Five areas of expertise.
One vision.
Consumer Research
Understand. Innovate. Optimise.
Understanding a consumer means reading what they don't say. Our studies combine field immersion and statistical rigour to deliver evidence strong enough to shape a brand's trajectory.
Market Intelligence in its full scope.
Consumer knowledge, in full depth
Who consumes what, how, why and with what barriers. A complete picture of your targets' relationship with your category.
Spontaneous and aided awareness, perceived image, gap from desired identity. Track your brand equity over time.
Validate product-market fit before investing. Test the idea, the product, the packaging.
Purchase journey, category management, merchandising. Optimise in-store effectiveness.
Every touchpoint, under control
Measure loyalty and satisfaction across all your channels. Track your NPS over time with real-time alerts.
Evaluate compliance with your service standards in the field, by phone and online. Identify gaps before they become liabilities.
Collect and structure spontaneous feedback. Transform customer voices into priority improvement areas.
Map the real experience. Identify friction points and loyalty levers across every touchpoint.
Your data is worth more than you think
Clear, actionable indicators for your field teams and management committees, in real time.
Anticipate market shifts and purchasing behaviours before they materialise.
Eliminate manual reports. Manage your activity with dashboards connected to your data sources.
Identify your high-potential segments, model their behaviours and refine your activation strategies.
Know what your competitors are doing before they announce it
Size, composition and listening habits across 30+ markets. Real data for evidence-based media plans.
Track your competitors' investments, share of voice and share of spend across all multimedia channels.
Every mention of your brand across press, TV, radio and digital, in real time.
Analyse conversations, detect weak signals and manage your image before crises amplify.
Decide before trends become facts
Regular, synchronised measurements to track the evolution of opinions over time.
Opinion polls, electoral studies, institutional trust measurement.
Measure the real effect of your public policies and development programmes with rigorous protocols.
Anticipate shifts in lifestyles and values. Health behaviours, environmental perception, CSR.
Designed to withstand cross-examination.
Our studies only have value if their conclusions can be acted upon with confidence. Every IMMAR programme adheres to ESOMAR standards and the ICC/ESOMAR Code — a methodological framework shared with the global leaders in our sector.
Four approaches. Full methodological command.
Quantitative research
Representative samples, statistical measurement, segmentation, market sizing, brand tracking — findings that can be projected with controlled margins of error.
Qualitative research
Focus groups, in-depth individual interviews (IDI), ethnographies, mini-groups, online communities — to explore perceptions, motivations and category associations.
Hybrid approaches
Mixed designs integrating self-reported, behavioural (digital), passive (panels) and generative AI data for 360° insights.
Desk research
Use of secondary sources, sector databases, institutional publications and grey literature — to contextualise each study and build on existing knowledge.
Seven channels, a unified orchestration.
Computer-Assisted Personal Interviewing
Face-to-face data collection on tablet, suited to long or complex questionnaires with dynamic routing and continuous field supervision.
- Multi-market field network (urban & rural)
- Geolocation and continuous field supervision
- Complex questionnaires with dynamic routing
Computer-Assisted Telephone Interviewing
Computer-assisted telephone surveys — direct contact, real-time supervision and high completion rates within representative target audiences.
- Multilingual scripts adapted per market
- Real-time supervision and monitoring
- Call monitoring and integrated quality control
In-depth Interviews · Group Dynamics
In-person qualitative data collection — individual interviews and focus groups in equipped rooms, to explore motivations, perceptions and group dynamics.
- Equipped rooms with one-way mirror and video capture
- Semi-structured, in-depth and phenomenological IDIs
- Mono- and multi-segment focus groups
Participant Observation · Field Evaluation
Immersion and observation under real conditions — to capture purchasing behaviours and dynamics that self-reported methods never fully capture.
- Multi-day household immersion in natural context
- Structured mystery shopping and POS audits
- Shopper journey & multi-retailer retail audit
Computer-Assisted Web Interviewing
Online data collection via proprietary panels, third-party access panels and sector-specific digital communities — with rigorous sample quality control at each recruitment stage.
- Active multi-market proprietary panels
- Third-party access panels & targeted river sampling
- Activatable sector-specific digital communities
Panels · Audience Measurement · Ad Tracking
Continuous reach and audience measurement without interrupting natural behaviour — permanent and comparable cross-media reading over time.
- TV · Radio · Digital panels across markets
- Continuous cross-media audience measurement
- Automated ad tracking (Adtrics)
Social Listening · NLP · Semantic Intelligence
Multilingual capture and analysis of digital conversations using NLP and web scraping — to measure opinion dynamics and e-reputation in real time.
- Multilingual social listening (EN · FR · AR + dialects)
- Semantic & NLP analysis: tone, themes, weak signals
- Continuous e-reputation monitoring and alerts
Our foundation of trust.
ESOMAR & ICC/ESOMAR Code compliance
Adherence to the ICC/ESOMAR Code, dual field validation and systematic quality controls across all our studies.
Data, security & GDPR
Systematic anonymisation, EU-hosted encrypted storage, traceable consents, processing register, dedicated DPO, GDPR compliance (EU 2016/679).
Responsible & explainable AI
Validated and documented AI models, bias assessment, systematic human oversight, prompt traceability, explainable AI principles (XAI).