TGM RESEARCH GUIDE: BEST PRACTICES

How to conduct market research projects in Morocco?

A guideline on how to conduct successful market research in Morocco, including best practices, and cultural, regulation and ethical considerations.

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TGM Marketing Team

We're a team of storytellers, here to give you the strategic clarity you need to stay ahead in a constantly changing global market.

With its strategic location as a gateway between Europe and Africa, Morocco offers vast market potential, driven by diverse industries and a rapidly expanding tech sector. The country’s youthful population and growing middle class are creating new consumer demands, while its increasing digital connectivity opens doors for businesses to tap into the e-commerce and fintech markets.

In Morocco’s moving-forward economy, conducting market research is essential for businesses seeking to navigate the local landscape. The country's unique blend of Arab-Berber traditions, French influence, and growing urbanization impacts consumer behavior and business environments. This guide will provide an overview of how to successfully conduct market research in Morocco, covering key insights, best practices, and cultural and regulatory considerations to help ensure impactful outcomes.

Why Morocco is an interesting market to conduct research?

Morocco’s strategic position, connecting Europe, Africa, and the Middle East, has made it a hub for trade and investment. The country, with a population of 37.8 million (World Bank, 2023), boasts a growing youthful segment and an urbanized middle class, driving increased consumer demand. Morocco’s GDP reached $141.1 billion in 2023 (World Bank, 2023), with about half of the country's GDP comes from the service sector and other important contributors are telecommunications, textiles, and tourism. Services also make up 54% of the workforce (World Bank, 2023). The government's modernization efforts, including infrastructure development, further boost its economic strength.

Morocco's consumer goods industry is flourishing, driven by urbanization and an expanding middle class. The automotive sector is also growing rapidly, positioning Morocco as a leading car manufacturer in Africa. Sectors like renewable energy are gaining momentum, thanks to government policies promoting innovation and sustainability. These expanding industries create opportunities for businesses to tap into Morocco’s evolving market needs.

Morocco’s unique blend of Arab-Berber traditions, coupled with French influence, plays a significant role in shaping consumer behavior. Religion, language, and local customs influence purchasing decisions, making cultural sensitivity essential for businesses entering the market. Market research helps companies navigate these cultural nuances, ensuring their strategies resonate with Moroccan consumers.

As Morocco’s economy diversifies, the demand for insightful market research is rising. Businesses need data-driven strategies to understand local consumer behavior, preferences, and market trends. With numerous sectors experiencing rapid change, the potential for market research companies is significant, offering valuable insights for businesses entering or expanding in Morocco.

What is the Current State of Digital in Morocco?

As of 2024, Morocco's internet penetration rate stands at 90.7%, with 34.5 million internet users. Mobile connections have reached an impressive 51.4 million, representing 135.1% of the total population (DataReportal, 2024). Social media usage is also on the rise, with 21.2 million active users, primarily on platforms like Facebook and Instagram. This digital landscape is reshaping consumer behavior and creating new opportunities for market research and business engagement.

In 2025, Morocco aims to accelerate the country's digital transformation, focusing on e-government services, digital infrastructure, and fostering a vibrant tech startup ecosystem. This push towards digitalization has led to the emergence of innovative sectors such as fintech, e-commerce, and digital services, contributing to job creation and economic diversification.

In the future, the digital evolution will not only transform how businesses operate but also how they understand and engage with their customers, making digital proficiency an essential component of successful market research strategies in Morocco.

Why choose online research methods for fielding a research project in Morocco?

Until the end of the 1990s, the Moroccan market research market was dominated by 2 or 3 reference players on a national scale. From the beginning of the 2000s, we could see the massive advent of international players, who in their expansion policy, opted for Morocco given its economic attractiveness but also and above all because of its geographical position, which makes it an essential hub for sub-Saharan Africa, especially its French-speaking part. Many of these players have also followed their international clients who have asked them to be present in certain countries considered to be emerging, to support them in their research needs and thus fill the existing void in terms of market or consumer data. These multinational customers being major consumers of studies, the Moroccan market had experienced a very strong expansion during the 1st decade in the 21st century.

The opening of the Moroccan mobile telephony market but also the modernization of the Moroccan administration are also factors that have contributed quite a bit to the increase in demand for market studies, until 10 years ago, it was unimaginable to carry out a full research market study with reasonable prices and good data quality, with this coming transformation, more and more agencies and able to conduct several studies with a high success rate while also focusing on a good representation of the demographics of the country.

