{"id":24891,"date":"2025-09-09T17:56:47","date_gmt":"2025-09-09T15:56:47","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=24891"},"modified":"2025-09-30T22:56:13","modified_gmt":"2025-09-30T20:56:13","slug":"polityzacja-zakupow","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-insummit-2025\/polityzacja-zakupow\/","title":{"rendered":"Polityzacja zakup\u00f3w"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"24891\" class=\"elementor elementor-24891\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6aee662 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"6aee662\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1afe9a0\" data-id=\"1afe9a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e30a696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e30a696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c1c8baa\" data-id=\"c1c8baa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2274559 giz_program_tytul elementor-widget elementor-widget-text-editor\" data-id=\"2274559\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tPolityzacja zakup\u00f3w? Wyniki premierowych bada\u0144 i skr\u00f3cona instrukcja zarz\u0105dzania markami w czasach polaryzacji\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-998b7d7\" data-id=\"998b7d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e961b7 elementor-widget elementor-widget-text-editor\" data-id=\"5e961b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tsesja otwarcia\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc11b elementor-widget elementor-widget-text-editor\" data-id=\"e2bc11b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"giz_program_godzina\">10.50 <\/span> WTOREK, 23 WRZE\u015aNIA<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-58c717c giz_zalogowany elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"58c717c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cc21b7b\" data-id=\"cc21b7b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0bcded3 elementor-widget elementor-widget-shortcode\" data-id=\"0bcded3\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><div id='vdo'><strong>VdoCipher Error: Video ID not found<\/strong><\/div><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e3b1f5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e3b1f5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2a21321\" data-id=\"2a21321\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-74bee2b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"74bee2b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-14db457\" data-id=\"14db457\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-280ca13 elementor-widget elementor-widget-text-editor\" data-id=\"280ca13\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\u201eTo, \u017ce nie interesujesz si\u0119 polityk\u0105, nie znaczy, \u017ce polityka nie zainteresuje si\u0119 tob\u0105.\u201d Te s\u0142owa Peryklesa brzmi\u0105 dzi\u015b wyj\u0105tkowo aktualnie. Polityka jest aren\u0105, kt\u00f3rej marki tradycyjnie stara\u0142y si\u0119 unika\u0107. Jednak w dzisiejszym \u015bwiecie, kiedy wychodzi ona znacznie poza wybory\u00a0dokonywane\u00a0przy urnie, wp\u0142yw\u00a0polityki\u00a0na zachowania konsument\u00f3w zdecydowanie zaczyna rosn\u0105\u0107.\u00a0A\u017c 73% badanych przyznaje, \u017ce preferuje marki zgodne z ich warto\u015bciami.\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fc07fa2 elementor-widget elementor-widget-text-editor\" data-id=\"fc07fa2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Naszym wyst\u0105pieniem chcemy rozpocz\u0105\u0107 dyskusj\u0119 o zwi\u0105zkach pomi\u0119dzy \u015bwiatopogl\u0105dem i polaryzacj\u0105 a wyborami konsumenckimi.\u00a0To temat, kt\u00f3rego dot\u0105d nikt w Polsce nie podejmowa\u0142.\u00a0Przedstawimy premierowe wyniki badania,\u00a0przeprowadzonego we wrze\u015bniu 2025 przez IPSOS i SGH specjalnie na potrzeby INSUMMIT.\u00a0Zaproponujemy te\u017c markom zestaw praktycznych wskaz\u00f3wek, w jaki spos\u00f3b uwzgl\u0119dnia\u0107 polityzacj\u0119 i polaryzacj\u0119 w swoich strategiach, a tak\u017ce ogranicza\u0107 ryzyka z nimi zwi\u0105zane.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-82c50c6\" data-id=\"82c50c6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4e576cc elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"4e576cc\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/04\/karczmarczuk.jpg\" class=\"attachment-full size-full wp-image-8321\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/04\/karczmarczuk.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/04\/karczmarczuk-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Anna Karczmarczuk<\/span><p class=\"elementor-image-box-description\">Prezeska<br>\n<strong>Ipsos Poland <\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb39644 elementor-widget elementor-widget-text-editor\" data-id=\"eb39644\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tAbsolwentka Instytutu Stosunk\u00f3w Mi\u0119dzynarodowych na Uniwersytecie Warszawskim. Z bran\u017c\u0105 insight\u00f3w zwi\u0105zana od pocz\u0105tku drogi zawodowej. Zdobywa\u0142a do\u015bwiadczenie zar\u00f3wno po stronie klienta (PTC Era), jak i agencji badawczych (CASE, TNS OBOP, TNS Polska). Jako badaczka specjalizowa\u0142a si\u0119 w prowadzeniu projekt\u00f3w segmentacyjnych, wspieraj\u0105cych marki w procesach strategicznych i pozycjonuj\u0105cych. Od 2015 prezeska Ipsos w Polsce, w latach 2020-2024 prezeska PTBRiO, Cz\u0142onkini Honorowa PTBRiO. Nale\u017cy do ESOMARu. Kilkakrotnie zaanga\u017cowana w prace Rady Programowej Kongresu Badaczy, w 2017 r. jako jej przewodnicz\u0105ca. Wsp\u00f3\u0142tw\u00f3rczyni idei Festiwalu Insummit. Wsp\u00f3\u0142autorka ksi\u0105\u017cek Data Driven Decisions. Jak odnale\u017a\u0107 si\u0119 w nat\u0142oku danych? (Wydawnictwo Naukowe PWN, Warszawa 2018) oraz Badanie Rynku. Jak zrozumie\u0107 konsumenta? (Wydawnictwo Naukowe PWN, Warszawa 2021).