Market Research Companies in Georgia

Key figures for researchers

Population

3,929,581 (census of 14 November 2024), 5.8% more than in 2014¹

Tbilisi

1,331,485 people, 34% of the population (2024 census)²

Urban population

62.5% of residents (2024 census)¹

Ethnic groups

Georgian 84.1%, Azerbaijani 6.8%, Armenian 4.3% (2024 census)¹

Mother tongue

Georgian 85.1%, Azerbaijani 6.8%, Armenian 3.5% (2024 census)¹

Religion

Orthodox Christian 82.0%, Muslim 11.1% (2024 census)¹

Aged 65 and over

17.6% of the population (2024 census)¹

Internet use

87.9% of people aged 6+ in the last 3 months; 92.0% of households have access (2025)³

Mobile subscriptions

161 per 100 people (2024)⁴

GDP per capita

about US$10,300 (2025, preliminary)⁵

Research guide

Research landscape

Georgia’s research industry serves local clients, public institutions, international organisations and multi-country studies in the South Caucasus. Full-service agencies work alongside social and opinion research firms, field networks, telephone centres and online panel providers.

Tbilisi is the main business centre, with 1,331,485 residents at the 2024 census, 34% of the population and 20.1% more than in 2014. Batumi (235,668 people, up 54.2% since 2014), Kutaisi and Rustavi are other common locations for city samples and focus groups. 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

Questionnaires are run in Georgian, written in its own alphabet, and should be translated by native speakers and tested before fieldwork. In the 2024 census, 85.1% of people gave Georgian as their mother tongue, 6.8% Azerbaijani, 3.5% Armenian and 1.4% Russian. For areas with large minority communities, such as Kvemo Kartli, home to a large ethnic Azerbaijani community, check whether Azerbaijani or Armenian versions of the questionnaire, or bilingual interviewers, are needed.

The census covered the whole country except the occupied territories: national samples are drawn from the areas under government control. Outside Tbilisi, the largest regions are Imereti (510,741 people) and Kvemo Kartli (441,630). Stratify national samples by region and urban/rural area: 62.5% of residents live in towns. The census also counted 133,857 permanently resident foreign citizens, the largest groups from Russia, India and Ukraine.

Which methods work

Connectivity is high: in 2025, 87.9% of people aged 6 and over had used the internet in the last 3 months, 95.4% of users aged 15+ went online every day or almost every day, and 92.7% owned a mobile phone. There were 161 mobile subscriptions per 100 people in 2024. Online surveys and mobile-friendly questionnaires work well for urban consumer targets.

The gap between urban and rural areas remains: 91.6% of urban residents used the internet in 2025, against 81.8% in rural areas, and 17.6% of the population is aged 65 and over. Telephone (CATI) and face-to-face interviews remain used for national representative samples, rural areas, minority regions, older people and B2B decision makers.

Timing

Public holidays under the Labour Code are 1 and 2 January, 7 January (Orthodox Christmas), 19 January (Epiphany), 3 March, 8 March, 9 April, Orthodox Easter (Good Friday to Easter Monday), 9 May, 12 May, 17 May, 26 May, 28 August, 14 October and 23 November.

Easter follows the Orthodox calendar: in 2027, the Easter holidays run from Good Friday 30 April to Easter Monday 3 May, followed by 9, 12, 17 and 26 May. Avoid the New Year and Christmas period (1 to 7 January) and the Easter week, and allow more fieldwork time in May, when several holidays fall close together.

Data protection

Personal data is governed by the Law of Georgia on Personal Data Protection, adopted on 14 June 2023, which replaced the 2011 law. Its main provisions entered into force on 1 March 2024, with certain provisions applying from 1 June 2024 and 1 January 2025; its private-sector rules are largely based on the EU GDPR. The Personal Data Protection Service was liquidated on 2 March 2026, and its functions passed to the State Audit Office, which is now the supervisory authority.

Minors aged 16 and over can consent themselves; under 16, a parent or legal representative must consent. Further processing for scientific research or statistics is not treated as incompatible with the original purpose. Transfers abroad based on contractual safeguards need a permit from the State Audit Office. Ask your agency how respondents are informed, where the data is hosted and how recordings or video will be shared with you.

Working with a local agency

• Share a clear brief: objectives, target, sample size, regions and city sizes, method, languages and deadline.
• Ask whether Azerbaijani or Armenian versions of the questionnaire, or bilingual interviewers, are needed for minority areas in your sample.
• Ask which panels or fieldwork suppliers will be used, and how quotas by region, urban/rural area, age and gender are set and weighted.
• Check fieldwork dates against Orthodox Christmas, Orthodox Easter and the May holidays.
• Agree in writing who is controller and who is processor of the personal data, how data is transferred abroad, how parental consent is collected for under-16s, and the retention period.
• Compare several proposals: you can send one request to up to 5 companies from this page.