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.
Market Research in Africa
Our market research and Market Intelligence coverage across the continent, region by region: North, West, Central, East and Southern Africa.
Read the guide → MethodologyMarket Intelligence
Definition, methods and strategic value of Market Intelligence for African and Mediterranean markets.
Read the guide → MethodologyConsumer Research
Quantitative and qualitative methods to understand consumer behaviour, needs and usage patterns.
Read the guide → MethodologyMedia Monitoring
How to monitor press, TV, radio, digital and social media, and what to do with the data.
Read the guide → MethodologyBrand Tracking
Measuring brand health over time: awareness, perception, preference and competitive positioning.
Read the guide → MethodologyMystery Shopping
Evaluating service quality and customer experience through structured field observation.
Read the guide → MethodologyNPS: Net Promoter Score
Understanding, measuring and acting on customer loyalty through the Net Promoter Score framework.
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