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Developing a Product Behaviour Framework: Mobile Insights lead to Product Use Model. A Case Study. - 20/20 Research & Ipsos

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Presented by Isaac Rogers, CIO, 20/20 Research & MC Lai, Head of Qualitative, Ipsos …

Presented by Isaac Rogers, CIO, 20/20 Research & MC Lai, Head of Qualitative, Ipsos
at Market Research in the Mobile World Asia-Pacific
30-31 January 2013, Kuala Lumpur, Malaysia

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

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  • 1. TM Proudly supported by Kantar, the Leader in Mobile Marketing Research January 30-31, 2013 Kuala Lumpur, Malaysia Organized byAsia-Pacific Edition 2013 WWW.MRMW.NET
  • 2. Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  • 3. DEVELOPING APRODUCTBEHAVIOURFRAMEWORKMobile insights lead toproduct use model. ACase Study.January 2013 © 2012 Ipsos. All rights reserved. Contains Ipsos Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
  • 4. Moderated Discussion QualLaborate LifeNotes Mobile Markup System QualBoard® QualBoard Webcam Mobile Interactions© 2012 Ipsos. All rights reserved. Contains Ipsos Confidential and Proprietary informationand may not be disclosed or reproduced without the prior written consent of Ipsos.
  • 5. Making the Most of Mobile Insights • Mobile insights can provide dramatic insight into actual consumer behavior • Combining individual mobile feedback with deeper online interactions can greatly increase the depth of understanding and open up new areas of insight • Today’s case is an example of developing insights from mobile by comparing and contrasting actual vs. reported behavior (and not relying solely on one method) Dialog Online Discussion ReflectiveIn-The-Moment Feedback Mobile Individual Insights
  • 6. Content1. Research Background2. Research Methodology3. Analyzing Moments Of Alcohol Consumption4. Key Take-Outs From QualBoard Mobile 4
  • 7. 1Research Background 5
  • 8. Research BackgroundAlcohol consumption has always been a very interesting area, as there are multiple touch points and key influencesAs we know, claimed Alcohol consumption behaviour is very different from actual. Hence, we embarked on an approach that will help us to capture actual moments so that we can have true insights into the behaviour 6
  • 9. Target Criteria N=14 drinkers 20 – 29 years old Smartphone savvy young adults Either own an Android or an iOS device for QualBoard Mobile English speaking, outgoing Consume alcoholic beverages at least once a week 7
  • 10. 2 ResearchMethodology 8
  • 11. Answering Discussion Guide Questions With QualBoard Mobile Participants answered Discussion  The beauty of QualBoard is it allow us Questions posted on QualBoard to keep track all of all their answers relating to General Drinking and provide us the ability to post Behaviors through QualBoard follow-up questions should we find the Mobile need to probe further 9
  • 12. Using LifeNotes Journals To Capture Spontaneous Moments Of Alcohol Consumption • Participants were given a task to upload a Journal Activity whenever they consuming alcohol, regardless of consuming it outside or at home• A picture or a video can be uploaded with their text responses to allow a wholesome experience of capturing their spontaneous drinking moments, happening right at the very moment 10
  • 13. The Power Of Context This participant was HERE,purchasing THESE products, at THIS exact timeMakes the learning more “real” for clients and researchers 11
  • 14. The Benefit of Discussion• Allows you to explore mobile insights, probing deeper on shortened feedback ─ Mobile posts are ~60% the length of traditional online discussion 12
  • 15. 3Analyzing Moments OfAlcohol Consumption 13
  • 16. Using The Framework To Capture Moments & Map Drinking Occasions To enjoy a sense of freedom, Freedom to let loose, to live life to the fullest Celebrations De-stressing SocializingMe Alone Functional With OthersTo spend time alone To be with others, be it family or friends Personal Satisfaction Control To be in control of self and surroundings, to be precise and organised 14
  • 17. We were able to categorize all their drinking occasions into FIVE main categories: Celebrations, Functional, Socializing, Dining & De-Stressing • The aim is to determine whether there exist a correlation between Drinking Occasions & Type Of Alcoholic Beverages Consumed  Celebrate special occasions  To sleep better  Birthdays, weddings, Personal  To feel refreshedCelebrations festivals, promotion, Satisfaction  To wind down after the day anniversaries  Relaxing alone at home  Networking at social events  Alcohol intake  Weekly outing with friends accompanied with food Socializing to catch up Functional consumption  While watching sports with friends  An outlet to release stress – De-stressing personal or work  When feeling stressed and moody about work or personal matters 15
