SIGMA CONSEIL

What SIGMA CONSEIL does

SIGMA Conseil is a privately-held market research firm headquartered in Tunis, Tunisia, founded in 1998 by Hassen ZARGOUNI, a statistician trained at ENSAE Paris. The company operates through four service poles: opinion and electoral polling, media audience measurement (TV, radio, press, cinema, outdoor), marketing studies (consumer goods, services), and services-sector research. Its research infrastructure consists of 100 CATI (Computer Assisted Telephone Interviewing) stations, CAPI (Computer Assisted Personal Interviewing) capabilities, online survey platforms, and a network of roughly 1,200 field investigators and supervisors, supported by approximately 70 permanent staff. Proprietary assets include TV and radio audience-measurement panels covering national territories with continuous tracking, daily advertising monitoring, and the SIGMED healthcare barometer and SIGMAG monthly publication.

The firm generates revenue predominantly through custom multi-year professional-services contracts sold via direct account management and inside sales (call center), targeting enterprise clients, government institutions, and media companies. Reported revenue mix is approximately 40% marketing research, 35% media audience measurement, and 25% opinion/electoral polling. Customer concentration is horizontal across banking and insurance, telecommunications, automotive, healthcare and pharmaceutical, FMCG (consumer goods), media and broadcasting, retail/distribution, energy, and government/political parties. Operations span more than 25 countries through wholly-owned subsidiaries Sigma Maroc (Casablanca) and Sigma Algerie (Algiers), a liaison bureau in Libya, and project-based coverage across the Middle East (Saudi Arabia, UAE, Jordan, Kuwait, Palestine, Yemen), Sub-Saharan Africa (Kenya, Nigeria, Ghana, Senegal, South Africa, Tanzania, Sudan, Djibouti, Comoros, Mauritania, Benin), and France. The company reported 20% revenue growth in 2014, with 3 million+ questionnaires administered and 150+ focus groups conducted across approximately 20 countries that year. SIGMA holds ESOMAR membership and partners with Konrad-Adenauer-Stiftung for regional political and opinion research.

Name

SIGMA CONSEIL

Legal name

SIGMA CONSEIL

Website

https://sigma.tn

Company type

Private

Founded year

1998

Operating status

Operating

Short description

SIGMA Conseil, founded in 1998 in Tunis, provides marketing research, media audience measurement, and opinion polling to enterprise and government clients across 25+ countries in North Africa, the Middle East, and Sub-Saharan Africa, with subsidiaries in Morocco and Algeria.

Ownership category

akta.pro rank

Headquarters

HQ city

Tunis

HQ country

Tunisia

HQ region

Africa

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Marketing Research Studies: Marketing studies represent 60% of revenue, including consumer behavior studies, brand trackers, concept tests, pricing research, and advertising pre/post tests
2. Media Audience Studies: Media studies contributing 35% of revenue, including TV audience measurement, radio listenership surveys, press readership studies, and cinema attendance research
3. Opinion Polling: Opinion and electoral studies contributing 25% of revenue, including political barometers, institutional image studies, and electoral exit polls

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

SIGMA CONSEIL is a Tunis-based independent market research firm that designs and executes qualitative and quantitative studies — marketing research, media audience measurement, opinion and electoral studies, services-sector research, and consumer-goods research — for corporate, media, and government clients across the Maghreb, Sub-Saharan Africa, the Middle East, and France. Deliverables are produced via in-house CATI/CAPI operations, proprietary TV audience and retail panels, qualitative discussion panels, and a media monitoring system, complemented by the SIGMAG sector publication and the African Cristal Festival.

Product overview

SIGMA CONSEIL is a North African market research group (headquartered in Tunis with offices in Morocco and Algeria) offering a comprehensive portfolio of research services organized around four core areas: Opinion polling (electoral and political barometers), Media audience measurement (TV, radio, press, cinema, internet), Marketing studies (consumer goods, banking, automotive, healthcare, telecoms), and Advertising research. The portfolio includes qualitative and quantitative research modules, media monitoring services, and published reports (SIGMAG magazine, OPEN SIGMA annual event). Research methodologies span face-to-face, CATI telephone, internet, and tablet-based data collection using a network of 1200 field interviewers.

