Local Data Matters: An interview with Tomáš Říha, Managing Director of Norstat Czech Republic

From National Sample to Norstat

Tomáš’s history with National Sample dates back to 2012, when he helped establish Český národní panel, later known as European National Panels. After several years away from the company, he returned to support its further development and expansion into other markets across the region.

He therefore sees continuing his work at Norstat as a natural next step on this journey. “It is an opportunity to combine the best of our local know-how and long-standing client relationships with Norstat’s strong international presence and expertise.”

Long-term relationships are the foundation

For Tomáš, client relationships are about much more than individual projects. “What I value most are long-term relationships built on mutual understanding and respect. It is a real pleasure to work with clients like these.”

Local expertise with international reach

Every research market has its own characteristics – from respondent behaviour and cultural differences to client expectations. This is why Tomáš considers a strong local presence to be one of the key advantages.

At the same time, Norstat makes it possible to combine this local knowledge with an international network, technology and expertise spanning Europe and the Americas.

“Clients increasingly need to run projects across multiple countries. The ideal solution is therefore a combination of a local team that truly understands the market and the support of a strong international organisation.”

Data quality remains the priority

Market research is undergoing rapid technological change, and according to Tomáš, artificial intelligence and synthetic data will play an increasingly important role. They can support automation, quality control and data analysis.

However, technology cannot replace one essential element: a deep understanding of people, their needs and motivations. “Market research is still about people. AI can help us work faster and more efficiently, but the right content, questionnaire design and data collection, combined with experience, judgement and an understanding of context, will remain essential.”

Drive, determination and a strong team

Tomáš describes his greatest strength simply: “Determination and a strong drive to get things done.”

Just as important to him is the working environment. A company’s success is not about individuals, but about having a well-structured and effective team.

This is exactly what he wants to build on at Norstat – high ambitions, a strong focus on quality and a team that works together towards the same goals.

And when it’s time to switch off?

Sport remains an important part of Tomáš’s life. He regularly plays football, foot tennis, tennis and volleyball, while his favourite way to spend a holiday is riding his motorbike through the Alps or Southern Europe.

“When you work at a high pace, you simply need to switch off from time to time. If you cannot step away from work and recharge, I don’t think long-term success is possible.”

Why Norstat?

Tomáš sees Norstat’s greatest strength in the combination of local expertise and international capabilities.

“We have experienced people, strong client relationships, detailed knowledge of local markets and an endless drive to keep moving forward. Norstat adds the ability to collect data in 45 countries worldwide, innovative technology and additional expertise. For our clients, this means they can access both local and multi-country services from a single provider.”

For Tomáš, his new role is primarily an opportunity to build with pride on what has been achieved over the past years, take local teams into the next stage of their development and strengthen awareness of the Norstat brand not only within the research industry, but also among the wider public in the countries he is responsible for.