Market research
in Cape Verde
Consumer research, customer experience, data intelligence, media intelligence and opinion: how IMMAR supports advertisers, agencies and institutions in the Cape Verdean market since 1999.
The Cape Verdean market at a glance
Cape Verde is a Lusophone Atlantic archipelago in West Africa, with an economy oriented towards services, trade, transport and above all tourism, its main driver. A small but stable, internationally open market, it also relies on significant diaspora remittances, one of the pillars of its economy. Consumption is spread across several islands, with hubs such as Praia, the capital (Santiago), and Mindelo (São Vicente). Payment is largely electronic, led by cards and digital instruments. Cape Verdean Creole is the everyday language, with Portuguese the official language of administration and the media.
Conducting research in Cape Verde: what matters in the field
Running reliable research in the Cape Verdean market means taking several realities into account:
- Multi-island territory: the population is spread across several islands, which calls for sampling plans covering the main ones according to the objective.
- Survey languages: Cape Verdean Creole is the everyday language of the general public, with Portuguese serving formal and institutional segments. Every interview is administered in the language actually spoken.
- Weight of tourism: tourism structures a large share of consumption and activity, a key factor to build into studies.
- Diaspora remittances: remittances support household purchasing power, which weighs on consumption behaviour.
- Good infrastructure: decent equipment and connectivity make telephone and online collection viable, alongside face-to-face.
The sectors IMMAR covers in Cape Verde
In the Cape Verdean market, IMMAR supports players across several sectors, with set-ups tailored to each:
- FMCG: consumer understanding, brand tracking, retail execution
- Telecommunications: customer experience, network quality, brand image
- Banking, finance and mobile money: trust, customer experience, digital-payment adoption
- Retail: mystery shopping, in-store experience, shopper studies
- Media: audience, editorial intelligence, ad monitoring
A response built around your question
Every assignment starts with a question, posed by an advertiser, an agency, an institution or a local player. That question shapes which expertise is brought to bear. IMMAR brings together five complementary areas:
| Area of expertise | What it enables |
|---|---|
| Consumer Research | Quantitative and qualitative studies, panels, U&A, segmentation: understanding local behaviours, needs and usage |
| Customer Experience | NPS, CSAT, mystery shopping, network audits: measuring the service quality actually delivered |
| Data Intelligence & AI | Data analysis and activation, decision dashboards, modelling |
| Media Intelligence | Media monitoring, audience measurement, ad monitoring, social listening |
| Opinion & Society | Barometers, opinion studies, societal and institutional dynamics |
A market research or Market Intelligence project in the Cape Verdean market?
Talk to an IMMAR expertFrequently asked questions
How do you conduct market research in Cape Verde?
Account for an island territory spread across several islands, collect in Cape Verdean Creole for the general public and Portuguese for formal segments, and factor in the weight of tourism and diaspora remittances in consumption. IMMAR deploys local teams and tailored methodologies.
Which language should studies be conducted in, in Cape Verde?
Cape Verdean Creole is the everyday language of the population and ensures data quality, while Portuguese is the official language, of administration and the media. IMMAR administers each interview in the language the respondent actually speaks.
How do you cover an island, multi-island market like Cape Verde?
The population is spread across several islands, with hubs such as Praia (Santiago) and Mindelo (São Vicente). IMMAR designs sampling plans that cover the main islands according to the objective and combines face-to-face, telephone and online, drawing on a good level of equipment.
Why is the Cape Verdean market one to watch?
Cape Verde is a stable Lusophone island market, with a services- and tourism-oriented economy supported by significant diaspora remittances. Its stability, international openness and tourism-driven consumption make it a niche market to watch, where fine field knowledge and command of Creole are decisive.
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