Market Research Companies in Senegal

2 companies

Read the Senegal research guide

Filters
Company type
Coverage

  1. DADCH&co Market Research Agency

    Dakar, Senegal
    Full Service Agency

    No reviews yet

    Dadch&co Market Research Agency offer a full service of research and opinion poll survey in west african french countries.

    Get a quote

  2. Impact Marketing Africa

    Dakar, Senegal
    Full Service Agency

    No reviews yet

    Impact Marketing Africa is the leading full-service research agency in West and Central Africa, with offices in Senegal and Ivory Coast, and fieldwork teams in almost all the countries of West and Central Africa.

    Get a quote

Country guide

Conducting market research in Senegal

A very young market of 18.1 million people, centred on Dakar, where Wolof is the main everyday language and French the language of business: what to know before planning fieldwork in Senegal.

Key figures for researchers

Population
18.1 million (2023 census)1
Dakar region
22% of the population on 0.28% of the territory (2023 census)1
Urban population
54.7% (2023 census)1
Households
2.06 million, 8.6 people on average (2023 census)3
Under 15 / median age
39% / 19.0 years (2023 census)2
Main languages
Wolof 53.5%, Pulaar 26.3% (2023 census)2
Literacy rate
62.2% of people aged 10+ (2023 census)4
Internet users
60.1% of individuals (2024)8
Mobile subscriptions
124 per 100 people (2024)9
GDP per capita
about US$1,950 (2025)10

Research guide

Research landscape

Most market research agencies are based in Dakar, the capital and economic centre. Local independent agencies and field suppliers work alongside offices or partners of international research networks.

Languages and fieldwork

French is the official language under the Constitution, and the national languages include Wolof, Pulaar, Serer, Diola, Malinke and Soninke. In the 2023 census, the main languages were Wolof (53.5%) and Pulaar (26.3%). Questionnaires are usually written in French and administered in Wolof for the general public, with Pulaar or other local languages in the regions where they dominate. French is a usual language for B2B and executive interviews, but the OIF estimates that only 26% of Senegalese are French speakers (2022).

Senegal has 14 regions. The Dakar region holds 22% of the population, followed by Thiès (13%) and Diourbel (12%). The department of Mbacké, which includes Touba, is the most populated in the country (1.36 million people in 2023). A national sample should also cover Saint-Louis, the south (Ziguinchor, Kolda, Sédhiou) and the east, and the 45.3% of the population living in rural areas. With a literacy rate of 62.2% (58.3% among women), self-completion questionnaires do not reach everyone: interviewer-administered methods remain necessary for many targets.

Which methods work

Mobile coverage is high (124 subscriptions per 100 people), but only 60.1% of individuals use the internet (2024). Online surveys work for urban, younger and educated targets and for B2B; telephone interviews (CATI) reach a wider audience.

For the general population, face-to-face interviews (CAPI) with quotas by region, area type, age and gender remain the reference. Households are large (8.6 people on average, 10.7 in rural areas), so agree with your agency how the respondent is selected within the household. Focus groups are usually held in Dakar, and in Thiès, Touba or Saint-Louis when regional groups are needed.

Timing

Ramadan changes daily routines: working hours are shorter, fieldwork often moves to the evening and consumption patterns change. In 2027 it is expected to start around 8 February, with Korité (Eid al-Fitr) around 9 or 10 March and Tabaski (Eid al-Adha) around 17 May (estimates: exact dates depend on the moon sighting). Tabaski is a major family celebration: many people travel to their home region and fieldwork usually stops for several days.

The Grand Magal of Touba, a public holiday held on 18 Safar of the Islamic calendar, brings very large crowds to Touba and disrupts travel across the country; in 2027 it is projected for 23 July (astronomical projection, to be confirmed). Avoid fieldwork in Touba and the Diourbel region in the days before and after.

Data protection

Personal data is governed by Law No. 2008-12 of 25 January 2008 and its implementing Decree No. 2008-721, and supervised by the CDP (Commission de protection des données personnelles). Processing of personal data must generally be notified to the CDP, and prior authorisation is required for some data, such as genetic or biometric data, offence data and national ID numbers. Transfers abroad are only allowed to countries offering sufficient protection, with limited exceptions, and the CDP must be informed before the transfer.

A revision of the 2008 law has been in preparation for several years; in October 2024 the bill had not yet been approved by the Council of Ministers. Ask your agency whether its processing is notified to the CDP, how respondents are informed and how the data will be transferred to you.

Working with a local agency

  • Share a clear brief: objectives, target, sample size, regions, method, languages and deadline.
  • Ask who does the fieldwork: own interviewers or subcontractors, in which regions, and in which languages they interview.
  • Ask about quality control: back-checks, GPS or audio checks for face-to-face interviews, supervision of CATI calls.
  • Check that the processing is notified to the CDP and how transfers abroad are handled under Law 2008-12.
  • Compare several proposals: you can send one request to up to 5 companies from this page.

Frequently asked questions

In which language should a questionnaire be written for Senegal?

Usually in French, administered in Wolof for the general public: in the 2023 census, the main languages were Wolof (53.5%) and Pulaar (26.3%). French is the official language and common for B2B interviews, but the OIF estimates that 26% of Senegalese speak it (2022).

Is an online survey representative of the Senegalese population?

No. 60.1% of individuals use the internet (2024), and online samples over-represent urban, younger and educated people. With 45.3% of the population in rural areas and a literacy rate of 62.2%, face-to-face (CAPI) or telephone (CATI) interviews are needed for a nationally representative sample.

Which data protection rules apply to a survey in Senegal?

Law 2008-12 of 25 January 2008, supervised by the CDP. Processing must generally be notified to the CDP, some data needs prior authorisation, and transfers abroad are only allowed to countries with sufficient protection, after informing the CDP.

When should fieldwork be avoided in Senegal?

Plan around Ramadan (expected to start around 8 February 2027), Korité, Tabaski (around 17 May 2027) and the Grand Magal of Touba (projected for 23 July 2027), when many people travel and routines change.

Is a sample in Dakar enough?

Not for a national study. The Dakar region holds 22% of the population, Thiès 13% and Diourbel 12%. A national sample should also cover Touba, Saint-Louis, the south and the east, and rural areas, where 45.3% of the population lives.

Can a foreign company run a survey in Senegal?

Yes. Foreign companies usually work with a local agency that handles fieldwork, translation and recruitment. Personal data must be processed under Law 2008-12, and the CDP must be informed before data is transferred abroad.