Market Research Companies in Buenos Aires

Key figures for researchers

Population (City of Buenos Aires)

3,121,707, up 8.0% since 2010 (2022 census)¹

Greater Buenos Aires

10.87 million people in the 24 surrounding partidos (2022 census, provisional results)²

Comunas

15; largest Comuna 13 (Belgrano, Colegiales, Núñez) 264,385, smallest Comuna 2 (Recoleta) 161,645 (2022 census)³

Median age

39.0 years (2022 census)¹

Age groups

17.3% aged 65 and over, 14.9% under 15 (2022 census)¹

Born abroad

13.5% of residents; largest group Venezuela, 84,834 people (2022 census)¹

Households

1,406,735, 2.2 people on average (2022 census)¹

Housing

73.7% of occupied homes are apartments, 22.6% houses, 3.7% precarious (2022 census)⁴

Owner-occupied homes

52.9%, the lowest rate in the country (2022 census)⁵

Internet users (Greater Buenos Aires region)

89.2% of people aged 4+; 93.8% of households connected (Q4 2024)⁶

Research guide

Research landscape

Buenos Aires is the main centre of the Argentine research industry: full-service agencies, qualitative specialists, B2B and healthcare firms, field and telephone suppliers, panel providers and viewing facilities. Many national and some regional Latin American studies are coordinated from the city, which is also the main location for B2B, financial services and public opinion research in Argentina.

Who you will interview

The City of Buenos Aires is older than the rest of the country: the median age is 39.0 and 17.3% of residents are 65 or over, against 14.9% under 15. Women outnumber men (116.9 women for 100 men), and households are small: 2.2 people on average in 2022.

13.5% of residents were born abroad. Venezuelans are now the largest group (84,834 people, 20.2% of the foreign-born), ahead of long-established communities from Paraguay, Bolivia and Peru, and the share of Colombians is growing. Spanish works for almost all respondents; set quotas on city figures (age, sex, comuna), not national ones.

Fieldwork in practice

The City of Buenos Aires (CABA) is only part of the metropolitan area: about 10.87 million people live in the 24 partidos of Greater Buenos Aires around it, such as La Matanza (1.84 million). Decide early whether “Buenos Aires” means the city, Greater Buenos Aires or both, as profiles and access differ. Inside the city, sampling by the 15 comunas helps control the spread of interviews.

Door-to-door interviewing is harder than in smaller towns: 73.7% of occupied homes are apartments, often behind an intercom or a doorman (portero), and only 52.9% are owner-occupied, so many residents rent and move more often. Face-to-face studies need more contact attempts and time. Online is the main method for consumer surveys (89.2% of people aged four and over in Greater Buenos Aires used the internet at the end of 2024), with telephone or street interviews for older or offline audiences.

Focus groups and qualitative research

In-person focus groups are usually held in dedicated viewing facilities with a one-way mirror and video streaming, most of them inside the city. Daily schedules are late in Argentina, so evening groups often start later than in other cities; allow for travel time from Greater Buenos Aires if participants come from outside the city.

Ask the agency for its Buenos Aires incentive levels and recruitment lead times, and how incentives are adjusted for inflation on longer projects; B2B and senior respondents often prefer online interviews. Online communities and video interviews are widely used, alone or alongside in-person groups.

Timing

The summer holidays (late December to late February) are the most difficult period: in 2026, City schools started on 25 February and end on 18 December, so January and most of February are quiet for families and business targets. Carnival falls on 8 and 9 February 2027, and Easter week includes the 24 March holiday, Good Friday (26 March 2027) and 2 April.

The winter school holidays run from 20 to 31 July 2026 in both the City and Buenos Aires province. Families and business targets are harder to reach in these periods.

Working with a Buenos Aires agency

• Share a clear brief: objectives, target, sample size, area (City, Greater Buenos Aires or both), comunas or partidos, NSE levels, method, languages and deadline.
• For face-to-face or recruitment, ask how the agency reaches apartment buildings, renters and the partidos of Greater Buenos Aires.
• For focus groups, ask for the facility address, viewing room capacity, streaming options, start times and incentive levels.
• Agree the currency of the quote and how long prices are valid.
• Compare several proposals: you can send one request to up to 5 Buenos Aires companies from this page.

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