Network Czech Republic

Qualitative market research agency in the Czech Republic

MindMarket is a market research agency that runs qualitative studies in the Czech Republic, from in-depth interviews and focus groups to UX research and mystery shopping, with moderators who live in the country and one project manager for your whole study. The Czech Republic has 10.6 million people, 75.0 per cent of them in urban areas and 94.2 per cent online (DataReportal, Digital 2026). Research there works in Czech, beyond Prague, and with consent handled as carefully as anywhere in the European Union. MindMarket covers it with the same team that runs studies in Germany and Poland, the two neighbours where we have sent real car buyers into dealerships.

Two colleagues talking over coffee at a window table of a bright café in Prague, old stone facades softly blurred across the street

AT A GLANCE

The Czech Republic at a glance for researchers

Population. 10.6 million people, median age 43.8, 75.0 per cent in urban areas (DataReportal, Digital 2026). A compact country: Prague, Brno and Ostrava are a few hours apart by train.
Languages. Czech, in every session. Younger professionals in Prague speak good English, but people describe habits, money and doubts more exactly in Czech. Our moderators live in the Czech Republic and work in Czech, with translation for your team.
Internet and mobile. 9.96 million internet users, 94.2 per cent of the population, and 14.7 million mobile connections (DataReportal, Digital 2026). Online interviews reach the regional towns as easily as the capital.
Where fieldwork happens. Prague first, then Brno, Ostrava and Plzeň. Prague's incomes and prices sit well above the rest of the country, so a national decision needs a second city.
Data protection. The GDPR applies, with Act No. 110/2019 on Personal Data Processing alongside it. Written consent comes before any recording.
Timing. July and August are holiday months, and many families spend weekends away from the cities from spring to autumn. Fieldwork stops from Christmas to the New Year, and public holidays in early July, late September, late October and mid-November break up the weeks.

IN THE FIELD

How does an interview run in the Czech Republic?

Buyers often treat the Czech Republic as part of a Central European block. Czech consumers do not: the language, the retailers and the prices are their own, and a study borrowed from Poland or Germany misses them.

A moderator and a participant talking at a wooden table in a bright Prague office, a window and a plant behind them

Czech in every session. Prague's offices work comfortably in English, and that misleads visiting teams. At home, in a shop or about money, people think in Czech. Sessions run in Czech with a moderator who lives in the country, and your team follows through translation.
Beyond Prague. The capital is richer, more international and quicker to adopt new products than Brno, Ostrava or the smaller towns. The second city in the sample is chosen with you, by where the product will sell.
Its own market, not a region. Czech, Slovak and Polish are different languages, and retail chains and price levels differ across the borders. In a multi-country study, each country is recruited and moderated locally, then compared by one team.
Two cities in one trip. Prague, Brno and Ostrava are a few hours apart by train. In-person groups in the capital and in one regional city can be scheduled back to back, so the second city adds days to the fieldwork, not weeks.

RECRUITMENT

How do you recruit participants in the Czech Republic?

Recruiters who live in the Czech Republic find the people your brief describes, in Prague, Brno and Ostrava, and in smaller towns when the brief asks for them.
For mystery shopping we recruit real customers of the brand's category, never employees or the trade, and brief every shopper on the same checklist.
MindMarket pays every participant's incentive itself. You never handle it.

METHODS

Which methods work in the Czech Republic?

Most studies in the Czech Republic run as in-depth interviews and focus groups, with UX research, mystery shopping or online diaries when the question needs them.

Method	Works well when	Watch out for
In-depth interviews	Finance, technology, health and professional audiences	English sessions with consumers; answers get shorter
Focus groups	Concepts, brands and packaging, in Prague and one regional city	Prague-only groups read as national
Online interviews	Audiences spread over several regions	Evening slots; the working day starts early
UX research	Sites and apps localised into Czech	Slovak or machine-translated text left in the interface
Mystery shopping	Retail, dealership and service networks	One checklist for every city, or scores cannot be compared

Our work in the Czech Republic

MindMarket runs studies in the Czech Republic within a network that has delivered more than 400 projects in over 60 countries. Next door, we have run ethnographic observations in Germany and Poland, and for a car brand sixty people who were about to buy a car visited 40 dealerships twice over six weeks in Germany, Poland, France, Italy and the UK, every one of them with the same checklist. In the Czech Republic we run mystery shopping by real customers in Prague, Brno and Ostrava, and in-depth interviews in Czech that explain the scores, with moderators and shoppers who live in the country. One project manager in London, Dubai or Mexico runs your study from one brief, and your itemised quote follows within 48 hours of a first call. See our automotive research and the crypto UX case study, 60 interviews in six European countries.

QUESTIONS

Questions buyers ask about research in the Czech Republic

How much does market research cost in the Czech Republic?

A full-service qualitative study with MindMarket starts at $40,000 for the first market, and the Czech Republic added to a multi-country study starts from $8,000. Adding a regional city to Prague moves the price more than the number of sessions. 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 the Czech Republic?

Choose by what the study has to decide. A Czech institute fits a national survey or panel study. A qualitative specialist such as MindMarket fits a brand from outside the Czech Republic 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.

Do sessions in the Czech Republic need to run in Czech?

For consumers, yes. English is fine for an interview with a manager in Prague. For habits, money and doubts, participants are more exact in Czech, and those who would refuse an English session are part of the market too. MindMarket's moderators live in the Czech Republic, and your team follows through translation.

Is Prague enough, or should I add other cities?

Prague alone answers for Prague. Its incomes and prices sit well above the rest of the country, so a price or a premium range that works there can meet a different answer in Brno or Ostrava. Add one of them before a national decision.

Can the Czech Republic be studied together with Slovakia or Poland?

Yes, as separate countries inside one study. Each one is recruited and moderated in its own language by people who live there, and one MindMarket team writes one guide, runs one timetable and compares the countries for you. See how we work in Poland.

Can you help us decide, not only run the interviews?

Yes. Beyond the fieldwork, our Customer-Led Strategy work turns what people in the Czech Republic 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.

Planning research in the Czech Republic?

Tell us who you need to hear from. We reply within 12 business hours with a 15-minute call slot.

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