Market Research Companies in Tunisia

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  1. Institut El Amouri

    Tunis, Tunisia
    Full Service Agency

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    Established in 1974, EL AMOURI INSTITUTE is a private agency dedicated to market research, training and recruitment. It is one of the pioneers in this field in Tunisia and Africa. Our studies,…

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  2. Sigma International

    Tunis, Tunisia
    Full Service Agency

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  3. EMRHOD

    Ariana, Tunisia
    Full Service Agency

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    EMRHOD Consulting is a leader research Institue in the North African Countries (Tunisia, Algeria, Morocco & Libya). We have 20 years experience off effective research and consulting in Consumer, Social, Political, Healthcare and Industrial Areas.

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Country guide

Conducting market research in Tunisia

A compact, largely urban market of 11.97 million people, bilingual in business and with strict rules on personal data: what to know before planning fieldwork in Tunisia.

Key figures for researchers

Population
11.97 million (2024 census)1
Governorates
24, grouped in 5 districts (2024 census)1
Urban population
72% (2024 census)3
Households
3.47 million, 3.45 people on average (2024 census)1
Under 15 / 60 and over
22.8% / 16.9% (2024 census)2
Illiteracy rate
17.3% of people aged 10+ (2024 census)4
Internet users
76.5% of individuals (2024)5
Mobile subscriptions
118 per 100 people (2024)6
GDP per capita
about US$4,660 (2025)7

Research guide

Research landscape

Most market research agencies are based in Greater Tunis, the country’s political and economic centre, with Sfax and Sousse as the other main business cities. Local independent agencies work alongside offices of international research networks.

Languages and fieldwork

Tunisian Arabic (Derja) is the language of daily life: in Afrobarometer’s 2024 national survey in Tunisia, all 1,200 interviews were conducted in Tunisian Arabic. Questionnaires for the general public are therefore usually written in Arabic and administered in Derja wording, not read out in Modern Standard Arabic. French is widely used in business and education: among literate Tunisians, 41.1% read and write Arabic and French and 34.1% Arabic, French and English, which makes French a usual language for B2B and executive interviews.

The population is concentrated on the eastern coast: the governorates of Tunis (1.08 million people), Sfax (1.05 million) and Sousse (0.76 million) are among the largest. A national sample should cover the five districts, including the less populated interior and south, and the 28% of the population living in rural areas. With an illiteracy rate of 17.3% (22.4% among women), self-completion questionnaires do not reach everyone: interviewer-administered methods remain necessary for many targets.

Which methods work

Connectivity is good: 76.5% of individuals use the internet and there are more mobile subscriptions than inhabitants (118 per 100). Online surveys and telephone interviews (CATI) work well for urban, younger and educated targets, and for B2B.

For the general population, including older people (16.9% are aged 60 and over) and rural areas, face-to-face interviews (CAPI) with quotas by governorate, area type, age and gender remain the reference. Online panels tend to over-represent urban and educated respondents: ask the agency how the panel is recruited and weighted. Focus groups are usually held in Tunis, and in Sfax or Sousse 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 Eid al-Fitr around 9 March and Eid al-Adha around 16 May (astronomical estimates: exact dates depend on the moon sighting). Fieldwork usually stops for a few days around each Eid.

In summer, public administrations work a single morning session: in 2026 it ran from 1 July to 31 August, from 8:00 to 14:30 Monday to Thursday and 8:00 to 13:30 on Friday. July and August are also the main holiday months, so business decision makers are harder to reach. For B2B studies, September to June is the best period, outside Ramadan.

Data protection

Personal data is governed by Organic Law No. 2004-63 of 27 July 2004 and supervised by the INPDP (Instance nationale de protection des données personnelles). Any processing of personal data requires a prior declaration to the INPDP, and processing generally needs the express and written consent of the person concerned. Prior authorisation may be required for sensitive data and for transfers abroad, for example when survey data is hosted outside Tunisia; transferring personal data abroad without authorisation is a criminal offence.

A new organic bill meant to replace the 2004 law (project PLO 095/2025) was in committee review at the Assembly of the Representatives of the People in August 2026 and had not been adopted. Ask your agency whether its processing is declared to the INPDP, how respondents give consent and how the data will be transferred to you.

Working with a local agency

  • Share a clear brief: objectives, target, sample size, governorates, method, languages and deadline.
  • Ask who does the fieldwork: own interviewers or subcontractors, and in which governorates (interior and south in particular).
  • Ask about quality control: back-checks, GPS or audio checks for face-to-face interviews, supervision of CATI calls.
  • Check that the processing is declared to the INPDP and how consent and transfers abroad are handled under Organic Law 2004-63.
  • 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 Tunisia?

For the general public, in Arabic with Tunisian Arabic (Derja) wording: in Afrobarometer’s 2024 national survey, all 1,200 interviews were conducted in Tunisian Arabic. French is common for B2B and executive interviews: 41.1% of literate Tunisians read and write Arabic and French, and 34.1% Arabic, French and English.

Is an online survey representative of the Tunisian population?

Not on its own. 76.5% of individuals use the internet, but online samples tend to over-represent urban, younger and educated people. With 28% of the population in rural areas and an illiteracy rate of 17.3%, face-to-face (CAPI) or telephone (CATI) interviews are needed for a nationally representative sample.

Do I need to declare a survey to the INPDP?

Under Organic Law 2004-63, any processing of personal data requires a prior declaration to the INPDP, and consent must be express and written. Prior authorisation may be required for sensitive data and for transfers of data abroad.

When should fieldwork be avoided in Tunisia?

Plan around Ramadan (expected to start around 8 February 2027), Eid al-Fitr (around 9 March 2027) and Eid al-Adha (around 16 May 2027). In July and August, administrations work mornings only and many people are on holiday: B2B targets are harder to reach.

Which areas should a national sample cover?

The 24 governorates are grouped in five districts. A national sample usually covers Greater Tunis and the coastal cities such as Sfax and Sousse, plus the interior, the south and rural areas, where 28% of the population lives.

Can a foreign company run a survey in Tunisia?

Yes. Foreign companies usually work with a local agency that handles fieldwork, translation and recruitment. Personal data must be processed under Organic Law 2004-63, and sending data abroad may require an INPDP authorisation.