Network Honduras
Qualitative market research agency in Honduras
MindMarket is a market research agency that runs qualitative studies in Honduras, from in-depth interviews and focus groups to shop-alongs and online diaries, with moderators who live in the country and one project manager for your whole study. Honduras has 11.1 million people with a median age of 24.2, and 72.4 per cent of them use the internet (DataReportal, Digital 2026). The country has two centres: Tegucigalpa, the capital in the highlands, and San Pedro Sula, the industrial and commercial city of the north. A study that hears one of them has heard half of urban Honduras.
AT A GLANCE
Honduras at a glance for researchers
- Population. 11.1 million people, median age 24.2, 61.6 per cent in urban areas (DataReportal, Digital 2026). Honduras has a young population: half of Hondurans are under 25. Tegucigalpa and San Pedro Sula are the two large cities, about four hours apart by road. La Ceiba, Choluteca and Comayagua are the main regional towns.
- Languages. Spanish, in every session. English is spoken on the Bay Islands, and Garifuna and Miskito on parts of the Caribbean coast. Our moderators live in Honduras, and your team follows through simultaneous interpretation.
- Internet and mobile. 8.00 million internet users, 72.4 per cent of the population, and 7.48 million mobile connections (DataReportal, Digital 2026). There are fewer mobile connections than people, at 67.7 per cent of the population, so each participant's phone and data are confirmed before an online session. The median mobile download speed is 45.20 Mbps (same source).
- Where fieldwork happens. Tegucigalpa and San Pedro Sula, each recruited and moderated by people who live there, then La Ceiba on the coast or Choluteca in the south when the decision is national. Roatán is added for studies about tourism. Smaller towns are reached by road from the nearest of the two cities.
- Data protection. Honduras has no general data protection law; the constitution protects access to personal records through habeas data, in Article 182 (DLA Piper). Consent is taken before each session, after a plain explanation of what is recorded and how it will be used.
- Timing. Holy Week and the first week of October, when several public holidays are grouped into one long break, stop fieldwork. Independence Day is 15 September. The hurricane season runs from June to November on the Caribbean coast.
IN THE FIELD
How does an interview run in Honduras?
In Honduras, the first decision of a study is the city. Tegucigalpa is the seat of government and services, San Pedro Sula the centre of manufacturing and trade, and the two differ in income, retail and daily pace. A study in Honduras names both cities in the brief, or says plainly that it speaks for one of them.
- Two cities, two reads. Tegucigalpa and San Pedro Sula are recruited separately and compared. A concept can win in the capital, where public-sector and service jobs set the tone, and miss in the north, where factories and trade do. The same discussion guide runs in both. Each city has its own recruiter and its own moderator, and the debrief sets the two side by side.
- Access confirmed first. Mobile connections are fewer than residents, and prepaid data runs out. Recruiters confirm each participant's phone, data and a quiet place before a video session, and offer a venue when one of the three is missing.
- Neighbourhood shops and markets. Pulperías, the small shops found on most streets, sell by the unit to customers the owner knows. A study of an everyday product visits them, because pack size and price point are decided at that counter. The moderator notes which products are sold by the unit, on credit or only in the supermarket.
- Family abroad, decisions at home. Many Honduran households have a relative working in the United States. For larger purchases, the moderator asks who pays and who is consulted, since the person who sends the money often has a say. When that person lives abroad, a short call with them can be added to the study.
RECRUITMENT
How do you recruit participants in Honduras?
- We recruit through local partners in Tegucigalpa and San Pedro Sula, by city, neighbourhood, income and category use. Each participant is confirmed by phone the day before the session. Quotas for each city are fixed with you before the first call.
- Sessions are held in venues that participants can reach easily and safely, in daylight or early evening, and transport is arranged where it is needed. Frequent study participants are screened out.
- MindMarket pays every participant's incentive itself. You never handle it.
METHODS
Which methods work in Honduras?
Most studies in Honduras run as in-depth interviews and focus groups, with shop-alongs, ethnographic home visits or online diaries when the question needs them.
| Method | Works well when | Watch out for |
|---|---|---|
| In-depth interviews | Finance, telecoms, health and family decisions, by video or in person | A weak connection; confirm phone and data at recruitment |
| Focus groups | Concepts, food, drink and communications, city by city | A Tegucigalpa group read as the whole country |
| Shop-alongs | Pulperías, markets and supermarkets | Single-unit prices that differ from the pack price |
| Home visits | Cooking, cleaning and household budgets | Visits set up cold, with no trusted contact |
| Online diaries | Short tasks on a phone over one or two weeks | Data costs; cover them in the incentive |
QUESTIONS
Questions buyers ask about research in Honduras
How much does market research cost in Honduras?
A full-service qualitative study with MindMarket starts at $40,000 for the first market, and Honduras added to a multi-country study starts from $8,000. A second city moves the price more than extra sessions in the first one. 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 Honduras?
Choose by what the study has to decide. A Honduran fieldwork company fits a survey or a price audit. A qualitative specialist such as MindMarket fits a brand from outside Honduras 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 Tegucigalpa enough for research in Honduras, or should I add San Pedro Sula?
Tegucigalpa is enough for a first read. For a national decision, add San Pedro Sula: it is the country's industrial and commercial centre, with its own retailers and budgets, and the two cities often answer differently. Each is recruited and moderated by people who live there. La Ceiba is added when the Caribbean coast matters to the brand.
Can you run online interviews in Honduras?
Yes, with preparation: 72.4 per cent of the population uses the internet (DataReportal, Digital 2026), and mobile connections are fewer than residents. Each participant's phone and data are confirmed at recruitment, data costs are covered, and a venue is offered when a home connection is too weak for video.
When should I avoid fieldwork in Honduras?
During Holy Week and the long break of early October, and around 15 September. On the Caribbean coast, the hurricane season from June to November calls for an online fallback. The second half of December is quiet. Outside these periods the calendar is open, and sessions with working adults are booked in the early evening.
Can you help us decide, not only run the interviews?
Yes. Beyond the fieldwork, our Customer-Led Strategy work turns what people in Honduras 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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