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SORMA (the Romanian Society of Marketing and Public Opinion Research), founded in 2001, is the professional association representing the market research industry in Romania.

23/10/2026

🎤 Meet Alina Dincă Stănescu, Esomar Representative for Romania, SORMA Council Member and Managing Director of ISRA Center Marketing Research

“Connection is where community begins.”

With over 23 years of experience in market research, Alina values the power of expertise, curiosity, and genuine human connection.

A long-time contributor to the Esomar Connect organizing team and SORMA initiatives, she is committed to promoting international standards, ethical practices, and the continued growth of the research profession.

📅 November 4, 2026
📍 Sheraton Hotel, Bucharest | Hybrid

🔗 Register here: https://sorma.ro/esomar-connect-2026

23/10/2026

🎤 Join Alexandra Chirilov, Global Head of Data Science NielsenIQ, and James Pitcher, Brand Practice Area Lead NielsenIQ, at Esomar Connect 2026 Bucharest for:
Beyond the Hype: What the Evidence Really Says About Synthetic Data

With more than 20 years of experience in Data Science and Product Development, Alexandra and James will take an evidence-driven look at synthetic data across various applications, from sample boosting to digital twins. They’ll cut through the hype to explore where synthetic data works and brings real value today, where its limitations remain, and where the honest answer is still: “not yet.”

📅 November 4, 2026
📍 Sheraton Hotel, Bucharest | Hybrid

🔗 Register here: https://sorma.ro/esomar-connect-2026

23/10/2026

Is Gen Z impossible to manage and retain, or are employers simply missing something?

🎤 Join Ana Albu and Daria Ciubotariu, from Exact Business Solutions - Research & Consulting, at Esomar Connect 2026 Bucharest, as they challenge some of the most common assumptions about Gen Z in the workplace.

Often described as demanding, impatient or difficult to retain, Gen Z is entering the workforce with its own expectations and priorities. But how much of what we think we know about this generation is actually supported by evidence?

Combining quantitative and qualitative research perspectives, Ana and Daria will explore the journey from expectations before employment to the realities of the first job, revealing what young employees value, where they are willing to compromise and what makes a sustainable relationship with employers possible.

📅 November 4, 2026
📍 Sheraton Hotel, Bucharest | Hybrid

🔗 Register here: https://sorma.ro/esomar-connect-2026

22/10/2026

More content. More creators. Now what?

🎤 Join Andra Constantinescu, Senior Creative & Media Lead at Kantar Romania, at Esomar Connect 2026 Bucharest for her presentation:
Attention, Interrupted: Winning in a Fragmented Media World

Media fragmentation is changing the way people consume content and increasing complexity for marketers. Drawing on Kantar evidence based on meta-analyses of brand, advertising pre-testing and campaign effectiveness research, Andra will outline the principles that help brands stand out and succeed in a fragmented media landscape and what, in particular, makes creator collaborations effective.

📅 November 4, 2026
📍 Sheraton Hotel, Bucharest | Hybrid

🔗 Register here: https://sorma.ro/esomar-connect-2026

22/10/2026

Myth-busting: How people behave at the shelf

🎤 Join Daniel Enescu, Founder of Daedalus Online, at Esomar Connect 2026 Bucharest for his presentation: The Adventures of Habarnam at the Supermarket.

Measuring consumers’ behavior in the supermarket seconds after they place a product in their shopping cart opens up new perspectives and challenges some of the hypotheses and findings previously based on proxy questions. We will examine some widely held beliefs that this approach to measurement reveals to be untrue.

📅 November 4, 2026
📍 Sheraton Hotel, Bucharest | Hybrid

🔗 Register here: https://sorma.ro/esomar-connect-2026

22/10/2026

Romanians do not share a single healthcare system. They live in parallel “sects” of beliefs.

