Mind the Gap: A presentation from Krea (Pravin Shekar) at the ESOMAR Congress, Athens, 2010. Mobile/Telecom in data collection with specific reference to India and the wider developing nations in Latam and Africa.

1. PravinShekar Krea/Social Catalyst Pravin@krea.in the Mind Gap ^

2. The Great Indian Divide

3. Challenges The

4. Change is here. It is time to embrace it.

5. India has 617,530,000* mobile users, as of May 2010 *which accounts for 52.3% of the total population

7. Face-to-Face CATI Ethnography SMS IVRS WAP/Application Based

8. SMS based survey mechanism 2-Way Dialogue/Survey 2-Way Dialogue/Survey SMS Gateway Respondent Logic Handler Survey responses are deposited to the server Panelist is drawn from Online Panel

9. a generation gap study amongst parents and youth aged between 15 and 22 Mobile + SMS a sms based approach across two distinct generation sets Basic feature of all phones, Anytime anywhere surveys Quick Turn-around time Drop outs possible due to congestion, Syntax dependent, Limited size, Mistaken for Ads, Response size limited

10. Application based survey (for Smart Phones) Logic Handler Respondent Survey responses are deposited to the server Sample is drawn from Online Panel Application to be downloaded

11. Mobile + Application based survey To determine the attitude of Decision Makers in employing Differently-abled people. Better TAT than online surveys Anytime, anywhere surveys Java Application based survey Software and Hardware Compatibility issues, Drop-outs due to congestion, Considerable costs involved in taking the survey

12. Automated Voice Response System Create voice files in different languages Script a questionnaire Call the respondents Translate into various languages

13. To solicit the feedback of the farmers and to find the preferred mode of communication Automated Voice Response System Very effective for screeners, short surveys, feedback studies An excellent mode for collecting open-end data. The key is to keep the respondent engaged and to connect him to a customer service representative whenever required

14. Where does this leave us?

15. When it comes to the developing nations, the ‘one-size-fits-all’ approach doesn’t work

16. What Next? Online Surveys at Government Kiosks - The Infothela Public-Private Partnership

17. What Next? WAP based surveys Mobile Clinics

18. The Question Box Question Box is Open Mind's initiative that helps people find answers to everyday questions like health, agriculture, business, education and entertainment.

19. The iPad Wave

20. “ You cannot reach a place of breakthrough without going through a period of breakdown - Robin Sharma in ‘The Leader without a Title’ Twitter: pravinshekar Contact: pravin@krea.in Presentation Design: EffectWorks