How information is redefining business management – The Data Era

How information is redefining business management – The Data Era

In a market where companies deal with ever-increasing volumes of information, intuition is no longer sufficient to underpin management decisions. Data has taken the lead, now dictating organizational success. However, it is crucial to organize, correlate, and present this data in a way that supports both operational and strategic decisions. When data remains scattered, it represents merely fragmented information; when consolidated and analyzed, it becomes a tool for anticipating problems, optimizing processes, and identifying opportunities.
Soluções and CS Research combine technology and market expertise to help organizations make intelligent use of their data. But let’s take it one step at a time.

With over two decades of operations in Mozambique, Soluções develops systems that centralize information from various pieces of equipment, transforming it into indicators that facilitate operational monitoring and support real-time decision-making.

Carlos Lemos, CEO of Soluções, highlights that the greatest challenge facing organizations today is not a lack of data, but rather the fragmentation of information across various systems that do not communicate with one another; this hinders the ability to gain a comprehensive view of operations and make rapid, well-founded decisions.

Soluções has been working to change this pattern by integrating equipment, applications, and platforms to provide clients with a clear, real-time view of their operations, thereby enabling the delivery of robust, innovative platforms to Mozambican institutions.
“When data does not communicate across systems, it becomes much more difficult to gain a comprehensive view of operations and make rapid, well-founded decisions. Soluções adds value by integrating platforms, automating processes, and transforming scattered information into actionable insights to support management,” explains Carlos Lemos.

In practice, this approach enables organizations to shift from reactive management to evidence-based management. In the financial sector, for example, platforms developed by the company allow for monitoring equipment distributed across the country, tracking operational indicators, identifying potential failures before they cause disruptions, and reducing banking service downtime for the public.

In the search for digital solutions for data management, the banking sector stands out as a key driver of this transformation, given the vast volume of information it processes and the need to monitor critical operations in real time. This trend also extends to sectors such as retail and logistics, which are increasingly turning to data analysis and integration platforms to optimize processes, improve decision-making, and boost operational efficiency.

In this process, security shifts from being merely a feature to becoming a mandatory requirement, particularly in the banking sector. In this context, Soluções combines technology, security, and reliability.

“All the solutions we implement are developed with mechanisms for access control, transaction traceability, and information protection, ensuring that data remains intact, secure, and available whenever needed,” the company explains.
CS Research ensures that brands do not make decisions based on intuition, but are instead able to quickly understand how to invest in a market and rapidly reach their target audience.

According to George Cossa, Managing Director of CS Research, the biggest mistake a company can make is deciding based on intuition when it has the means to gather data, learn from it, and stabilize the brand.
“It is important to understand how the market works because, without local information, you end up having to invest, learn from your mistakes, and reinvest. This doubles the costs. However, if you invest in research, the risk is lower.”

In this process, CS Research does not simply step in and issue a directive; instead, it conducts a preliminary study to assess the client’s needs. “We understand how the business operates, gather all the necessary information, and then perform the analysis – a sort of patient analysis (mapping the patient journey),” the company explains.

Cossa cites retail companies with extensive distribution networks as a practical example of this approach; in such cases, research makes it possible to map their distribution and on-the-ground operations – information that is indispensable prior to any investment decision.
In the Mozambican context, the main challenges regarding data collection fall into three categories: logistics, culture, and the sensitivity of certain sources when addressing specific topics. From a logistical standpoint, the challenge stems primarily from the country’s vast size and limited internal connectivity; deploying teams to remote areas, particularly in the north, entails unpredictably fluctuating costs and timeframes that are difficult to guarantee.

In cultural terms, the challenge lies in linguistic diversity: a questionnaire drafted in Portuguese is not always understood by local sources, and even when translated, literacy limitations in those same languages persist, compelling CS Research to continuously adapt its data collection methodology to each specific context.

To ensure the accuracy and reliability of the information collected under these conditions, the company organizes its work across several levels of quality control: prior to each study, teams receive specific training on the project at hand; in the field, supervisors and coordinators oversee the application of methodology and sampling procedures; and back at the office, a team verifies the database before any analysis takes place, with the final report itself undergoing review before delivery to the client.

Despite these mechanisms, resistance to change persists among small and medium-sized enterprises, often due to a lack of awareness regarding the value of research or, in other cases, financial constraints, placing these companies at a disadvantage compared to those that already invest in data.

“When entering the market without data and making mistakes, the result is that beyond losing financial resources you also lose time, which is a scarce resource. Therefore, the best course of action is to invest in research and data,” he advises.
George Cossa recalls that, 22 years ago, it was still necessary to explain the very utility of market research to various entities. Today, he notes, that need is far less pressing, as companies and institutions increasingly recognize the value of information in guiding decisions.

 

The importance of local execution: the HEINEKEN case study

One concrete example of this paradigm shift lies in the relationship the brand maintains with HEINEKEN Mozambique, where CS Research has supported HEINEKEN in executing various research projects, specifically fieldwork within the local market.

According to Diogo Nhamposse, a business manager at HEINEKEN, one of the key challenges is ensuring that studies developed with international partners are executed locally with the same level of rigor, quality, and adherence to deadlines.

The work involves the field implementation of consumer and market studies, including data collection, interviews, and other activities necessary to ensure the quality and representativeness of the information gathered.

Experience in the Mozambican market, local execution capabilities, and knowledge of international research standards and processes were among the factors considered by HEINEKEN when selecting CS Research, a relationship with the team that remains consistent and reliable.

“The partnership allows us to rely on a specialized local team, reducing the need to directly manage the entire fieldwork operation. This yields significant gains in efficiency and the management of time and resources, enabling the HEINEKEN team to focus more on analyzing results and translating insights into business decisions,” reveals Nhamposse.

Another important benefit is the team’s responsiveness and familiarity with the requirements and processes of international studies. The ability to transform this methodology into rigorous execution in the field is equally crucial, especially when the research integrates different markets and needs to maintain consistent quality standards.

 

The next step: data, automation, and artificial intelligence

As organizations evolve and artificial intelligence becomes more accessible, the importance of data tends to grow. For CS Research, this transformation will be marked by greater integration of information sources, process automation, and the use of tools capable of accelerating tasks that previously required more time and resources.
By its very nature, artificial intelligence relies on the availability of data to produce useful results. The higher the quality, organization, and relevance of the available information, the greater the potential of the tools used by organizations.
Carlos Lemos therefore foresees an increasing focus on integrating different information sources, automating processes, and incorporating technologies such as cloud computing, business intelligence, and artificial intelligence, all geared toward the specific needs of organizations.
The future of business management thus hinges on a more strategic use of data: integrating information, understanding the market, automating processes, and transforming vast amounts of data into actionable knowledge.
For Mozambican organizations, the question is no longer merely whether they possess data. It is whether they can transform that data into useful information and, above all, into better decisions.

Issue 90 JUL/Aug | Download

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