The search for answers to these and other questions has triggered a boom in the market research industry. Demand has never been so high for market research services, primarily because European Union accession has made Czech companies more interested in neighboring markets.

"In terms of volume of research, we're talking about the golden age for the industry," said Irena Bártová, director of SC&C.

Companies focusing on market research and opinion polling saw revenues increase 10 percent to 1.8 billion Kč ($75 million) last year, according to data released by SIMAR, an association of 14 major market research firms operating in the Czech Republic. This year, the sector is likely to grow another 10 percent to 2 billion Kč in aggregate revenue, according to SIMAR.

"Using business intelligence to make business and marketing decisions is simply an imperative," said Jonathan Adams, general manager of Synovate, an international market research firm based in the United Kingdom.

Traditionally, market research companies have done most of their business with foreign investors operating here. EU accession, however, created huge demand from Czech companies looking to understand the nuances of European markets.

"We are seeing more and more Czech companies asking to conduct research outside of the country," Adams said. "Since joining the EU, many Czech companies now have access to a whole new market that they know little about, and need to study up on."

Apart from expanding their operations into Europe, market research companies have also upgraded their services, said STEM/MARK Director Jan Tuček.

"Instead of merely compiling a bunch of numbers and long analyses, there is more demand for specific recommendations and strategic advice," he said. "Market research firms [are] partnering [with businesses] rather than just being suppliers."

With the elections rapidly approaching, all eyes will be on public opinion polls. But representatives of market research firms said the elections won't have a significant impact on their business because polls don't represent a significant slice of their portfolios.

The majority of research done by these companies looks into consumer purchasing preferences, said Jan Herzmann, director of Factum Invenio.

The booming market research industry has led to tough competition, which has created a dangerous price war between firms, SC&C's Bártová said. And if the quality of research falls with the prices, the credibility of the industry would be compromised, she said.

Despite growing competition, most experts agreed that market research firms are facing a bright future.