Market Research Companies in Ghana

Key figures for researchers

Population

30.8 million (2021 census); 34.4 million projected for 2026¹

Regions

16 administrative regions²

Largest regions

Greater Accra 6.3 million, Ashanti 5.8 million (2026 projection)¹

Urban population

56.7% (2021 census), up from 50.9% in 2010³

Literacy

69.8% of people aged 6+ can read and write in a language (2021 census)⁴

Internet use

25.2% of people aged 15+ had not used the internet in the past 3 months (2021 census)⁵

Mobile phone ownership

13.4% of people aged 15+ did not own a mobile phone (2021 census)⁵

Mobile voice subscriptions

42.9 million, 127% penetration (Dec. 2025)⁶

Mobile data subscriptions

28.7 million, 85% penetration (Dec. 2025)⁷

Research guide

Research landscape

Most market research agencies are based in Accra, the capital and commercial centre, in the Greater Accra region, which is projected at 6.3 million people in 2026. Kumasi, in the Ashanti region (5.8 million), is the second hub. Local independent agencies work alongside offices of international research networks, and many also run fieldwork in neighbouring West African countries.

Languages and fieldwork

English is the official language, used in government, formal education and much of the media, and it works for B2B and many urban interviews. Akan languages (Asante Twi, Akuapem Twi, Fante) are the most widely spoken, and other important languages include Ewe, Ga, Dangme, Dagbani, Dagaare and Gonja. General public questionnaires are usually translated into Twi and the main language of each region surveyed, with interviewers matched to the area.

Ghana has 16 regions, the usual basis for regional quotas. 56.7% of the population lives in urban areas, and Greater Accra and Ashanti together account for 47.8% of the increase in the urban population since 2010. The largest ethnic groups include the Akan, Mole-Dagbani, Ewe and Ga-Dangme: a national sample needs the northern regions, where Tamale is the main city, as well as the South. Kumasi Metropolitan and Tamale Metropolitan are among the most populous districts.

Which methods work

Ghana is mobile-first: there are 42.9 million mobile voice subscriptions (127% penetration) and 28.7 million mobile data subscriptions (85%). At the 2021 census, only 13.4% of people aged 15 and over did not own a mobile phone, so telephone interviews (CATI) reach most adults, including outside the cities.

Online samples remain partial: 25.2% of people aged 15 and over had not used the internet in the three months before the 2021 census, and women were less likely to use it than men.Literacy is 69.8% for people aged six and over (80.6% in urban areas, 55.2% in rural areas), so face-to-face interviews (CAPI) remain the reference for the rural and less literate population. Focus groups are usually held in Accra and Kumasi, and in Tamale or Takoradi for regional studies.

Timing

According to the Ghana Meteorological Agency, the South has two rainy seasons: the major season, with March to June as the main rainfall period (rains usually end in July or August), and the minor season from September to November. The North has a single rainy season, from May to October. Heavy rain can slow rural face-to-face fieldwork: allow extra time.

Ramadan is expected to start around 8 February 2027, with Eid al-Fitr around 9 March and Eid al-Adha around 16 May 2027 (dates depend on the moon). Eid al-Fitr, the day after it (Shaqq Day) and Eid al-Adha are public holidays, with dates announced by the Office of the Chief Imam. Late December, with Christmas (25 December) and Boxing Day, is a slow period; Farmers’ Day (4 December in 2026) is also a public holiday.

Data protection

Personal data is governed by the Data Protection Act, 2012 (Act 843) and supervised by the Data Protection Commission (DPC). A data controller who intends to process personal data must register with the DPC; a controller not incorporated in Ghana must register as an external company. Registration certificates are valid for two years and must then be renewed.

The Act protects “special personal data”, such as race or ethnic origin, political opinions, religious beliefs and health. In October 2026 the DPC reported 2,575 data controllers registered in the year and announced stronger enforcement, including spot checks and verification of registration status. Ask your agency whether it is registered with the DPC, how respondents are informed and how data will be transferred to you.

Working with a local agency

• Share a clear brief: objectives, target, sample size, regions, urban/rural split, method, languages and deadline.
• Ask who does the fieldwork: own interviewers or subcontractors, in which regions, and which local languages they cover.
• Ask how languages are handled: translation into Twi and other languages, back-translation and pilot interviews.
• Ask about quality control: back-checks, GPS or audio checks for face-to-face interviews, supervision of CATI calls.
• Check that the agency is registered with the Data Protection Commission and that its registration is current.
• Compare several proposals: you can send one request to up to 5 companies from this page.