JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
N...
Following Customers’ Media
Touchpoints Through Long
Term Mobile Surveys
Debbie Solomon, Mindshare
Market Research in the M...
Methodology and Sample
- National probability sample
• 2,000 adults 18-64 (half m/f) drawn from GfK MRI’s Survey of the
Am...
Location Activities Social Setting Media Mood/Emotion
What Respondents Are Asked
End Of Day - Shopping, Dining Out, Movie-Going
Easy to Use and Familiar to Consumers
Automated text reminder
Instructional video, FAQs and helpline on app
Respondents up...
Keeping Respondents Engaged
Recruitment - build a relationship
Incentive
Reminder texts
Compliance flags
Field service cal...
15 Data Entries per Day
7
0
5
10
15
20
1 2 3 4 5 6 7 8 9 10
# of
Entries Average # of Data Entries per Day
Days
96% said t...
The Last Stand
Task: Position The Last Stand as the
“must see” Action movie in January
8
GUYS LOVE TO BE GUYS
AND THEY’RE HUNGRY
Especially in January 9
Establishing Dude Time
• Hypothesis - M18-49 would be most receptive:
• With friends, in a good mood AND doing any of the ...
Nag Time Twice as Likely as Dude Time
•
Source: USA TouchPoints 2012.211
21
19
28
41 40
44
0
5
10
15
20
25
30
35
40
45
50
...
What media are they using
during Dude Time?
Source: USA TouchPoints 2012.212
27%
22%
15%
13%
12%
Watching Live TV
Texting ...
The Last Stand
Trailer
13
Reaching Guys During Dude Time
Theatrical: Position as “Guys Night Out”
Home Entertainment: “Guys Night In”
Always On
• On...
Fuel The Appetite
15
Football Domination
Ownership of Bowl Games Championship Game
CBS NFL Interview
Arnie’s Take On Play-...
Huggies
Reach and inspire mom
16
1.24 hours on
SOCIAL MEDIA
0
1
2
3
5A-
5:30A
7A-
7:30A
9A-
9:30A
11A-
11:30A
1P-
1:30P
3P-
3:30P
5P-
5:30P
7P-
7:30P
9P-
9...
Internet
on Computer
Internet
on Computer
App/Web
on Mobile
App/Web
on Mobile
SocialSocial
2014 Inputs Review2 Hours a Day...
Increase social graph
Bring Test Town ideas to mom’s
city through local executions
Increase dedicated Mobile
presence
19**...
Use Facebook to Drive Trial
20
Reach Mom Near Shopping
21
Engage with Mom When She Goes Online
22
Thank You
Debbie.solomon@mindshareworld.com
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
N...
JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry
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Following Customers' Media Touchpoints Through Long Term Mobile Surveys - Mindshare

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Presented by Debbie Solomon, Managing Director Business Planning, MindShare
at Market Research in the Mobile World North America
17 - 18 July 2013, Minneapolis, USA

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

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Following Customers' Media Touchpoints Through Long Term Mobile Surveys - Mindshare

