On the 22^nd and 23^rd February 2018, Target participated in forum activities organized by AMRA (African Market Research Association) which held in Nairobi. Arlette Leumbou, Senior Research Analyst at Target tells us on this interview what Target did and feedbacks.

1. Which experience Target shared with its African peers at this forum?

Target spoke about DRC, it was interesting because most participants knew less about DRC, mostly what is shown on media about current political situation. We explained business opportunities in DRC to participants. We also demonstrated our capabilities of handling complex research projects in DRC, described as vast country, a subcontinent. It was about responding to client worries regarding DRC issues such as high costs, long deadlines, etc. At the end, Target projected a good image about itself but also about DRC.

2.  What was Target interest in participating at this Forum?

Being at this forum was an opportunity for Target to position itself as a reliable agency capable of  helping potential investors and even other agency firms wishing to work in DRC on conducting surveys. This forum also helped us identified who are other actors dealing within the field and position ourselves as a reliable supplier for them. Target was the only agency from the sub Saharan French speaking countries present at this forum.  

3.  What are outcomes from this forum?

 Participants were to be more opened to clients i.e., being more responsive to clients request on daily basis, provide more relevant insights, being rigourous in respecting deadlines, grow the capacity of deep understanding of clients business.

4. Target presented a topic on Africa diversity and challenges within qualitative studies ; what can DRC learn to other African on this subject matter?

The main theme of the forum was research within a diverse Africa, and Target main objective was to explain to the audience that this topic overall fits within DRC context. In DRC cultural diversity should be considered both at defining methodology as well as when on planning data collection. Focus groups may work in Kinshasa but not really in Equateur or kongo Central ; a moderator speaking lingala may not efficient in the east.

5. Is Target planning for the upcoming days other activities in order to upgrade its regional presence?

An African benchmarking is mandatory for Target. Today, thinking about increasing the presence, having offices with permanent staffs in some countries showing good business opportunity in central and west Africa in among Target midterm objectives. It is very important because english speaking African countries are more advanced and we ought to follow this trend.