Market Research Companies in Argentina

Key figures for researchers

Population

45.9 million (2022 census)¹

Median age

32 years; 11.9% aged 65 and over (2022 census)¹

Largest jurisdictions

Buenos Aires province 17.5m, Córdoba 3.8m, Santa Fe 3.5m, City of Buenos Aires 3.1m (2022 census)²

Indigenous population

1.31 million people, 2.9% (2022 census)³

Internet users

89.7% of people aged 4+ in 31 urban areas (Q4 2024)⁴

Internet users aged 65+

74.2% (Q4 2024)⁴

Households with internet

93.7%; 60.3% have a computer (Q4 2024)⁴

Mobile subscriptions

140 per 100 people (2024)⁵

GDP per capita

about US$14,900 (2025)⁶

Consumer price inflation

33.4% year on year (September 2026)⁷

Research guide

Research landscape

Buenos Aires is the country’s main business hub: the City of Buenos Aires has 3.1 million inhabitants and the surrounding Buenos Aires province 17.5 million (2022 census). Córdoba (3.8 million in the province) and Santa Fe (3.5 million, with Rosario as its largest city) are the next markets. Full-service agencies work alongside specialist qualitative, B2B, healthcare and data analytics firms, as well as field, recruitment and panel suppliers.

One of the industry bodies is SAIMO (Sociedad Argentina de Investigaciones de Marketing y Opinión), which adheres to the ICC/ESOMAR Code. Together with CEIM and AAM, SAIMO is behind the NSE socio-economic classification used in most Argentine quotas.

Languages and fieldwork

Spanish is the fieldwork language for almost all studies, and questionnaires written in Mexican or European Spanish should be adapted to Argentine usage (for example “vos” instead of “tú”). In 2022, 1.31 million people (2.9%) identified as indigenous or descendants of indigenous peoples, and 29.3% of them speak or understand the language of their people: translations are rarely needed for national studies.

National samples usually combine region, age, gender and NSE level (ABC1, C2, C3, D1 and D2/E). The current method, based on INDEC’s household survey, classifies households by the main earner’s education and occupation, household size and health coverage; a review coordinated by CEIM with SAIMO and AAM was under way in 2025. Because Buenos Aires province alone has 17.5 million people, national samples often set separate quotas for the City of Buenos Aires, Greater Buenos Aires and the interior provinces.

Which methods work

Connectivity is high in cities: in the 31 urban areas covered by INDEC, 89.7% of people aged four and over used the internet and 90.5% used a mobile phone at the end of 2024, and 93.7% of households had internet access. Online surveys using access panels, mobile-first questionnaires and online qualitative methods are widely used for consumer research. There are 140 mobile subscriptions per 100 people.

Coverage is not uniform: internet use ranges from 93.2% in Cuyo to 84.7% in the Northeast, 74.2% of people aged 65 and over are online, and only 60.3% of households have a computer, so questionnaires should work on a phone. INDEC’s survey covers urban areas only. Telephone (CATI) and face-to-face interviews remain used for older, lower-income and small-town audiences, and in-person focus groups are usually held in Buenos Aires, Córdoba and Rosario.

Timing

The summer holidays run from late December to the start of the school year: in 2026, classes started on 25 February in the City of Buenos Aires and on 2 March in Buenos Aires province, Córdoba and Santa Fe, and end between 18 and 22 December. January and most of February are difficult for fieldwork with families and B2B targets. Carnival (16–17 February 2026) and Easter (Good Friday 3 April 2026, the day after the 2 April Malvinas holiday) are national holidays.

The winter school holidays fall in July and depend on the province: 6 to 17 July 2026 in Córdoba, Santa Fe and Mendoza, and 20 to 31 July 2026 in Buenos Aires province and the City of Buenos Aires. Also plan around national holidays and the “bridge” days created by the government (in 2026, for example, 9 and 10 July and 7 and 8 December).

Data protection

Personal data is governed by the Personal Data Protection Law 25,326 (2000), enforced since 2017 by the Agency for Access to Public Information (AAIP). Consent must be free, express and informed, in writing or an equivalent form, and transfers are prohibited to countries without adequate protection. Article 28 states that the law does not apply to opinion surveys, market research and similar studies as long as the data cannot be attributed to an identified or identifiable person; if anonymity cannot be kept during collection, the data must be dissociated.

In its January 2024 review, the European Commission confirmed that Argentina still offers an adequate level of protection, so data can flow from the EU without extra safeguards. Reform projects to update Law 25,326 were still under discussion in 2026. Ask your agency how respondents are informed, where the data is hosted and how identifiable data, recordings or video will be shared with you.

Working with a local agency

• Share a clear brief: objectives, target, sample size, regions and cities, NSE levels, method, languages and deadline.
• Ask whether the agency is a SAIMO member and follows the ICC/ESOMAR Code.
• Agree the currency of the quote, how long prices are valid and how costs are adjusted for inflation on longer projects.
• Ask which panels or fieldwork suppliers will be used, how the interior provinces are covered, and how fraud and duplicates are removed.
• Agree in writing who is responsible for the database and who processes the data on its behalf under Law 25,326, and the retention period.
• Compare several proposals: you can send one request to up to 5 companies from this page.