Market research
in Togo
Consumer research, customer experience, data intelligence, media intelligence and opinion: how IMMAR supports advertisers, agencies and institutions in the Togolese market since 1999.
The Togolese market at a glance
Togo is a WAEMU-area market in West Africa, with sustained growth, whose economy rests on agriculture (cotton, cocoa, coffee), phosphates and above all the logistics-hub role of the Port of Lomé, one of the continent's major ports and a gateway for neighbouring landlocked countries. Consumption is concentrated in Lomé, the capital, while the interior retains agricultural weight and its own dynamics. Employment is largely informal, and high mobile penetration supports the growth of mobile payment and e-commerce. French is the official and business language, alongside Ewe and Mina in the south, and Kabye in the north.
Conducting research in Togo: what matters in the field
Running reliable research in the Togolese market means taking several realities into account:
- Survey languages: French is official, but general-public collection runs through Ewe and Mina (south) and Kabye (north). Every interview is administered in the language actually spoken.
- Concentration on Lomé: the capital concentrates a large share of modern consumption, which shapes sampling before extending to the interior.
- Regional logistics hub: the Port of Lomé, a transit and re-export platform for the sub-region, shapes supply and flows, a useful angle for studies.
- Largely informal economy: most purchases happen in proximity trade and markets, which shopper studies must be designed to reach.
- Rise of mobile: good mobile penetration opens mobile and telephone collection modes, alongside face-to-face.
The sectors IMMAR covers in Togo
In the Togolese 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 Togolese market?
Talk to an IMMAR expertFrequently asked questions
How do you conduct market research in Togo?
Collect in Ewe and Mina in the south, Kabye in the north, with French as the official language, focus the set-up on Lomé while covering the interior, and account for a largely informal economy and the regional logistics-hub role of the Port of Lomé. IMMAR deploys local teams.
Which language should studies be conducted in, in Togo?
French is the official and business language, but general-public collection runs through national languages: Ewe and Mina in the south, Kabye and Dagomba in the north. IMMAR administers each interview in the language the respondent actually speaks.
What role does the Port of Lomé play in the Togolese market?
The Port of Lomé is one of Africa's major ports and a logistics hub for neighbouring landlocked countries, making it a driver of trade, transit and re-export. This regional-warehouse function shapes supply, flows and purchasing behaviour, and is a useful angle for studies on the Togolese market and the sub-region.
Why is the Togolese market one to watch?
Togo is a WAEMU-area market with sustained growth, with an economy resting on agriculture (cotton, cocoa, coffee), phosphates and the hub role of the Port of Lomé. Its consumption concentrated in Lomé, its cross-border dynamics and research demand that is both private and institutional make it a market to watch.
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