Network Greece
Qualitative market research agency in Greece
MindMarket is a market research agency that runs qualitative studies in Greece, from in-depth interviews and focus groups to shop-alongs and customer intercepts, with moderators who live in the country and one project manager for your whole study. Greece has 9.93 million people with a median age of 46.8, and 87.0 per cent of them use the internet (DataReportal, Digital 2026). Greater Athens holds a large share of the population, the islands follow the tourist season, and one person in eight is not online. We have run fieldwork in Greece and Cyprus for an international client.
AT A GLANCE
Greece at a glance for researchers
- Population. 9.93 million people, median age 46.8, 81.4 per cent in urban areas (DataReportal, Digital 2026). An older population, with Athens and Thessaloniki as the two large urban areas. Athens and its region hold the largest share of residents, Thessaloniki leads the north, and Patras, Heraklion and Larissa are the main cities beyond them.
- Languages. Greek, in every session. English is common among younger people and professionals. Our moderators live in Greece and work in Greek, with translation for your team. Stimulus is written in Greek by someone who lives in Greece, and brand names stay as they appear on the shelf.
- Internet and mobile. 8.64 million internet users, 87.0 per cent of the population, and 13.7 million mobile connections (DataReportal, Digital 2026). Older participants are less often online and are met in person. Social media counts 7.40 million user identities, 74.5 per cent of the population, and the median mobile download speed is 120.53 Mbps against 71.76 Mbps on fixed lines (same source), so we ask each participant which connection they will use for a video session.
- Where fieldwork happens. Athens first, then Thessaloniki, with Patras or Heraklion when the decision goes beyond the two large cities. Crete is large enough to be a market of its own, with Heraklion and Chania; smaller islands are covered online outside the season and in person during it.
- Data protection. The GDPR applies, with Law 4624/2019 alongside it. Consent is collected before each session, with a clear statement of what is recorded and why.
- Timing. August is the holiday month, with 15 August at its centre, and little fieldwork is possible. Orthodox Easter falls on a different date from Western Easter in most years and closes the country for several days. 25 March and 28 October are national holidays, and sessions with working adults are booked in the evening.
IN THE FIELD
How does an interview run in Greece?
In Greece, the calendar and the map set the study. Athens holds a large share of the country, the islands change with the season, and August belongs to the holidays. A study in Greece fixes its dates and its places before its discussion guide.
- Athens first, and beyond it. Greater Athens holds a large share of the population and of spending. Thessaloniki is the second read, and the islands or the provinces are added when the product sells there. Within Athens, the centre, the northern suburbs, the southern coast and Piraeus differ in income and retail, and the screener records the district.
- Season changes the answer. On the islands and in resort towns, shops, staff and customers differ between July and January. A study of retail or hospitality says which season it is about, and is fielded in it. The same holds for transport, banking and telecoms on the islands, where the number of customers multiplies in summer.
- Venue research, in person. Drinks and food brands are often chosen in cafés, bars and restaurants. Intercepts and interviews in venues are arranged with the owner in advance. The moderator notes what was ordered, who chose and what else was on the menu, because the alternatives are part of the answer.
- Older buyers by phone and in person. With a median age of 46.8, older households matter. They are invited by phone and interviewed where they are comfortable, since many are not online. Recruiters reach them through local shops, associations and family contacts.
RECRUITMENT
How do you recruit participants in Greece?
- We recruit through local partners in Athens and Thessaloniki, by age, income and category use, and on the islands when the brief asks for them. The screener records district or island, household and category use, and each participant is confirmed by phone the day before.
- Venue owners are approached before fieldwork, so that interviews with guests and staff are welcome on the day. People who take part in studies often are screened out of consumer groups.
- MindMarket pays every participant's incentive itself. You never handle it.
METHODS
Which methods work in Greece?
Most studies in Greece run as in-depth interviews and focus groups, with shop-alongs, customer intercepts or taste tests when the question needs them.
| Method | Works well when | Watch out for |
|---|---|---|
| In-depth interviews | Finance, health, telecoms and family decisions | An online-only sample; it is younger than the market |
| Focus groups | Concepts, food, drink and communications in Athens and Thessaloniki | August dates; participants are away |
| Customer intercepts | Cafés, bars, restaurants and shops, straight after the experience | The owner's agreement, obtained in advance |
| Shop-alongs | Supermarkets, street markets and neighbourhood shops | Season; ranges and prices change with it |
| Taste tests | Food and drink adapted to Greek taste | Polite scores; compare products side by side |
QUESTIONS
Questions buyers ask about research in Greece
How much does market research cost in Greece?
A full-service qualitative study with MindMarket starts at $40,000 for the first market, and Greece added to a multi-country study starts from $8,000. The islands and a second city move 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 Greece?
Choose by what the study has to decide. A Greek institute fits a national survey or a panel study. A qualitative specialist such as MindMarket fits a brand from outside Greece 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.
Is Athens enough for research in Greece, or should I add other places?
Athens is enough for a first read, because a large share of the country lives there. For a national decision, add Thessaloniki, and an island or a provincial city when your product sells there. When one island has to stand for island life, we suggest Crete, which has year-round residents and cities of its own.
When should I avoid fieldwork in Greece?
In August, above all around 15 August, and during Orthodox Easter, which usually falls on a different date from Western Easter. The days from Christmas to the New Year are quiet. 25 March and 28 October are national holidays. Spring, from after Easter to June, and autumn, from mid-September to November, are the open seasons for fieldwork.
Can Greece and Cyprus be studied together?
Yes, as two markets in one study, as we have done. Both run in Greek, with moderators who live in each country, and the findings are reported separately. See how we work in Cyprus. Stimulus is prepared once in Greek and then adapted for Cyprus, where prices, retailers and some everyday words differ.
Can you help us decide, not only run the interviews?
Yes. Beyond the fieldwork, our Customer-Led Strategy work turns what people in Greece 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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