Market Research Companies in Bogota

Key figures for researchers

Population

7,181,469 people counted (2018 census)¹

Households

2,514,482 households, 2.8 people on average (2018 census)¹

Age and sex

18.6% aged 0–14, 13.2% aged 60 and over; 52.2% women (2018 census)¹

Localidades

20, from Usaquén to Sumapaz²

Estratos

urban homes in strata 1: 6.39%, 2: 32.75%, 3: 35.03%, 4: 16.32%, 5: 5.38%, 6: 4.13% (March 2025)³

Venezuelan migrants

590,501 in Bogotá, 20.9% of all Venezuelan migrants in Colombia (2025)⁴

Labour market

unemployment 6.5% and informality 35.0% (October–December 2025)⁵

Internet at home

75.5% of households (2018 census)¹

Altitude

about 2,600 m above sea level on average⁶

Research guide

Research landscape

Bogotá is Colombia’s capital and main business centre. Full-service agencies work alongside qualitative specialists, fieldwork and call-centre suppliers, online panel providers, B2B firms and public opinion companies. With about 4.4 million people in work at the end of 2025, the city is also the main market for B2B and employee research.

Who you will interview

Bogotá had 7,181,469 inhabitants in the 2018 census, in 2,514,482 households of 2.8 people on average. 18.6% of residents were aged 0 to 14 and 13.2% were 60 or over; women were 52.2% of the population.

The city is also home to 590,501 Venezuelan migrants, 20.9% of all those living in Colombia (Migración Colombia, 2025). Include them in quotas when the target is the whole population. In the last quarter of 2025, unemployment was 6.5% and informality 35.0%, so studies on income, jobs or financial services need questions that cover informal work.

Fieldwork in practice

Bogotá is divided into 20 localidades, from Usaquén to Sumapaz, made up of urban (UPZ) and rural (UPR) planning units. Rural areas cover about 75% of the city’s territory, but the city estimates their population at only 16,787 to 51,203 people: most samples are in practice urban.

Most consumer samples use quotas by localidad and estrato. In March 2025, urban residential properties were classified as stratum 1 (6.39%), 2 (32.75%), 3 (35.03%), 4 (16.32%), 5 (5.38%) and 6 (4.13%), according to the Secretaría Distrital de Planeación. Commercial and industrial properties have no stratum. Face-to-face interviews remain needed for lower strata and older people; 75.5% of households had internet in 2018.

Traffic affects field schedules. Pico y placa limits private cars from 6am to 9pm, Monday to Friday: on odd days, plates ending in 1 to 5 can drive, on even days those ending in 6 to 0. It does not apply on weekends or public holidays, and drivers can pay for an exemption (pico y placa solidario). On the Día sin carro y sin moto (5 February 2026, 5am to 9pm) private cars and motorbikes are not allowed: avoid fieldwork that day.

Focus groups and qualitative research

In-person focus groups are usually held in dedicated viewing facilities with a one-way mirror and video streaming. Journeys across the city can be long, and pico y placa limits some drivers, so choose a facility close to the target and allow travel time for evening groups.

Recruit by estrato, age and localidad, and ask the agency for its Bogotá incentive levels and recruitment lead times. B2B and senior respondents often prefer online interviews, and online communities and video interviews are widely used, alone or alongside in-person groups.

Timing

In 2026, Bogotá public school classes run from 26 January to 29 November, with a mid-year break from 22 June to 6 July and an October recess from 5 to 12 October. Families are harder to reach during these breaks and over the December–January holidays.

Bogotá has rainy seasons. According to IDEAM, the first season of more rain runs from March to mid-June across Colombia, and Bogotá’s dry season lasts only four months: January, February, July and August. Rain slows street intercepts and door-to-door work, so allow extra field days. Check national public holidays, puentes and Semana Santa in the Colombia guide.

Working with a Bogotá agency

• Share a clear brief: objectives, target, sample size, localidades, estratos, method and deadline.
• Agree on quotas by localidad, estrato, age and gender, and on whether Venezuelan migrants and Sumapaz are covered.
• For face-to-face work, ask how interviewers move around the city and how pico y placa and safety are handled.
• For focus groups, ask for the facility address, viewing room capacity, streaming options and incentive levels.
• Compare several proposals: you can send one request to up to 5 Bogotá companies from this page.

National rules (data protection, holidays, sampling across regions) are covered in our guide to market research in Colombia.