Mobile qual using dumb phones in developing markets

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MOBILE QUAL USING DUMB PHONES IN DEVELOPING MARKETS …

MOBILE QUAL USING DUMB PHONES IN DEVELOPING MARKETS

Presented at QRWEBA2011 conference organised by Merlien Institute

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  • 1. INSIGHT►MOBILE◄MIND SMOBILE QUAL USING DUMB PHONES IN DEVELOPING MARKETS
  • 2. INSIGHT►MOBILE◄MIND SAGENDA MOBILE LANDSCAPE – PENETRATION, NETWORKS & PLATFORMS MOBILE CONSUMER IN ASIA MOBILE FOR QUAL – ENGAGING & GEOGRAPHICAL REMOTE REACH MOBILE MR OPPORTUNITIES – ALL MR & SPECIFICALLY QUAL MOBILE SOLUTIONS CASE STUDY – TPV MOBILE LIFESTREAM & OUTPUTS EVOLUTION & FUTURE OF TPV MOBILE LIFESTREAM
  • 3. INSIGHT►MOBILE◄MIND SMOBILE LANDSCAPE – HOW BIG IS THE DEVELOPING WORLD REALLY? 3.8 Bil 1.62 Bil 1.5 Bil 1.2 Bil 1 Bil 0.5 Bil 842mil 766mil 0.25 Bil
  • 4. INSIGHT►MOBILE◄MIND SMOBILE LANDSCAPE – SMART vs DUMB- IF MOBILE IS TO GO MAINTREAM IN MR- SMART ONLY IS NOT REPRESENTATIVE ENOUGH GLOBAL SMARTHPONE PENETRATION 2010 - 2014 SMARTPHONE PENETRATION 2010 2011 2012 2013 2014 North America 33% 37% 44% 51% 54% Western Europe 28% 32% 37% 44% 49% APAC 9% 10% 12% 14% 16% Central & Eastern Europe 7% 9% 11% 14% 16% Middle East & Africa 3% 4% 5% 6% 7% LATAM 1% 2% 2% 3% 3% Worldwide 10% 11% 13% 15% 17% Source : Cisco Systems, ‘Cisco Visual Networking Index (VNI) Global Mobile Data Traffic Forecast Update 2009 – 2014’ with Informa Telecoms & Media, In-stat and Gartner. Feb 2010
  • 5. INSIGHT►MOBILE◄MIND S- No Hygiene Factors
  • 6. INSIGHT►MOBILE◄MIND S
  • 7. INSIGHT►MOBILE◄MIND S Mobile subs in Million +62%1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
  • 8. INSIGHT►MOBILE◄MIND SA hugely divided market landscape…- 721 m (54%) live in rural China- Only around 55 m live in the large Tier 1 cities 113 54% 54% The number of cities in China with a population of more than 1,000,000
  • 9. INSIGHT►MOBILE◄MIND SLACK OF PC OWNERSHIP IS SYMPTOMATIC OF LOW DEVICE OWNERSHIP & AN ABSENCE OFALTERNATES TO MOBILE DEVICESPreference for single device to meet all technology needs - %Source: GTI 2010 9
  • 10. INSIGHT►MOBILE◄MIND SRAPID GROWTH MARKETS LEAP FROG INTO TECHNOLOGY LEADERSHIP POSITIONNumber of messages sent through mobile device out of 100Source: GTI 2010 10
  • 11. INSIGHT►MOBILE◄MIND SRAPID GROWTH MARKETS LEAP FROG INTO TECHNOLOGY LEADERSHIP POSITION Prefer PC Prefer MobilePreferred devices for activities N America Europe Dev Asia Lat Am China M East Emerg Asia India Africa Digital music Calendar +Mobile capability Navigation Transfer files Playing games IM Video calling Internet access Download content Email Edit photos and videos Banking +PC penetration Browse the Internet Download applications Read eBooks Online shopping Edit documents 11Source: GTI 2010