\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-325ad72\" data-id=\"325ad72\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-14f6486 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"14f6486\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/07\/Michal-Lutostanski.jpg\" class=\"attachment-full size-full wp-image-23874\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/07\/Michal-Lutostanski.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/07\/Michal-Lutostanski-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">dr Micha\u0142 Lutosta\u0144ski<\/span><p class=\"elementor-image-box-description\">Prezes Zarz\u0105du <strong>PTBRiO<\/strong><br>\nAdiunkt <strong>SGH<\/strong><br>\nPartner Associate \u2013 Brand &amp; Portfolio Strategy <strong>Deloitte<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b70fd92 elementor-widget elementor-widget-text-editor\" data-id=\"b70fd92\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tPrezes PTBRiO. Doktor nauk spo\u0142ecznych. Adiunkt w Zak\u0142adzie Marketingu Warto\u015bci SGH. Partner Associate &#8211; Brand &#038; Portfolio Strategy w Deloitte CE. Wcze\u015bniej Head of Knowledge &#038; Thought Leadership i Strategy Business Director w Kantar Polska. Absolwent 25-lecia Uniwersytetu SWPS w kategorii Biznes. Znalaz\u0142 si\u0119 na li\u015bcie \u201eInsight250\u201d opublikowanej przez ESOMAR w 2023 \u2013 wyr\u00f3\u017cniaj\u0105cej pionier\u00f3w i innowator\u00f3w bran\u017c opartych na danych z ca\u0142ego \u015bwiata. Wsp\u00f3\u0142autor ksi\u0105\u017cek: \u201eData driven decision. Jak odnale\u017a\u0107 si\u0119 w nat\u0142oku danych?\u201d, \u201eBadanie rynku. Jak zrozumie\u0107 konsumenta?\u201d, \u201eModern leisure society \u2013 consumer behavior\u201d oraz \u201eO zmieniaj\u0105cym si\u0119 \u015bwiecie warto\u015bci w ekonomii, finansach i zarz\u0105dzaniu\u201d. Kierownik Studi\u00f3w Podyplomowych Konsument we Wsp\u00f3\u0142czesnym Marketingu na SGH. Wyk\u0142ada Marketing, Marketing of Places i Customer Behavior. Publicysta Brief.pl oraz Marketer +. Wyst\u0119powa\u0142 na takich konferencjach jak TEDx, Golden Marketing Conference, Insummit \u2013 Festiwal Insight\u00f3w i Innowacji, Europejskie Forum Nowych Idei, Data Science Summit, Insummit Youth, Blix Awards czy Data Analytics Forum. Otrzyma\u0142 nagrod\u0119 publiczno\u015bci i nagrod\u0119 25-lecia PTBRiO za najlepiej ocenione wyst\u0105pienie dwudziestu edycji Kongresu Badaczy. Trener z zakresu innowacji, storytellingu, wyst\u0105pie\u0144 publicznych, consultingu i marketingu pokole\u0144. Wspiera klient\u00f3w w obszarach podejmowania d\u0142ugoterminowych decyzji i dzia\u0142a\u0144 z zakresu strategii, pozycjonowania marek, optymalizacji portfolio, analizy szans i zagro\u017ce\u0144, wytwarzania innowacji, poszukiwania kolaboracji mi\u0119dzy markami, czy tworzenia wizji kategorii.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Polityzacja zakup\u00f3w? Wyniki premierowych bada\u0144 i skr\u00f3cona instrukcja zarz\u0105dzania markami w czasach polaryzacjisesja otwarcia 10.50 WTOREK, 23 WRZE\u015aNIA \u201eTo, \u017ce nie interesujesz si\u0119 polityk\u0105, nie znaczy, \u017ce polityka nie zainteresuje si\u0119 tob\u0105.\u201d Te s\u0142owa Peryklesa brzmi\u0105 dzi\u015b wyj\u0105tkowo aktualnie. Polityka jest aren\u0105, kt\u00f3rej marki tradycyjnie stara\u0142y si\u0119 unika\u0107. Jednak w dzisiejszym \u015bwiecie, kiedy wychodzi ona [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":23112,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"pmpro_default_level":"","site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"unboxed","site-sidebar-style":"unboxed","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-24891","page","type-page","status-publish","hentry","pmpro-has-access"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"Polityzacja zakup\u00f3w? Wyniki premierowych bada\u0144 i skr\u00f3cona instrukcja zarz\u0105dzania markami w czasach polaryzacji sesja otwarcia 10.50 WTOREK, 23 WRZE\u015aNIA VdoCipher Error: Video ID not found \u201eTo, \u017ce nie interesujesz si\u0119 polityk\u0105, nie znaczy, \u017ce polityka nie zainteresuje si\u0119 tob\u0105.\u201d Te s\u0142owa Peryklesa brzmi\u0105 dzi\u015b wyj\u0105tkowo aktualnie. 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Wyniki premierowych bada\u0144 i skr\u00f3cona instrukcja zarz\u0105dzania markami w czasach polaryzacji sesja otwarcia 10.50 WTOREK, 23 WRZE\u015aNIA VdoCipher Error: Video ID not found \u201eTo, \u017ce nie interesujesz si\u0119 polityk\u0105, nie znaczy, \u017ce polityka nie zainteresuje si\u0119 tob\u0105.\u201d Te s\u0142owa Peryklesa brzmi\u0105 dzi\u015b wyj\u0105tkowo aktualnie. 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