Last week Co-Founder Patrick Corr spoke on mobile research becoming more mainstream at the MRMW conference in Malaysia. Case studies on hot beverage consumption behavior, consumer sentiment regarding the KFC scandal in China, and mobile usage in Asia highlight some of mobile's advantages in consumer research - "in-the-moment" capabilities, fast (<24 hour) turnaround, and accessibility.

1. bite-­‐sized
mobile
research
Hong
Kong
|
Shanghai
|
Singapore
Mobile
Research
Going
Mainstream:
Perspec6ves
from
on
the
Ground
in
Asia
Paddy
Corr
#paddyfields
MRMW
Kuala
Lumpur
-­‐
30
January
2013

2. Decision
Fuel
is
a
consumer
insights
pla>orm.
We
use
mobile
to
make
trusted
market
research
simple,
fast
and
affordable.
Idea
to
insight
in
<24hrs.
Focus
on
Asia.
10m
responses.

3. Mobile
web
usage
is
already
mainstream:
Huge
demographic
shiM
in
the
past
year
New
India China Korea Singapore Australia
Zealand
Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4
2011 2012 2011 2012 2011 2012 2011 2012 2011 2012 2011 2012
15 - 19 34% 22% 16% 9% 14% 15% 7% 5% 8% 3% 21% 6%
20 - 24 36% 36% 29% 24% 17% 12% 16% 8% 13% 11% 26% 12%
25 - 34 23% 29% 36% 44% 39% 30% 41% 30% 27% 30% 28% 31%
35+ 7% 13% 18% 22% 30% 43% 36% 58% 52% 56% 25% 52%
Source:
Mobile
Media
Study,
Wave
2,
Q4
2012
3
3
Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

4. On
many
metrics,
mobile
research
is
also
moving
mainstream…
Korea Japan
PRC
Hong Kong Taiwan
India
Thailand Philippines
Vietnam
Malaysia
Singapore
Indonesia
Australia
NZ
Range
of
Clients
Array
of
Asian
Markets
Variety
of
Ways
to
Deploy
Clients
from
MNC’s,
agencies,
Mobile
flexible
enough
to
deploy
Many
familiar
research
situaIons
local
companies,
SMEs,
further
in
every
one
of
Asia’s
key
where
mobile
has
proven
its
educaIon,
design
companies,
markets...
worth…
non-­‐profits…
4
4 Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

5. But
these
things
won’t
engage
an
MRMW
audience
at
the
end
of
a
long
day…!
5
5 Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

6. What’s
different
about
mobile’s
research
role
in
Asia?
Is
it
really
the
‘next
big
thing’?
What
will
that
look
like?
6
6 Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

7. For
many
of
us,
we
spend
a
lot
of
6me
–
quite
rightly
–
on
the
following…
Building
capable
technology
pla^orms
Regional
presence
and
understanding
Data
quality
Quant
&
qual
elements
…these
are
clearly
important.
On
their
own,
they
aren’t
enough
to
make
mobile
the
‘next
big
thing’
in
Asia
7
7 Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

8. For
us,
mobile
going
TRULY
mainstream
(i.e.
the
next
big
thing)
means…
ReplicaIng
research
X
standard
market
makes
mobile
(at
least,
not
all
the
Ime)
Embracing
what
unique,
what
makes
it
shine
8
8 Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

9. Some
areas
where
mobile
can
shine
Small
is
Ability
to
Access
places
&
beauIful…
automate…
situaIons
that
other
research
cannot
reach…
Building
rich
consumer
insight
in
a
fracIon
of
Keeping
it
the
Ime…
simple…
9
9 Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

10. Case
studies
that
let
mobile
shine
1. Not
trying
to
‘recreate’
regular
research
2. The
common-­‐sense
anIdote
to
BIG
DATA
mayhem
3. Lejng
ASIA
lead
the
way
10
10 Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

