Inquiry is featured on IAB Poland’s Retail Media Map 2026 in the “Attribution and Measurement” category, within “Data and Measurement”. Our inclusion reflects our role in helping brands and retailers understand how in-store communication reaches shoppers, captures their attention and fits into the purchase journey.
A guide to Poland’s retail media market
The Retail Media Map is an IAB Poland initiative that brings together the companies, brands and solutions shaping the country’s retail media market. It covers retail and commerce media networks, advertising technology providers, data and measurement specialists, and media agencies.
For international brands and agencies working in Poland, the map offers a useful starting point for identifying local expertise and potential partners. It shows how different capabilities fit together, from access to advertising space to the measurement of campaign performance.
Inquiry contributes a shopper research perspective. We focus on what happens in physical stores, where advertising meets product choice and everyday shopping decisions.
Understanding what happens before a purchase
In-store campaigns operate in a complex environment. Shoppers navigate aisles, compare prices, respond to promotions and look for familiar products. Advertising becomes part of this experience, competing for attention alongside everything else in the store.
Understanding its effectiveness requires a clear distinction between an opportunity to see a message, the attention it receives and the shopper’s subsequent behaviour.
Footfall around a display indicates potential exposure. Observing how shoppers respond helps assess how effectively that opportunity is being used.
Sales data adds another part of the picture. Interpreting the role of advertising also requires an understanding of price, promotions, product availability and existing brand preferences. Together, these factors provide the context needed to evaluate communication and plan improvements.
How Inquiry researches in-store retail media
Using Shopnosis technology and dedicated research glasses, we study shoppers in real store environments. We analyse their routes through the store, their attention and their interactions with advertising and products.
Research can cover digital signage, point-of-sale materials, shelf-level communication and secondary displays. Examining these formats within the wider shopping journey helps brands and retailers understand when and where communication engages shoppers.
The findings support practical decisions about media placement, display design, format selection and campaign optimisation. For brands, they bring the shopper’s perspective into campaign planning. For retailers, they help assess how different areas of the store can support their retail media offering.
This work forms part of our broader retail research expertise, supporting decisions about store layouts, customer journeys and communication.
Bringing shopper insight to retail media
We are pleased to be part of IAB Poland’s Retail Media Map. Our contribution is to connect media planning with a deeper understanding of how people shop.
Advertising space can be booked. Shopper attention has to be earned. Understanding that attention gives brands and retailers a stronger basis for deciding what to do next.
Explore IAB Poland’s Retail Media Map
Planning an in-store campaign or developing your retail media offering in Poland? Talk to Inquiry about retail media research and the decisions your study needs to support.
Frequently asked questions
The Retail Media Map is an overview of the companies, brands and solutions shaping Poland’s retail media market. It helps advertisers, retailers and agencies identify specialist capabilities and potential partners.
Inquiry is listed in “Attribution and Measurement”, within the “Data and Measurement” section. Our work focuses on in-store retail media research, including shopper attention, purchase journeys and interactions with communication and products.
Measurement should consider opportunities to see advertising, shopper attention and behaviour during the purchase journey. Examining these alongside sales data helps assess the role of communication. Price, promotions and product availability also need to be taken into account.
Research can cover digital signage, point-of-sale materials, shelf talkers, shelf strips and secondary displays. The scope depends on the decisions the research needs to support, such as comparing formats, reviewing placement or improving campaign execution.
We use Shopnosis technology and dedicated research glasses to study shoppers in real store environments. We analyse shopping journeys, attention and interactions with advertising and products to inform decisions about communication and displays.
Research can support brands planning in-store campaigns and retailers developing their retail media offering. It helps teams understand how shoppers respond to communication and identify priorities for improvement.
Contact Inquiry to discuss your project
