Positioning

Why IMMAR?

The question deserves a precise answer. Here is what concretely sets IMMAR apart — not in terms of promises, but in terms of structure, tools and methodological commitment.

Many firms promise African expertise. Few have built it over time, with the tools and teams that make it real. IMMAR does not claim to be universal — we are specialists in Africa and the Mediterranean, and we have organised our entire structure around that specialisation.

Here are the five elements that make the difference — verifiable, not rhetorical.

01

Permanent local teams

No last-minute field recruitment. No subcontractors trained for other methodologies. IMMAR maintains permanent teams trained to its own protocols across its entire operating zone. The result: comparable data from one market to the next, collected to the same quality standards, supervised in real time.

Why it matters: quality doesn't vary depending on a local supplier's availability.
02

5 proprietary platforms

IMMAR does not resell third-party tool licences. Osentia (Media Intelligence), Adtrics (ad monitoring), FANS! (CX & satisfaction), MYCS (service quality) and iMetrics (digital mystery shopping) were developed for the specificities of our markets: multilingualism, variable connectivity, diverse sources, adapted reporting formats.

Why it matters: tools designed for your markets, not retrofitted from other regions.
03

27 years in the field

Founded in 1999, IMMAR has navigated political crises, economic transitions and major technological shifts across Africa. This longevity is not a marketing argument — it is a living knowledge base, established networks, and contextual knowledge that cannot be purchased.

Why it matters: you work with experts who know your markets over the long term.
04

Full independence

IMMAR is not a subsidiary of a communications group, a media agency, or a consulting holding. This independence is not a footnote: it guarantees that the analyses produced have no reason to be influenced by other commercial activities. Your data is your data — interpreted without conflict of interest.

Why it matters: structural objectivity, not a marketing promise.
05

ESOMAR member

Membership of ESOMAR — the global organisation of market research professionals — commits IMMAR to the ICC/ESOMAR Code: ethics of data collection, respondent protection, methodological transparency, rigour in interpretation. A reference framework that few firms operating exclusively in Africa adhere to.

Why it matters: studies conducted to the standards that matter internationally.

For whom

IMMAR is right for you if…

✓ Good fit
  • You operate across multiple African or Mediterranean markets simultaneously
  • You need comparable data from one market to the next
  • You have had quality issues with non-specialised providers
  • You need a partner who understands the cultural and linguistic specificities of your markets
  • You need an always-on market intelligence programme, not just an ad hoc study
→ Less suited
  • You are looking solely for a study in Europe or North America
  • Your budget does not allow for rigorous field data collection
  • You need a quick online survey on highly connected audiences outside Africa

Next step

Let's talk about your context

Every organisation faces different challenges. A 30-minute conversation is usually enough to clarify whether IMMAR is the right partner for your project.

Get in touch

Frequently asked questions

What sets IMMAR apart from other market research firms?

IMMAR combines three rare advantages in African and Mediterranean markets: permanent local teams (no ad hoc subcontracting), 5 proprietary platforms built for our markets, and full independence guaranteeing the objectivity of analyses. Backed by 27 years of field presence and ESOMAR membership.

Is IMMAR an independent firm?

Yes. IMMAR is an independent firm, not affiliated with any communications group, media agency, or consulting holding. This independence guarantees the objectivity of analyses and the absence of any conflict of interest between the data produced and other commercial activities.

What types of organisations work with IMMAR?

IMMAR works with multinationals operating in Africa and the Mediterranean, regional groups in development, financial institutions, development agencies, and service operators on their priority markets. Needs range from ad hoc studies to always-on market intelligence programmes.

How does a first engagement with IMMAR work?

An initial conversation (30 to 60 minutes) frames your challenge, priority markets and constraints. IMMAR then provides a methodological scoping note, followed by a detailed proposal. The typical lead time from first contact to field launch is 2 to 4 weeks depending on programme complexity. Get in touch →