Market research
in Tunisia
Consumer research, customer experience, data intelligence, media intelligence and opinion: how IMMAR supports advertisers, agencies and institutions in the Tunisian market since 1999.
The Tunisian market at a glance
Tunisia has an industrial economy closely integrated with European value chains, with recognised export hubs in textiles and apparel, automotive components and electrical and electronic industries, supported by an offshore regime oriented towards the European market. Tourism remains a major source of foreign currency and services weigh heavily in the economy. Consumption is concentrated in the coastal cities (Greater Tunis, Sfax, Sousse), where modern retail is growing, led by chains such as Carrefour, Monoprix and Géant. Neighbourhood trade, local grocers and souks, nonetheless remains dominant in food, and cash payment is still predominant, even as mobile payment accelerates sharply.
Conducting research in Tunisia: what matters in the field
Running reliable research in the Tunisian market means taking several realities into account:
- Survey languages: Tunisian Arabic (Derja) is the everyday language of the general public; French is widely present in business, education and management. Every interview is administered in the language actually spoken.
- Dual distribution system: neighbourhood grocers and souks remain the majority channel in food, while modern retail gains ground in the coastal cities. Shopper studies must cover both worlds.
- Coast and interior: modern consumption plays out largely along the coast (Greater Tunis, Sfax, Sousse), with modern retail less developed in the centre and rural areas, which shapes sampling plans.
- Cash economy in transition: cash payment remains predominant and part of the population stays under-banked, but mobile wallets and payment apps are growing fast, particularly among young urban consumers. This shift weighs on the purchase journeys to measure.
- Export anchoring and competition: integration with European value chains and the presence of international brands shape competitive landscapes, to be built into study design from the outset.
The sectors IMMAR covers in Tunisia
In the Tunisian 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 and financial services: trust, customer experience, network audit
- 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 Tunisian market?
Talk to an IMMAR expertFrequently asked questions
How do you conduct market research in Tunisia?
Administer instruments in Derja for the general public, with French for business segments and professionals, combine face-to-face with mobile and online modes in the coastal cities, and account for a dual system where neighbourhood grocers and souks remain dominant against a growing modern retail sector. IMMAR deploys local teams and long-standing field knowledge.
Which language should studies be conducted in, in Tunisia?
Tunisian Arabic (Derja) is the everyday language of the general public and the one that ensures data quality. French is widely present in business, education and management, which makes it a relevant complement for certain segments. IMMAR builds bilingual set-ups where the target justifies it.
How do you cover the coast and the interior in Tunisia?
Modern consumption and modern retail are concentrated along the coast (Greater Tunis, Sfax, Sousse), while the centre and rural areas remain dominated by neighbourhood grocers and souks. IMMAR builds sampling plans that balance coast and interior and tailors collection modes to each context to stay representative.
Why is the Tunisian market strategic?
Tunisia has an industrial economy closely integrated with European value chains, with recognised export hubs in textiles and apparel, automotive components and electrical and electronic industries, alongside a significant tourism sector. Its consumption is concentrated in the coastal cities, where modern retail is growing against a resilient neighbourhood trade, in an economy still largely attached to cash but where mobile payment is accelerating.
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