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63-976: VCIOM is the oldest polling institution in post-Soviet Russia and one of Russia's leading sociological and market research companies. It was established in 1987 under the decree issued by VCSPS ( All-Union Central Council of Trade Unions ) and USSR State Committee of Labor as the All-Union Public Opinion Research Center (and in 1992 renamed the Russian Public Opinion Research Center). In 2003 VCIOM became an 'open joint-stock company with full state ownership'. VCIOM conducts "full cycle" marketing, social and political research, from instrument design and data collection to analysis and presentation of findings to its clients. VCIOM branch offices operate in all seven of Russia's federal districts . Besides its own branches, Center has partnership agreements with

126-524: A representative sampling are conducted every week on 1,600 people from 140 places throughout the 42 regions of Russia. VTsIOM regularly coordinates and implements international research projects for foreign and Russian customers such as UNDP , U.S. State Department , NATO Bureau in Moscow and others. Since 2004 the Center has actively participated in designing the system of regular sociological research in

189-619: A director of Center of Political Trends ( Центр политической конъюнктуры ). Many sources refer to him as a member of the presidential administration , but this is not confirmed on his curriculum vitae . He has assembled a new VTsIOM staff, most of whom are little-known. Lilia Shevtsova, an analyst at the Carnegie Moscow Center (established by the Carnegie Endowment for International Peace ) who used VTsIOM statistics in her recent book Putin's Russia , said she

252-595: A feel for their needs, wants and pain. You can't get that from a questionnaire." [REDACTED]  This article incorporates public domain material from websites or documents of the Small Business Administration . Levada Center The Levada Center is a Russian independent, nongovernmental polling and sociological research organization. It is named after its founder, the first Russian professor of sociology Yuri Levada (1930–2006). The center traces back its history to 1987 when

315-413: A major factor in maintaining competitiveness . Market research helps to identify and analyze the needs of the market, the market size and the competition. Its techniques encompass both qualitative techniques such as focus groups, in-depth interviews, and ethnography, as well as quantitative techniques such as customer surveys, and analysis of secondary data. It includes social and opinion research, and

378-689: A model when establishing the Center. Grushin made many efforts in 1987-1988 to set up a network of sociological centers in the Republics of the USSR and regions of Russia. That made possible to conduct the first mass surveys on a representative samples among adults in November 1988; a year later these surveys became systematical. In 1988 Yury Levada together with his students (Lev Gudkov, Boris Dubin, Alexey Levinson and others) went to work in VTsIOM (first as

441-473: A new private polling agency, which they named Analytical Service VTsIOM (or VTsIOM-A). VTsIOM-A was renamed "Yuri Levada Analytical Center" (or "Levada Center") in March 2004. There is conflicting data about response from other Russian sociologists to the breakup of VTsIOM. Some sources report that every sociologist left with Levada. Others claims they were silent, except for Grushin. The Property Ministry, which

504-451: A sample of the general population. The data can be quantitative in nature (counting sales, clicks, eye-tracking) or qualitative (surveys, questionnaires, interviews, feedback). Aggregating, visualizing, and turning data into actionable insights is one of the major challenges of market research and today, text analytics affords market researches methods to process large amounts of qualitative information and turn it into quantitative data, which

567-566: A significant number of local regional research firms. VTsIOM has its own interviewers’ network, which consists of about 5,000 people. VTsIOM holds the status of scientific institution. Besides that, there is a scientific Expert Council functioning in the Center, which consists of Russian sociologists, political scientists, marketologists, philosophers, and historians. VTsIOM holds competitions of scientific works among young researchers. Since 2003, it has published its own journal, called Monitoring of Public Opinion: Economic and Social Changes , which

630-403: A theory that advertising had to be seen, read, believed, remembered, and most importantly, acted upon, in order to be considered effective." Advertisers realized the significance of demographics by the patterns in which they sponsored different radio programs. The Gallup Organization helped invent the public opinion poll; today, "Market research is a way of paying for it." Market research

