In an in-depth interview with international media outlet The Business Year (TBY), the General Manager of Target Sarl shared detailed insights into the firm's work over the past decade—interviewing millions of people across the country, designing representative samples, and training local staff in survey methodologies.

Summing up the relevance of the topics discussed, the interview could be encapsulated in just two words: "Valuable Data"—highlighting the critical role that data plays in transforming business objectives into everyday success, despite the significant challenges faced during data collection.

Among the challenges raised, the General Manager touched on the issue of online surveys, stating: "Running online surveys isn't very effective in our market, as internet penetration is low—only about 20 to 30% of the population is connected. Most of our research is conducted face-to-face."

To construct accurate samples, Target relies on data from the National Institute of Statistics (INS), which provides demographic breakdowns by gender, age, and region. Trained staff go out into the field to interview targeted respondents, then upload the data to a central server. A thorough quality control process follows to ensure data reliability and that quotas are met.

"Face-to-face interviews and telephone surveys are our two main data collection methods," said Serge Mumbu, General Manager of Target Sarl. "Our key clients include telecom operators, banks, beverage companies, and fast-moving consumer goods (FMCG) firms."

Target: A Research Firm at the Heart of Central Africa

"We have many investors requesting market surveys to better understand the landscape. While we are based in the Democratic Republic of Congo (DRC), we also have field teams in Chad, Rwanda, Burundi, and Congo-Brazzaville," Mumbu stated. He added that 70% of Target's clients are foreign companies. On partnerships with global research firms, he explained: "We collaborate with large international research companies, and others often discover us through the internet."

When asked what advice he would offer to major companies looking to invest in Central Africa—particularly in the DRC—Serge Mumbu emphasized that success depends on understanding the specific region being targeted. One of the biggest mistakes Western investors make, he noted, is viewing Africa as a single, homogenous entity.

"If you choose a region, you need to assess whether there is demand in that area before investing. For example, in Équateur Province, infrastructure is a major concern, whereas here in Kinshasa, the economy takes precedence," he said.

About The Business Year (TBY): TBY is an international economic publication that features strategic analyses, executive interviews, and sectoral reports focused on emerging and high-growth markets around the world. In Africa, TBY has released country-specific editions for the DRC, Nigeria, Angola, and more, with in-depth coverage of key industries such as mining, finance, energy, and infrastructure.

Read the full interview here: https://drive.google.com/