Market Research Companies in Albania

Key figures for researchers

Population

2,402,113 (2023 census); 2,335,930 on 1 January 2026¹

Tirana

Tirana municipality 598,176; Tirana county 31.6% of the population (2023 census)²

Durrës municipality

153,614 residents (2023 census)³

Shkodër municipality

102,434 residents (2023 census)⁴

Households

755,950, 3.2 people on average (2023 census)¹

Age

mean age 42.5 years, 19.7% aged 65 and over (2023 census)¹

Mother tongue

Albanian 91.1% (2023 census)¹

Net migration

−28,531 people in 2025⁵

Internet use

87.2% of people aged 16–74; 97.7% of households have access (2025)⁶

Mobile subscriptions

89 per 100 people (2024)⁷

GDP per capita

about US$13,000 (2025)⁸

Research guide

Research landscape

Albania is a small market, often covered as part of multi-country studies in the Western Balkans. Local full-service agencies work alongside social and opinion research firms, field networks and telephone centres, most of them based in Tirana.

Tirana is by far the main business centre: Tirana municipality had 598,176 residents at the 2023 census, and Tirana county held 31.6% of the population, up from 26.8% in 2011. It was the only county to grow between the two censuses. Ask your agency which professional code it follows, such as the ICC/ESOMAR International Code (fifth edition, published on 29 September 2025).

Languages and fieldwork

Albanian is the main fieldwork language: in the 2023 census, 91.1% of the population gave Albanian as the language usually spoken at home, and 91.0% declared Albanian ethnicity. A single Albanian questionnaire covers most national studies; check with your agency whether minority languages are needed in the areas you target.

Emigration has reshaped the population. It fell from 2,821,977 in 2011 to 2,402,113 in 2023, and net migration was −28,531 people in 2025. All counties except Tirana lost population; Shkodër fell the most (−28.3%). The mean age rose from 35.3 to 42.5 years, and 19.7% of residents are now aged 65 and over. Of residents born abroad, 46.2% were born in Greece and 16.6% in Italy. Use the 2023 census, not older figures, to set quotas by county, age and gender.

Which methods work

Connectivity is high: in 2025, 97.7% of households had internet access and 87.2% of people aged 16 to 74 used the internet, 97.3% of them several times a day. Video and voice calls through apps such as WhatsApp or Viber are used by 99.1% of internet users. Online surveys work for urban, younger and educated targets: 20.2% of people aged 15 and over have a university degree, and 43.2% of those aged 25 to 34.

Landlines have almost disappeared (8.5% of households in 2023, down from 28.5% in 2011), so telephone interviews (CATI) are made to mobile numbers. Face-to-face interviews (CAPI) remain the reference for national samples and older people. With 32.9% of ordinary dwellings unoccupied at the 2023 census, door-to-door samples need more contacts per completed interview. In-person focus groups are usually held in Tirana.

Timing

Albania observes Catholic, Orthodox and Muslim holidays. Late 2026 holidays are 22 November (Alphabet Day), 28 November (Flag and Independence Day), 29 November (Liberation Day), 8 December (National Youth Day) and 25 December (Christmas). When a holiday falls on a weekend, the following working day or days are off, so late November often becomes a long break.

In 2027, plan around 1–2 January, 14 March (Summer Day), 22 March (Nevruz), Catholic Easter (28 March), Orthodox Easter (2 May), 1 May, 5 September (Mother Teresa Day) and the late November holidays. Ramadan is expected to start around 8 February 2027, with Eid al-Fitr around 9 or 10 March and Eid al-Adha in mid-May (estimates: exact dates depend on the moon).

Data protection

Personal data is governed by Law No. 124/2024 on Personal Data Protection, adopted on 19 December 2024, published in Official Gazette No. 9 of 17 January 2025 and in force since February 2025. It is aligned with the EU GDPR. The supervisory authority is the Commissioner for the Right to Information and Personal Data Protection (IDP) in Tirana.

Controllers outside Albania that target people in Albania must appoint a local representative and notify the Commissioner. Breaches must be reported within 72 hours, and transfers abroad need an adequate destination (EU and EEA countries are recognised) or appropriate safeguards. Fines can reach ALL 2 billion or 4% of global annual turnover, whichever is higher. Ask your agency how respondents are informed and how the data will be transferred to you.

Working with a local agency

• Share a clear brief: objectives, target, sample size, counties, method, languages and deadline.
• Ask how quotas are set from the 2023 census, and how the agency reaches older people and areas that lost population.
• Ask about quality control: back-checks, GPS or audio checks for face-to-face interviews, supervision of CATI calls to mobile numbers.
• Check fieldwork dates against Easter (Catholic and Orthodox), Eid, the late November holidays and Christmas.
• Agree in writing who is controller and who is processor under Law 124/2024, how data leaves the country and the retention period.
• Compare several proposals: you can send one request to up to 5 companies from this page.