693-470: Is a way of getting an overview of consumers' wants, needs and beliefs. It can also involve discovering how they act. The research can be used to determine how a product could be marketed . Peter Drucker believed market research to be the quintessence of marketing. Market research is a way that producers and the marketplace study the consumer and gather information about the consumers' needs. There are two major types of market research: primary research, which

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756-410: Is an unprofessional study". According to VTsIOM, Russians supported burying Lenin's remains in a cemetery rather than keeping them in the mausoleum. According to Berlin-based bne IntelliNews , VTsIOM’s question about the 2019 Moscow protests was "subtly designed to give a result that supports the government’s point of view." VTsIOM conducts research on both regional and federal levels, as well as in

819-463: Is easier to visualize and use for formalized decision making. Data collection can use larger audience samples than the few hundred or thousand typically used in market research. Also required is the (at least passive) cooperation of those being surveyed; trust is also helpful. Translation is an essential comprehension tool for global consumers and is not a simple act of replacing words in one language with words in another. Some data collection

882-401: Is incentivized: a simple form is when those on the road contribute to traffic reporting of which they are consumers. More complex is the relationship of consumer-to-business (C2B), which sometimes introduces reliability problems. Other data collection is to know more about the market, which is the purpose of market research. The international growth of available research both from and via

945-496: Is included in the list of independent analytical centers of Europe published by Freedom House . Data published by the Levada Center has been used for The Economist Special Report on Russia. In collaboration with the Levada Center, Radio Free Europe/Radio Liberty weekly broadcasts the show Public Opinion (Общественное мнение: граждане России у микрофона Радио Свобода). In 1988, the research team at what later became

1008-555: Is issued six times a year. Since 2009 it has been available via open Internet access (both its Archive and recent issues). The Editorial Boarl includes leading Russian sociologists (Russian Academy of Science staff, Moscow State University, Russian State Social University, Higher School of Economics, Institute for Market Research GFK-Rus staff and others). There is VTsIOM Department Chair in the Higher School of Economics that has been operating since 2008, and VTsIOM Research Center in

1071-406: Is much older than that of market research . Although both involve consumers, Marketing research is concerned specifically about marketing processes, such as advertising effectiveness and salesforce effectiveness, while market research is concerned specifically with markets and distribution. Two explanations given for confusing Market research with Marketing research are the similarity of

1134-584: Is sub-divided into quantitative and qualitative research, and secondary research . Factors that can be investigated through market research include: Another factor that can be measured is marketing effectiveness . This includes: "Rigorous sampling methodologies combined with high-quality data collection" is what the magazine Advertising Age considers the backbone of market research. Data collection can be done by observing customer behavior through in-situ studies or by processing e.g. log files, by interviewing customers, potential customers, stakeholders, or

1197-404: Is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making. Market research, marketing research , and marketing are a sequence of business activities ; sometimes these are handled informally. The field of marketing research

1260-499: The All-Union Public Opinion Research Center (VTsIOM) was founded under the leadership of academician Tatyana Zaslavskaya . As one of Russia's largest research companies, the Levada Center regularly conducts its own and commissioned polling and marketing research. In 2016, it was labelled a foreign agent under the 2012 Russian foreign agent law . The Levada Center was formed in 1987–88 as

1323-636: The CIS and the Baltic states. Their partners and customers are nonprofit Russian and international companies. The center publishes the sociological journal The Russian Public Opinion Herald . The Levada Center is a member of the international associations ESOMAR and ОIRОМ. Experts of the Levada Center are frequent participants in conferences and round-table discussions, such as the Liberal Mission Foundation ( Фонд «Либеральная миссия» ),

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1386-633: The Carnegie Moscow Center , The Gorbachev Foundation , Memorial , Public Lectures of the Polit.ru Project ( Публичные лекции Полит.ру ), the Moscow Higher School of Social and Economic Sciences ( Московская высшая школа социальных и экономических наук ), the Public Center of A.D. Sakharov ( Общественный центр им. А. Д. Сахарова ) and Khodorkovsky Readings ( Ходорковские чтения ). Articles, interviews and expert opinions published by

