TGM RESEARCH GUIDE: BEST PRACTICES

How to conduct market research projects in Jordan?

December 16, 2024

(Updated June 28, 2026)

Explore top strategies for conducting impactful market research in Jordan, with a focus on best practices, cultural awareness, regulatory compliance, and ethical standards.

Written by

Ngoc Le

She was a market research writer and long-time contributor to TGM. Her insights focus on making market data accessible and actionable for global audiences.

Thinking about expanding into Jordan? With a thriving economy across sectors like ICT, tourism, and healthcare, Jordan offers exciting opportunities for global investors and entrepreneurs alike. Positioned as a gateway to the Middle East, Jordan's business-friendly environment and digitally connected, youthful population make it a hotspot for innovation and growth.

To make your mark here, conducting in-depth market research is essential to understand Jordan’s unique cultural and economic environment. By tapping into key consumer insights, you can make well-informed decisions to successfully enter and compete in this vibrant market.

What Makes Jordan Attractive to Market Research?

Economic Landscape and Foreign Investment

Jordan’s economic and demographic landscape positions it as an attractive research destination for businesses looking to expand in the Middle East. With a 2023 GDP of $50.8 billion (World Bank, 2023), steady growth, and strategic regional access, Jordan offers a strong investment climate. Its business-friendly policies and stable economy create an environment that draws foreign investment, underscoring the importance of market research to navigate regulatory frameworks and understand local demand dynamics. The Amman Stock Exchange (ASE), where nearly half of its market capitalization is held by foreign investors (U.S. Department of State, 2024), further demonstrates Jordan’s appeal to international companies, offering rare openness in the region.

Sector Diversity

In addition, Jordan’s thriving sectors—such as healthcare, ICT, and tourism—are key drivers of economic growth, presenting strategic opportunities for businesses to engage with evolving market demands.

Jordan Market is Potential for Research and Business Growth

The ICT sector alone generates over $3.3 billion in revenue and provides more than 25,000 jobs, making it a central part of Jordan’s economy (International Trade Administration, 2024). Healthcare expenditure accounts for more than 9% of Jordan’s GDP, with the country also serving as a medical tourism hub for the Gulf region. Investment in renewable energy, agriculture, and water technologies reflects Jordan’s commitment to sustainable development, making it an ideal setting for businesses to address growing demand for eco-friendly solutions. Such sector diversity creates rich opportunities for market research, helping companies identify gaps and develop strategies that meet the unique needs of each sec

Cultural Dynamics

Cultural dynamics also play a significant role in shaping Jordan’s market. Rooted in Arabic and Islamic traditions, Jordan’s consumer behavior is influenced by language, customs, and religious values. By respecting social customs and cultural symbols, companies can enhance brand acceptance, particularly among family-oriented, value-conscious Jordanians.

In summary, Jordan’s economic growth, digital connectivity, vibrant sectors, and rich cultural landscape make it a strategically important market for research. With favorable policies, a young and tech-savvy population, and an openness to foreign investment, Jordan provides you with a comprehensive view of Middle Eastern market trends and consumer behaviors. By leveraging market research, you can innovate and successfully navigate this promising market landscape.

How Far Has Jordan's Digital Transformation Progressed?

Jordan's digital transformation is advancing rapidly, propelled by the government's implementation of its National Digital Transformation Strategy 2021-2025. This strategy aims to modernize the country’s infrastructure and services by building advanced digital infrastructure, adopting emerging technologies like 5G, and enhancing government services through digital platforms. With a focus on boosting the digital economy, it aligns with Jordan Vision 2025, which seeks to improve citizens' quality of life while fostering innovation, particularly among youth (Jordan Ministry of Digital Economy and Entrepreneurship, 2021).

A critical foundation for this transformation is the country's internet penetration, which stands at 91% (World Bank, 2022), coupled with mobile ownership at 74.35% (GSMA, 2023). These high connectivity rates set the stage for the widespread adoption of digital services. Alongside this, Jordan is strengthening its digital infrastructure, including cloud platforms, secure government networks, and optical fiber initiatives. The launch of a central interactive service platform will streamline government services, offering greater accessibility and efficiency to citizens, residents, and businesses (Jordan Ministry of Digital Economy and Entrepreneurship, 2021).

As digital services expand, technology plays an increasingly important role in Jordan’s economic growth. According to The National Digital Transformation Strategy & Implementation Plan 2021-2025, the ICT sector is projected to grow by 6.3% in 2024, driven by the rapid expansion of digital services, fintech, and e-commerce. This growth is further supported by the anticipated 90% adoption of e-payments in government services by 2024, enhancing accessibility and efficiency. Furthermore, advances in data management and digital government services are strengthening public sector decision-making, contributing to greater transparency and accountability.

Looking to the future, Jordan’s growing digital ecosystem and its focus on data-driven policymaking will provide businesses with valuable real-time insights. Continued public-private sector collaborations will foster innovation, particularly in digital entrepreneurship. As the country becomes more connected and tech-driven, the use of AI, big data, and blockchain will transform market research, making it faster, more accurate, and more insightful.

Why Choose Online Surveys for Market Research in Jordan?

