Spark insights
driving your
inspiration!

AHA Moments conducts over 100 commercial studies yearly and interviews more than 55,000 Romanian consumers, covering all age groups and levels of urbanization. Unfortunately, few sectors in Romania can afford professional market research, such as this year’s programme beneficiares: education and tourism. To work around this, the AHA team came up with an ingenious idea: using ongoing commercial studies to include questions dedicated to social causes. This is how the Donate a Question programme was born — the first research initiative through which private resources are transformed into data that bring value to society and help pay it forward.

Inflation, political instability, and the fragile economic landscape represent the most pressing concerns of Romanian consumers, with one in five believing that 2025 will be worse than the previous year, finds the study “Romanian State of Mind”, conducted by AHA Moments. Thus, the rise in pessimism in Romania stems primarily from the broader macro-political and economic context rather than from individuals’ personal circumstances.

The Pareto Report 2025, a study conducted by the market research firm AHA Moments outlines in detail the profile of Pareto consumers — the 20% with the highest incomes — with this latest edition adopting a new explorative approach by placing the spotlight on the general public as well, meaning 9.2 million digitalized Romanians aged between 18 and 62. The report contarasts the two populations, highlighting the differences between the two groups on several financial and social dimensions, such as household size and income, general life satisfaction and optimism, to name a few.

Over 100 indicators are used to provide a unique view of Romanian society, by comparing two highly relevant populations: the general public, meaning the majority of adults, and the Pareto population – the top 20% by income. The data reflect who they are as individuals, their quality of life, lifestyle and aspirations, work and career, financial outlook, perceptions of Romania and Europe, as well as their media and entertainment consumption and adoption of technology in the digital age.

The Pareto Report draws on over 100 indicators to analyze consumer behaviour in Romania, comparing two key groups: the general public (adults) and the Pareto audience (the wealthiest top 20%). The study thus provides a detailed view of the behaviors, lifestyle, aspirations, careers, financial outlook, perceptions of consumers in Romania and Europe, while simultaneously taking a closer look at media and technology consumption.

The majority of Romanians are conservative, with only 43% of respondents believing that life in Romania is better now than before joining the EU, and 15% considering emigration, reveals the Pareto Report 2025. In this context, fake news and misinformation play an important role. Although trust in the mass media is low, two out of three respondents believe they have never been misled by false news. Misinformation is also closely linked to social media usage, particularly that of Tik Tok, which has a massed a high number of users.

In collaboration with The Engine, the market research company AHA Moments utilizes over 100 indicators to obtain unique insights into the lives of Romanian consumers, comparing two highly relevant populations: the general public, meaning the majority of adults in Romania, and the Pareto population – the wealthiest top 20%. This group not only earns significantly higher than the average consumer, but is also the first to adopt new behaviors and habits, serving as a strong indicator of trends across the entire population.