From spending habits shaped by informal economies to cultural values that influence how people interact with brands, businesses need insights that go beyond surface-level data. This is where homegrown market research agencies play a vital role in Africa. Unlike many global firms that apply broad, one-size-fits-all models, local research agencies are deeply rooted in the communities they serve. They understand the language, the lifestyle, and the nuances that shape consumer behaviour across different regions and cities.
Whether it’s testing a new product idea, these agencies bring context-rich knowledge that global players often miss. For brands that want to grow in Africa, and grow meaningfully, working with these local experts is not just a smart move; it’s essential.
In Morocco, here are five top agencies leading the way:
1. SEREC – Morocco’s Research Pioneer
Founded in 1976, SEREC is one of the oldest market research firms in Morocco. Known for its strong fieldwork quality, SEREC offers both surveys and focus groups to help brands test products, concepts, and consumer opinions. As an ESOMAR member, it sticks to global standards while delivering deep local insights.
2. Averty – The Digital Research Leader
Founded in 2013, Averty focuses on online and digital market research. With what it claims is Africa’s largest online research panel, Averty helps brands get fast, tech-driven insights. From brand perception to product testing, Averty is the go-to agency for companies wanting to connect with Morocco’s digital consumers.
3. C&O Marketing – The Retail and Healthcare Specialist
Since 2004, C&O Marketing has focused on retail and healthcare insights. Its services cover mystery shopping, retail audits, and customer feedback studies. Known for practical, on-the-ground data, C&O Marketing is a trusted partner for companies in the retail and pharmaceutical spaces.
4. InVeritas Research – The Fieldwork Experts
Founded in 2011, InVeritas Research offers flexible data collection across sectors. Whether through face-to-face interviews, online surveys, or telephone calls, this agency helps brands collect reliable information directly from customers and businesses.
5. Spade Survey – The Health and Consumer Insights Agency
Since 2009, Spade Survey has provided surveys and interviews across Morocco’s healthcare and consumer markets. ISO-certified and an ESOMAR member, the agency offers both full-service solutions and niche healthcare research.
In conclusion, choosing a local research agency in Morocco means more than getting data. It’s about partnering with firms that understand local people, cultures, and habits, turning information into smarter decisions for long-term success.