  • 18. Using The Framework To Map Drinking Occasions  Drinking for stress relief usually occurs Freedom alone or with a few people, not so much  An outlet to release stress – with a big group personal or work  When feeling stressed and moody about work or  It is also a way to uplift their moods and personal matters self-reflect on the stresses of life they are facing. Thus, they seem to allow De-stressing more freedom in terms of letting loose and going all out  Beers such as Heineken and Guinness are often consumed for de-stressingMe Alone purposes. Other alcoholic With Others beverages are also open to consideration  Bars are often visited during the weekdays, usually after work “It’s a Wednesday. Came to my favourite Control local bar after a long day stressing about work. Decided to unwind and have a pint of my favourite Guinness” 16
  • 19. Using The Framework To Map Drinking Occasions  Celebrate special occasions  Birthdays, weddings, Freedom festivals, promotion, anniversaries Drinking moments for celebratory Celebrations purposes include birthdays, weddings, anniversaries, festivals and etc. This segment is usually with a lot of people as the main intention is to celebrate the moment and share the occasion with othersMe Alcoholic beverages often consumed are Alone With Others liquor shots, champagne and beer while drinking places can vary depending on the occasion “House party! Last shot of the night! WASABI SHOT! step 1: Shot the tequila Control step 2: Eat the wasabi step 3: Shot the tomato juice” 17
  • 20. Using The Framework To Map Drinking Occasions The socializing segment can be a less Freedom formal segment as it is more towards hanging out with friends after the work  Networking at social events week to catch up on things  Weekly outing with friends to catch up For example, watching your favourite  While watching sports with friends football team play at your local sports bar while having a cold beer Socializing Alcoholic beverage consumptions are usually less formal ones such as beers (Guinness) and ciders (Strongbow)Me Alone With Others Places like bars with relatively low levels of noise and crowd are preferred as they often engage in conversations among each other “Having a pint of Guinness at Sid’s Pub to Controlcelebrate the long weekend and also to catch up with some friends who are back from Singapore. This is our usual weekly routine” 18
  • 21. Using The Framework To Map Drinking Occasions Freedom The functional segment addresses alcoholic beverage consumption such as food intake  Alcohol intake It is the most neutral segment as accompanied with food functionality is all about routine and consumption habit. Some people enjoy drinking certain beverages when eating foodMe Alone Functional With Others Wine and spirits such as bourbon are often consume when having dinner as the alcohol complements their food intake “Having steamboat at a restaurant in Control Singapore. Perfect food with the cold rainy day. Of course, its not complete without beers!” 19
  • 22. Using The Framework To Map Drinking Occasions Freedom  The personal satisfaction segment “Drinking while relaxing at our hotel room represents moments of alcoholic with mom. We decided to relax in our consumption for self enjoyment pajamas, drinking a variety of our favourite canned beers while having some quiet time”  These moments are often enjoyed alone, hence places like their own room, quiet bars and etc. are preferred to minimize distractions for some alone time  Unlike the de-stressing segment which is skewed more towards freedom,Me Alone With Others personal satisfaction has a higher degree of control as they often decide on what and where they want to drink, based on their personal preferences Personal Satisfaction Control  To sleep better  To feel refreshed  To wind down after the day  Relaxing alone at home 20
  • 23. Using The Framework To Map Drinking Occasions Freedom “Drinking Banrocks pink moscato at home while watching DVD on a quiet and rainy Sunday night, just want to stay in and chill”Me Alone With Others Personal Satisfaction Control Video Upload 21
  • 24. 4Key Take-Outs From QualBoard Mobile 22
  • 25. Determining What Has Been Said vs. What Has Actually Happen• QualBoard Mobile allows us to validate what respondents say before they go out drinking with what actually happened• Spontaneous moments of the LifeNotes Journal entries were compared to the Discussion Guide questions• Comparing their Discussion Guide answers to their LifeNotes Journal entries, we found that there are instances whereby the respondents’ perceived alcoholic drinking moments don’t match what is actually happening• Therefore, capturing spontaneous moments is crucial to determine perceived vs. actual behaviors 23
  • 26. 5The End 24
  • 27. Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  • 28. TM Proudly supported by Kantar, the Leader in Mobile Marketing Research January 30-31, 2013 Kuala Lumpur, Malaysia Organized byAsia-Pacific Edition 2013 WWW.MRMW.NET