Differentiator

Problem solved

Functional benefit

Brands

• SIGMED: Healthcare and pharmaceutical sector barometer developed by SIGMA for the medical and pharmaceutical industry in Tunisia.
• SIGMAG

Products and services

• Marketing Research Studies Custom qualitative and quantitative marketing research studies for corporate clients, including brand awareness, brand image, advertising effectiveness, product testing, packaging studies, and ad-hoc market studies. Delivered to marketing and brand teams of regional and multinational companies.
• Media Audience Measurement Audience measurement and audience share studies for TV and radio broadcasters, supported by a proprietary TV audience measurement panel and qualitative discussion panels across three Maghreb countries. Sold to media groups and broadcasters needing an independent audience currency.
• Opinion Polling and Electoral Studies Political, economic, and social opinion studies, including electoral studies and political barometers, conducted for governments, political parties, NGOs, and international institutions.
• Consumer Goods Sector Research Dedicated consumer-goods research for FMCG manufacturers and retailers, leveraging the firm's retail panel and distribution panel for brand tracking, shopper insight, and category studies.
• Services Sector Research Dedicated research services for banks, insurers, telecoms, and energy/utilities companies, covering customer satisfaction studies, brand image research, and ad-hoc market studies.
• Media Monitoring (Press Review) Continuous monitoring of print and broadcast media and production of press reviews for media organizations and corporate clients needing competitive intelligence and coverage tracking.
• SIGMAG Sector Publication Subscription-based media-sector magazine published by SIGMA CONSEIL, offering monthly and annual summaries of media and audience data for industry subscribers.

Quantifiable outcome

• 3,000,000+ questionnaires administered and 150+ focus groups conducted in 2014 alone
• +2 more outcomes

Named customers8 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Konrad-Adenauer-Stiftung (KAS)coreStrategic or Co-development Partner · 10 May 2016Partnership for regional opinion surveys on religion and politics in Tunisia and North African countries. Jointly organized Rencontres de Tunis discussion series and regional studies on political party perceptions, corruption, and democratic development.
• ENACTUS TunisiaminorOthersSupport for entrepreneurship programs targeting higher education graduates and disadvantaged regions in North Africa
• EFE (Education for Employment)minorOthersCollaboration on youth entrepreneurship improvement and incentive programs
• MicroCred TunisiaminorOthersInclusive economy participation through microcredit institution serving disadvantaged regions in North Africa. Hassen Zargouni serves as Founder and President of the Board.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Ipsos: Ipsos is a global market research firm with significant MENA operations offering marketing research, media measurement, and opinion polling services that directly overlap with SIGMA Conseil's portfolio across multiple verticals and geographies.
• Arab Advisors Group: Arab Advisors Group is a research and consulting firm focused on telecom, media, and technology across the Middle East and North Africa. Directly comparable to SIGMA's media audience measurement and sector-specific research offerings.
• TGM Research: TGM Research is a MENA-focused market research firm offering consumer insights, brand tracking, and ad-hoc studies across the region. Direct competitor in the same North African and Middle East geographies SIGMA serves.

Broad incumbents

• Nielsen: Nielsen is the global leader in audience measurement and consumer research with established MENA presence. While broader in scope, its TV/radio audience measurement panels directly compete with SIGMA's media measurement franchise.
• Gallup: Gallup is a global analytics and advisory firm specializing in public opinion polling, workplace research, and country-level studies. Comparable to SIGMA's opinion polling and institutional image research capabilities at a global scale.
• Kantar: Kantar is WPP's global research division offering brand tracking, consumer insights, and media measurement with growing MENA operations. Overlaps with SIGMA's marketing research and media audience measurement services across North African markets.
• Pew Research Center: Pew Research Center is a major nonpartisan research organization producing public opinion polling, demographic studies, and social research. Comparable to SIGMA's opinion research methodology and electoral polling franchise, though operating on a non-commercial basis.
• YouGov: YouGov is a global digital market research and polling firm with online panel-based methodology. Increasingly expanding in MENA markets and represents the digital-first competitive threat to SIGMA's traditional survey-based model.
• NielsenIQ (NIQ): NielsenIQ is the consumer intelligence arm spun off from Nielsen, providing retail measurement, consumer behavior analytics, and FMCG insights. Overlaps with SIGMA's consumer goods research and distribution/pricing tracking capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/Sigma_Conseil_
• YouTubeyoutube.com/channel/UC0uCgvbMGSV4eSR1JnMjihw
• Facebookfacebook.com/SIGMA.CONSEIL.TUNISIE/?fref=ts
• LinkedInlinkedin.com/company/sigma-groupe?trk=top_nav_home

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SIGMA CONSEIL