Market Research Companies in Lithuania

Key figures for researchers

Population

2.89 million (2,890.7 thousand at the beginning of 2025)¹

Urban population

68.5% of residents (beginning of 2025)¹

Aged 65 and over

20.9% of the population (beginning of 2025)¹

Population by ethnicity

Lithuanians 84.6%, Poles 6.5%, Russians 5.0%, Belarusians 1.0%, Ukrainians 0.5% (2021 census)²

Foreign citizens

Ukraine 1.9%, Belarus 1.3%, Russia 0.4% of residents (beginning of 2025)¹

Command of Russian and English

Russian 60.6%, English 31.1% of the population (2021 census)²

Foreign language skills

95.3% of adults aged 25–64 know at least one foreign language (2022)³

Internet users

89.2% of individuals (2024)⁴

Households with internet at home

90.4%; 64.4% of people aged 16–74 shop online (2024)⁵

Mobile subscriptions

137 per 100 people (2023)⁶

Research guide

Research landscape

Lithuania is a small but digital EU market: online surveys are widely used for consumer and B2B studies, alongside telephone and face-to-face fieldwork. Full-service agencies work alongside specialist qualitative and B2B firms, online panel providers and field suppliers. Vilnius is the main business centre; Kaunas and Klaipėda are the other large cities.

The country has 10 counties and 60 municipalities, and 68.5% of residents lived in urban areas at the beginning of 2025, so regional quotas and weighting matter for national samples. A common quality reference is the ICC/ESOMAR International Code, revised in 2025 (fifth edition) and endorsed by over 60 associations in more than 50 countries.

Languages and fieldwork

Lithuanian is the fieldwork language for almost all studies. In the 2021 census, 84.6% of the population were Lithuanians, 6.5% Poles, 5% Russians, 1% Belarusians and 0.5% Ukrainians. Most minority members keep their own language: 91.8% of Russians and 78.7% of Poles named the language of their ethnicity as their mother tongue. Studies targeting these communities may need Russian or Polish questionnaires, or bilingual interviewers.

Many people speak other languages: in 2021, 60.6% of the population had a command of Russian and 31.1% of English, and in 2022, 95.3% of adults aged 25 to 64 knew at least one foreign language. English interviews can be considered for B2B and professional targets. Recent arrivals also count: at the beginning of 2025, citizens of Ukraine made up 1.9% of residents and citizens of Belarus 1.3%.

Which methods work

Connectivity is high: 89.2% of individuals used the internet in 2024, 90.4% of households had internet access at home and there are 137 mobile subscriptions per 100 people. Online surveys using access panels work for most consumer targets, and mobile-friendly questionnaires are essential.

Older people are less well covered online, and 20.9% of the population was aged 65 and over at the beginning of 2025. Telephone (CATI) or face-to-face interviews may be needed for older, rural or offline audiences. In-person focus groups are usually held in the larger cities.

Timing

Summer is the main period to plan around for B2B and family targets: school summer holidays run until the new school year starts on 1 September. St John’s Day (Midsummer, 24 June) and Statehood Day (6 July) are public holidays: in 2027 they fall on a Thursday and a Tuesday.

Avoid the Christmas period: the school Christmas holiday runs from 23 December 2026 to 3 January 2027. Schools also close for a winter holiday (15–21 February 2027), an Easter holiday (29 March to 4 April 2027) and an autumn holiday (2–8 November 2026), when families are harder to reach.

Data protection

Personal data is governed by the GDPR and the Lithuanian Law on Legal Protection of Personal Data (No I-1374). Among other things, a child must be at least 14 years old to consent to online services offered directly to children, and the personal number (asmens kodas) may be processed only with a lawful basis under the GDPR and must not be made public or used for direct marketing.

The supervisory authority is the State Data Protection Inspectorate (VDAI), an independent authority; it received 273 data breach notifications and imposed 13 fines in 2024. Ask your agency which lawful basis it uses, how respondents are informed, whether personal numbers are collected and where the data is hosted.

Working with a local agency

• Share a clear brief: objectives, target, sample size, regions, method, languages (Lithuanian, Russian, Polish, others) and deadline.
• Ask whether the agency follows the ICC/ESOMAR International Code, and which panels or fieldwork suppliers will be used.
• Ask how older, rural and minority-language respondents will be reached, and how quotas and weighting are set.
• Check fieldwork dates against Midsummer (24 June), Statehood Day (6 July), the summer and the school holidays.
• Agree in writing who is controller and who is processor of the personal data, and the retention period.
• Compare several proposals: you can send one request to up to 5 companies from this page.