Tatiana Djoli is a Research Specialist within Target SARL. She has been specialized along these last years in quantitative researches within the agency. This leaded her to travel all around the main cities of DR Congo and in Great Lakes sub-region of Africa. For internet users that are visiting Target site, she agree to explain quantitative researches. Interview.

When do you think a client can ask for a quantitative research or the agency can recommend it to him/her?

A client can ask for quantitative research or Target can recommend it to him/her a when there is a need to get figured information on a sample of a given population. This means interviewing a representative sample of individuals, belonging to a specific market that interests the client in order to get their opinions on a product, service or knowing their expectations, behaviors, opinions as well as describing them in figures or in percentage.  

What types of quantitative researches are usually conducted by Target?

Target conduct quantitative researches on consumers’ opinions, service satisfactions as Quality Measurement, researches in room with central location Test, Mystery Shopping and B2B interviews.

What is a research on opinions?

It is a statistical research aiming at knowing, in a specific given period of time, the way that opinions are shared out within a representative sample of people regarding a specific given subject. This form of research, also called survey, can be conducted on a monthly, quarterly, half-yearly or yearly basis.

We conduct surveys such as on media (television, radio, satellite channels, internet as well as print media), on preferred celebrities (in the field of music, sports, media and advertisement) and on different burning issues. We also conduct these surveys using our website and Facebook page.      

You just mentioned a service quality measurement survey, what is it about?   

As a matter of fact we conduct on behalf of our clients, researches on service quality or satisfaction. This research helps companies assessing an overall satisfaction of their clients, understand main reasons of satisfaction or dissatisfaction and define new expectations not yet taken into consideration.   

Target does also conduct researches named “Central location test”?

Surely, these are tests of product that are performed in closed locations. They allow companies assessing their products before launching them on the market with a view to collecting appreciations as well as weaknesses and thus, make them meet the ideal consumers’ expectations.   

What is mysterious about “Mystery Shopping” research?

(Laugh), no, there is nothing mysterious about it, the Mystery Shopping consists in organizing mysterious or anonymous visits in a sales’ point for observing and assessing the provided services.  

What is the meaning of “B2B”?

In this type survey, we interview companies using products/services of a specific given client. The target is composed of professionals.

What methods do Target use to realize quantitative researches?

We realize researches with questionnaires in hard copy, called PAPI. There are also researches with questionnaires incorporated in computers, called CAPI. We also use the CAMI, researches with questionnaires incorporated in Smartphones and/or tablets. We also conduct the CAWI, which is a survey realized on the internet.

How do you select persons to participle into quantitative researches?

Selection of respondents is carried out in a random way, yet it is done with a methodology very well determined to guide surveyors on the field. The most used methodology for selecting participants is “the KISH methodology”. However, there is a procedure to be followed, we consider the progression sense, choice of compound to be selected, choice of household as well as choice of respondent.

Does Target have a surveyors’ network or do you especially recruit for researches? 

We have a great surveyors’ network in all big cities of DR Congo and also in some towns as well as different countries of intervention such as Rwanda, Burundi, Congo-Brazzaville and Gabon. We keep on recruiting, when there is a need to realize quantitative research, we use these surveyors based on the assessment of previous researches to select the best amongst them so that they can participate into the ongoing research.  

Do your surveyors sometimes distort researches?

No, this does not happen since we take all measures to put in place very good mechanisms of quality control. First of all there is a supervisor who is carefully following the work of surveyors on the field and is making a round in order to make sure that interviews are indeed being carried out. The Field manager is also performing quality control. This latter is attending some interviews during field work, choosing on a random basis 20% of questionnaires for checking through a phone call or field visit if the person has been interviewed indeed. Further, being member of ESOMAR, the worldwide organization of market research professionals, Target is required to comply with international standards related to market researches that are essentially integrity, confidentiality, transparency, compliance with respondents’ rights and special provision for interviews of children.    

What is the content of your reports to clients? Are they recommendations? Are they positions taken by the agency?

In our reports, we submit overall as well as detailed outcomes, interpreted based on statistical analysis with comments. We also add key-conclusions and recommendations thereto, in order to better guide our clients in their decisions-taking.