11 October 2011 - 11 October 2014, it’s been three years already, day by day, since creation of Research agency TARGET Ltd. Under the atmosphere of shared satisfaction of a small team from the starting, whose skills put together discreetly brought it to an international level; the achieved work motivates this agency to be at the mind of people as regards its actions looking at the results. 

Yesterday

Many years before, its founder, Serge MUMBU has been gaining his experience while working in market research and consultancy field, this experience allowed him to launch TARGET of which French meaning is “Cible”; this research agency knew how to align its well-aimed shots to reach every single directed target. As regards these last three years, a figure which seems to be very small if we have to consider a company experience, TARGET went far beyond what was imagined from its starting and provided evidences of its competences while taking seriously a work that is known to be associated with many vices such as: “populism, results’ trafficking…”

Today

Ranked among the leading research agencies of Democratic Republic of Congo (DRC), TARGET Ltd counts among its clients, small and medium-sized firms, banks, multinational companies as well as international organisations. Its capability to effectively and seriously work just removed geographical borders and the achievement of quantitative and/or qualitative researches within countries such Republic of Congo, Rwanda, Burundi or even Gabon increasingly became common thanks to its huge network of foreign consultants and partners.

Resources used for data collection

Resources used for data keyboarding and processing

 Its clients’ satisfaction remaining the main focus, this agency shall adapt itself in July 2013 with technology evolution through the use of data collection methods CAPI (Computer Assisted Personal Interviewing) and CAMI (interviews assisted with Smartphones and tablets). Note that the use of the aforementioned methods offers a simplified way of data collection via laptop computers or mobile phones and ensures a great speed as well as reliability of data collection and analysis. 

Training with CAPI method (Computer Assisted Personal Interviewing) at Burundi by Sonia BOKAO (Project Assistant Target Ltd)           

Three years of activity, three years of significant contributions, TARGET records many researches within its credit for the account of its clients from which we can quote: satisfaction researches, names’ tests, products’ tests, census of sales’ scores, media researches, advertisement researches, post-evaluation researches, researches on financial service, researches on mobile money, researches on young people… as regards publications’ planning for advertisers and other investors interest in DR Congo, TARGET proposed researches such as media statistics, advertisement impact, preferred celebrities, consumption index and mobile telecom key figures. Rather interesting publications that meet the needs of reliable statistics in RD Congo.

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With a view to making market researches accessible to a large audience, in a very practical way, TARGET is approaching issues related to market researches and marketing during different conferences and debates that it organises in some universities of the capital (UNIKIN, UCC and UPC).

Conference debate at Université de Kinshasa

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TARGET Ltd is currently the only market research agency in RD Congo to be member of ESOMAR Corporate (global organisation of market research agencies), and Serge MUMBU, the Managing Director of TARGET Ltd, has been holding the position its national representation in DR Congo since March 2014.   

Serge Mumbu (CEO TARGET Ltd) and Dan Foreman (Chairperson ESOMAR) during SAMRA conference at Johannesburg

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Perspectives

In a close future, TARGET Ltd is considering to extend its publications (media statistics, advertisement impact, mobile telecom key figures…) towards other main cities of central Africa in which it is already operating: Brazzaville, Pointe-Noire, Kigali, Bujumbura and Libreville.

As regards technology, TARGET is planning to launch online researches starting by DR Congo.

Further, actions in the favour of universities are considered to be achieved in the years to come, especially free training on market research for the best students in Marketing and open days.