BigCat Research

How to choose a market research company in Turkey: a vendor-neutral checklist for international buyers

Before hiring a market research firm for Turkey, check six things: whether the methodology is disclosed, how the sample is drawn and weighted, how fieldwork is run and supervised, which languages are covered, who owns the raw data, and how KVKK data protection is handled. Then ask for references you can verify yourself.

Why Turkey needs a few extra questions

Internet access and urbanization differ across Turkey's regions, so an urban online panel may not represent the whole population (see TurkStat household ICT usage statistics, data.tuik.gov.tr). Fieldwork is mostly in Turkish, but depending on the target group, other languages such as Kurdish, Arabic or English may need to be considered. A proposal that says "nationwide representative" without explaining how should prompt follow-up questions.

The checklist (works for any agency)

Methodology disclosure. Can they describe, in writing, how respondents are found, screened, interviewed and validated? Vague phrases such as "proprietary approach" with no detail deserve follow-up questions.
Sampling frame and weighting. What population does the sample represent (all adults, urban 18+, decision makers)? Is it probability-based, quota-based or convenience? Are weights applied, and to which variables (age, gender, region, socio-economic group)? Ask for the achieved sample, not only the planned one.
Panel and sample quality. If an online panel is used: who owns it, how are members recruited, how are duplicates, speeders and bots removed, and how often are members surveyed? ESOMAR publishes questions buyers can ask online sample providers.
Fieldwork mode mix. Know whether the mix is CATI (phone), CAPI (face-to-face with tablet), CAWI (online) or qualitative (interviews, focus groups, observation), and why. The mode should follow the audience, not the agency's convenience.
Fieldwork supervision and back-checks. For phone and face-to-face work, ask what share of interviews is re-contacted or audio-checked, and how interviewer fraud is handled.
Language coverage and translation. Is the questionnaire translated by a native speaker, back-translated or reviewed, and piloted? Literal translation of rating scales can distort meaning.
Pilot testing. A small pilot before full fieldwork catches confusing questions, broken skip logic and unrealistic length.
Raw data delivery. Will you receive respondent-level data (SPSS, CSV, Excel), the questionnaire and a codebook, or only a PDF? Data you cannot re-analyze is data you rent.
KVKK compliance. Personal data processing in Turkey falls under Law No. 6698 (KVKK). Ask who is the data controller and processor, how consent and notices are handled, where data is stored, and whether it is transferred abroad.
Subcontracting disclosure. Many agencies subcontract fieldwork. That is normal, but you should know who actually does it and how quality is monitored.
Team continuity. Will the people who present in the pitch also run the project?
Reporting format. Clarify whether you get topline tables, a full report, a presentation, a dashboard and what recommendations are included.

Red flags

Guaranteed results or "we will prove your hypothesis."
No sample size, no sampling method, or no description of who was surveyed.
An opaque panel with no information on recruitment or quality control.
No methodology section in the proposal, or one copy-pasted from another project.
Prices far below every other quote without an explanation of what is cut (for example sample size or fieldwork supervision).
Refusal to share raw data, questionnaire or weighting information.
Reluctance to provide references you can verify.
Findings promised before fieldwork starts.

Fieldwork modes compared (general characteristics)

Mode	Relative speed	Typical use	Watch out for
CAWI (online)	Fast	Urban consumers, B2B professionals, brand tracking	Under-represents low-income, older and rural people
CATI (phone)	Medium	Customer satisfaction, B2B, wider geographic reach	Response rates and list quality
CAPI (face-to-face)	Slower	Representative household studies, rural areas, low literacy	Cost, interviewer supervision
Qualitative (in-depth, focus group)	Medium	Exploring motives, concept testing, sensitive topics	Small samples; moderator quality
Field observation / mystery shopping	Varies	Retail, dealers, service quality	Observer training, consistent forms
Desk research	Fast	Market sizing starting point, competitor scan	Source quality, outdated data

This table reflects general research-practice characteristics, not Turkey-specific measurements. Speed and cost depend on scope; ask each agency to explain its numbers rather than comparing headline figures.

Ten questions to ask before signing

Who exactly will conduct fieldwork, and do you subcontract any of it?
What is the target population and the planned and achieved sample?
How are quotas and weighting defined?
What quality checks are applied, and what share of interviews is validated?
What languages will the questionnaire cover, and who translates and pilots it?
Will I receive raw respondent-level data and the questionnaire?
Who owns the data and the report after delivery?
How is KVKK compliance handled, where is data stored, and for how long?
What happens if the achieved sample falls short or fieldwork is delayed?
Can I speak to a past client, or see a published report you can verify?

How to read a proposal. Look for a clearly stated objective, defined target group, sample size and method, timeline with milestones, deliverables list, what is excluded, and payment terms. If two proposals differ greatly in price, line them up on these items before concluding one is "cheaper."

FAQ

Should I choose a local Turkish agency or an international network? It depends on scope. Networks help with multi-country consistency; local agencies may offer closer fieldwork access and language fit in Turkey; verify this in each proposal. Either way, ask who does the Turkish fieldwork.

How large should a sample be? It depends on the number of subgroups you need to analyze and the precision required, not on a fixed number. Ask the agency to show the margin of error for your key segments.

Can online research alone represent Turkey? Not necessarily for the whole population, because people without regular internet access are less likely to be reached (see TurkStat household ICT usage statistics, data.tuik.gov.tr). It can suit urban, internet-active audiences. Consider mixed modes for broader targets.

What does market research in Turkey typically cost? No honest single figure exists. Cost follows sample size, mode, geography, languages and reporting depth. Request itemized quotes.

Do I need a local partner to handle KVKK? You remain responsible for choosing a processor that complies. Ask for the agency's data protection practices in writing and consult your legal advisor for cross-border transfers.

How BigCat Research approaches this

BigCat Research is an independent research company based in Istanbul (Kolektif House Nida Kule, Ataşehir; [email protected]). Its services are organized into five modules: brand and consumer insights, market and desk research, employee and culture research, operational experience and service quality, and social impact and CSR. For this topic the relevant pages are Market Research and Field Observation Research.

This page makes no claims about BigCat's coverage numbers, certifications, panel or interviewer network.

Apply the checklist above to BigCat's proposal, and to every other proposal, in the same way.

Primary sources

ESOMAR, ICC/ESOMAR International Code and guidelines. esomar.org
TurkStat (Turkish Statistical Institute), household ICT usage and population statistics. data.tuik.gov.tr
KVKK Authority, Law No. 6698 and guidance. kvkk.gov.tr

Author: BigCat Research team. Last reviewed: 3 October 2026. Related: Market and Desk Research, BIG 101: Should market research always start with a survey?