1449-564: The Ministry for Property Relations attempted to take control of the center by placing government officials on the VTsIOM board of directors. All the employees of VTsIOM quit in response and continued their work under a new name, VTsIOM-A. After the Federal Antimonopoly Service forbade them to use this name, the new organization was renamed "Levada Analytical Center", (Levada Center). The Levada Center has continued

1512-539: The Monitoring of Public Opinion journal; in 2003 former editorial board members began publishing a new journal called the Public Opinion Herald . There is conflicting data about response from other Russian sociologists to the breakup of VTsIOM. Some sources reported that every sociologist left with Levada while others claims they were silent, except for Grushin. The dispute over the legality of using

1575-489: The All-Union Public Opinion Research Center (VTsIOM, Russian : ВЦИОМ ), under the direction of Tatyana Zaslavskaya , Boris Grushin , Valery Rutgajzer and Yuri Levada . VTsIOM was the first organization to carry out representative mass surveys within the Russian population. Tatyana Zaslavskaya, now the honorary president of Levada Center, headed VTsIOM in 1987–1992, followed by Yuri Levada from 1992 to 2003. In August 2003

1638-529: The Crossroads of the 2d Term (2005). For more details see: "VCIOM Library: some of the recent books" Public opinion research dating prior to 1992 are stored in an archive. The results of the public opinion polls "Express" since 1992 have been stored in “Archivist Database”. VTsIOM is the member of international professional networks including InterSearch and the Eurasian Monitor. It is guided by

1701-481: The European Society for Opinion and Market Research ESOMAR standards and norms. There are more than 70 specialists employed in the company headquarters in Moscow (with expertise in sociology, marketing, political science, finance, psychology, and statistics), as well as dozens in its offices around the country. The head of the Center is Valery Fedorov. The Decree to launch VTsIOM (All-Union in those times)

1764-613: The Internet has influenced a vast number of consumers and those from whom they make purchases. Although emerging global markets , such as China, Indonesia and Russia are still smaller than the US in B2B e-commerce , their internet-fueled growth factor is stimulated by product-enhancing websites, graphics, and content designed to attract corporate and consumer / B2C shoppers. Estimates for 2010 show between US$ 400 billion and $ 600 billion in revenue

1827-535: The Kremlin move was aimed in part at silencing growing public opposition to the Chechen war in the election season. (Later, the Kremlin employed similar legal manoeuvrers to take over the independent NTV , TV-6 and TVS networks.) After VTsIOM's management was forcibly changed, Levada and some of his colleagues quit their jobs (and, moreover, the equipment and resources that they had used for 15 years) to start up

1890-642: The Levada Center appear regularly in domestic and foreign media, such as Kommersant , Vedomosti , The Economist , The Wall Street Journal , The New York Times , etc. Other publications in scientific and socially political press within Russia include Pro et Contra , Otechestvenie zapiski ( Отечественные записки ), Social Studies and the Present (Общественные науки и современность), The New Times , Ogoniok and Novaya Gazeta . The center continues to carry out research programs and has developed in

1953-523: The Levada Center conducted the first study of consumer preferences in the USSR. At present, the center conducts a wide range of marketing and sociological research using a variety of research techniques. Research by the Levada Center is based on regular Russia-wide public opinion surveys. Completed studies include: Most important current studies: In 2015, the director of the Levada Center himself stated in 2015 that drawing conclusions from Russian poll results or comparing them to polls in democratic states

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2016-418: The Levada Center reported it received from 1.5% to 3% of its total budget from abroad. It was issued with a public warning that it would be eligible for listing as a 'foreign agent' under the recently passed Russian foreign agent law . Levada said it suspended foreign funding in 2013. After the Levada Center on 1 September 2016 published the results of a poll that had found a significant decline in support for

