The smoke has now cleared after the elections in the Democratic Republic of Congo (DRC). Felix Tshisekedi is the new president of the second largest country in Africa. Assuming the Congolese electorate voted for change during the last elections in one of the least developed countries in the world, that change should likely mean economic growth and poverty reduction. But currently it seems that the country is operating at a deficit.
The DRC hasn’t held a census in over 30 years. This means, statistically speaking, that we know very little about the country. It’s recommended that countries hold a census every ten years. The fact that one has not been conducted has forced analysts in the country to rely on estimates instead.
It’s no doubt that data should be driving policy decisions and can be an indispensable resource to governments. Globally, censuses are used to allocate funds for roads, schools and bridges, political representation, health and wellness programs. In short, a census allows important decision makers to better understand how a country is changing and ensure that all citizens receive their fair due.
Carrying out a Census is no small task. It’s expensive. The cost of implementing a census in the DRC is estimated to $173 million. The U.S. Census Bureau, which provides countries with technical assistance to implement a census, suggests that getting the best possible results requires planning, which includes long-term budgeting as well as the development of a three-year master schedule. Data collection tools must be well designed and tested. In addition, field and data processing teams must be adequately prepared to handle the undertaking of administering a census. This is all prior to the data being disseminated.
Without the existence of reliable census data, the Congolese government has been at a disadvantage. And so have businesses as the private sector utilizes local indicators to make investment decisions.
So, what does all this mean for business?
Recently, a lot has been done about the growing middle class in Africa. However, there are questions about how much the world’s multinationals really know about this new customer base. Market research helps businesses understand their markets. Therefore, market research is a key tool in their arsenal to develop and sell new products. In the United States many market researchers, much like government officials, depend heavily on census data to provide business leaders with the insights that inform their most important decisions.
Currently, given how little we know about consumers in African markets, what we learn through market research has the potential to dramatically spur both innovation and investment on the continent by allowing decision makers to make more informed decisions. Without it, decision makers are forced to guess and may be more hesitant.
While it may still be too early in his tenure to take full stock of President Tshisekedi’s government policies, we currently don’t have the data needed to tell us what the DRC’s 85 million people really want or need. Finding out may be the key that will unlock growth and change the course of the country’s trajectory.
In a way, one could argue that president Tshisekedi is in the same place as many of the multinational CEOs looking to break into the growing African market. To spur economic growth and reduce poverty in a country that has not conducted a full census in over thirty years, and where data driven policy discussions are not really the norm, the new president needs to find out who the people he is serving really are, statistically speaking at least.
