In Morocco, a quiet but powerful shift is happening in how businesses gather and use consumer insights. As more people gain access to the internet and smartphones, especially among younger and urban populations, traditional research methods are giving way to faster, more digital approaches.
Until recently, market research in Morocco largely depended on in-person interviews, street surveys, and focus groups, methods that, while valuable, can be time-consuming and costly. Today, with the rise of mobile connectivity and the widespread use of social media platforms like Facebook, Instagram, and TikTok, companies are rethinking how they collect data.
Instead of sending teams into the field for weeks, brands are now using online surveys, mobile-based panels, and social media listening tools to tap directly into what people are thinking and doing, in real time. This change is not only about speed. It’s also about scale and access. Businesses can now reach consumers across different regions, age groups, and lifestyles without the usual logistical barriers.
This growing shift towards digital market research is helping Moroccan businesses, from local startups to large multinational brands, stay in tune with consumer needs, test product ideas quickly, and monitor how their brand is performing in a competitive landscape. For a market as diverse and dynamic as Morocco, this evolution is opening new doors for smarter, faster, and more meaningful decision-making.
A key player supporting this evolution is Averty, a local research agency specialising in online and digital insights. While not the only agency operating in this space, Averty stands out for its large online panel and its focus on providing brands with quick, actionable data. By tapping into Morocco’s connected population, Averty helps both local and international companies make smarter decisions and adapt their products and marketing to the local market.
More broadly, Morocco’s digital research story reflects a wider trend across North Africa and the continent. As mobile penetration rises and consumers become more digitally active, online research is becoming a standard tool for businesses looking to succeed in fast-changing markets. For companies across Africa, Morocco’s experience shows that the future of market research is digital, fast, cost-effective, and driven by real consumer voices.