  • 12. INSIGHT►MOBILE◄MIND SCHINA DIGITAL ACCESS Largest mobile & online population in the world Netscape differs significantly to Developed Markets 457 million online ...Traditional research fails 850 Million Mobile Users ...Traditional online research fails Much more than Desktop 303 million users 130,000 ICafes 163 million users
  • 13. But the access point is different – highlights opportunitiesShare of time spent PC at internet PC at home PC at work / school Mobileonline by access point café / friends 13
  • 14. INSIGHT►MOBILE◄MIND SMOBILE INTERNET TO OVERTAKE PC ACCESS GLOBALLY – DRIVEN BY EMERGING MARKETS Page 14
  • 15. INSIGHT►MOBILE◄MIND SMOBILE FOR QUAL – ENGAGINGPERSONAL DEVICE- VALUE PRIVACY- ENGAGE WITH RICH MEDIA 24/7- REWARD APPROPRIATELY / INSTANTLY GRATIFICATION
  • 16. INSIGHT►MOBILE◄MIND SMOBILE FOR QUAL – GEOGRAPGHICAL REACHMOBILE FOR QUAL- BRINGS REMOTE REGIONS / COUNTRIES WITHIN CONSIDERATION- NEXT BIG GROWTH OPPORTUNITY - RURAL MARKETS- MOBILE SOLNS ARE HIGHLY PORTABLE- LBS : PRECISION TAGGING vs CLAIMED- NO PHYSICAL PROXIMITY REQUIRED BY RESEARCHER QUALIES ARE CONSISTENT EARLY TECHNOLOGICAL ADOPTERS AS THEY ARE FOCUSED ON RESULTS RATHER THAN THE PATH. - NAVIN & JAMES TO BOW TO AUDIENCE IN APPRECIATION & THANKS ☺
  • 17. INSIGHT►MOBILE◄MIND SMOBILE MR OPPORTUNITIESTRACKING – BRAND, CONSUMPTIONADVERTISING TESTING – CONCEPT, VIDEOs (TVCs), PRINT AD – PRODUCT TESTINGQUALI – MOBILE TPV BLOGGING – ETHNO & TREND SPOTTINGLOCATION BASED – SHOPPER / DISPLAY – CUTOMER SAT / LOYALTYMOBILE METERING & MULTI-MEDIA MONITORINGNEW AREAS – SOCIAL GAMING – MOBILISED SOCIAL COMMUNITIES
  • 18. INSIGHT►MOBILE◄MIND SMOBILE SOLUTIONS – HYBRID AND INTEGRATED- EVOLVING TECHNOLOGY NEED NIMBLE EVOLVING SOLNS MULTIPLE COMPONENTS FOR HYBRID SOLUTIONS MOBILE OS WEB/ONLINE APP WAP SMS MMS LBS (GPS vs CELL TOWER TRIANGULATION) *OTHER COMPONENTS * F2F, IVR, CATI, ETC THE MOST EFFECTIVE MOBILE SOLUTIONS WILL BE THOSE WHICH USE MULTIMEDIA TOUCH POINTS LIKE ONLINE, WAP, SMS, ETC IN ADDITION TO MOBILE INTERACTIONS WITH CONSUMERS
  • 19. INSIGHT►MOBILE◄MIND SMOBILE SOLUTIONS – CHANGE THE RULES – MULTIPLE LEVELS/DEPTH OF DATA – MOBILE TECHNO SAVVY TEAMS – HYBRID AS A STANDARD – INSTANT REPORTING – FLUID SOLUTIONS EVOLVING WITH TECH – CONSUMER COMFORT COMES FIRST
  • 20. INSIGHT►MOBILE◄MIND SWELCOME TO THE DIGITAL MOBILE BLOG TPV is…. Text, Photo and Video blogging application. A way to leverage mobile phones to get closer to consumers lives. A tool for both quantitative and qualitative research.
