October 8 – 11 2013, London

The original, premier event
for the Mobile Marketing
Research Industry

WWW.MRMW.NET
TITLE SPONSOR

DIAMOND SPONSOR

PLATINUM SPONSOR

SILVER SPONSORS

PREMIERE SPONSOR

GOLD SPONSORS

WORKSHOP SPONSORS

APP...
MEDIA & ASSOCIATION PARTNERS

WWW.MRMW.NET
Longitudinal
Panels in the
Mobile World

DOMINIC SUNNEBO
Global Strategic Insight Director
Longitudinal
“A RESEARCH STUDY THAT INVOLVES REPEATED
OBSERVATIONS OF THE SAME VARIABLES OVER
LONG PERIODS OF TIME”
ITS HARD ENOUGH TO GET PEOPLE
TO AGREE TO MOBILE RESEARCH
IN THE FIRST PLACE.
SO WHY DO WE INSIST ON GOING
BACK TO THE SAM...
A host of methodological benefits helps…

Trends
Longitudinal panels have a lower margin of error for
trended data.

Recal...
…but analytics tops the list

Longitudinal
gives you the
ability to
influence
consumers
before they’ve
made their
purchase...
Samsung Galaxy S2 Q2 2011 Buyers
Purchase
You purchase a
Device
23

1

Age 34
77

NPS 49

15
O2
T-Mobile
E-Plus
1&1
BASE

...
After an initial usage surge, consumers become
less engaged towards the end of the S2 lifecycle

Usage
You use that
device...
Poor battery life after 15 months means that
owners avoid using more advanced functions
such as streaming video, which dra...
However poor battery life did not jeopardize
the overall experience, with almost 9/10
consumers planning to buy another Sa...
By knowing early what consumers want next, the
marketing focus can be honed in time

Consideration
What you’re
considering...
We then know how to best spend retail/consumer
marketing budgets in order to ensure the right
messaging to these consumers...
By knowing consumers thoughts throughout the
consumer journey, it is possible to take action to
influence consumers before...
Influence before
not after

Understand cause
& effect

Plan
marketing/retail
budget effectively

React faster
Longitudinal allows analytics which
are key to understand changes in
behaviour…
Sizing the Impact of Change

1,400,000

Usage Pre Switch (Android)

Usage Post Switch (iPhone)

1,200,000
1,000,000
800,00...
Understanding Customer Movement

© Kantar Worldpanel
Uncovering Real Customer Value
£100

£50

Increase/Decrease in Tariff Spend over course of 24 month contract vs. Previous ...
Making the Right Strategic Decisions
12 Month Featurephone Upgrade Opportunity
Smartphone Acquisition cost (%)

12
36

66m...
…but Longitudinal comes with limitations.

Compliance Avoiding bias
If the same panelists don’t respond, longitudinal is
i...
Poor compliance means
longitudinal research is impossible.
One of the biggest challenges for Kantar & the
industry as a wh...
Contact and more information
dominic.sunnebo@kantarworldpanel.com

+44 (0) 208 967 4616
http://www.kantarworldpanel.com/co...
TITLE SPONSOR

DIAMOND SPONSOR

PLATINUM SPONSOR

SILVER SPONSORS

PREMIERE SPONSOR

GOLD SPONSORS

WORKSHOP SPONSORS

APP...
MEDIA & ASSOCIATION PARTNERS

WWW.MRMW.NET
October 8 – 11 2013, London

The original, premier event
for the Mobile Marketing
Research Industry

WWW.MRMW.NET
Upcoming SlideShare
Loading in...5
×

Longitudinal Panels in the Mobile World - KWP ComTech

246

Published on

Presented by Dominic Sunnebo, Global Strategic Insight Director, KWP ComTech
at Market Research in the Mobile World Europe
8 - 11 October 2013, London, Europe

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

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
246
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Longitudinal Panels in the Mobile World - KWP ComTech

