Market research
in Egypt
Consumer research, customer experience, data intelligence, media intelligence and opinion: how IMMAR supports advertisers, agencies and institutions in the Egyptian market since 1999.
The Egyptian market at a glance
Egypt is the largest consumer market and one of the most diversified economies in the Arab world, driven by a very large and young population. Its economy rests on the Suez Canal, tourism, diaspora remittances, natural gas, agriculture and an expanding services sector, the country also being a major regional media-production hub. Consumption is concentrated in Greater Cairo, Alexandria and the major cities, but a significant share of the population lives in the Nile Delta and Upper Egypt. Neighbourhood trade, grocers and kiosks, is very dense and remains dominant in food, while modern retail and discount formats are growing. The country is also going through one of the region's fastest transitions to digital payment, in a context of inflation and currency pressure that heightens attention to price.
Conducting research in Egypt: what matters in the field
Running reliable research in the Egyptian market means taking several realities into account:
- Survey languages: Egyptian Arabic (Masri) is the everyday language of the general public; English stays relevant for business segments and part of the educated urban audiences. Every interview is administered in the language actually spoken.
- Scale and geography: the size of the population and the weight of the Nile Delta and Upper Egypt call for sampling plans that go beyond Greater Cairo alone to stay representative.
- Very dense neighbourhood trade: grocers and kiosks still dominate food, while supermarkets, hypermarkets and discount formats gain ground in the cities. Shopper studies must cover both worlds.
- Transition to digital payment: mobile wallets and instant transfer are spreading fast, yet part of the population stays attached to cash and under-banked. This shift is reshaping the purchase and payment journeys to measure.
- Price sensitivity: inflation and currency pressure heighten attention to price, a decisive factor to measure in consumer studies.
The sectors IMMAR covers in Egypt
In the Egyptian 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
- Automotive: purchase intentions, dealer mystery shopping, satisfaction
- Banking, finance and mobile payment: 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 Egyptian market?
Talk to an IMMAR expertFrequently asked questions
How do you conduct market research in Egypt?
Administer instruments in Masri for the general public, with English for business segments, combine face-to-face with mobile and online modes in Greater Cairo and the major cities, and account for a very dense neighbourhood trade against a growing modern retail sector. IMMAR deploys local teams and long-standing field knowledge.
Which language should studies be conducted in, in Egypt?
Egyptian Arabic (Masri) is the everyday language of the general public and the one that ensures data quality. English stays relevant for business segments, professionals and part of the educated urban audiences. IMMAR builds bilingual set-ups where the target justifies it.
How do you build a representative sample at Egypt's scale?
The size of the population and the weight of the Nile Delta and Upper Egypt call for going beyond Greater Cairo alone. IMMAR designs stratified sampling plans that cover both the major cities and rural areas, and combines face-to-face, mobile and online depending on the target to produce representative data at national scale.
Why is the Egyptian market strategic?
Egypt is the largest consumer market and one of the most diversified economies in the Arab world, driven by a very large and young population. Its economy rests on the Suez Canal, tourism, diaspora remittances, gas, agriculture and an expanding services sector. Neighbourhood trade is very dense, modern retail is growing and the country is going through one of the region's fastest transitions to digital payment.
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