1. High Digital Penetration and Youth Engagement

Jordan, with a population of over 11 million (World Bank, 2023) and a median age of 24 (UN Data, 2023), has a digitally connected, tech-savvy consumer base. With 74.35% mobile ownership (GSMA, 2023) and nearly 91% internet penetration, online and mobile surveys can effectively reach diverse audiences, both urban and remote. The country’s tech-savvy youth, who are more responsive to digital methods, further enhance the effectiveness of online surveys. Features like multimedia and mobile-friendly designs increase engagement, making this method ideal for capturing insights from a wide demographic.

2. Cultural Sensitivity and Anonymity

In Jordan, privacy and discretion are highly valued. Online surveys let respondents share their opinions in a safe, private space, without the pressure of face-to-face interactions. This sense of anonymity helps people provide honest feedback on sensitive topics, allowing you to get a more accurate view of public opinion.

3. Broad Reach Across Urban and Rural Areas

Jordan’s geography includes remote areas as the Jordan Valley, Ma'an, and Aqaba that traditional survey methods may struggle to reach. Online surveys enable you to gather input from respondents in both urban centers, like Amman and Irbid, and these remote regions, ensuring inclusivity in data collection. Mobile-optimized surveys are especially helpful for reaching hard-to-access areas, overcoming geographical limitations.

4. Speed and Efficiency in Data Collection

The rapid distribution and completion of online surveys enable researchers to gather data far faster than offline methods. This efficiency is especially valuable in Jordan’s dynamic market, where timely insights are crucial for data-driven decision-making.

5. Integration with Other Data Sources

Data collected through online surveys can be easily combined with other sources, such as social media analytics or mobile app usage, to offer a comprehensive view of Jordanian consumers’ behaviors and preferences. This cross-functional approach enriches the insights gathered, helping you make well-rounded, data-driven decisions that consider multiple facets of consumer behavior.

6. Flexibility and Scalability

Online surveys offer unparalleled flexibility, allowing you to adjust sample sizes and target demographics as needed. In Jordan’s dynamic market, this scalability is vital for adapting research projects to emerging trends or expanding them to gain deeper insights. Online surveys also allow for iteration, meaning you can adjust questions based on initial findings to further refine their data.

7. Facilitating Longitudinal Studies

Online surveys make it easier to conduct longitudinal research, allowing researchers to track changes in consumer behavior over time. This capability provides valuable insights into trends and shifts in the market.

Harness the power of online surveys with TGM's expertly managed online panel, designed to deliver representative and trustworthy data in Jordan's diverse market.

Discover the full potential of our Jordan online panel by downloading our detailed panel book. Learn about our demographics, recruitment strategies, and rigorous quality assurance measures, all tailored to support your research needs effectively.

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Best Practices for Conducting Effective Online Survey in Jordan

To successfully conduct online surveys in Jordan, it’s crucial to tailor your approach to the country’s cultural, technological, and social context. Here are key best practices to ensure effective and ethical research:

1. Language Accessibility and Cultural Relevance

Offer Surveys in Arabic and English: Arabic is the primary language in Jordan, though English is commonly spoken, especially in urban areas. Ensure your survey is available in both languages to reach a broader audience.
Align with Cultural Norms: Be mindful of religious practices, especially Islam, and use respectful language when discussing religious beliefs. Additionally, avoid imagery related to alcohol, smoking, or political symbols.
Incorporate Local Symbols: Including images or references to Jordanian culture, such as famous landmarks or traditional motifs, can make your survey feel more relatable and increase engagement.

2. Mobile-First Design for Greater Reach

Optimize for Mobile Devices: With over 70% owning mobile devices, ensure your survey is mobile-optimized. Use clear, simple layouts, and concise questions to make the survey easy to navigate on small screens.
Arabic Text Alignment: As Arabic is the official language of Tunisia, ensure that your survey is properly formatted for right-to-left text alignment. This improves readability and ensures a seamless user experience for Arabic-speaking respondents, enhancing the effectiveness of your survey.
Keep Surveys Short and Engaging: Long surveys can lead to abandonment, especially on mobile devices, where small screens and limited functionality can make lengthy forms difficult to complete. To improve response rates, keep surveys concise—ideally no longer than 10-14 minutes to complete.

3. Sensitivity to Social and Religious Context

Acknowledge Family and Community Influence: Social pressures in Jordan can make people reluctant to share honest opinions, especially on sensitive topics. Offering anonymity through online surveys helps participants feel more comfortable sharing their true thoughts.
Respect Religious Practices: Islam is central to life in Jordan, so schedule surveys carefully, avoiding key religious events like Ramadan, Eid, and Hajj. Be mindful of Friday prayer time when many are at the mosque. Frame questions with respect to Islamic values, such as modesty and family roles, to ensure cultural sensitivity and encourage participation.

4. Ensuring Data Security and Ethical Standards

Prioritize Anonymity and Privacy: Ensure participants’ identities are protected to build trust, especially in a context where political and social sensitivities may influence responses. Be transparent about data usage and ensure strict confidentiality.
Adhere to Local Privacy Laws: Jordan has data protection regulations that require compliance. Work with local legal experts to ensure your survey practices meet the country’s privacy and data protection standards.

