Consumer Research
Methods, tools and applications — the complete guide by IMMAR, Consumer Research specialist in Africa and the Mediterranean since 1999.
Definition
Consumer Research is the systematic study of consumer behaviours, attitudes, motivations and perceptions. It enables organisations to understand who their consumers are, what they buy, why and under what conditions — in order to guide product, communication and distribution strategies with data rather than intuition.
Quantitative vs Qualitative — two complementary approaches
Consumer Research combines two distinct methodological families:
| Criterion | Quantitative Research | Qualitative Research |
|---|---|---|
| Objective | Measure and quantify | Explore and understand |
| Sample | Representative (n ≥ 300) | Purposive (n = 6–40) |
| Main methods | CAPI, CATI, CAWI, omnibus | Focus groups, IDI, ethnography |
| Output | Statistics, rates, rankings | Verbatims, insights, typologies |
| Usage | Market sizing, brand tracking, segmentation | Concept testing, motivations, barriers |
The 6 main data collection modes
IMMAR deploys 6 complementary data collection methods, adapted to each market:
- CAPI (Computer-Assisted Personal Interviewing) — face-to-face interviews on tablet, suited to complex questionnaires and populations with low digital connectivity
- CATI (Computer-Assisted Telephone Interviewing) — high completion rates, real-time supervision, multilingual scripts adapted per market
- CAWI (Computer-Assisted Web Interviewing) — online collection via proprietary panels and sector-specific digital communities
- IDI (In-depth Interviews) — semi-structured individual interviews to explore motivations and tacit barriers in depth
- Focus Groups — group sessions in equipped rooms to capture collective dynamics and reactions to stimuli
- Ethnographic observation — household immersion and in-store observation to capture real behaviours beyond what is declared
Consumer Research in Africa: specific challenges
Conducting Consumer Research in African and Mediterranean markets requires specific adaptations:
- Multilingualism — questionnaires translated and administered in the local language (Arabic, French, English, Swahili, Wolof, etc.) with verified back-translation
- Variable connectivity — online collection complements face-to-face and telephone according to the connectivity level of each market
- Heterogeneous populations — adapted sampling strategies between urban and rural areas, formal and informal sectors
- Permanent local teams — IMMAR maintains its own field teams, avoiding the quality inconsistencies of ad hoc subcontracting
Need a Consumer Research programme adapted to your African or Mediterranean markets?
Talk to an IMMAR expertFrequently asked questions
What is Consumer Research?
Consumer Research is the systematic study of consumer behaviours, attitudes, motivations and perceptions. It enables organisations to understand who their consumers are, what they buy, why and under what conditions, in order to guide product, communication and distribution strategies.
What is the difference between quantitative and qualitative Consumer Research?
Quantitative research measures and quantifies: it produces figures, rates, rankings on representative samples. Qualitative research explores and understands: it reveals motivations, barriers and underlying perceptions. The two approaches are complementary and often combined within a single study design.
How is Consumer Research conducted in Africa?
Consumer Research in Africa requires permanent local teams, multilingual field protocols and data collection modes adapted to local connectivity constraints. IMMAR combines CAPI, CATI, CAWI and qualitative methods across 30+ markets.
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