Guides & Methodologies

Market Intelligence Resources

Free methodology guides produced by IMMAR — independent Market Intelligence firm operating in Africa and the Mediterranean since 1999, ESOMAR member.

Methodology

Market Intelligence

Definition, methods and strategic value of Market Intelligence for African and Mediterranean markets.

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Consumer Research

Quantitative and qualitative methods to understand consumer behaviour, needs and usage patterns.

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Media Monitoring

How to monitor press, TV, radio, digital and social media — and what to do with the data.

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Brand Tracking

Measuring brand health over time: awareness, perception, preference and competitive positioning.

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Mystery Shopping

Evaluating service quality and customer experience through structured field observation.

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NPS — Net Promoter Score

Understanding, measuring and acting on customer loyalty through the Net Promoter Score framework.

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