Market research
in the DRC
Consumer research, customer experience, data intelligence, media intelligence and opinion: how IMMAR supports advertisers, agencies and institutions in the market of the Democratic Republic of the Congo since 1999.
The Congolese (DRC) market at a glance
The Democratic Republic of the Congo is one of Africa's most populous countries, with a vast territory and Kinshasa among the largest cities on the continent. The world's largest cobalt producer and a major copper producer, the country sees its growth driven by the mining sector, while consumption is carried by a largely informal trade, organised around hundreds of markets, in Kinshasa as in the major regional hubs (Lubumbashi, Goma, Kisangani). Digital access is growing but remains uneven, which keeps face-to-face at the heart of data collection. French is the official language, alongside widely spoken national languages such as Lingala, Swahili, Kikongo and Tshiluba.
Conducting research in the DRC: what matters in the field
Running reliable research in the Congolese market means taking several realities into account:
- Vast territory and logistics: the size of the country and uneven infrastructure call for a genuine local presence and solid field logistics to produce reliable data.
- Survey languages: French structures business, but general-public collection runs through Lingala (Kinshasa and the west), Swahili (the east), along with Kikongo and Tshiluba depending on the region. Every interview is administered in the language actually spoken.
- Largely informal trade: most purchases happen in markets and from small shops, which methodologies built for modern retail fail to capture. Shopper studies must be designed for these channels.
- Urban concentration: Kinshasa and a few major hubs (Lubumbashi, Goma, Kisangani) shape sampling before extending to other provinces.
- Uneven digital access: face-to-face remains central, complemented by mobile and telephone modes in cities where penetration allows.
The sectors IMMAR covers in the DRC
In the Congolese 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 Congolese market?
Talk to an IMMAR expertFrequently asked questions
How do you conduct market research in the DRC?
It requires a genuine field presence to cover a vast territory, collecting in French and in national languages (Lingala, Swahili, Kikongo, Tshiluba) depending on the region, and capturing the weight of a largely informal trade organised around hundreds of markets. IMMAR deploys local teams and adapted logistics.
Which language should studies be conducted in, in the DRC?
French is the official and business language, but general-public collection runs largely in national languages: Lingala in Kinshasa and the west, Swahili in the east, along with Kikongo and Tshiluba depending on the region. IMMAR administers each interview in the language the respondent actually speaks.
How do you run research across a territory as vast and informal as the DRC?
The size of the territory, uneven infrastructure and a largely informal trade call for a genuine local presence and solid logistics. Face-to-face remains central, complemented by mobile and telephone modes in the major cities. IMMAR designs sampling plans that start from Kinshasa and the major hubs, then extend according to the objective.
Why is the Congolese (DRC) market strategic?
The DRC is one of Africa's most populous countries, with a vast territory and Kinshasa among the largest cities on the continent. The world's largest cobalt producer and a major copper producer, the country has mining-driven growth, yet retains strong, largely informal consumption potential.
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