Published on March 7, 2014
expect great answers Faster time to insight with Mobile research in Asia But how do results hold up? Robin de Rooij New Venture Director SKIM Singapore March 5th 2014, Singapore, MRMW Asia Conference photo: sprklg
2 Case study on mobile research, performed together with Unilever, using MaxDiff scaling, often used in communications screening, and claims research.
3 Different target groups photo: Stephen Buresphoto: YL Tan Different target groups (e.g. people in urban vs. rural areas) communicate, and as such need to be reached out to by brands, differently.
4 Threat Opportunity www Mobile can help us more easily reach people we couldn’t reach before
But where are we? 5 REACH TIME TO INSIGHT Now? As mobile reach increases, we expect time to insight and costs to go down. How broad is our reach and how representative are results for our target groups?
6 What to say? Suppose we look at this OMO laundry detergent for hand washing, targeted mainly at lower income households in Vietnam. What to say to drive sales?
7 12 choice tasks 3 choice tasks CAPI Mobile 20min. 5min. Mobile surveys not only have a different screen display, they also require different research design: Fewer choice tasks for faster surveys, as people are on the move.
8 CAPI Mobile $$$$3weeks $$1week Timing on mobile is much faster, and costs are lower, despite the need for a larger sample due to shorter questionnaire and less observations per respondent.
9 Top 5 claims is mostly the same Claim 1, Benefit 1 Claim 2, benefit 1 Claim 3, benefit 1 Claim 4, benefit 1 Claim 5, benefit 1 Claim order is different, but all top 5 claims focus on the same benefit area CAPI study: 12% 10% 10% 10% 10% Mobile study: 10% 11% 6% 13% 10%
Major differences in samples 10 28% 70% $$ $$ 30 38% 84% 30% 65% CAPI Mobile 1 Potential reason for these different results may be in sample difference. Not expected this effect to be from way of administering the survey, as we did not see these differences in previous studies, where we had similar samples for Mobile VS CAPI.
11 CAPI Mobile Preferences ≠ Preferences ≠ 30 Preferences ≠ 30 vs 1 1 30 1 To be able to eliminate the effect of sample, we looked at a similar subgroup in Mobile and CAPI. Unfortunately, not enough of this subgroup in CAPI to compare.
So where are we? 12 REACH TIME TO INSIGHT Future We believe that Mobile is the future. We will continue doing validation studies. Need to improve our ability to reach mobile sample, together with strong partners.
Young & highly educated singles 13 Critically consider each market Can’t reach all target groups Technically possible Technically it's possible. However, Mobile does not yet allow to reach all target groups in all markets. For each study, be critical on this before you go mobile.
firstname.lastname@example.org @Robin_de_Rooijexpect great answers Robin de Rooij New Venture Director SKIM Asia email@example.com @Kalivianakis Mini Kalivianakis Global Business Director
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