5. Targeting Diverse Demographics and Local Expertise

Segment by Region and Demographic: Jordan has a mix of urban and rural populations. Make sure your survey reaches both urban centers and remote areas. Tailor your outreach strategy to overcome barriers such as limited internet access in rural regions.
Collaborate with Research Partners: Partnering with local firms or experts who understand Jordan’s social and cultural landscape can improve the accuracy of your survey. They can help navigate local nuances and ensure your sample is representative of the broader population.

Regulatory and Ethical Considerations in Market Research in Jordan

Market research in Jordan, as in any country, requires a clear understanding of regulatory frameworks and ethical standards. Jordan's Personal Data Protection Law No. (24) of 2023, enacted on September 17th, 2023, governs the collection, storage, and processing of personal data. The law will come into effect on March 17th, 2024, and requires all sectors handling personal data to comply with its provisions (Ministry of Digital Economy and Entrepreneurship, 2024).

Compliance with Data Privacy Regulations: Adhere to both the local provisions of the Personal Data Protection Law and international data protection standards. This ensures the responsible handling of personal data and maintains transparency regarding data collection, usage, and storage practices, which helps build trust with respondents.
Adhering to Ethical Guidelines: Follow the ICC/ESOMAR International Code, one of the top global standards for ethical conduct in market, opinion, and social research. This code outlines principles for transparency, informed consent, privacy protection, and maintaining research integrity, ensuring that ethical standards are met and participant rights are respected.
Respect for Cultural and Religious Sensitivities: Be mindful of Islamic values and local societal norms. Ethical market research requires sensitivity to these values, avoiding controversial topics, and ensuring participants' privacy and security.

Partnering with local research agencies is recommended to navigate the regulatory and cultural landscape effectively. These agencies possess the expertise needed to ensure compliance with legal requirements and help researchers handle cultural nuances and participant engagement responsibly.

How to Successfully Conduct Market Research in Jordan with TGM Research

To execute successful market research in Jordan, it's essential to adopt a strategy that aligns with the country's unique economic and cultural dynamics. The process can be broken down into eight key steps:

1. Define Your Objectives

2. Design Your Research Approach

3. Collect Data

4. Analyze the Results

5. Interpret Findings

6. Present Results

7. Develop Action Plan

8. Evaluate and Refine

For detailed guidance on each step, refer to our in-depth guide on how to conduct market research. TGM Research is here to support you throughout your project in Jordan, providing the necessary tools and methodologies to transform your ideas into effective results, along with access to our local panel for valuable insights into your target market.

Conclusion

Conducting market research in Jordan presents businesses with a wealth of opportunities, driven by the country's growing economy, youthful and tech-savvy population, and strategic positioning within the Middle East. With an economy demonstrating steady growth and a vibrant digital landscape, Jordan offers a unique environment for gathering actionable insights. Online surveys, in particular, are an effective tool for market research, leveraging the high internet penetration and mobile engagement among Jordanians.

To succeed, it's essential to navigate Jordan’s cultural context and regulatory landscape. By leveraging local knowledge, digital tools, and best practices tailored to Jordan’s distinct market dynamics, you can better understand consumer behavior and effectively tap into the country's potential. Partnering with market research experts who understand the local market can help you develop strategies that resonate with Jordanian consumers and drive business success.

As the leading online data collection agency, TGM Research conducted multiple market research projects in Jordan, pioneering online research in this market. To learn more about the recent projects we did in Jordan, our industry expertise and research solutions, please contact us.

References

World Bank Open Data. (no date). GDP (current US$) - Jordan ). Available at: https://data.worldbank.org/indicator/NY.GDP.MKTP.CD?locations=JO.
U.S. Department of State. (2024). Available at: https://www.state.gov/reports/2023-investment-climate-statements/jordan/.
Population, total (no date) World Bank Open Data. Available at: https://data.worldbank.org/indicator/SP.POP.TOTL?locations=JO.
United Nations, Department of Economic and Social Affairs, Population Division (2024). World Population Prospects 2024, Online Edition.
GSMA. (2024). Mobile Connectivity Index. Available at: https://www.mobileconnectivityindex.com/index.html#year=2023&zoneIsocode=JOR.
International Trade Administration | Trade.gov. (2024). Jordan - Market Opportunities. Available at: https://www.trade.gov/country-commercial-guides/jordan-market-opportunities.
Jordan Ministry of Digital Economy and Entrepreneurship. (2021). The National Digital Transformation Strategy & Implementation Plan (2021-2025). Available at: https://www.modee.gov.jo/ebv4.0/root_storage/en/eb_list_page/dts-2021-eng.pdf.
World Bank (2022). Individuals using the Internet (% of population) - Jordan. Available at: https://data.worldbank.org/indicator/IT.NET.USER.ZS?locations=JO.
Jordan Ministry of Digital Economy and Entrepreneurship. (No date). Personal Data Protection Unit. Available at: https://www.modee.gov.jo/EN/Pages/Personal_Data_Protection_Unit.

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