Training on market research: specialized journalists improve their skills thanks to Target Sarl
In the world of online and broadcast journalism, it is essential to understand the expectations and needs of the audience. This is why Cabinet Target Sarl recently organized training on market research, intended for journalists. The goal was to teach participants the fundamentals of opinion polls and surveys, so they can better process information and produce more tailored content.
The training session, which took place on Tuesday August 29, 2023, brought together journalists from different online and broadcast media. Serge Mumbu, General Manager of Target Sarl, underlined the importance of these studies in the decision-making of organizations.
“Market research is a strategic decision-making tool. It makes it possible to measure, analyze and understand the behaviors, motivations and expectations of a given population,” he explained.
He took the example of a media outlet, emphasizing that a market study could be carried out to assess its position in relation to its competitors or to better understand the expectations of its audience and improve its program schedule.
The journalists were thus able to understand the challenges that companies face, such as seeking notoriety and improving their image. During market research, several variables are taken into account, such as awareness, public opinion, preferences and purchasing intentions.
The training also covered the codes of ethics and professional conduct governing market research, in particular those established by the World Association of Market Research Professionals (ESOMAR).
Participants also learned to distinguish the different typologies of market research: qualitative, quantitative and documentary.
The first training session ended in a friendly atmosphere and a second session is planned in the near future. Target Sarl also plans to offer similar training to journalists based in the provinces.
This training, which took place at the Target Sarl headquarters in Kinshasa, was highly appreciated by the journalists, who highlighted its participatory and enriching nature.
Nadine FULA, journalist at Target Sarl, concludes: “This training allowed us to acquire essential knowledge to better understand our audience and produce more relevant content. We are very satisfied with this experience and we look forward to the next sessions of training.”
Thus, thanks to this training on market research, specialist journalists are better equipped to understand and respond to the expectations of their audience, thus helping to improve the quality and relevance of their articles and reports