The market research firm Target has published its thirteenth newsletter. It reports on the activities of the Projects and IT Departments in the context of the health crisis caused by the coronavirus pandemic.

The Projects Department has focused on innovations, training agents, and finding customers. The IT Department has implemented several methods and techniques to facilitate the teleworking imposed by the Coronavirus pandemic during the containment. Numerous studies have been published thanks to the technological adaptation of the institution to the challenges of the moment.

Since April 2020, Target has been closely following the evolution of the coronavirus pandemic in the DRC. Each time, the firm tackles a new theme to discover the perception of the pandemic among the Congolese. Six studies have been conducted, including one qualitative study. They were conducted essentially online with a few exceptions for some that required a visit to the field for reasons of credibility and conformity.

Target hosted interns during this period to attract young people to the market research sector. The Projects Department trained them and the consultants on how to write technical and financial proposals. The training aimed at helping them to be able to write a technical proposal based on an existing template.

Department/team leaders were trained in management techniques to improve their human resources management skills and task/activity planning. The Department also conducted a feedback session on "Emerging Methods and the Future of Mainstream Practices in Market Research." The purpose of the session was to describe the impact of technological developments on research. Participants examined the impact of social networks on research. The speaker also described new research methodologies and challenges related to the use of cell phones.

The IT Department had the challenge of developing techniques to enable telecommuting. It was made possible by specific computer methods and techniques. The IT Department was challenged to develop techniques to enable telecommuting, which was made possible by specific IT methods and techniques used in data collection and telephone surveys (CATI, Call Center). These methods, which were preferred during the confinement, respected the social distance between the interviewers and the respondents. Data retrieval was done via the cloud.

Target also used automatic data processing files developed on Excel for data processing. It allowed us to quickly produce the results of specific studies, particularly the barometric studies: media, the Congolese and religion, and presidential barometer in DRC, with the advantage of saving time without mobilizing important human, material, and financial resources.

The firm also presented the first online media study for this company. The event was broadcast on Facebook, Instagram, LinkedIn, Twitter, and Zoom with the participation of Arlette Leumbou, Saleh Sikofu, Serge Mumbu, and Martia Biduile.

Target also participated in the ESOMAR World Congress, a global association of market research professionals. It occurred primarily online because of Covid-19, with many states closing their borders. Serge and Arlette represented the firm during this Insights Festival, which lasted four days from September 14 to 17.

To read the entire newsletter, click on the document below.