1. Target SPRL has just published results of survey on perception of countries and organisations operating in DRC. Do you have a specific explanation regarding this survey? 

This survey aimed at assessing within DRC people, at least in 7 main cities (Kinshasa, Lubumbashi, Kisangani, Goma, Bukavu, Mbuji Mayi and Matadi) the preference level regarding countries and organisations that mostly work in the favour of local people within fields of democracy, good governance and fight against bribery, health, economy, justice and human rights as well as gender. The survey reached the conclusion that there is lack of communication/information concerning actions carried out; since a significant number of interviewed people don’t have any opinion (they don’t know which countries or organisations to choose). For the few numbers of respondents that say something, they most of time mention western countries (USA, France...) and UN organisations (MONUC, UNICEF, FAO…) at the top of the best DRC partners. African States and local organisations are very seldom mentioned. This may lead to think that in the average Congolese mind, it is mostly the Western that rushes to DRC aid in every field except for economy whereas China comes at the top.    

 2. Target SPRL has already conducted many surveys. According to you, what can be qualities of a good survey?  

A good survey must firstly and clearly explain the survey context and objectives as well as methodology followed in order to collect and analyse data. Then, a good survey must also comply with related international standards (ICC/ESOMAR standards) that issues rules to be strictly followed as regards integrity, transparency, confidentiality, respondents rights as well as specific provisions for children under the age of 18 (parental authorisation). Finally, a good survey must be conducted in the context that is totally independent as regard sleeping partners (results must be objective; it should definitely not be about pleasing the sleeping partner that required the survey by putting him at the top).   

3. Do you think that Congolese people really needs this kind of surveys, especially when we know that there are many survey offices and some results fail to come up to expectations? 

We need survey in all fields of social life in order to take good decisions. It is based from the results of good diagnostic that we can know the best solutions to improve a situation or solve a problem. As regards this survey on perception of countries and organisations in DRC, it seems that there is lack of information (most of time people don’t know what people play which role concerning cooperation) and a higher rate of people without opinion can mean that action of countries and organisations in DRC is not always directed towards local people expectations. Respondents of provinces feel like decisions are taken in Kinshasa without considering real needs of people leaving in provinces. That is why we have recommended preliminary surveys before determining actions of cooperation but also evaluation survey to assess the impact of actions carried out during a specific period of time.

Concerning credibility of results, it is up to media to not always publish survey results which lack credibility. Even if it is always tempting for a media responsible to publish results that are favourable to its media or to a political leader that is closed to its editorial line, but people are not taken for ride. They always notice that such results don’t match with the reality and publication of such results will also be a threat to credibility of press organ.         

4.  To hear you talking, don’t you think that it should be a good thing to put order within your sector of market research and opinion survey in DRC?

Market research and opinion survey sector is the image of other sectors (media, advertisement, communication…) whereas there is a need for a king purge. In my humble opinion, this purge should be done progressively with the opening of Congolese Market to foreign offices. It will be more and more difficult for local offices to make significant contracts prevail if efforts are not made in terms of credibility of results and also in terms of modern tools for data collection and analysis. Questionnaires on paper are less and less used to interview respondents, but now Smartphone, tablets and laptop computers are used with the advantage of having instantaneous results instead of wasting time with the keyboarding of questionnaires by encoders. Membership of DRC in OHADA is providing a significant number of opportunities to African offices to work in RDC.     

5. How do you see the future of market research and opinion survey sector in DRC?

I am optimistic since reliable information requirement is getting higher in DRC as a post conflict country. The country economy records such an increase and there is an increasing interest of foreign investors for research of opportunities in DCR. With opening of market to foreign offices, I can reckon on a global increase of market researches sector in DRC during the next five years provided that economic increase and political stability are maintained. Effort will have to be done by local (Congolese) offices for modernisation of work tools with the support of financial institutions (Banks, investments founds...).   

                                                                                                                           Interviewed par Olivier KAFORO