  1. 1. JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW.NET The original, premier event for the Mobile Marketing Research Industry
  2. 2. WWW.MRMW.NET TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS WORKSHOP HOST SILVER SPONSORS PREMIERE SPONSOR NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR
  3. 3. Following Customers’ Media Touchpoints Through Long Term Mobile Surveys Debbie Solomon, Mindshare Market Research in the Mobile World July 17, 2013
  4. 4. Methodology and Sample - National probability sample • 2,000 adults 18-64 (half m/f) drawn from GfK MRI’s Survey of the American Consumer • Data merged to MRI study - Respondents make entries • Every 30 minutes • Over a 10 day period • Via an app-based e-diary app
  5. 5. Location Activities Social Setting Media Mood/Emotion What Respondents Are Asked
  6. 6. End Of Day - Shopping, Dining Out, Movie-Going
  7. 7. Easy to Use and Familiar to Consumers Automated text reminder Instructional video, FAQs and helpline on app Respondents updated their status at least every 90 minutes • Spent about 90 seconds entering data Quality Control Rules: • Must have 7 or more full eDiary days per respondent • A full day = 16 or more half hours • Must have one good Friday, Saturday and Sunday
  8. 8. Keeping Respondents Engaged Recruitment - build a relationship Incentive Reminder texts Compliance flags Field service calls End of day summary On average, 9.8 complete days of data from each respondent 6
  9. 9. 15 Data Entries per Day 7 0 5 10 15 20 1 2 3 4 5 6 7 8 9 10 # of Entries Average # of Data Entries per Day Days 96% said task was easy 99% believed they provided complete and accurate information
  10. 10. The Last Stand Task: Position The Last Stand as the “must see” Action movie in January 8
  11. 11. GUYS LOVE TO BE GUYS AND THEY’RE HUNGRY Especially in January 9
  12. 12. Establishing Dude Time • Hypothesis - M18-49 would be most receptive: • With friends, in a good mood AND doing any of the following (relaxing, socializing, sports, hobbies, entertainment): Dude Time • Conversely, they’d be less receptive: • With partner or spouse AND feeling bored, frustrated, overwhelmed, angry, or sad Nag Time 10
  13. 13. Nag Time Twice as Likely as Dude Time • Source: USA TouchPoints 2012.211 21 19 28 41 40 44 0 5 10 15 20 25 30 35 40 45 50 Daily Weekday Weekend PercentofM18-49 Average Daily Reach for Dude Time and Nag Time 0 5 10 15 20 25 30 35 40 PercentofM18-49 Weekly Reach for Dude Time and Nag Time
  14. 14. What media are they using during Dude Time? Source: USA TouchPoints 2012.212 27% 22% 15% 13% 12% Watching Live TV Texting on Mobile Phone Talking on Mobile Phone Listening to AM/FM Radio Watching Sports Event on TV Reach of M18-49 who are in Dude Time and Using the Specified Medium Where are men most likely to be when experiencing Dude Time? • At someone else’s house on the weekend
  15. 15. The Last Stand Trailer 13
  16. 16. Reaching Guys During Dude Time Theatrical: Position as “Guys Night Out” Home Entertainment: “Guys Night In” Always On • Online destination that is all things Arnie
  17. 17. Fuel The Appetite 15 Football Domination Ownership of Bowl Games Championship Game CBS NFL Interview Arnie’s Take On Play-Offs CBS Radio Sweepstakes – win a trip to Mexico City to see The Killers live in concert
  18. 18. Huggies Reach and inspire mom 16
  19. 19. 1.24 hours on SOCIAL MEDIA 0 1 2 3 5A- 5:30A 7A- 7:30A 9A- 9:30A 11A- 11:30A 1P- 1:30P 3P- 3:30P 5P- 5:30P 7P- 7:30P 9P- 9:30P 11P- 11:30P 2 hours spent on TABLET 1 hour with MAGAZINES 2.11 hours with DVR, VOD, MUSIC STREAMING 0 10 20 30 40 5A- 5:30A 7:30A- 8A 10A- 10:30A 12:30P- 1P 3P- 3:30P 5:30P- 6P 8P- 8:30P 10:30P- 11P How does mom spend her media day? Game Console Mobile App/Web Social Networking Digital Video** Tablet Source: TouchPoints; Target W18-34 pregnant or with kids 0-34 mo. 3.37 hours watching live TV 3 hours listening to RADIO 1.13 hours on MOBILE 1.5 hours on INTERNET Live TV Other TV* Radio Internet on Computer Printed Magazine Printed Newspaper
  20. 20. Internet on Computer Internet on Computer App/Web on Mobile App/Web on Mobile SocialSocial 2014 Inputs Review2 Hours a Day on the Internet Mom’s attitude toward the internet: • Keeps me up-to-date with the latest styles and trends • Gives me good ideas • Keeps me informed • A good source of learning 81% 51% 92% Source: MRI; comScore, TouchPoints
  21. 21. Increase social graph Bring Test Town ideas to mom’s city through local executions Increase dedicated Mobile presence 19** Please Note: Twitter and Daily Candy have been removed from Performance 2013 Program due to budget cuts Innovation in Mobile, Social and Gaming Spaces
  22. 22. Use Facebook to Drive Trial 20
  23. 23. Reach Mom Near Shopping 21
  24. 24. Engage with Mom When She Goes Online 22
  25. 25. Thank You Debbie.solomon@mindshareworld.com
  26. 26. WWW.MRMW.NET TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS WORKSHOP HOST SILVER SPONSORS PREMIERE SPONSOR NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR
  27. 27. JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW.NET The original, premier event for the Mobile Marketing Research Industry
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