30+ markets.
Real local presence.
IMMAR operates in Africa and the Mediterranean with permanent field teams — not ad hoc subcontractors. Geographic coverage built market by market since 1999.
Geographic coverage
Six zones, one single point of contact
Every IMMAR area of presence has local teams trained to IMMAR standards, with command of local languages, cultures and field realities.
North Africa
Complete coverage of the Maghreb and Saharan countries — mature, highly competitive markets with sophisticated, digitally connected consumers.
- French-speaking & Arabic-speaking
- Dense urban markets
- High mobile penetration
West Africa
IMMAR's historic area of presence since 1999, with permanent field teams in the region's major markets.
- Multilingual (French, English, local languages)
- Significant informal economy
- High-potential emerging markets
Central Africa
Fast-developing French-speaking markets, with specific consumer dynamics and rapidly evolving infrastructure.
- Accelerated digital transition
- Continuous urbanisation
- Growing middle class
East Africa
The continent's fastest-growing region, driven by regional economic hubs and an advanced digital economy.
- English-speaking & Swahili-speaking
- Mobile money leader
- Highly digitised markets in Africa
Southern Africa
The continent's most industrialised markets, with sophisticated consumers and well-structured formal sectors.
- Standards close to Western markets
- Organised distribution
- High relative purchasing power
Mediterranean & Levant
Mediterranean and Levant markets, with consumers at the crossroads of European, African and Middle Eastern cultures.
- Cultural plurality
- Bilingual markets
- Strong links with Southern Europe
Why it matters
Permanent local teams — not subcontractors
The quality of a market study begins in the field. A fieldworker who knows the market, speaks the language, understands the cultural codes and knows where to go — that is what IMMAR teams guarantee across every zone of operation.
Ad hoc local subcontracting produces heterogeneous data that is difficult to compare from one market to another and exposed to uncontrolled collection biases. IMMAR made the opposite choice: permanent teams, trained to the same protocols, supervised to the same quality standards — from Dakar to Beirut.
- Standardised protocols — the same data collection and quality control methods across all markets
- Field knowledge — fieldworkers who understand local dynamics and cultural response biases
- Data comparability — results comparable from one market to another, without interviewer effects
- Responsiveness — teams that can be mobilised quickly, with no recruitment or training delays
Why IMMAR
A presence built to last
Historical roots
Present in Africa since 1999, IMMAR has navigated multiple economic cycles, political crises and market transitions. This longevity creates contextual knowledge that intermittent presence cannot reproduce.
Established networks
Partnerships with local institutes, universities, professional associations and regional media — networks that open doors closed to outside actors.
Adapted platforms
Osentia, Adtrics, FANS!, MYCS and iMetrics were designed for the specificities of our markets: multilingualism, variable connectivity, diversity of sources. Tools built for Africa and the Mediterranean.
Let's work together
Operating in our markets?
Whether for a one-off study, a permanent monitoring programme or a customer experience measurement system — let's discuss your context.
Talk to an IMMAR expert