product Design & Research Specialist at Google (US) – UX Research in Times of Polycrisis: The Trust Factor
Trust is fragile. It can disappear quietly – especially in times of polycrisis, when people become more sensitive to risks and uncertainty. Regular UX research helps detect early signs of eroding trust, allowing teams to maintain it both in stable and turbulent periods.
UX weaves together technical reliability, ethics, and support into a clear, human-centered experience. It is this bridge that sustains resilience through a polycrisis.
This article examines how polycrisis reshapes user behavior, highlighting usability testing, in-depth interviews, and co-creation sessions with users. It also addresses the question of personal data collection for registration, where one simple trust principle applies: ask only for what is essential for the service to function.
Lyudmyla Balan, Founder of Dive and Discovery Research Agency – Recruiting Survey Respondents: Preventing Data Bias
When companies organize recruitment on their own, they often overlook a range of factors that can affect survey metrics and responses. Most recognize the importance of maintaining balance by gender, age, region, education, and other demographics, but many assume that this alone is sufficient to guarantee objective results.
This article shows how the wording of an invitation to participate in a survey can significantly impact research outcomes – even when socio-demographic balance is ensured. Using the case of a study on young people’s criteria for choosing an employer, it demonstrates how different invitation texts and motivational incentives can change the way respondents answer.
Tomasz Riga, CEO of National Sample – Using Artificial Intelligence to Achieve Exceptionally Low Dropout Rates in Your Questionnaires
All online data providers face the challenge of poor-quality questionnaires that must be discarded. Invalid responses can lead to considerable financial losses, distort project outcomes, and delay data delivery.
This article illustrates how combining traditional CATI methods with cutting-edge AI tools and SMS verification helps effectively filter out bots, duplicates, and untrustworthy respondents. The use of Real Eyes technology to verify participants’ age and gender reduced recruitment time and lowered validation costs, while simultaneously increasing the success rate of respondent engagement.
Olha Ostapenko, Corporate SaaS Sales Management Expert – The Role of the Head of Sales in Scaling a SaaS Company
A lack of sales structure, reliance on “star” managers, and the absence of a predictable pipeline often slow down growth – even when the product and market are ideal.
This article examines the key reasons why SaaS company sales efforts frequently stall or collapse instead of scaling. Special attention is given to the transformation of the Head of Sales role: from an operational manager to a true growth architect. The piece explores the processes and tools that must be implemented to make sales systematic, predictable, and scalable.
