The following parameters confirm the uniqueness of the Kartezjusz research project on the Polish market: Reaching very narrow and niche groups of Poles (low penetration of even 1% of the population); and, at the same time, maintaining a sample that is completely representative for the whole population of Poles. The size of the research sample: 1000 interviews per day, 240 000 interviews per year. Such a large sample allows one to conduct representative research of very narrow groups during several or several dozens of days, which in turn allows one to conduct any kind of statistical analyses. Additionally, it is possible to conduct surveys concerning broad groups (penetration of 50%) within 1-2 days. Method of conducting the project which collects complete demographic data about all the people who participate in the survey (and not only those who meet the research criteria, e.g., opening an account within the past three months). Such an approach allows one to precisely estimate the scale of the studied phenomenon in absolute figures (volumetrics). Freedom of including or excluding the different issues in the conducted project—the idea behind the project assumes that the client has almost unlimited possibilities to modify the research tool during the subscription time that he/she chooses (6 months or a year). It is possible to monitor a given issue or several issues during the whole subscription period and/or add specific research blocks during shorter periods (e.g., a week or a month). Kartezjusz enables one to conduct all these elements simultaneously or interchangeably (depending on the current needs of our clients). Despite the whole complexity of the project, our clients have access to the research results through a customized data browser on a constant basis. Having all these parameters, the Kartezjusz project offers relatively low costs for the client. None of the research agencies on the Polish market offer a similar research project with the following specifications. kartezjusz@tnsglobal.com

1. ©TNS 2015
Kartezjusz*
Small groups. Rare phenomena. Prompt decisions.
*Kartezjusz: a French philosopher, mathematician, and physicist. One of the most outstanding scientists of the 17th century. A creator of the Cartesian coordinate
system which enables one to determine a location of any point in space by using a set of coordinates x, y and z.

2. ©TNS 2015
What if “unsurveyable” did not exist?
2
After numerous tests our “baby” was launched at the beginning of May 2015.
The first weeks already proved what awesome possibilities it had. In such a short time, it was possible to
conduct surveys on consumers who would be impossible to survey otherwise given the representativeness
of the results, among other:
 Buyers of new cars and sources of financing the purchase
 Customers of mobile phones who change their prepaid operators
 Parents of children with diabetes
 Beer lovers who start drinking a new kind of beer
 People who change the providers of the electric energy
 Poles who open new bank accounts
 Drivers who process their auto claims from their motor insurance
The insight which made us think in a different way about the quantitative surveys was the research need
of one of our customers. Since listening to the customers’ needs is probably one of the most frequently
given recommendations in the research sector, then who, if not a research agency should address
precisely the identified need. This challenge monitored the profile of the customers who opened a bank
account—who, where and why undertakes the “effort” of opening a new account. If we are talking about
the monitoring of the profile and its changes, then only the representative results could be taken into
account. An almost nonexistent share of such people in the population in a natural way dubbed this
research problem as difficult or very difficult ….
This was the beginning. There were other ideas. The best idea systematically evolved until it reached the
form that functions till this day. To put matters simple, Kartezjusz provides an opportunity to describe in
a quantitative way the rare phenomena which concern 5% of the society and less.

3. ©TNS 2015
Uniqueness of the Kartezjusz Project
3
The following parameters confirm the uniqueness of the Kartezjusz research project on the Polish market:
Reaching very narrow and niche groups of Poles (low penetration of even 1% of the population); and, at
the same time, maintaining a sample that is completely representative for the whole population of Poles.
The size of the research sample: 1000 interviews per day, 240 000 interviews per year. Such a large
sample allows one to conduct representative research of very narrow groups during several or several dozens
of days, which in turn allows one to conduct any kind of statistical analyses. Additionally, it is possible to
conduct surveys concerning broad groups (penetration of 50%) within 1-2 days.
Method of conducting the project which collects complete demographic data about all the people who
participate in the survey (and not only those who meet the research criteria, e.g., opening an account within
the past three months). Such an approach allows one to precisely estimate the scale of the studied
phenomenon in absolute figures (volumetrics).
Freedom of including or excluding the different issues in the conducted project—the idea behind the
project assumes that the client has almost unlimited possibilities to modify the research tool during the
subscription time that he/she chooses (6 months or a year). It is possible to monitor a given issue or several
issues during the whole subscription period and/or add specific research blocks during shorter periods (e.g., a
week or a month). Kartezjusz enables one to conduct all these elements simultaneously or interchangeably
(depending on the current needs of our clients).
Despite the whole complexity of the project, our clients have access to the research results through
a customized data browser on a constant basis.
Having all these parameters, the Kartezjusz project offers relatively low costs for the client.
None of the research agencies on the Polish market offer a similar research project with the
following specifications.

