Cult Research: Retrospective of 2023 and resolutions for 2024 for Romanians

Cult Research, a Romanian market research company with an agile and consumer-oriented approach, conducted a public opinion survey to retrospectively analyze the perception of 2023 and anticipate resolutions for 2024. Through the CultIO panel, the study mapped the prospects and identified trends for this year.

According to the study’s conclusions, the year 2023 was primarily perceived in favourable terms by respondents, described by positive personal experiences and emotional states. Romanians indicated strengthening relationships with those close to them as one of the most optimistic aspects of the past year, followed by reaching a significant personal or professional goal.

Regarding the Romanians’ perspective on the year 2024, the main objective proposed was the improvement of the financial situation, while “better health” occupied the second place in the ranking of plans for this year, being mentioned by only a quarter of the participants.

The research also highlighted that over half of Romanians expressed themselves as optimistic regarding personal relationships, personal development, health and financial situation.

Significant differences in perception were also revealed, depending on gender and age. Women are more optimistic than men about their financial situation, relationships and health. On the other hand, people between the ages of 25 and 34 and those 65 and over are, on average, the most optimistic about their financial situation.

Young people’s ability to adapt to new challenges to learn efficiently and independently is partly due to their mental and emotional flexibility and high level of openness to new experiences. From an argumentative perspective, this adaptability can have a significant positive impact in the face of changes and opportunities that may arise in their personal and professional lives.

Conversely, people between the ages of 35 and 44 generally show stronger positive feelings about personal relationships, a finding that may be associated with the specific stage of life they are in. Thus, at this age, many have had time to consolidate solid relationships, with experiences and learnings accumulated over the years that can influence how these respondents perceive and manage their relationships, generating a higher level of trust and stability in personal interactions.

However, the Romanians participating in this study expressed some reservations about employment opportunities and personal development, despite the optimism expressed about the year 2024, and the top of the fears felt for the year 2024 is made up of economic instability, the appearance of geopolitical conflicts and wars, as well as the appearance of health problems.

Rising prices are a significant factor that can directly influence citizens’ living standards. When essential goods and services prices rise, families face considerable budget pressure. This phenomenon can be responsible for reducing the financial resources available for other needs, such as education, health or recreation, as families are often forced to make tighter spending choices.

In addition, fear or concern about a potentially significant decrease in quality of life can amplify feelings of insecurity and economic instability. Romanians may become more cautious about spending and long-term investments due to the uncertainty caused by this financial pressure.

“We look with well-tempered optimism towards 2024, after a year marked by challenges but also by significant developments among Romanian society. The careful analysis of these perceptions can become useful both for organizations and institutions interested in the perspectives and trends in Romania, and for us as specialists to be able to put in context the results of other studies about consumers. As researchers, we transmit and use this information with the aim of contributing to shaping a constructive perspective on the evolution of Romanian society in 2024”, mentioned Paul Acatrini, Managing Partner & Research Director of Cult Research.

ABOUT CULT RESEARCH: Cult Research is a Romanian market research company established 15 years ago. The company aims to provide empathic consulting solutions through agile research helping companies, institutions and non-governmental organizations (including international) to increase their performance by always adapting according to consumer needs. The services offered are addressed to a wide variety of fields: agribusiness, banking, automotive, communication, public administration, FMCG, retail, etc.

This study was conducted online, via CultIO. The sample consisted of people over 18 years of age with access to the Internet.