Market Research Companies in Vilnius

Key figures for researchers

Population

607,667 residents (State Data Agency figures published in June 2025)³

2021 census

546.2 thousand in Vilnius city, a fifth of Lithuania’s population¹

Vilnius County

more than a quarter of Lithuania’s population (2021 census)¹

Lithuanians

70.4% of residents of Vilnius (2021 census)²

Vilnius district

120,781 residents (1 January 2026), a separate municipality around the city⁴

District by ethnicity

Poles 46.75%, Lithuanians 38.52%, Russians 7.35%, Belarusians 3.26% (2021 census)⁴

New housing

28.3% of the dwellings built in Lithuania in 2011–2020 are in Vilnius⁵

Kaziukas fair

more than 1,500 vendors in the city centre (March 2026)⁷

Research guide

Research landscape

Vilnius is the capital and main business centre of Lithuania, and the base of most of its research industry: full-service agencies, qualitative and B2B specialists, online panel providers and field suppliers. The city is growing: 607,667 residents in the State Data Agency figures published in June 2025, against 546.2 thousand at the 2021 census.

Check what a brief means by “Vilnius”. Vilnius city municipality is the city itself. Vilnius district municipality is a separate municipality that surrounds the city to the north, south and east, with 120,781 residents on 1 January 2026. Vilnius County, which includes both, held more than a quarter of Lithuania’s population in 2021.

Who you will interview

Vilnius is more mixed than the rest of the country: in the 2021 census, 70.4% of the city’s residents were Lithuanians, a much smaller share than in most large cities, so minority audiences weigh more in a Vilnius sample than in a national one.

The district around the city is different again: in 2021, Poles were 46.75% of its residents, Lithuanians 38.52%, Russians 7.35% and Belarusians 3.26%. Studies of Vilnius County or of the suburbs should set quotas by municipality and, when minorities matter, offer Polish and Russian questionnaires or bilingual interviewers.

Fieldwork in practice

Much of the new housing in the country is built in Vilnius: 28.3% of the dwellings built in Lithuania between 2011 and 2020 are in the city, and Vilnius is among the municipalities with the smallest floor area per person (less than 27 m²). New residential districts and blocks of flats with entry codes make door-to-door work harder and address lists age quickly.

Online is the main method for consumer surveys, with telephone or face-to-face interviews for older or offline audiences. For samples that include the surrounding district, plan face-to-face or telephone work in Polish and Russian as well as Lithuanian.

Focus groups and qualitative research

In-person focus groups are usually held in central Vilnius, in dedicated studios or rented rooms with video streaming. Groups are normally held in Lithuanian; separate Russian- or Polish-language groups may be needed for minority audiences.

Ask the agency for its Vilnius incentive levels and recruitment lead times. B2B and senior respondents often prefer online interviews, and English can be considered for professional and international business targets.

Timing

School holidays in 2026–2027, set nationally by the Ministry of Education: autumn 2–8 November 2026, Christmas 23 December 2026 to 3 January 2027, winter 15–21 February 2027 and Easter 29 March to 4 April 2027. The school year starts on 1 September, and families are harder to reach during the summer holidays.

The Kaziukas fair (St Casimir’s fair) takes over the city centre every year on the weekend closest to St Casimir’s Day, 4 March: in 2026 it ran from 6 to 8 March with more than 1,500 vendors along Gediminas Avenue and the Old Town, with traffic restrictions in the centre. 2027 marks a milestone for the fair (200 years of the modern tradition), so avoid central street intercepts and central focus group venues on that weekend.

Working with a Vilnius agency

• Share a clear brief: objectives, target, sample size, city, district or county, method, languages (Lithuanian, Russian, Polish) and deadline.
• Ask how the agency reaches older residents, minority-language speakers and residents of new housing districts.
• For focus groups, ask for the venue, viewing and streaming options, moderator languages and incentive levels.
• Check fieldwork dates against the school holidays, the summer and the Kaziukas fair weekend in early March.
• Compare several proposals: you can send one request to up to 5 Vilnius companies from this page.

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