Market Research Companies in Honduras

Key figures for researchers

Population

10,045,495 (July 2025 household survey)¹

Women / men

53.3% women, 46.7% men (2025)¹

Urban / rural

56.0% urban (5,622,299 people), 44.0% rural (2025)¹

Main cities

Distrito Central (Tegucigalpa) 1,175,313, San Pedro Sula 688,053 people (2025)¹

Households

2,780,759; 3.6 people on average (2025)¹

Age structure

2,682,074 people under 15; 14.7% aged 60 and over (2025)¹

Territory

18 departments and 298 municipalities²

Internet access

62.0% of people aged 5 and over (2025), up from 39.4% in 2019³

Households with a mobile phone / computer

93.4% with a mobile phone, 15.5% with a computer (2025)³

GDP per capita

about US$3,600 (2025)⁵

Research guide

Research landscape

Honduras is a small research market with two main business centres: Tegucigalpa, the capital, and San Pedro Sula, the industrial and commercial hub of the north. Local agencies typically offer a mix of consumer, social and opinion research and fieldwork, and Honduras is often covered as part of multi-country Central American studies.

The global reference for professional standards is the ICC/ESOMAR International Code on market, opinion and social research and data analytics, released on 8 December 2016. It covers the protection of participants’ personal data and the duties of researchers using social media, mobile and other new data sources.

Languages and fieldwork

Under Article 6 of the Constitution, Spanish is the official language of Honduras, and it is the fieldwork language for almost all studies. Studies covering indigenous and Afro-descendant communities, for example on the Caribbean coast, may need bilingual interviewers.

The country is divided into 18 departments and 298 municipalities. In 2025, 56.0% of the 10,045,495 inhabitants lived in urban areas and 44.0% in rural areas. The Distrito Central (Tegucigalpa and Comayagüela) has 1,175,313 people, about 20.9% of the urban population, and San Pedro Sula has 688,053, 6.8% of the national total. Other urban centres include La Ceiba on the north coast. Women make up 53.3% of the population, and households have 3.6 people on average (3.8 in rural areas).

Which methods work

In 2025, 62.0% of people aged five and over had access to the internet, and 93.4% of households had a mobile phone. The World Bank counted 58.6 internet users and 70.9 mobile subscriptions per 100 people in 2024. Online and mobile surveys work for urban and connected targets, and questionnaires must work well on a phone.

Only 15.5% of households had a computer in 2025, more than 2 million people aged five and over in rural areas had no internet access, and the poverty rate measured by INE was 60.1%.National, rural and lower-income samples therefore still need face-to-face (household, intercept or central location) or telephone interviews. Focus groups and in-depth interviews are mostly held in Tegucigalpa and San Pedro Sula.

Timing

Semana Santa is the main holiday period of the first half of the year: in 2027, Holy Thursday, Good Friday and Holy Saturday (25, 26 and 27 March) are national holidays. Other national holidays include 1 January, 14 April, 1 May, 15 September and 25 December.

The Semana Morazánica groups the civic holidays of 3, 12 and 21 October: under Legislative Decree No. 78-2015, the break starts on the first Wednesday of October. In 2026, it ran from 7 October at noon to 10 October at noon for the private sector, and public administration employees were off from 5 to 9 October. According to the contingency agency Copeco, the rainy season runs from May to November, and the Atlantic hurricane season from 1 June to 30 November, with a higher risk of floods and landslides in the north, the Atlantic coast and the mountains. Allow extra time for fieldwork in these periods and around Christmas and New Year.

Data protection

Honduras has no comprehensive personal data protection law in force: a law proposed by the Institute for Access to Public Information (IAIP) in 2015 was still pending in the National Congress in August 2026. Protection mainly comes from the Constitution (Article 76 guarantees personal and family privacy and one’s own image, and Article 182 provides habeas data, the right to access information about oneself) and from the Law for Transparency and Access to Public Information (Decree 170-2006) and its regulations, which require the data subject’s consent before confidential personal data is used by third parties.

The IAIP receives complaints about the improper collection of personal or confidential data, and has said that holders of personal data must tell people the purpose, the retention period and how to exercise their rights. There is no general breach notification duty. Even without a specific law, ask your agency to follow the ICC/ESOMAR Code: informed consent, confidentiality of answers and secure storage and transfer of data.

Working with a local agency

• Share a clear brief: objectives, target, sample size, departments and cities, urban/rural split, method and deadline.
• Agree on quotas by department, area, age and gender, and on whether the sample goes beyond Tegucigalpa and San Pedro Sula.
• Ask which fieldwork teams or panels will be used, and how supervision, back-checks and fraud checks are done.
• Agree in writing how consent is recorded, how personal data is stored and for how long, and whether it leaves Honduras.
• Compare several proposals: you can send one request to up to 5 companies from this page.