By leveraging TGM's online panel, researchers can tap into the benefits of online surveys while ensuring representative and reliable data collection in Morocco's unique market environment.

To learn more about the composition and capabilities of our Morocco online panel, download our comprehensive panel book. This resource provides detailed information on our panel's demographics, recruitment methods, and quality assurance processes, helping you make informed decisions for your research projects in Morocco.

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How to run a successful online research project in Morocco? 7 Key points.

To run effective online market research in Morocco, it's a must to account for factors that can influence respondent engagement. Let’s take a look at 7 important key points

Understand the people. The main language spoken in Morocco is Arabic, however with the country’s diverse dialects, sometimes Arabic won’t be understood by some people, so make sure to have a blend of French and Arabic where people will be able to make the choice of the language, they are most comfortable with understanding as well as answering to.
Optimize Language and Layout: Ensure your survey is available in Arabic script, with right-to-left alignment. Design all elements to flow from right to left and provide clear visual separation in bilingual surveys.
Use Appropriate Imagery: If including images in your survey, ensure they are culturally appropriate. Avoid images of alcohol, pork, or immodestly dressed individuals. Consider using traditional Moroccan motifs or patterns in the survey layout to create a familiar and welcoming feel.
Respect Islamic Traditions: Design surveys with awareness of Islamic practices. For example, avoid scheduling surveys during prayer times or on Fridays (the main day of congregational prayer). During Ramadan, consider shorter surveys and be mindful of fasting hours.
Focus on the simple things. For an emerging African market such as Morocco, Internet speed is not the best companions, so while drafting the questionnaire, the most important thing to focus on is its length and keeping it as short as possible to ensure engagement and make sure the respondents stay satisfied and don’t feel any hint of repeatability that longer questionnaire seem to have.
Mobile-friendly. Low connectivity is an issue that African countries are still suffering from, and mobiles are the first devise choice in terms of internet usage. to be able to guarantee a large number of engagement and participation, make the people are able to take on the survey on their mobile phone.
Safety of the Data. What people look for first, when taking a survey online or participating in market research study, is the safety of their data, making sure the data is safe and well protected will help you build a trustworthy relationship between the customer and the employees and will also help in getting more customers, this is a crucial point in conducting an online survey and succeeding in it.

Regulatory and Ethical Considerations in Market Research in Morocco

Morocco has made strides in data protection with Law 09-08 on the Protection of Individuals regarding the Processing of Personal Data (2009), but it lacks the comprehensive framework found in regulations like GDPR. Additionally, Morocco's unique cultural and linguistic diversity requires sensitivity to ensure research integrity and participant protection. With that being said, here are 5 key considerations for market researchers in Morocco:

Comply with Law 09-08 and its implementing Decree No. 2-09-165, which outlines basic data protection principles such as obtaining explicit consent, ensuring data security, and respecting individuals' rights to access and rectify their personal data.
Follow the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics to maintain high ethical standards, especially in areas where local regulations may not provide specific guidance.
Be aware of Morocco's cultural and religious sensitivities, particularly during periods like Ramadan or when addressing topics related to Islam.
Prioritize transparency about research purposes, data usage, and participant rights throughout the research process.
Implement strict measures to protect participant anonymity and data confidentiality, particularly in a country where privacy concerns are increasing.

Given the complex regulatory environment and unique cultural considerations in Morocco, partnering with established market research firms allows businesses to focus on their research objectives, while leaving the intricate navigation of Morocco's research landscape to experts.

Check out our in-depth guide on how to do market research to build a streamlined strategy for global business expansion. TGM Research is here to assist you throughout the journey, ensuring smooth and successful operations in markets like Morocco.

Conclusion

Market research in Morocco presents significant opportunities due to its strategic location and dynamic digital environment. Online research methods, such as mobile-friendly surveys, offer a practical solution for navigating Morocco's diverse languages and varying internet connectivity, making data collection more efficient and culturally appropriate. By adopting best practices and carefully navigating the regulatory landscape, businesses can tap into Morocco's substantial market potential. Collaborating with experienced local firms can further enhance research outcomes, offering valuable cultural insights and ensuring compliance with local regulations.

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

References

Population in Morocco (2023) World Bank. Available at: https://data.worldbank.org/indicator/SP.POP.TOTL
GDP (current US$) World Bank Open Data. Available at: https://data.worldbank.org/indicator/NY.GDP.MKTP.CD?locations=MA
Kemp, S. (2024) Digital 2024: Morocco – Global Digital Insights, DataReportal. Available at: https://datareportal.com/reports/digital-2024-morocco

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