Findings
Indices, consumer studies and industry insights based on our own data. Full reports are available as PDFs in Turkish.
Customer Experience Management 2025 researchThe Customer Experience Management 2025 Research, run for MDYD with Deloitte and now in its 13th year, includes the voice of end consumers for the first time. Results show customer…Türkiye’s hair care mapOur Hair Care Research for Marketing Türkiye covers hair care habits, problems, brand and channel preferences in Türkiye. Consumers follow a regular but not intensive routine, and hair…Children’s Day 2025: the route is setPRAGMA’s 23 April Research 2025 examines how families plan to spend National Sovereignty and Children’s Day and how much, where and from which brands they shop for their children.…Spring research 2025PRAGMA’s Spring Research 2025 shows which categories see higher spending as spring arrives, what triggers shopping and which brands stand out. The biggest increase is in clothing and…Eid al-Fitr 2025PRAGMA’s Eid al-Fitr 2025 Research shows what the holiday means to consumers, their holiday spending and shopping timing and which holiday ads they remember. Happiness and peace come…Alcohol consumption habits in TürkiyeOur Alcohol Consumption Habits Research for Marketing Türkiye examines how often adults who drink do so, their motivations, settings and selection criteria. Results show alcohol is mostly…The little giants of the homeOur Small Home Appliances Research for Marketing Türkiye reveals consumer choices between loyalty and novelty, local and foreign brands, durability and design in a market ranging from…Türkiye’s fathers get a digital makeoverOur “Modern Fathers” research for Marketing Türkiye shows fatherhood is changing with each generation. Fathers describe themselves as fun, easy-going, responsible and liberal; they are…Mothers’ preferences shaped by the spirit of the timesOur “Mothers’ Choice” research for Marketing Türkiye examines the media use, expectations from working life, parenting experience and brand choices of mothers, who manage the household…50 shades of biscuitsOur biscuit research for Marketing Türkiye shows the biscuit, the saviour of hunger pangs and companion of tea breaks, is one of the star products in shopping baskets. The monthly budget…A new era for meal cardsWhen paying meal allowances in cash was put on the agenda, our research for Marketing Türkiye showed most employees did not want to give up meal cards even if the rules changed, and very…Back-to-school basket under pressureOur Back to School research for Marketing Türkiye shows that, in a period of high inflation, families kept their school shopping budget almost unchanged, so the basket shrank. Two in…Personal care researchOur Personal Care Research for Marketing Türkiye examines buying trends changed by the pandemic and the brands consumers cannot do without. Colour cosmetics are expected to revive as…Mothers’ choiceOur “Mothers’ Choice” research for Marketing Türkiye examines the priorities, feelings, media use and brand choices of mothers, who manage much of the household economy. Their priority…Türkiye call centre market: 2021 dataThe 2021 results of the market study we prepare every year with the Call Centres Association (ÇMD) show the sector kept growing during the pandemic: market size rose 41.3% to TRY 15.4…Türkiye’s comfort brandsOur “Türkiye’s Comfort Brands” research for Marketing Türkiye shows comfort is a top purchase criterion in many categories, from furniture to transport, clothing and hotels. 60% of…Demand for the “iron mask” is risingThe wish to avoid contact during the pandemic, the chip shortage and rising exchange rates increased demand for rental cars. Our Car Rental Sector Research for Marketing Türkiye reveals…Tissue paper sector researchHygiene products took a much bigger place in our lives with the pandemic. Our Tissue Paper Sector Research for Marketing Türkiye looks at this sector, where sustainability and innovation…Insured lifeNatural disasters and the pandemic sharply increased the need for security. Our “Insured Life” research for Marketing Türkiye examines which insurance types consumers turn to, what drives…Türkiye’s fathers and their brandsOur “Fathermeter” research for Marketing Türkiye examines the priorities, habits, media use and brand preferences of fathers in Türkiye. Their priority is clearly the nuclear family, and…Tea consumption habits researchOur Tea Consumption Habits research for Marketing Türkiye looks at the place of Türkiye’s favourite hot drink, preferred brands and the rise of herbal teas. The first word people…2020 Almanac reportOur 2020 Almanac study for The Brand Age looks at what the pandemic year left in consumers’ memories. Asked to sum up the year in three words, nobody chose a positive one; in advertising,…Digital gaming researchOur digital gaming research for Marketing Türkiye reveals which platforms, games and equipment players in Türkiye prefer, what they eat and drink while playing and how much they spend.Insurance sector researchOur Insurance Sector Research for Marketing Türkiye examines how consumers perceive insurance, which products they hold, what they look for in an insurer and how satisfied they are, by…Combi boiler sector researchOur Combi Boiler Sector Research for Marketing Türkiye examines the criteria and channels consumers use to buy a product they replace every 7–8 years. Reliability decides the purchase;…Working from home during the pandemicThe second study in our coronavirus series measured public concern, precautions, trusted information sources and the experience of working from home after the pandemic reached Türkiye.…Coronavirus awareness researchOur national study, run in the last week of February 2020 just before the pandemic reached Türkiye, measured public awareness of the coronavirus, risk perception and trust in the measures…Make-up products researchOur Make-up Products Research for Marketing Türkiye examines women’s make-up habits, brand choices by category, shopping channels and the make-up trends of 2020. Consumers care more about…2019 Almanac reportOur 2019 Almanac study for The Brand Age asks which events, ads and people consumers remember from the year. 2019 was remembered mostly for local elections and economic turbulence.Children’s favourite places: entertainment centresFor parents in big cities, children’s entertainment centres are a lifesaver. Our research for Marketing Türkiye examines which centres families choose, how often they go, how much they…Ramadan perception researchOur Ramadan Perception Research for The Brand Age shows how shopping frequency, basket categories and the brands most associated with the holy month change during Ramadan.Air conditioner usage habitsAs the air conditioning market picks up with warmer weather, our research for Marketing Türkiye examines how consumers buy air conditioners and brands’ share of mind. Price is not the key…2018 Almanac reportOur 2018 Almanac study for The Brand Age asks which events, ads and people consumers remember from the year. The rise of the US dollar defined the year, while ads featuring TV series…Combi boiler market researchOur Combi Boiler Market Research for Marketing Türkiye examines how well consumers know boiler brands, which they use, how satisfied they are and the criteria and channels they use to buy.An overview of the education systemFor our Education System Overview study for The Brand Age, we held focus groups with students and parents. The results show families and students are tired of trying to keep up with a…The emotion map of brandsOur Emotion Map of Brands for Marketing Türkiye looks not at the emotions brands try to own, but at which emotion consumers actually associate with each brand. Turkcell is linked with…How well do you know brand faces?Our Brand–Celebrity Partnership Awareness Research for The Brand Age measures how well celebrity brand faces are remembered and which pairings are seen as successful. Celebrity use in…We keep hitting the glass ceilingOur analysis for The Brand Age’s International Women’s Day issue uses The Economist’s Glass-Ceiling Index to assess women’s place in working life in Türkiye, and shares the problems and…