Network Bosnia and Herzegovina
Qualitative market research agency in Bosnia and Herzegovina
MindMarket is a market research agency that runs qualitative studies in Bosnia and Herzegovina, from in-depth interviews and focus groups to shop-alongs and home visits, with moderators who live in the country and one project manager for your whole study. Bosnia and Herzegovina has a population of 3.13 million and a median age of 45.7, and 86.7 per cent of residents are online (DataReportal, Digital 2026). The country is made of two entities, the Federation of Bosnia and Herzegovina and Republika Srpska, with their own governments, media and retail habits. A national study hears both, in Sarajevo and in Banja Luka, and reports them side by side.
AT A GLANCE
Bosnia and Herzegovina at a glance for researchers
- Population. 3.13 million people, median age 45.7, 51.3 per cent in urban areas (DataReportal, Digital 2026). Sarajevo is the capital and the largest city. Banja Luka is the main city of Republika Srpska, Tuzla and Zenica are industrial towns, and Mostar leads Herzegovina in the south. About half the population lives outside towns. Sarajevo and Banja Luka are about four hours apart by road.
- Languages. Bosnian, Croatian and Serbian are the three official languages, close enough that everyone understands each other, and both the Latin and the Cyrillic scripts are in use. The moderator and the stimulus match the city. Our moderators live in Bosnia and Herzegovina.
- Internet and mobile. 2.72 million people use the internet, 86.7 per cent of the population, and there are 4.01 million mobile connections (DataReportal, Digital 2026). Median download speeds are 27.75 Mbps on mobile and 34.35 Mbps on fixed lines (same source), so video sessions are tested in advance. Social media counts 2.20 million user identities, 70.2 per cent of the population.
- Where fieldwork happens. Sarajevo and Banja Luka first, one in each entity, then Tuzla, Zenica or Mostar. Brčko and smaller towns are added when the decision is national, and villages are reached from the nearest town.
- Data protection. The Law on the Protection of Personal Data, in force since 8 March 2025, applies across the country. Consent is taken before each session, after a plain explanation of what is recorded and how it will be used.
- Timing. Fieldwork is never booked during Ramadan. Public holidays differ between the two entities, and Muslim, Orthodox and Catholic feasts are each observed by their communities. In July and August, many families who live abroad come home, which changes shops and streets.
IN THE FIELD
How does an interview run in Bosnia and Herzegovina?
In Bosnia and Herzegovina, a brand is sold in one country and heard in two entities. Television channels, retail chains and sometimes prices differ between Sarajevo and Banja Luka, and people in each follow different media. A study in Bosnia and Herzegovina plans its cities by entity first.
- One city in each entity. Sarajevo and Banja Luka are the minimum for a national read. Each is recruited and moderated by people who live there, and Mostar or Tuzla is added when the brief asks for more. Online interviews reach participants in smaller towns of both entities.
- Language and script by city. Stimulus is written in the form used where it is shown: Latin script in Sarajevo and Mostar, Cyrillic or Latin in Banja Luka. Wording is checked by someone from that city.
- Family abroad in the budget. Many households receive money from relatives who work in Germany, Austria or elsewhere. Interviews about larger purchases ask who pays and who decides, at home and abroad.
- Prices in marks. The convertible mark is pegged to the euro, and people convert between the two with ease. Price research shows the shelf price in marks, and notes what is bought across the border in Croatia or Serbia. Fuel, clothing and groceries are the categories most often bought across the border.
RECRUITMENT
How do you recruit participants in Bosnia and Herzegovina?
- We recruit through local partners in Sarajevo, Banja Luka, Tuzla and Mostar, by entity, age, income and category use. Each participant is confirmed by phone the day before the session, and the quotas are fixed with you first. Family members who live abroad and visit in summer are recruited as their own audience when the study needs them.
- Business participants are contacted one by one, and we verify each person's role before booking the interview. Those who take part in research as a habit are screened out of consumer groups. For senior managers, we offer early or late slots.
- MindMarket pays every participant's incentive itself. You never handle it.
METHODS
Which methods work in Bosnia and Herzegovina?
Most studies in Bosnia and Herzegovina run as in-depth interviews and focus groups, with shop-alongs, ethnographic home visits or UX research when the question needs them.
| Method | Works well when | Watch out for |
|---|---|---|
| In-depth interviews | Finance, telecoms, health and B2B audiences, by video or in person | A video call on a weak connection, without an audio fallback |
| Focus groups | Advertising, concepts and food and drink ideas in Sarajevo and Banja Luka | One city read as the whole country |
| Shop-alongs | Supermarkets, markets and neighbourhood shops | July and August, when visiting relatives change the basket |
| Home visits | Cooking, coffee and household routines | No introduction from a person the family already knows |
| UX research | Banking and telecoms apps on the participant's own phone | One language version shown everywhere |
QUESTIONS
Questions buyers ask about research in Bosnia and Herzegovina
How much does market research cost in Bosnia and Herzegovina?
A full-service qualitative study with MindMarket starts at $40,000 for the first market, and Bosnia and Herzegovina added to a multi-country study starts from $8,000. A city in each entity, with its own recruiter and moderator, moves the price more than extra sessions in Sarajevo. Every quote is itemised and follows within 48 hours of a first call. Estimate your study.
How do I choose a market research agency in Bosnia and Herzegovina?
Choose by what the study has to decide. A local polling company fits a national survey or a media measurement study. A qualitative specialist such as MindMarket fits a brand from outside Bosnia and Herzegovina that needs local people heard in their own language, by moderators who live there, with one team across every country. Read how to choose a global qualitative research agency.
Does research in Bosnia and Herzegovina need both Sarajevo and Banja Luka?
A national study in Bosnia and Herzegovina needs both. Sarajevo is the largest city of the Federation and Banja Luka the main city of Republika Srpska, and media, retail and brand loyalties differ between them. A study in one city is reported as a study of that city. Two groups or eight interviews in each city are a common design.
Which language is used for research in Bosnia and Herzegovina?
Research in Bosnia and Herzegovina runs in the language of each city: Bosnian, Croatian or Serbian. The three are mutually understood, but word choice and script signal where a text comes from. Each session is moderated by someone who lives there, and stimulus is checked locally. Our reports are in English.
How are remittances handled in a study in Bosnia and Herzegovina?
A study in Bosnia and Herzegovina asks about money from abroad directly, because many households rely on it. The screener records whether relatives abroad contribute, and interviews about cars, appliances or housing ask who chooses and who pays. Relatives who visit in summer can be interviewed too.
Can you help us decide, not only run the interviews?
Yes. Beyond the fieldwork, our Customer-Led Strategy work turns what people in Bosnia and Herzegovina told us into a recommendation: what to do, what not to do, and why. We form the hypotheses, test them with your customers and recommend from their words. If you already work with strategy consultants, we work alongside them.
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