  • 21. INSIGHT►MOBILE◄MIND SINTUITIVE USER FRIENDLY INTERFACE Registration Text, photo, video options Main topics & answer box Main menu
  • 22. INSIGHT►MOBILE◄MIND SRESEARCHER WEB INTERFACE
  • 23. INSIGHT►MOBILE◄MIND SCase Study: China Consumer Snacking EthnographyPlatform: TPV Blogger platform
  • 24. INSIGHT►MOBILE◄MIND SWHY TPV / TNS & SNACKING?1. Allow uninhibited observation by enabling participants to contribute to the topic 24/7 – any time anywhere2. Overcome geographic limitations via ‘dumb phones ’ facilitating inclusion of more diverse views3. Uncover the true “emotions” at the moment of truth – Go where Consumers are, capture slice in time real life4. Use Video & Photo to enrich research findings
  • 25. INSIGHT►MOBILE◄MIND STIME FRAME Monday Tuesday Wednesday Thursday Friday Saturday Sunday 10 11 Day 1 Day 2 12 13 14 15 16 Day 3 Day 4 Day 5 Day 6 Day 7 2 fieldwork cities – Shanghai (Tier 1) & Lishui (Tier 3) Around 25 active participants A total of 5 topics were discussed
  • 26. INSIGHT►MOBILE◄MIND SMorning After lunch Late afternoon On the way home After dinner Bedtime (watching TV & surf online) For health As dessert For sharing Kill boredom Please sensory Help digestion “ 蜜水匯南 “ 嘴候時的家到 同是也 桃, 以所 干點有巴 , 吃我給事 口門家去便順 fr uit coco 買茶奶 的 Yogurt & “早起一杯蜂蜜水 Peach 的” Bubble tea 味口丁布杯了 “ 酸喝會都前睡般一 ,对健康好” ” 的 , 好剛剛瓶一小小 奶 Pudding 調能又 撐太會不又 , For health 的巧小樣同 胃腸理 . Conquer hunger 次一第是還蕉帝皇 (before lunch) “ 其有還 充補止不 vc , 肉 啊薄級超皮 吃 , ts 來起吃 素元量微他 . 實緊蕉香通普比質 able ent T 作工合適很 便方很 , .” 些 vesc Effer 族班上的忙繁 ” Sour milk + other chewable crackers (e.g. salty crackers) Conquer hunger “ 拿里箱冰 看邊西東吃邊歡喜候時的視電看網上 ,Whole wheat bread; “ 軟鬆很但 甜不 , . 吃食零小他其配搭 喝喝奶酸味原能健明光杯一 , , 食零吃人女是才這 胖發會不也饞解既 爽很來起 , 吃候時的餓子肚 ” 嘛界境高最的 ke 是不味 美都麽什 a ?” 嗎 a ked c Self- b “I am snacking a lot everyday!”
  • 27. INSIGHT►MOBILE◄MIND SINSIGHTS – THE WORLD OF SNACK IS FULL OF EMOTIONAL ENJOYMENT! “ Eat fun, eat whatever in my heart! Without snacks, my stomach feel pain 呐 出 心 的 吃出快 乐 , 吃 “吃 零食, & my brain is swirling. “ 人生存 吃,是 一日 去的根 肚 子 喊。 头 晕 本。 不吃, 不笑,头 纯 饱 , 没 粹 是 为 了 吃 下 “正餐 有 掉 受…零 太 多 的 享 白脸 色 日 叫,一 ”。 饿 的 时 候 也 能 食就不 太饿 的 吃 , 不 同啦, 时 那才是 候 也 能 吃 ~ 享受生 呢~ ” 活 。 “3 Main meals are purely for getting me full, never being a enjoyment… Yet, snack is different. I can eat whenever I am hungry, and also can eat whenever I am not hungry… Haha, this is life!”
