Market research
in Sudan
Consumer research, customer experience, data intelligence, media intelligence and opinion: how IMMAR supports advertisers, agencies and institutions in the Sudanese market since 1999.
The Sudanese market at a glance
Sudan is a vast, populous Arabic-speaking country in East Africa, whose historic economic and demographic centre is Khartoum. Historically a major agricultural country, it is also endowed with significant gold resources. Its operating context is currently difficult, which limits access to some areas and steers a large share of research demand towards institutional clients. A significant share of activity runs through informal channels. Arabic is the everyday language, alongside many local languages. IMMAR approaches this market with caution and realism, adapting its set-ups to accessible areas and field constraints.
Conducting research in Sudan: what matters in the field
Running reliable research in the Sudanese market means taking several realities into account:
- Variable field access: the accessibility of areas determines feasibility and calls for careful protocols and a genuine local presence.
- Survey language: Arabic is the everyday and collection language, alongside local languages depending on the region. Every interview is administered in the language actually spoken.
- Institutional demand: most work focuses on needs, perceptions, opinion and access to services, for institutions, NGOs and donors.
- Urban concentration: Khartoum and the major cities structure most of the accessible activity, which steers sampling plans.
- Informal economy: consumption and exchange run largely through informal channels, to build into any reading of the market.
The areas IMMAR covers in Sudan
In the Sudanese market, IMMAR deploys its expertise according to the nature of the demand, with set-ups suited to the context:
- Consumer Research: understanding needs, usage and behaviour across accessible areas
- Telecommunications: usage, network and mobile access
- Banking, finance and mobile money: access to financial services and mobile payment
- Media: audience, access to information and channel listening
- FMCG: availability, prices and purchasing behaviour for consumer goods
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 Sudanese market?
Talk to an IMMAR expertFrequently asked questions
How do you conduct market research in Sudan?
It means dealing with a currently difficult operating context, collecting in Arabic, the everyday language, and adapting set-ups to accessible areas. Demand is today mostly institutional. IMMAR designs careful protocols suited to demanding fields to produce reliable data where conditions allow.
Which language should studies be conducted in, in Sudan?
Arabic is the everyday language of most of the population and the language of collection, alongside many local languages depending on the region. IMMAR administers each interview in the language the respondent actually speaks.
Which types of studies are best suited to Sudan?
Work focuses mainly on institutional needs: perceptions, opinion, access to services and understanding of usage. IMMAR primarily deploys its Opinion & Society and Consumer Research expertise, with set-ups suited to access constraints.
Why does Sudan remain a market to know?
Sudan is a vast, populous Arabic-speaking country, historically a major agricultural country and endowed with significant gold resources. Its demographic weight and long-term potential make it a market to know, where a local presence and fine field reading are decisive.
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