Jane Bliznyuk

Armed Forces, volunteering, and IT: what #Ukrainians take the greatest pride in in 2025?
The war for the country’s survival and independence has reshaped public perception, making national achievements and priorities more visible.
More insights from the survey: gradus.app/en/open-repo...

That’s why I was particularly interested last Friday to moderate the HR analytics panel at the annual HR PRO conference.

The panel participants had the opportunity to present their products and talk about the impact that data has on business decision-making.

Human capital is the new gold.
In times of war, people become the main asset of both business and the state.
Therefore, managing this asset must be conscious and based on an understanding of the situation and, accordingly, on data.

All markets and product categories in #Ukraine have been forced to adapt to the realities of the fourth year of the full-scale invasion.
At Vogue Ukraine conference I spoke about how #consumer #trends have shifted in the premium goods category.
We have called this trend “Consumer #Pragmatism”.

How can #Ukraine compete for young people living abroad?
In my new column for Ukrainska Pravda, I'm summarizing the findings of the Gradus study “Future Capital” on what shapes young #Ukrainians’ decisions about returning home. www.pravda.com.ua/columns/2025...

The smartphone has become the main hub of our media lives — a tool for news, #entertainment, and #communication all at once. And interestingly, this trend has no age boundaries: 91% of respondents consume content via mobile #screens.

📱 #Ukrainians now spend more time in #messengers than in front of the #TV — according to the latest Gradus’ annual #Media #Consumption 2025 survey.

🌟 Explore more insights from the “Media Consumption 2025” survey here: gradus.app/en/open-repo...

#Ukrainians’ #food #budgets keep shrinking
The share of those who have reduced their food expenses has grown from 67% to 72%.
What do people save on?
Find more insights from Gradus on how the war has changed Ukrainians’ eating habits here: gradus.app/en/open-repo...

🎉 Great news!
Thrilled to share that I’ve been included in the global Insight250 — a list celebrating the most influential professionals in research and data analytics, awarded by mTab in partnership with ESOMAR.

🌍 Honored to represent Ukraine as the only expert from our country recognized in 2025.

🇺🇦 Today, on the Day of Ukrainian Writing and Language, we have a great reason to look at how our linguistic landscape is changing.
70% of #Ukrainians surveyed use Ukrainian in everyday life. The full-scale war has accelerated these changes, making Ukrainian a language of identity and unity.

This points to a systemic problem of access — to education, to role models, to information about opportunities. Yet in the context of workforce shortages, rural women could become a powerful force in the #labor #market.

The data reveal a paradox: #rural #women have ambitions and readiness for #professional growth at almost the same level as urban women — 50% versus 46%. But when it comes to turning those ambitions into action, there’s a 14–15% gap in confidence and courage.

On October 15, the world marks the International #Rural #Women's Day — a date established by the #UN to recognize their contribution to agricultural and economic development. To mark the occasion, Gradus Research, together with Biasless, conducted a special analysis of data.

I am sincerely grateful to the Gradus team, colleagues, and partners for this journey.
And I am incredibly proud that research from Ukraine is being heard on the global stage as stories of real change.

This award is important not only for the Gradus team, but for all of us.
It shows that, despite fatigue with the topic on European and global stages, we can still tell the whole world about our war and our stories even through research.

It’s doubly symbolic to share this news today - on the Day of Defenders of Ukraine. It’s another way to thank those who protect our country and to make their experience more visible and respected.

This work is especially meaningful to me, because it’s about all of us and our readiness for wartime and post-war realities, about the new structure of society, and mutual respect.

Together with Starlight Media, LLC, we created a case study on how The Bachelor project helped audiences see veterans with disabilities in a new light - free of barriers and stereotypes.

Today, on Sociologist’s Day in Ukraine, we at Gradus Research unexpectedly received a professional award! It's like the Oscar of sociology.
Our research won Gold at the Esomar Awards in the Best Social Impact Research category.

And that’s not all — will also present findings from Gradus’ new ethnographic study, offering a deep dive into #Ukrainians’ daily practices: how real families plan their meals, choose products, and adapt their nutrition to the rhythm of life during #war.

Will be talking about:
🌀 the dynamics of eating habits during wartime;
🌀 how food budgets have shifted;
🌀 what people save on, and what remains untouchable;
🌀 whether healthy eating and self-care are gaining more interest;
🌀 what the “#wartime #consumer basket” looks like.

What challenges will #Ukraine face after victory?
Gradus Research data indicate that public expectations are centered on several key areas, demonstrating that society is aware of the multidimensional nature of recovery — not only the economy and security but also mental health and cultural heritage.

#Ukrainians are solid in resolution: war crimes of rf leaders must be punished, reparations must be paid, easing sanctions on the aggressor country is unacceptable.
Find more insights from our poll before #Trump and #putin #AlaskaSummit: gradus.app/en/open-repo...

Our case is in the ESOMAR Awards shortlist! ❤️‍🔥
Gradus Research, in collaboration with Starlight Media, has been shortlisted for the ESOMAR Awards in the Best Social Impact Research category.

Winners will be announced at the end of September. Stay tuned 🤞🏻

In 2025, the share of #Ukrainians who want to return to #Ukraine rose to 64%, compared to 55% last year. However, this figure is still lower than in 2023 (75%). This points rather to a persistent emotional desire to come back, despite rational restraining factors still prevailing. #migration #EU

Return or stay: How are #Ukrainians’ sentiments in the #EU changing?
Are Ukrainians abroad ready to return home? Or are they becoming increasingly rooted in EU countries? Gradus Research has conducted the 2nd wave of the #migration survey: gradus.app/en/open-repo...

At Gradus Research, we explored what employees expect while living in a state of chronic stress — and found answers to the key question: “What should employers do about it?”

75% of #Ukrainians report feeling emotionally exhausted. And it’s not just about #stress or overwork — it’s about living through war, daily shelling, and the relentless mindset of “holding on” when there’s nothing left to hold on to.

Wojna obudziła w Ukraińcach nowy problem. "Trzy czwarte osób czuje jego skutki" — 75 proc. Ukraińców wykazuje oznaki wypalenia zawodowego. Dotyczy to nie tylko pracy, ale także życia osobistego. Może to być obojętność, gdy dana osoba nie jest zaangażowana w osiągane wyniki, albo ...

Can a nation stay strong when it’s burned out?

In my interview for Onet, I explain why burnout is not just a personal issue — it’s a national-level challenge.
Link to the interview: wiadomosci.onet.pl/swiat/wojna-...

www.politico.eu/article/gen-...