Market Research Companies in Ethiopia

Key figures for researchers

Population

about 109.4 million (ESS estimate, July 2024)¹

Population (World Bank)

about 135.5 million (2025 estimate)²

Last census

2007, when 73.7 million people were counted¹

Largest regions

Oromia 42 million, Amhara 23.5 million; Addis Ababa 4 million (ESS, 2024)¹

Federal working languages

Amharic, plus Afaan Oromo, Tigrinya, Somali and Afar (2020 decision)⁴

Internet users

21.9% of individuals (2024)⁶

Mobile subscriptions

65 per 100 people (2024)⁷

GDP per capita

about US$930 (2025)⁸

Calendar

Ethiopian calendar of 13 months; the day is counted from 6 a.m.¹¹

Research guide

Research landscape

Most market research agencies and field suppliers are based in Addis Ababa, the capital, which the Ethiopian Statistics Service (ESS) puts at 4 million people (2024). Local independent agencies work alongside offices or partners of international research networks.

Population figures need care. Ethiopia has not held a census since 2007, when 73.7 million people were counted. The ESS estimates the population at 109.4 million in July 2024, while the World Bank estimate for 2025 is 135.5 million. Agree with your agency which base is used to set quotas and weight the results.

Languages and fieldwork

Under the Constitution, all Ethiopian languages enjoy equal state recognition, Amharic is the working language of the Federal Government and each regional state sets its own working language. In 2020 the Council of Ministers announced that Afaan Oromo, Tigrinya, Somali and Afar would become federal working languages alongside Amharic. Oromo is the most widely spoken first language, and Amharic was the main language of 29% of people in the 2007 census. A national questionnaire is usually translated into at least Amharic and Afaan Oromo, with Tigrinya, Somali or other languages for the regions where they dominate. English is understood in most towns, especially among more educated people, and is often used for B2B and executive interviews.

The largest regions are Oromia (42 million people) and Amhara (23.5 million) (ESS, 2024). Many studies start with Addis Ababa and add regional cities such as Dire Dawa, Adama, Hawassa, Bahir Dar or Jimma when wider coverage is needed. Security: the UK government advises against all travel to Tigray (where it reports ongoing fighting), Amhara and Gambela, and to parts of Oromia (including the Wollega zones), Afar, Somali, Benishangul-Gumuz and the border areas. It also reports roadblocks, possible mobile and internet disruption in Amhara, and travel restrictions that the authorities may impose anywhere at short notice. Check the current advice and your agency’s own access before setting regional quotas.

Which methods work

Only 21.9% of individuals use the internet (2024), against 65 mobile subscriptions per 100 people. Online surveys only reach urban, younger and educated targets; telephone interviews (CATI) reach a wider audience, and face-to-face interviews (CAPI) remain the reference for the general population.

Focus groups and in-depth interviews are usually held in Addis Ababa, with groups in regional cities when the target requires it. Agree the moderation language with the agency for each city, and plan simultaneous or written translation for observers. Ethiopians often quote times on a clock that starts at 6 a.m., so a meeting can be quoted six hours apart from the international clock: confirm the time of each group and interview with the recruiter.

Timing

Ethiopia uses its own calendar, with twelve months of 30 days and a short thirteenth month (Pagume); in 2026 the Ethiopian year is about seven years behind the Gregorian one. Check how dates and ages are written in questionnaires and recruitment screeners. The New Year (Enkutatash) fell on 11 September 2026 and Meskel on 27 September 2026; in 2027 they fall on 12 and 28 September. Other 2027 holidays are Genna (Christmas, 7 January), Timket (19 January), Adwa Victory Day (2 March), Ethiopian Good Friday (30 April), Labour Day (1 May), Fasika (Easter, 2 May) and Patriots’ Day (5 May).

Ramadan is expected to start around 8 February 2027, with Eid al-Fitr around 10 March and Eid al-Adha around 17 May; the Prophet’s Birthday is expected around 15 August 2027 (dates depend on the moon). The Kiremt (June to September) is the main rainy season for most of the country, and the small Belg rains fall from February to May in many areas: allow more time for rural face-to-face fieldwork in these periods. Bega (October to January) is mostly dry.

Data protection

Personal data is governed by the Personal Data Protection Proclamation No. 1321/2024, enforced by the Ethiopian Communications Authority. Controllers and processors must register with the Authority before processing personal data, sensitive data (such as health, religious or political data) needs written consent, and a breach must be notified within 72 hours.

Personal data may only be transferred to countries with appropriate protection, and transfers of sensitive data need the Authority’s prior approval. In November 2025, key implementing directives were still pending. Recordings and transcripts of interviews are personal data too: ask your agency how consent is collected, where the files are stored and how the data will be transferred to you.

Working with a local agency

• Share a clear brief: objectives, target, sample size, regions, method, languages and deadline.
• Ask which population base is used for quotas and weighting (ESS estimates or another source), since there has been no census since 2007.
• Ask in which languages the interviewers work, and who translates and back-translates the questionnaire.
• Ask which regions the agency can access safely today, and how it replaces sampling points that become inaccessible.
• Check that the agency is registered with the Ethiopian Communications Authority and how data will be transferred to you under Proclamation 1321/2024.
• Compare several proposals: you can send one request to up to 5 companies from this page.