2079-637: The Moscow office, 80 fieldwork supervisors in regional branches and about 3000 trained interviewers, it is one of the largest full-service research agencies in Russia today. The key personnel are the founders of the company who started their research programs at VTsIOM and continue in the Levada Center. From 2003 until 2006 the director was Yuri Levada , in December 2006 he was succeeded by Lev Dmitrievitsch Gudkov . The basic research departments and their directors are: The Levada Center has partner relationships with various regional research centers in Russia,

2142-509: The Russian State Social University operating since 2008. The Center designs and publishes monographs and edited volumes of sociological research devoted to the state of the public opinion in Russia. The recent monographs are: From Eltsin to Putin: three epochs in the historical consciousness of Russians (2007), Political Russia: pre-elections guide – 2007 , Political Dictionary of The Present (2006), Russia on

2205-525: The Soviet Union and the West. In the 1990s, the agency's polls gained a reputation for being very reliable. During this period VTsIOM had conducted over 1,000 polls. Being the first sociological institution in the USSR (and Russia), VTsIOM served as the cradle for numerous marketing and sociological centers of the country. In August 1989 Boris Grushin left VTsIOM to establish his own organization studying

2268-746: The U.S. military, this Russian investigative service [Levada] gathered information in Moscow and Russia's regions [and] Wisconsin University acted as an intermediary between the Pentagon and the Levada Center". The nongovernmental organization Levada Analytical Center was initially formed in 1987–1988 as the "All-Union Public Opinion Research Center" (VTsIOM). Due to some internal changes it was re-established in 2003 as an independent nongovernmental organization. The center carries out public opinion and research polls in fields such as sociology, economics, psychology and marketing. With approximately 50 people in

2331-673: The VTsIOM brand in sociological community ended up in 2004 The Federal Antimonopoly Service decided to give VTsIOM the full right of use of the brand "VTsIOM" and prohibited Levada-Center to use it. When asked about VTsIOM management change during his visit to Columbia University in the United States in September 2003, Russian president Vladimir Putin was supportive of the change in management. The research priorities today are political ratings, social mood indices, governmental programs, and reforms. VTsIOM still conducts research for

2394-475: The breakdown of Soviet Union in 1992 to 2003, Levada had not addressed the fact that, on paper, the polling agency remained a state-owned agency. This allowed the state to employ a legal technicality and appoint a new board of directors in September 2003, composed mainly of its officials, to oversee the work of VTsIOM. None of VTsIOM's sociologists were among these government appointments. Up to that point, VTsIOM had conducted over 1,000 polls. Levada stated that

2457-621: The center's director, Lev Gudkov, had told TV Rain , the New York Times reported, "If they won't cancel this decision, it will mean that the Levada Center will have to stop working, because you cannot conduct polls with such a stigma put on you." A pro- Kremlin group, Anti-Maidan , sought the Levada Center's blacklisting, reported the Moscow Times in July 2016, adding on its website that Anti-Maidan had claimed that "commissioned by

2520-547: The consumer research done by the country's manufacturers." Also less written about is tailored translation approaches based on the expertise or resources available in the local country. To mitigate implicit and unconscious bias in market research design, researchers have suggested conducting bias testing via interviewer-moderated technology-aided, unmoderated methods. Market research data has loss prevention aspects; that less than 60 percent of all proposed modifications and new products are deemed failures. When information about

2583-529: The end of Soviet Union in 1991. In an interview, Yuri Levada referred to Tatyana Zaslavskaya and Boris Grushin as the founders of VTsIOM in 1987. He stated that he was invited by them to join VTsIOM. VTsIOM became widely respected for its objectivity and professionalism among academics and journalists in both the Soviet Union and the West. In the 1990s, the agency's polls gained a reputation for reliability. Although VTsIOM received no government funding, instead relying on private-sector polling contracts from

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2646-443: The environment of their location. Small scale surveys and focus groups are low cost ways to gather information from potential and existing customers and donors. While secondary data (statistics, demographics, etc.) is available to the public in libraries or on the internet, primary sources, done well, can be quite valuable: talking for an hour each, to twelve people, two apiece from six potential clients, can "get inside their minds.. get

