The “CIAN Barometer of opinion leaders in Africa” ​​produced by the IMMAR Institute is unpublished in more than one way. This is the first study targeting African opinion leaders in all their diversity. The Africaleads © panel includes business leaders, policy makers and senior civil servants, civic leaders, religious leaders, bloggers, artists, because understanding the development of the African continent requires to apprehend in all its dimensions, and not only through the economic prism. This first wave of the study was conducted in eight countries covering the three main areas of Francophone Africa, with a total of 1244 interviews completed. For the second wave, the field will be expanded to include some of the larger English-speaking African countries to further refine the analysis. The choice of a periodic barometer is justified because, beyond the “photography at a moment t”, which is the proper of a survey, it is a tool which makes it possible to identify trends, to measure evolutions and to spot inflections. It is in repetition and in duration that it will show all its usefulness.

Africa has ceased to be the “meadow” of former colonial powers. As part of globalization, it has opened up to multiple foreign influences, notably Asian ones. That is why it was important to measure the image of non-African foreign countries among the opinion leaders of the continent. No doubt these results, which show a breakthrough of Germany and China, will be particularly commented. It is advisable to be careful in their interpretation. The country image is, at least in part, correlated with the intrinsic dynamism of its economy. Powers that have resolutely turned to Africa and have shown strong signs of commitment have also benefited from a “psychological bonus”.

By Etienne Giros, Deputy Chairman of CIAN and Brahim Sail, CEO of IMMAR R & C

Africaleads © Barometer Data Sheet


  • Study conducted with a sample of 1244 opinion leaders from French-speaking Africa, constituted according to the quota method (country, profile, gender) between June and September 2018.
  • The interviews were conducted face-to-face. A statistical adjustment of the results was established in order to harmonize the contribution of the sample of each country in the total sample.
  • The notion of opinion leaders includes decision-makers in the public (political leaders, senior officials) and private (chiefs and senior executives, liberal professions), media professionals (journalists and influencers / bloggers), academics, other public figures, and prominent members of civil society including religious leaders.

Eight countries selected to cover the three major Francophone groups on the African continent:


IMMAR Research & Consultancy
Founded in 1998 in Paris, IMMAR offers media and marketing studies and opinion polls in sub-Saharan Africa and North Africa. The institute, known for its African expertise, has four operational bases in Algiers, Casablanca, Abidjan and Kinshasa. It has a network of experienced investigators in the three major French-speaking areas.
IMMAR is at the disposal of any person or entity wishing more information about this study.
For 40 years, CIAN has been bringing together and supporting in their deployment the majority of French companies invested on the African continent. Its members achieve 80% of the French business volume with Africa, estimated at 60 billion €. This independent association is also a force of influence with public authorities, in France and abroad.Source : AFRICALEADS CIAN Barometer of Opinion Leaders in Africa, produced by IMMAR – First edition 2018/2019

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