Moving brand tracking successfully to the mobile world
 

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Tracking studies can be monsters to tame - here's how Millward Brown has moved them successfully from face-to-face to mobile. ...

Tracking studies can be monsters to tame - here's how Millward Brown has moved them successfully from face-to-face to mobile.

This presentation was co-presented at the MRMW conference in Singapore in March 2014 by Yee Mei Chan of Millward Brown and Alistair Hill of On Device Research.

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Moving brand tracking successfully to the mobile world Presentation Transcript

  • 1. 1 Speakers: Yee Mei, Chan Millward Brown Alistair Hill On-Device Research Pairing up the Beauty with the Beast M O V I N G B R A N D T R A C K I N G S U C C E S S F U L LY T O T H E M O B I L E W O R L D
  • 2. Tracking Studies Can Be Quite A Monster To Tame 2 Continuous sampling Representative of the market Turnaround Speed is crucial A billion things to ask the respondent
  • 3. Mobile Is Attractive, But Very Tricky To Make It Work 3 Lack of panels in developing markets (where we need mobile the most!) Fragmented technologies and infrastructure Limited screen size (to fit in the billion questions) Shortened patience when on the mobile (the medium is the message)
  • 4. Sparks Can Still Fly If They Can Connect 4 Sample access can be managed with help of Dynamic Recruitment “Short” survey window can be stretched to become long enough With the right technology in place, turnaround findings in 2-3 days and not 2-3 weeks. Data Quality on mobile is impressive
  • 5. On Device Research is a mobile technology company that provides access to consumers for mobile research To make this happen we use: •  Advanced mobile survey technology •  A network of mobile publishers for programmatic media buying •  Consumer panels
  • 6. 15 million mobile surveys in 62 countries
  • 7. Sampling via mobile = Reach is key to data quality 7 Population = Millions Mobile Internet Users = Millions The wider your ability to sample the “universe” the better the representativeness of your mobile data.
  • 8. Not everyone wants to be on a panel 9 36% 64% 64% 36% Thailand India Dynamically Recruited Sample Want to join Don't Want to join Panel
  • 9. Dynamic Recruitment via publisher network Respondent takes mobile survey Publisher network contains 1000’s of sources: Mobile social networks, games, apps, IM services, news sites, portals, etc. Respondents either take survey there and then or are recruited into a panel. What is Dynamic Sampling?
  • 10. 11 The way mobile ads work ensures random exposure to mobile app and site users. Imagine if we could simultaneously knock on as many doors when doing face to face fieldwork
  • 11. Research on Research, Panel vs Dynamic 12 •  Comparable data for dynamic vs panel •  Only if best practice guidelines followed •  Vital to make it convenient for the average person to tell you what they think. 88% 82% Panel Dynamic Completion Rates 4.49 4.16 Panel Dynamic Average Survey Completion Time
  • 12. Proportion of those who fell for trap question is similar between Panel and Dynamic in short surveys 13 6% 9% 11% 15 question - Panel 15 Question - Dynamic 40 question - Dynamic Fell for trap question Don’t forget we take steps to clean the data before delivery, checking for: •  Speeders •  Straight liners •  Failed trap questions •  Automatic data cleaning coming in Q2 2014
  • 13. Getthefreereportfrom ondeviceresearch.com/blog On Device Research is the pioneers of survey “chunking” on mobile – splitting traditional 20 minute surveys into several phases to help you meet your project requirements. SMSINVITE#1 SMSINVITE#2 1stCHUNK 2ndCHUNK DAY1 DAY2 Mobile Survey Chunking
  • 14. Research on Research on Survey Chunking 15 •  Survey chunking allows for good quality data from mobile surveys, whilst also collecting enough data to satisfy client needs 9% 4% 4% 30-­‐QUESTION  SURVEY 15-­‐QUESTION  SURVEY 2-­‐CHUNK  30-­‐QUESTION  SURVEY Fell for trap question
  • 15. Sparks Can Still Fly If They Can Connect 16 Sample access can be managed with help of Dynamic Recruitment “Short” survey window can be stretched to become long enough With the right technology in place, turnaround findings in 2-3 days and not 2-3 weeks. Data Quality on mobile is impressive
  • 16. Data Quality On Mobile Is Impressive 17 Brand usage data lines up better against actual market share compared to d2d 0.760 0.780 0.800 0.820 0.840 0.860 0.880 0.900 0.920 0.940 0.960 Malaysia India D2D Mobile Correlation of tracking data with retail audit brand share. Malaysia data: across 10 brands in Deodorant. India data: across Top 4 brands in Confectionery. Better access to higher income households Wider geographical coverage No undue influences from interviewers
  • 17. Data Quality On Mobile Is Impressive 18 Ad evaluation data is consistent despite the screen size TVC RECOGNITION - MOBILE 60% 39% 57% 0% 50% 100% TVC 1 - Brand E TVC 2 - Brand B TVC 3 - Brand F TVC RECOGNITION – DOOR TO DOOR 63% 22% 41% 0% 50% 100% TVC 1 - Brand E TVC 2 - Brand B TVC 3 - Brand F
  • 18. Turnaround Results In 2-3 Days Instead Of 2-3 Weeks 19 Script program to extract data straight into dashboard. If respondents are glued to their mobile devices, so are our clients!
  • 19. Barrier To Wider Adoption Is More Mind Than Matter 20 End Clients think: - Guinea Pig, - Trend Breaks, - How am I going to sell this in internally? Researchers think: - Cost, - Speed, - Accuracy
  • 20. Remember CAWI? Will History Repeat Itself? 21
  • 21. Pairing up the Beauty with the Beast was co-presented at MRMW Singapore event, March 2014 All mobile fieldwork for Millward Brown for this project was carried out by On Device Research. Questions about mobile market research? Visit: ondeviceresearch.com Email: alistair@ondeviceresearch.com