Research on young Congolese

Monday, June 2, 2014 - 12:03

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A country development is not only based on politic and economy but also on its capacity to ensure changeover by young people. Given that D.R. Congo is mostly composed of young people, it must well prepare this young age by providing it with a better guidance allowing serving the country with dignity and experience a global standing out from every field. Companies and investors willing to sell their products in D.R. Congo must better make out motives and expectations of young Congolese to well develop a market conquest and/or penetration strategy.

This is a qualitative research, i.e. a research for a better understanding of opinions, reactions and attitudes of respondents. Interviewed young people have been gathered in line with age brackets (14 – 17 years old, 18 – 24 years old and 25 – 30 years old) and a specific moderator has been used to lead performed discussions in one of Target agency conference rooms strictly abiding by all required standards as regards qualitative researches (respondents selection carried out by recruitment staff especially trained for qualitative researches, respondents’ anonymity and confidentiality, moderator impartiality during discussions, asking questions to respondents using projective techniques...)

In addition to context and methodological aspects, this research is structured into 3 big parts:



  • Country perception
  • Description of young Congolese
  • Role Models and leadership


  • Allocation of spending
  • Banks and supermarkets
  • Brands and advertisements
  • Media, Mobile phone and Internet


  • Sexuality
  • Alcohol, tobacco  and drug
  • Education
  • Young Congolese expectations

Interviewed young people do not only give their opinions on the current situation, but also give each time their outlook on the future. This research on young Congolese, like any qualitative research, does not pretend to be the representation of motives, perceptions and expectations of the entire Congolese young people; however it provides an opportunity to have a more clear-headed idea on what is really going on amongst young people in DR Congo and it might be used as basic for other more extensive researches and/or development of more effective communication strategies towards young people. The research result will be available in French as well as in English from 05 June 2014. Those interested in the full text of the research may contact TARGET agency through telephone (+243810451052 /+243 993 248 180) or via email (


Some extracts from the research