For celebration of Target SARL 5 years’ existence, Serge Mumbu, General Manager of the market research agency made opened statements to several Congolese audiovisual media such as Numerica TV and B-One to establish a satisfying headway of this first five-year period while establishing future perspective for this young company. We are hereby proposing an overview of his speech. 

After spending 12 years within a research agency wherein he was one of associates, Serge Mumbu willing to achieve his childhood dream created in 2011 Target SARL, a market research agency.

“When I was younger, I was dreaming about being at the head of my own company”, entrusted to B – One. Eager to move from archaism towards a modern technology, Serge Mumbu has put together a team of motivated and dynamic young people for meeting the challenge: demonstrating that reliable research agencies can also be found in DR Congo.

Thus, Target took advantage of the first five years of its existence to help its clients better understand their clients, the competition and have a more accurate idea as regards perception of their companies. In this framework, Serge Mumbu affirms that market researches should go hand in hand with consultancy. The ultimate goal still is to improve marketing strategies of its clients.

Journey

The first Target efforts have been focused on establishment and affirmation within a framework whereas Congolese people are not themselves accustomed to survey culture. We have to also fight against ill – opinion from foreign countries over Congolese surveys, considering that they never comply with basic standards. To meet these challenges, Target has to finance the first market researches based on private funds and distribute them free of charge towards potential clients.

This method was fruitful. “When we started, we used to distribute questionnaires in hard copies, but today we modernize our means of working, using smartphones, tablets and online panels”, stated Target General Manager. Modernization of working methods allowed Target reducing costs, and earning profit in terms of human resources and time.

Seriousness, objectivity and professionalism in Target work allowed it becoming famous as for Congolese opinion as well as for international organizations. Serge Mumbu pointing out the evidence that his agency is member of ESOMAR (the World organization of market research professionals) and he is DR Congo representative in this mechanism.

Today thanks to trust gained, Target is an agency that works on two areas: firstly, it is meeting its clients’ needs, i.e. the agency is conducting researches upon demand of its clients and secondly, Target contacts potential clients and proposes them suggestions. To cover this second work field, Target uses a model named “competition analyze”. This model allows studying clients with a view to presenting them their assets, weaknesses and opportunities offered in a specific market.

The Government role

An Agency such as Target can be very profitable for decision – makers since it provides them with assessments on public opinion concerning a given issue. Serge Mumbu considers that the State should often refer to studies provided by market research agencies, before directing actions as well as making decisions.

In the future, Target will more focus on consulting field to allow its clients better getting closer to their objectives.

When questioned on the role to be played by the Government for promotion of companies such as Target, Mr. Mumbu advised the State to get more involved and implement a policy that generally makes it easier for SMEs to be financed.

In conclusion, the General Manager of Target considers that trusting Target is a good choice for improving competitiveness of your company.