11. Case
#1:
Mobile
not
trying
to
‘recreate’
regular
research
Understanding
the
morning
Client
&
Research
Context
coffee
as
it
happens…
• A
major
instant
beverage
brand
in
China
• InvesIgaIng
‘Ime
of
day’
consumpIon
behaviour
(eg
brand/category
preferences)
“Pop-­‐up
Ra6ngs”
• Rapid,
direct
access
to
sample
during/just
aner
consumpIon
…mobile
unlocking
this
important
research
• Keen
to
understand
context
for
category
occasion:
gathering
data
at
specific
points
in
parIcipaIon/brand
choice
for
morning
Ime
(eg
when
they
experience
a
brand,
in
a
coffee
in
China
specific
daypart,
during
TV
show,
etc.).
• Want
access
to
feature
phone
as
well
as
smartphone
users
• Two
specific
ciIes
in
China

12. tion behavior data and late risers! '#$"
% of
ute slices! 01213,41"'"5%#$6"
■ Identified primary
consumers
!#$"
01213,41"!"5%)$6"
d via Decision Fuel consumption channels, &#$"
01213,41"&"5%/$6"
%#$"
anel and partner relative beverage share and 01213,4"%"5&.$6"
#$"
d networks ! consumption drivers at )+*,-" *+.,-" .+/,-" /+%#,-" %#+%%,-"
different time slices! $%&'()*#+)(,-,%.#/&)0#')-)1'(23#"1'(2#45643#-1780)#.#9#:6;# !"
Mobile
shines:
atures used!
simple,
in-­‐the-­‐moment
measure
for
beverage
consump6on
A Similar Applications!
!"#
!""#$%&'#'%()*'(#%+,#-.('#%/0*&'#-.(+*+1#2'&'(%1'#/.+34-50*.+#0$%+#
6666#
ployment and Other potential examples:! !"#$%&'(%)"#%*'()%)+,#%-./%"'0%'%1#2#3'4#5%%
nd !
■ Brands looking for precise +#$"
*#$"
& interpretation of segmentation across % of
)#$"
(#$"
specific time domains!
7:15AM consumers
Double shot Americano !#$"
Between gym & office
'#$"
10:30AM
■ Brands looking for
Small skimmed capuccino &#$"
cific, in-the- Meeting friends in town
%#$"
#$"
data collection! behavioral and occasion ),*"-." *,+"-." +,/"-." /,%#"-." %#,%%"-."
based opportunities specific !"#$%&"#&
111
666
'()*+,
/-2
3-2
)(-*+,
342
352
-(.*+,
502
3)2
.(/0*+,
5/2
572
/0(//*+,
442
)72
to times of day! 888 /)2 352 352 3/2 ')2
$%&'()*#+)(,-,%.#/&)0#')-)1'(23#"1'(2#45643#-1780)#.#9#:65# !"
Mobile
uniquely-­‐placed
&
capable:
-­‐ Time-­‐specific
recruitment
&
fieldwork
-­‐ Rapid
response
Imes
of
mobile
Overview : April/May 2012 !
-­‐ Convenient
and
simple
(minimal
prep/setup)

13. Case
#2:
KFC
China
Food
Scandal
Bite-­‐sized
mobile
as
the
an6dote
to
BIG
DATA
mayhem
Context
• Understand
impact
of
recent
food
scandal
buzz
(online,
social)
on
KFC’s
brand
and
consumer
purchase
intent
• Define
KFC’s
brand
strength
and
arributes
• Current
vs
expected
future
consumpIon
of
Product
Applica6on
&
Services
Used
• 1,275
consumers
China,
recruited
via
Decision
Fuel’s
panel
• Rapid
survey
design,
extensive
data
analysis
and
final
report
support
• End-­‐to-­‐end
in
<24hrs

14. Case
#3:
Asia
leading
the
way
Asia
is
ready
to
lead
NOT
follow
in
mobile
research
Respondents
Ready:
Mobile
Media
Study
Wave
2
Clients
Ready:
Some
thoughts
based
on
our
experience
14
14
Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

15. Reading
Magazines
/ Mobile
right
at
the
top
Newspapers
of
individual
media
consump6on…
Listening
32
to
Radio
minutes
39
minutes
100
Using
mobile
(ex
SMS/calls)
minutes
THE
AVERAGE
APAC
Tablet
41
MOBILE
WEB
USER
CONSUMES
devices
minutes
6.6
HOURS
OF
MEDIA
PER
DAY
85
minutes
100
minutes
Online
via
Watching
TV
desktop/laptop
Sample
size:
n=8,924
15
15
Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

