Research Director, User Research, EMEA
Joining IDC in 2005 and based in Prague, Martin Horcicka oversees IDC user research for the EMEA region. From project initiation through results delivery, he is responsible for development of survey and research models that turn information about IT and communications use into actionable insight. Horcicka works closely with clients, IDC analysts, and consultants to design standard and customized demand-side research projects. By matching questions to methods, he ensures that the right combination of advanced analysis, survey models, and market context is used in generating high-value results.
Horcicka has also been responsible for building IDC CEMA's end-user research program. He recruited a team of market research professionals and introduced new methods and techniques to IDC CEMA's market research. He regularly liaises with research leaders throughout IDC's Global Research Organization, contributing to project, tool, and methodology development.
Prior to joining IDC, Horcicka gained 15 years of experience as a market researcher. Most recently, he served as a production director and member of the board at one of the leading marketing research companies in the Czech Republic. During this period he led hundreds of research projects and gained in-depth knowledge of both quantitative and qualitative research methods, sampling methodology, data analysis, and fieldwork and operations.