  • 28. INSIGHT►MOBILE◄MIND SIMPLICATIONS – THE IN-STORE DYNAMIC GREATLY TRIGGERS IMPULSE PURCHASE “The promoter kept selling. She gave us 2 samples. It tasted not that bad! Anyway, it is on discount and buy 1 get 1 free. So I put 3 packs in my cart!” (in the hypermarket) “I was very impressed by the shape of this package. So I grabbed it immediately from the shelf.” (in the hypermarket) “It looks like a new product, but its fried...anyway its good for movies, very casual” (in the hypermarket)
  • 29. Consumers’ 5 Wishes for future snack INSIGHT►MOBILE◄MIND S“Pure pleasure, no more guilty” “DIY- create my own snack”“低糖低胆固醇,在量上不讲究多 “最近办公室突然刮起自制零食 风,本以为好不到那去,没想到 尝了后感觉还不错哦,自制的蛋而崇尚精,还要考虑合理的科学搭配,不单是通过正常的三餐补充每日必须的营养,对于那些爱 塔,自制的葡萄干切片面包,甜食零食的年轻一族也能通过吃零 味适中,在制作中自己也得到了 种成功感油然而生,真是个不错食补充营养,不再让零食成为垃 快乐,拿到单位与同事分享,一圾食品.”-31-35 yrs 的点子。”-31-35 yrs user“Be safer. ”“新疆的纸皮核桃(右),再看看上海某知名零食店买的纸皮核桃(左),两一比对孰好孰次就不用我说了。呼吁未来的零食能是天然的!无添加的健康食品! “ 31-35yrs “Tailor-made for me”“Bring more fun” “可以自己选择它的外表、口味以“奇特的口味,更富有创意的外形以及吃法…想起哈利波特里有 及外包装,你只需亲点鼠标,刷700种味道的比比怪味豆和能造 卡或现金支付,健康美味个性的成各种效果的魔法食品。实在是 零食即刻呈现.”-18-24 yrs user神奇,让人期待。-”18-24 yrs
  • 30. INSIGHT►MOBILE◄MIND SCASE STUDY OUTPUTS & RESULTS – WHAT WE GOT IN ONE WEEK! More than 500 text responses More than 40 video clips More than 300 photos
  • 31. INSIGHT►MOBILE◄MIND SCASE STUDY OUTPUTS & RESULTS – AVG. BLOGS PER USER PER WEEK 20 – 25 TEXT BLOGS T 18 - 22 P PHOTOS 3-5 VIDEO CLIPS V
  • 32. INSIGHT►MOBILE◄MIND SCASE STUDY – KEY LEARNINGS1.Utilising mobile for uninhibited observation by enables participants tocontribute to the topic 24/7 – adding tremendous depth of insight at verylow marginal cost.2.The application’s ability to operate on non smart phones ensures it isrelevant to the entire mobile phone user base – overcoming geographiclimitations and facilitating inclusion of many who are typically left out ofobservational research because the cost of reaching them is prohibitive.Thereby capturing greater diversity of views.
  • 33. INSIGHT►MOBILE◄MIND SCASE STUDY – KEY LEARNINGS3. Uncovers “emotions” at the moment of truth – goes where consumers are and captures slice in time – without need to overlay a substantial project cost4. Video & Photo outputs to enrich research findings and deliver more actionable insights5. High response rates and participation levels because above all this application fits closely with consumer everyday behaviour and linking directly to an activity often undertaken for social reasons on a day-to- day basis – aka capturing and commenting upon images, video via their mobile device.
  • 34. INSIGHT►MOBILE◄MIND S Navin@Fugumobile.mobi James.Fergusson@tnsglobal.com
  • 35. INSIGHT►MOBILE◄MIND S Presented at the Asia-Pacific conference on Qualitative Research in Web 2.0 22 & 23 Feb 2011, Macau SAR For more information Please visit: http://www.merlien.org