  1. 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  2. 2. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  3. 3. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  4. 4. Longitudinal Panels in the Mobile World DOMINIC SUNNEBO Global Strategic Insight Director
  5. 5. Longitudinal “A RESEARCH STUDY THAT INVOLVES REPEATED OBSERVATIONS OF THE SAME VARIABLES OVER LONG PERIODS OF TIME”
  6. 6. ITS HARD ENOUGH TO GET PEOPLE TO AGREE TO MOBILE RESEARCH IN THE FIRST PLACE. SO WHY DO WE INSIST ON GOING BACK TO THE SAME GROUP OF PEOPLE?
  7. 7. A host of methodological benefits helps… Trends Longitudinal panels have a lower margin of error for trended data. Recall Interviewing the same consumers regularly means you don’t have to ask them to recall old events Familiarity If panelists know what’s expect of them, they prepare. Speed No need to re-ask core information, just changes Ability to quickly identify hard to reach segments based on previous behaviour
  8. 8. …but analytics tops the list Longitudinal gives you the ability to influence consumers before they’ve made their purchase Purchase Usage You purchase a device. You use that device 1 2 Loyalty Do you buy the same brand again or switch to another brand Satisfaction How you feel about that device 5 3 Consideration What you’re considering for your next device 4
  9. 9. Samsung Galaxy S2 Q2 2011 Buyers Purchase You purchase a Device 23 1 Age 34 77 NPS 49 15 O2 T-Mobile E-Plus 1&1 BASE 11 €254 11 11 12 22 12 36 Online Prepaid Telesales Contract 18 88 Instore 9 55
  10. 10. After an initial usage surge, consumers become less engaged towards the end of the S2 lifecycle Usage You use that device 2 1 month post purchase SEE 100 90 80 70 60 50 40 30 20 10 0 1 year post purchase LISTEN PLAY 2 years post purchase INTERACT BROWSE CONNECT FIND
  11. 11. Poor battery life after 15 months means that owners avoid using more advanced functions such as streaming video, which drags down satisfaction 40 30 20 10 0 -10 -20 -30 -40 -50 Satisfaction How you feel about that device 3 Net Satisfied/Dissatisfied Owners by Function NPS 24 (-25)
  12. 12. However poor battery life did not jeopardize the overall experience, with almost 9/10 consumers planning to buy another Samsung Consideration What you’re considering for your next device 4 Please tell us your preferred brand for your next handset purchase 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 89% 4% 2% 2% 1% Undecided 2% 100%
  13. 13. By knowing early what consumers want next, the marketing focus can be honed in time Consideration What you’re considering for your next device 4 What are the most important attributes you are looking for in your next Smartphone? 0% 10% 20% 30% 40% 50% 60% 70% 90% 81% Size of Screen 79% Battery Life 78% Quality of the camera 77% Speed of processor/GPU 67% 4G Capability 58% Customisation 56% Resolution of Screen 49% Quality of materials 35% Sounds quality 26% Quality of keyboard Durability 21% Storage Capacity 21% Dual SIM Capability 80% 2%
  14. 14. We then know how to best spend retail/consumer marketing budgets in order to ensure the right messaging to these consumers Consideration What you’re considering for your next device 4 When it comes to purchasing your next handset, which sources are you most likely to consider in order to make your choice? 80% 70% 60% 76% 64% 55% 50% 40% 30% 20% 10% 0% 18% 16% 13% 12% 12% 3% 1%
  15. 15. By knowing consumers thoughts throughout the consumer journey, it is possible to take action to influence consumers before they make their purchase. 0% 10% 20% 30% 40% 50% 60% 70% Loyalty Do you buy the same brand again or switch to another brand 5 80% 90% 89% 90% 4% 5% 2% 4% 2% 1% 1% 0.3% Undecided 2% 0 Preference Share Actual Share 100%
  16. 16. Influence before not after Understand cause & effect Plan marketing/retail budget effectively React faster
  17. 17. Longitudinal allows analytics which are key to understand changes in behaviour…
  18. 18. Sizing the Impact of Change 1,400,000 Usage Pre Switch (Android) Usage Post Switch (iPhone) 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 © Kantar Worldpanel
  19. 19. Understanding Customer Movement © Kantar Worldpanel
  20. 20. Uncovering Real Customer Value £100 £50 Increase/Decrease in Tariff Spend over course of 24 month contract vs. Previous device £46 £0 -£50 -£41 -£44 -£45 -£75 -£100 -£134 -£150 -£157 -£200 Apple Samsung HTC Nokia Sony LG BlackBerry © Kantar Worldpanel
  21. 21. Making the Right Strategic Decisions 12 Month Featurephone Upgrade Opportunity Smartphone Acquisition cost (%) 12 36 66m 189m $199+ 48 51 44 38 20 34 18 $50$198 Under $50 1st 2nd 3rd Smartphone Smartphone Smartphone Targeting Featurephone upgraders at the low/mid-end is key to long term growth at the high-end 18 HTC Proprietary and Confidential
  22. 22. …but Longitudinal comes with limitations. Compliance Avoiding bias If the same panelists don’t respond, longitudinal is impossible Need to avoid any kind of educating/influencing questions Cost Labour Panelist loyalty can be more expensive More operational management to keep panelists engaged
  23. 23. Poor compliance means longitudinal research is impossible. One of the biggest challenges for Kantar & the industry as a whole remains compliance and mobile is key to this.
  24. 24. Contact and more information dominic.sunnebo@kantarworldpanel.com +44 (0) 208 967 4616 http://www.kantarworldpanel.com/comtech @KWP_ComTech
  25. 25. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  26. 26. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  27. 27. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×