🎤 Join Cosmin Constantin, Senior Research Consultant at Mercury Research, at Esomar Connect 2026 Bucharest for his presentation: Healthcare Sects: How Romanians' Health Beliefs Form, Isolate and Collide.

Some Romanians may place their trust in digital tools, others may trust exclusively their family doctor. Mercury Research mapped these “sects” in a large-scale study that will show how these groups are formed, how resistant they are to messages coming from outside, and how each can be approached.

📅 November 4, 2026
📍 Sheraton Hotel, Bucharest | Hybrid

🔗 Register here: https://sorma.ro/esomar-connect-2026

21/10/2026

How do you drive brand conversion when shopper logic, category placement, and retail strategy don’t align?

At Esomar Connect 2026, Laura Roșca, Qualitative Research Director at iSense Solutions, will take the stage alongside Valentin Chiribuc, Channel Development & Communication Planning Manager at Nestlé, to share key insights from The Naked Truth of Aisle-to-Purchase Navigation.

Going beyond a single brand, the study reveals valuable insights for the entire noodles category, uncovering opportunities for brands and retailers to better align shopper expectations with category architecture, shelf placement, and in-store communication.

📅 November 4, 2026
📍 Sheraton Hotel, Bucharest | Hybrid

🔗 Register here: https://sorma.ro/esomar-connect-2026

21/10/2026

(𝐅̶𝐢̶𝐧̶𝐚̶𝐧̶𝐜̶𝐢̶𝐚̶𝐥̶) stability not found
Behind every consumer decision, there is a human story waiting to be understood.

🎤 Join Adina Ghiocel-Pascu, Qualitative Research Artisan at BloomRoot, and Mihaela Alexandru, Managing Partner at ToKNOW, at Esomar Connect 2026 Bucharest.

At first glance, life seems upside-down: the things people once took for granted, the familiar routines and expectations of everyday life are changing, being reinterpreted or questioned. But take a closer look, and the story begins to shift.
When the world feels uncertain, what does (financial) stability really look like?
Some clues may emerge in how people stay on course through rough seas.
With more than two decades of experience each in qualitative research, Adina and Mihaela bring a shared passion for exploring what lies beneath consumer behaviour: the emotions, motivations and human experiences that shape our relationships with brands.
Two experienced researchers, two complementary perspectives, and a common belief: the most valuable insights come from understanding people beyond what they say.

📅 November 4, 2026
📍 Sheraton Hotel, Bucharest | Hybrid

🔗 Register here: https://sorma.ro/esomar-connect-2026

21/10/2026

One of Romania’s most important growth audiences is hiding in plain sight: the 45+ consumer.

🎤 Join Manuela Mancas, Founder & Managing Director of AHA Moments, at Esomar Connect 2026 Bucharest for her presentation: Midlife Rewritten: The New Consumer Logic of Romania’s 45+ Generation

As Romania’s demographic structure changes, the 45+ consumer is becoming larger, more economically relevant and far less predictable than cultural inertia would suggest. Manuela will explore why this audience deserves a wider and more accurate spotlight from researchers, marketers and business leaders.

📅 November 4, 2026
📍 Sheraton Hotel, Bucharest | Hybrid

🔗 Register here: https://sorma.ro/esomar-connect-2026

20/10/2026

Sometimes you want to move beyond basic research methods. But that doesn't automatically mean you need the most sophisticated or expensive solution out there.

A simpler, yet solid approach gave us the clarity we needed, saving us both resources and headaches.

🎤 Join Liviu-Teodor Micu, DataDiggers, and Lukas Ionescu, Auto Car Group, at Esomar Connect 2026 to discover how they approached this challenge and why simplicity can often beat unnecessary complexity.

📅 November 4, 2026
📍 Sheraton Hotel, Bucharest | Hybrid

🔗 Register here: https://sorma.ro/esomar-connect-2026

Address

Calea Floreasca 169, Et. 6, Ap. 2
Bucharest
014459

Website

https://www.asociatiasorma.ro/

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