2709-629: The fact that the polling agency remained a state-owned company as a FGUP (Russian abbreviation for: Federal State Unit). In 2003 the Ministry of Property of the Russian Federation decided to transform FGUP VTsIOM to JSC "Russian Public Opinion Research Center", 100% share of which was to be held by the state. There still would have been no budget allocated for it from the state and the company was to continue its work based on financing from both private and public institutions. However this change

2772-585: The first professor to teach sociology at Moscow State University . During the political thaw initiated by Nikita Khrushchev , Levada was allowed to carry out limited surveys of public opinion. In one lecture, Levada asserted that tanks could not change ideologies, a reference to the Soviet invasion of Czechoslovakia in 1968. However, his first conflict with those in power came from a survey asserting that few actually read Pravda ' s notoriously longwinded editorials; and Pravda quickly and bitterly denounced

2835-471: The framework of Russian Public Opinion Research Center . The center publishes the Journal of Public Opinion (from 1993 to 2003, the editorial staff of The Messenger created and published the journal Monitoring of Public Opinion: The Economic and Social Change - named after one of the major research programs, developed under the supervision of the academician Tatyana Zaslavskaya ). The Levada Center

2898-539: The head of the Theoretical Research Department and later – since 1992 as the head of the company). In an interview Yuri Levada talks about the first years of VTsIOM, refers to Tatyana Zaslavskaya (Татьяна Заславская) and Boris Grushin (Борис Грушин) as the founders of VTsIOM in 1987 and states that he was invited by them to join VTsIOM. VTsIOM became widely respected for its objectivity and professionalism among academics and journalists in both

2961-550: The importance of testing film content and marketing material involves: Market research is an industry that overlaps with and is often referred to as the "insights" industry. However, the distinctive methods and techniques of market research not always correspond to the digital-first approach of insights vendors. The emergence of insights focusing on data analytics rather than fieldwork is competing with market research for managerial attention and funding. Current research with market research practitioners shows two pressing concerns for

3024-515: The industry: online data commoditization and the increasing distance between market researchers and top management within client organizations. Both concerns boil down to the risk they perceived of market research becoming a legacy activity of the marketing department rather than the cornerstone of business strategy . Market research aims to produce so-called "actionable knowledge" that firms find useful in their operations: Small organizations and non-profits can derive needed information by observing

3087-408: The market is difficult to acquire, and the cost of "going ahead with the decision" to offer the product or service is affordable, the research cost may be more profitably used "to ensure that the new line got the advertising send-off it needed to have the best chances of succeeding." As measured in revenue, US based Amazon is the worldwide E-Commerce leader. The film industry is an example where

3150-511: The most significant Russian private and public institutions. New - applied and pragmatic focus of research programs is expressed in a change in its slogan - "Information for success!" instead of the former "From opinion – towards understanding". The Center is sometimes criticized by its subjects of study. Gennady Zyuganov (leader of Communist Party of Russian Federation ) criticized VTsIOM's objectivity when evaluating media request results of VTsIOM study on Lenin's Mausoleum stating "I think this

3213-428: The post-Soviet area (in the framework of "Eurasian Monitor", VTsIOM is one of the founders of Eurasian Monitor as well as other sociological services in the former USSR republics. Market research Market research is an organized effort to gather information about target markets and customers. It involves understanding who they are and what they need. It is an important component of business strategy and

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3276-474: The post-Soviet space (together with colleagues from the former USSR—members of "Eurasian Monitor" Agency) and other countries. Topics of interest include: A wide range of research techniques, such as personal interviews, focus groups , mystery shopping , hall tests, exit polls , expert surveys, and telephone interviews, is used. Research methods include both descriptive and inferential statistical analysis , as well as sample building programs. Surveys based on

