Social research is an element of democracy and contemporary culture. In providing knowledge regarding the will of society, such studies are the basis of public opinion forming without constraint. Results of polls are an important voice in public debates, and in a growing number of cases the initiator behind such debate. Public opinion surveys also fulfil one more important function: that of satisfying that inherent human need for comparing and assessing ones own opinions and capabilities. As a result it would be hard for us to imagine public life today with opinion polls.

There is scope for social research to be applied wherever the quality of the relationship between society and public bodies is important. The three basic areas in which social research is used are the three stages of effective communication:

Public opinion surveys provide information regarding which of a number of alternative solutions is that most preferred by society, and always when:

• There is more than one possible solution
• There is a lack of certainty about whether specific action is worth taking at all
• A strong argument is needed for a specific position
• One is interested in what the social opinion is on the issue in question

Exchange of information

Social research studies are helpful in selecting the most effective arguments in a given situation, and always when:

• Unpopular decisions have to be taken
• Negative, undesirable information has to be conveyed
• One has to convince people that a specific solution is the best

Monitoring reaction

Social research reveals reaction to decisions taken, thus enabling conclusions to be reached for the future, and always when:

• There is a lack of certainty regarding what social reaction a decision taken is going to have
• One wants to prove the rightness or wrongness of a decision that has been taken

Pentor conducts the following Social research studies:

• Party preferences and assessment of the functioning of the authorities
• Electoral studies
• Consumer moods  
• Societys attitudes and preferences towards changes planned in the countrys politics and economics
• Monitoring reactions to current events
• The image of public institutions and people
• Studies of values, needs, and patterns of behaviour
• Satisfaction with the functioning of public institutions and people
• Attitudes and reactions among local communities
• Social values
• Segmentation studies