Moroccan Consumer Insights (B2C)

What the client needed

Consumer feedback from across Morocco to feed a market strategy — broad reach, 15-minute survey, tight budget.

Why online made sense

• A large general-population sample where interviewers would have blown the budget, and a timeline that needed speed.

How we ran it

Online (CAWI) fieldwork tuned for the market:

• Device-flexible: Full completion on phones, not just desktops — essential outside the big cities.
• No interviewer cost: Kept a large-N consumer read affordable.
• Respondent-paced: Answer when it suits them, which lifts completion on 15-minute surveys.

Results

Country: Morocco. Target: general consumers.

Completes: 150. Incidence: 40%. LOI: 15 minutes. Method: CAWI, all devices.

A 40% incidence rate confirmed the targeting was right for a general-population read, and the client got its strategy input on schedule.