Market research
in the CAR
Consumer research, customer experience, data intelligence, media intelligence and opinion: how IMMAR supports advertisers, agencies and institutions in the market of the Central African Republic since 1999.
The Central African market at a glance
The Central African Republic (CAR) is a small Central African market, with an economy driven by diamonds, timber and a subsistence agriculture that occupies a large share of the mostly rural population. Consumption and financial infrastructure are concentrated in Bangui, the capital, and the informal economy weighs more than the formal one. A significant share of research activity is carried by institutions, NGOs and donors. Sango is the national lingua franca, understood by almost the entire population, with French as the language of administration and business.
Conducting research in the CAR: what matters in the field
Running reliable research in the Central African market means taking several realities into account:
- Concentration on Bangui: the capital concentrates most modern consumption and infrastructure, which shapes set-ups before extending to accessible areas.
- Survey languages: Sango is understood by almost the entire population and essential for the general public, with French used for administration and business. Every interview is administered in the language actually spoken.
- Largely informal economy: most exchanges run through proximity trade and micro-activities, which studies must be designed to reach.
- Variable field access: the accessibility of some areas calls for careful collection plans and a genuine local presence.
- Mainly institutional demand: most studies meet the needs of institutions, NGOs and donors (opinion, perceptions, programme evaluation).
The sectors and areas IMMAR covers in the CAR
In the Central African 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, mobile-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 Central African market?
Talk to an IMMAR expertFrequently asked questions
How do you conduct market research in the CAR?
Focus the set-up on Bangui and accessible areas, collect in Sango, the national lingua franca, and French, and account for a largely informal economy and a demanding operating context. IMMAR deploys local teams and tailored methodologies, including for institutional clients.
Which language should studies be conducted in, in the CAR?
Sango is the national lingua franca, understood by almost the entire population and essential for general-public collection. French is the language of administration and business. IMMAR administers each interview in the language the respondent actually speaks.
Why is research in the CAR mainly institutional and opinion-based?
The advertiser base and modern retail are limited, while institutions, NGOs and donors run many studies there: opinion barometers, perceptions, social cohesion, programme evaluation. IMMAR primarily deploys its Opinion & Society and Consumer Research expertise, with set-ups suited to a demanding field.
Why is the Central African market one to watch?
The CAR is a small Central African market, with an economy driven by diamonds, timber and subsistence agriculture, and consumption concentrated in Bangui. Research demand, mostly institutional, is real, and fine field knowledge as well as command of Sango are decisive.
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