3339-547: The public opinion "Vox Populi - Glas Naroda" (People’s Voice). In 1992 the Public Opinion Foundation (FOM) that was originally established as a Division of the Center for raising charity funds, separated from VTsIOM. In 1999 VCIOM achieved scientific institute status. Although VTsIOM received no budget money and funded itself with private and public sector polling contracts (grants) from the breakdown of Soviet Union in 1992 to 2003, Levada had not addressed

3402-441: The research programs started by its collective in the 1990s–2000s. One of the largest projects is the study "The Soviet Person" study, or Homo Soveticus , Russian: Советский человек, in which specialists used surveys to monitor and identify significant trends in the social development of Russia's society over the past 15 years. The founding and development of the agency was intertwined with the career of its founder, Yuri Levada –

3465-469: The ruling United Russia party, the Russian Justice declared that the pollster was "performing the functions of a foreign agent". This barred it from work on the upcoming election . Levada's director stated that the designation may mean that Levada would be unable to continue its work as a pollster. "This manifests the increase in internal repressions carried out by the country's leadership,"

3528-503: The sociologist. In 1972, his institute was closed down during a Brezhnev -era purge of some 200 sociologists from research institutes and universities. Levada was reinstated by reformist Soviet leader Mikhail Gorbachev as glasnost was under way. He went on to establish the Russian Public Opinion Research Center in 1987, which was renamed All-Union Public Opinion Research Center (VTsIOM) after

3591-495: The terms and also that Market Research is a subset of Marketing Research . Further confusion exists because of major companies with expertise and practices in both areas. Although market research started to be conceptualized and put into formal practice during the 1930s as an offshoot of the advertising boom of the Golden Age of radio in the United States, this was based on 1920s work by Daniel Starch . Starch "developed

3654-594: Was adopted at the July meeting of the Central Committee of the Communist Party of the Soviet Union in 1987. The founders were VCSPS (All-Union Central Council of Trade Unions) and USSR State Committee of Labour. The first director was Tatyana Zaslavskaya (academician). Zaslavskaya tells that the Institute of Demoscopy (Federal Republic of Germany) headed by Elisabeth Noelle-Neumann was taken as

3717-567: Was generated by this medium. A report titled "Global B2C E-Commerce and Online Payment Market 2014" indicated a decrease in overall growth rates in North America and Western Europe, even as absolute growth numbers rose. The UK Market Research Society (MRS) listed the top social media platforms primarily used by millennials are LinkedIn , Facebook , YouTube and Instagram . Regarding details for worldwide corporate market research, "most of them are never written about because they are

3780-492: Was irrelevant, as there is no real political competition in Russia, where, unlike in democratic states, Russian voters are not offered any credible alternatives and public opinion is primarily formed by state-controlled media , which promotes those in power and discredits alternative candidates. In 2016 Levada Center was classified as a foreign agent by the Russian justice ministry. In 2022 an LSE blog said "The most reputable public opinion data available in Russia are from

3843-514: Was pleased Levada was trying to maintain the independence of his research. When asked about VTsIOM management change during his visit to Columbia University in the United States in September 2003, Russian president Vladimir Putin was supportive of the change in management. Levada reportedly claimed that Putin disrupted at least three attempts to convince him that his approval rating is considerably lower than widely reported. In 2013

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3906-450: Was reorganizing VTsIOM on behalf of the government, welcomed the researchers' departure. "Now they [VTsIOM-A] can really become independent, step into the market and live according to the laws of the market, which include paying taxes and competition", said a ministry spokesman. The new director of VTsIOM is Valery Fedorov ( Валерий Федоров ), then a political scientist in his late twenties with no experience in public opinion polls, formerly

3969-607: Was taken by Yuri Levada as an attempt to affect the outcomes of VTsIOM studies. As a result, the previous VTsIOM employees left the company and followed Yuri Levada to the new established non-governmental Levada Center . A young political scientist - Valery Fedorov who, as some sources note, was close to the Administration of the President of the Russian Federation headed the office. VTsIOM carried on research programs introduced by its previous staff and continued to publish

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