4. ©TNS 2015
Project Objective and Target Market
4
 Markets where a decision to
change a service provider is
infrequent
 Banking
 Insurance
 Services connected with contracts
for a specified time
 Electricity providers,
 Cellular telephony
operators,
 Internet providers,
 Products with a long life span
 Audio-video equipment/
household appliances
 Cars
Companies from the
markets where purchases
seldom occur
1
 Companies which are not aware of
the structure of their customers
and which cannot monitor the
changes of their customers’
structure
 Rail carriers
 Airlines
 Manufacturers of audio-
video equipment/
household appliances
 Customers of petrol stations
 Courier and mail services
Companies which do not
have databases of their
customers
3
The main objective of the project is to monitor changes on the markets where purchases do not occur frequently or
where it is difficult to describe a customer profile. This project’s objective is to provide access to respondents with
unique demographic and product features, to describe and analyze groups of customers and to compare it with the
whole population of Poles aged 15+.
Our clients mostly include:
 Niche financial services (a
consolidating credit, a loan granted
by a non-banking financial
institution)
 Premium brands (of banks, cars,
clothes, food).
 Manufacturers of medicine
Manufacturers of products
aimed at (bought by) a
narrow group of people
2

5. ©TNS 2015
One Research—Many Benefits
Possible ways of using the Kartezjusz project
5
Market growth rate
Newly acquired customers
Effectiveness of
communication
Basket of choices
Brand situation
Direction of the changes
How is it possible?
 The participants of the project
include only such people who
recently (past quarter, month,
week) experienced a certain
phenomenon: went to a bank, took
out a credit, opened an account
 The survey encompasses the whole
market
 Additionally, the constant survey
provides the possibility to map the
situation in time, for example,
which of the competitors was
considered more frequently, and in
which month
New markets

6. ©TNS 2015
Method of Running the Project
Interviews conducted in a constant and uniform manner
6
Research technique: CATI telephone interviews
Research sample size:
• Approximately 1000 interviews per day
• 5 000 interviews per week
• Approximately 60 000 interviews per quarter
• Approximately 240 000 interviews per year
Depending on the penetration of the issue we can expect the following magnitude
Penetration size,
frequency of
occurrence on the
market
Number of main
interviews per week
Number of main
interviews per month
Number of main
interviews per
quarter
Number of main interviews
per year
1% 50 200 600 2 400
3% 150 600 1 800 7 200
5% 250 1 000 3 000 12 000
10% 500 2 000 6 000 24 000
At any time, we will be talking about representative samples for a group of respondents determined in any way.

7. ©TNS 2015
An Effective Interview in Kartezjusz
7
We always talk about an effective interview when the respondent agrees to participate in the survey, answers the
personal details questions and recruitment questions.
Such an approach gives us several advantages:
 We can fish out from the population people with unique traits (owners of rare possessions, people who perform
rare purchases)
 Having data about the rest of the population and having information about the complement of a set, we can
compare the obtained results with the whole of Poles.
 We can also extrapolate the results with the whole of the population and present it in “big numbers,” for example,
thousands of Poles who opened a bank account in a given month.
People who fulfill specific criterion.
- Opened an account in the past
three months
- Took out a credit
- Planned to deposit their savings
“A complement of a set”: people
who are described as not fulfilling
the given criterion due to
demographic features.
240 000 interviews a year

8. ©TNS 2015
TNS Polska | ul. Wspólna 56 00-687 Warszawa | 22 598 98 98 | www.tnsglobal.pl/kartezjusz
Łukasz Garstecki
kartezjusz@tnsglobal.com
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Jędrzej Ochremiak
kartezjusz@tnsglobal.com
504 135 607
Agnieszka Rządca
kartezjusz@tnsglobal.com
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