In-Pulse x CMO Awards 2025

In-Pulse is a research and analytics system that enables marketers to fully understand shopper behaviors and preferences, target with precision, and evaluate the effectiveness of their marketing activities.

This has become possible through a partnership between Żabka Polska and Stagwell Inc., providing access to insights based on transactional data from the Żappka mobile app.

This knowledge makes it possible to understand shopper behavior derived from real transactions — not just declarations.

As a result, In-Pulse measures the “pulse” of Polish consumers in real time, empowering brands to enhance the effectiveness of their marketing efforts.

In-Pulse brings together, in one place, a full range of services that enable marketers to deeply understand who the shoppers within the Żabka network are, how their purchase behaviors are shaped, what influences their decisions, which products attract them most, and which types of marketing communication truly resonate.

Marketers can use this knowledge to reach shoppers at the most relevant time and place — with the confidence that they’re targeting people who actually buy, not just those who claim certain behaviors.

In-Pulse is built on a single-source data architecture, ensuring consistency and comparability of insights. It also enables marketers to measure the effects of their activities in relation to changes in brand perception and sales performance.

All of this allows Polish marketers to quickly access high-quality insights that help them:

• manage marketing and media budgets more effectively
• increase return on investment
• drive sales growth

In-Pulse is an innovative solution that enables an unprecedented level of insight into Polish consumers — their motivations, preferences, and purchase decisions — based on transactional data, not just declarations.

It allows for the creation of built on solid, reliable foundation - data flowing in from millions of transactions captured daily at thousands of Żabka stores.

With In-Pulse, you can:

• see how consumers respond to a new product, service, or product variant
• measure the effectiveness of advertising campaigns by tracking changes in brand perception and product sales
• understand the motivations and shopping journeys of specific shopper segments
• identify what drives category volume — shopper segment, purchase mission, or consumption occasion

The In-Pulse solution is designed for a wide range of companies — both within and beyond the FMCG sector.

By combining insights derived from transactional data analysis with the ability to deepen shopper understanding through in-app surveys, In-Pulse enables both endemic and non-endemic brands — across industries such as beauty, pharmaceuticals, finance, insurance, automotive, and telecommunications — to gain fast and precise insights into consumer behaviors, preferences, and motivations.

All it takes is a quick call or a message through the contact form below — and we’ll guide you through the entire process:

• We’ll start with a short intro meeting, where we’ll walk you through how the In-Pulse system works and its capabilities — from understanding your audience and exploring their preferences and shopping habits, to testing product and creative concepts, reaching the right consumers with the right message, and tracking campaign effectiveness.
• Next, we’ll ask you to share your challenge or hypothesis you’d like to test. Based on that, our team of experts will prepare a tailored research proposal made up of products that will help you find the answers you’re looking for.
• Don’t worry — you don’t need to have everything ready from day one. In-Pulse is a single-source system, which means that once your consumer segments are built, you can reuse them in future studies and analyses.
• As our collaboration develops, you’ll be able to monitor how your target group’s behaviors, needs, and preferences evolve — as well as how they perceive your brand, service, or product.
• This will allow you to respond in real time, optimize your strategies, and deepen your understanding of the areas that matter most to your business at any given moment.