16. ENTERTAINMENT
GETTING
INFO
COMMUNICATION
SHOPPING
Videos,
games,
music
etc.
Sports,
news
etc.
Email,
Facebook,
Twirer
etc.
Travel,
purchases,
banking
etc.
44%
29%
12%
41%
31%
13%
62%
26%
21%
50%
Sample
size:
n=8,924
For
Asia’s
mobile
web
users,
mobile
is
the
PREFERRED
MEDIUM
for
key
ac6vi6es
16
16
Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

17. This
new
wave
of
mobile
web
users
in
Asia
isn’t
just
about
early
adopters
How
do
you
feel
about
the
following
statement:
“I
am
usually
the
first
among
my
friends
to
acquire
new
technology”?
‘Regular’
Completely
Agree
Somewhat
Agree
Neutral
consumers
Somewhat
Disagree
Completely
Disagree
APAC
20%
27%
33%
13%
7%
India
37%
30%
24%
5%
4%
Korea
18%
36%
36%
8%
2%
Singapore
16%
25%
39%
12%
8%
New
Zealand
15%
23%
37%
15%
9%
Australia
14%
24%
33%
15%
14%
China
15%
23%
37%
18%
8%
Japan
10%
22%
33%
22%
12%
Sample
size:
APAC
n=8,744;
Australia
n=990;
China
n=1,973;
India
n=1,912;
Japan
n=1,005;
Korea
n=1,368;
New
Zealand
n=756;
Singapore
n=739
17
17
Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

18. WHERE?
43%
social
event
62%
CommuIng
83%
Lying
in
bed
45%
Spending
Ime
with
family
45%
Shopping
89%
29%
in
a
meeIng
WaiIng
58%
While
30%
in
the
bathroom
or
class
watching
TV
for
something
Mobile
is
an
important
companion,
Sample
size:
n=8,924
par6cularly
for
the
in
between
6mes
18
18
Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

19. Dual
screen
ac6vity
between
mobile
&
TV
is
common
in
APAC
markets
For
mobile
acUviUes
like
surfing
the
web
(excludes
calls
and
SMS),
do
you
typically
use
your
mobile
when…watching
TV
APAC
58%
New
Zealand
69%
Australia
66%
India
63%
Japan
58%
China
54%
Singapore
54%
Korea
50%
Sample
size:
APAC
n=8,924;
Australia
n=1,008;
China
n=2,001;
India
n=2,004;
Japan
n=1,010;
Korea
n=1,381;
New
Zealand
n=763;
Singapore
n=757
19
19
Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

20. If
this
is
what
Asia’s
consumers
are
doing…
what
are
we
doing
to
access,
understand
and
use
that
informa6on?
(Or
are
we
trying
to
do
more
of
the
same
research
we’ve
always
done?)
20
20
Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

21. Asia
shaping
what
mobile
research
can
become?
Asia’s
clients
are
ready
Clients
open
to
challenging
the
‘established
order’
of
how
insights
are
Asia’s
research
tradiIonally
delivered.
buyers…
Huge
potenIal:
enormous
component
of
global
market
research
growth
…more
ready
than
coming
from
Asia
most
for
mobile?
Infrastructure:
mobile
has
the
reach
in
Asian
markets
where
other
methods
onen
struggle
21
21
Mobile
Research
Going
Mainstream
–
PerspecIves
from
Asia

22. A
CALL
TO
ACTION
FOR
TAKING
MOBILE
RESEARCH
MAINSTREAM
IN
ASIA

23. Create
genuinely
new
insight
opportuni6es
(not
just
new
versions
of
the
same
old)
Design
for
mobile,
don’t
just
force
fit
exis6ng
research
Asia
can
lead
the
way
–
let
it!
Do
it
now,
don’t
just
wait
and
see

24. bite-­‐sized
mobile
research
Paddy
Corr
Co-­‐Founder
&
Managing
Director
patrick@decision-­‐fuel.com
Colin
Marson
Co-­‐Founder
&
Managing
Director
colin@decision-­‐fuel.com

25. THANK
YOU!
MRMW
Asia,
January
2013