Consumer Insights, Media Intelligence, Data Analytics — IMMAR publishes what our experts observe in the field, for decision-makers who cannot wait for trends to become mainstream.
Customer Experience programs have become more sophisticated, but the real value of CX lies in whether the data changes decisions. In 2025, the strongest programs are those that connect customer expectations to operational priorities and corrective action.
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North Africa’s media environment is being reshaped by mobile use, short video and on-demand consumption. For decision-makers, the challenge is no longer reach alone, but understanding how audiences move across formats and what that means for planning and measurement.
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Artificial intelligence is reshaping market research by accelerating data processing, pattern detection, and synthesis. Its real value, however, depends on robust methodology and expert interpretation.
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YouTube offers useful signals on content performance, but it does not measure television audience in the strict sense. For Algerian channels, the challenge is to read platform data within a clear methodological framework.
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Generative AI can speed up verbatim exploration, synthesis and the detection of weak signals. Its value, however, depends on rigorous methodology and human validation.
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Wave 1 of the 2025 Maghreb consumer barometer confirms a market shaped by budget trade-offs. Yet price is only part of the equation: trust, offer clarity and perceived value still matter.
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