Target SARL committed to promote market research popularization since its creation in 2011. Its General Manager regularly presents conferences and talks to media. His last presentation to date is an interview hosted by Digital Congo. This is the briefing of his intervention.

Market researches are tools allowing good decision-making, for advertisers as well as companies operating in various sectors such as brewing, tobacco, mobile telephony, media as well as banking industries… The type of market research to be realized depends on the objective aimed by TARGET SARL customers.

Therefore, if the customer need is assessed at a specific cost (knowing the percentage of people satisfied by a product), quantitative research is appropriate. On the other hand, if the customer desire is to understand deep motivations and a product users or the adoption of a specific behavior (for example why women like brighter colors or are more interested in such specific type of TV program), Target SARL would thus propose, in that case, qualitative research (generally realized in the framework of focus group, individual interview or ethnography).

The customers that are coming towards Target are posing their issues. And we will propose to them the best researches available, to help them reach their objectives. In most cases, companies are coming towards us because they don’t want to be both judge and party, emphasizes Serge MUMBU.

Sometimes Target is also conducting researches in order to propose the results to companies. These amongst researches related to media audience, preferred personalities (in the music world, drama, etc.) as well as researches on mobile telephony…

Therefore, a company that would like to experience media support in order to popularize his message might either purchase a research already prepare by Target or order one in line with its specific needs. Target will then provide its customers with advises as a results of researches carried out.

With about ten full time employees and about hundreds of consultants, the agency is conducting researches throughout all fields specifically aiming at marketing viewpoint.

“We are working with companies that are operating in consumption sector. Thus, we are regularly conducting researches on mobile telephony, media, brewing industries…” Serge MUMBU rundown.

The biggest objective that is followed by the agency this year is to launch an online Panel in order to recruit respondents that will regularly participate in online researches.

His entire intervention in video: