Mobile Research Going Mainstream: Perspectives from on the Ground in Asia - Decision Fuel
 

Mobile Research Going Mainstream: Perspectives from on the Ground in Asia - Decision Fuel

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Presented by Patrick Corr, Co-Founder & Director, Decision Fuel ...

Presented by Patrick Corr, Co-Founder & Director, Decision Fuel
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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    Mobile Research Going Mainstream: Perspectives from on the Ground in Asia - Decision Fuel Mobile Research Going Mainstream: Perspectives from on the Ground in Asia - Decision Fuel Presentation Transcript

    • 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
    • Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
    • bite-sized mobile research Hong Kong | Shanghai | SingaporeMobile Research Going Mainstream:Perspectives from on the Ground in AsiaPaddy Corr #paddyfieldsMRMW Kuala Lumpur - 30 January 2013
    • Decision Fuel is a consumer insights platform. We use mobile to make trusted market researchsimple, fast and affordable. Idea to insight in <24hrs. Focus on Asia. 10m responses.
    • Mobile web usage is already mainstream: Huge demographic shift in the past year New India China Korea Singapore Australia Zealand Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 2011 2012 2011 2012 2011 2012 2011 2012 2011 2012 2011 2012 15 - 19 34% 22% 16% 9% 14% 15% 7% 5% 8% 3% 21% 6% 20 - 24 36% 36% 29% 24% 17% 12% 16% 8% 13% 11% 26% 12% 25 - 34 23% 29% 36% 44% 39% 30% 41% 30% 27% 30% 28% 31% 35+ 7% 13% 18% 22% 30% 43% 36% 58% 52% 56% 25% 52% Source: Inmobi Mobile Media Study, Wave 2, Q4 201244 Mobile Research Going Mainstream – Perspectives from Asia
    • On many metrics, mobile research is also moving mainstream… Korea Japan PRC Hong Kong Taiwan India Thailand Philippines Vietnam Malaysia Singapore Indonesia Australia NZ Range of Clients Array of Asian Markets Variety of Ways to Deploy Clients from MNC’s, agencies, Mobile flexible enough to deploy Many familiar research situations local companies, SMEs, further in every one of Asia’s key where mobile has proven its education, design companies, markets... worth… non-profits…55 Mobile Research Going Mainstream – Perspectives from Asia
    • But these things won’tengage an MRMWaudience at the end of along day…!66 Mobile Research Going Mainstream – Perspectives from Asia
    • What’s different about mobile’s research role in Asia? Is it really the ‘next big thing’? What will that look like?77 Mobile Research Going Mainstream – Perspectives from Asia
    • For many of us, we spend a lot of time – quite rightly – on the following…Building capable technology platforms Regional presence and understanding Data quality Quant & qual elements …these are clearly important. On their own, they aren’t enough to make mobile the ‘next big thing’ in Asia88 Mobile Research Going Mainstream – Perspectives from Asia
    • For us, mobile going TRULY mainstream (i.e. the next big thing) means… Replicating Embracing what standard market makes mobile research unique, what (at least, not all the time) makes it shine99 Mobile Research Going Mainstream – Perspectives from Asia
    • Some areas where mobile can shine Small is Ability to Access places & beautiful… automate… situations that other research cannot reach… Building rich consumer insight in a fraction of Keeping it the time… simple…1010 Mobile Research Going Mainstream – Perspectives from Asia
    • Case studies that let mobile shine 1. Not trying to ‘recreate’ regular research 2. The common-sense antidote to BIG DATA mayhem 3. Letting ASIA lead the way1111 Mobile Research Going Mainstream – Perspectives from Asia
    • Case #1: Mobile not trying to ‘recreate’ regular researchUnderstanding the morning Client & Research Contextcoffee as it happens… • A major instant beverage brand in China • Investigating ‘time of day’ consumption behaviour (eg brand/category preferences)“Pop-up Ratings” • Rapid, direct access to sample during/just after consumption…mobile unlocking this important research • Keen to understand context for categoryoccasion: gathering data at specific points in participation/brand choice for morningtime (eg when they experience a brand, in a coffee in Chinaspecific daypart, during TV show, etc.). • Want access to feature phone as well as smartphone users • Two specific cities in China
    • works consumption drivers at different time slices Source:# Decision# Fuel# research,# March#2012,# sample# =# n# 418# 3" Mobile shines: A simple, in-the-moment measure for beverage consumption es used Similar Applications Xxx#have# earlier# more# and# active# morning# beverage# consumption# tha yyyy#ment and Other potential examples: When% the% time% had% beverage?% was% last% you% a% % ■Brands looking for precise 80%" 70%"erpretation of 7:15AM segmentation across % of 60%" 50%" specific time domains consumers Double shot Americano 40%" Between gym & office 30%" 10:30AM ■ Small skimmed capuccino 20%"in-the- Brands looking for Meeting friends in town 10%" 0%"collection behavioral and occasion 6,7"AM" 7,8"AM" 8,9"AM" 9,10"AM" 10,11"AM" based opportunities specific Incidence xxx yyy 6(7* AM 18% 28% 7(8* AM 25% 23% 8(9* AM 30% 27% 9(10* AM 31% 34% 10(11* AM 55% 74% to times of day zzz 17% 23% 23% 21% 67% Source:# Decision# Fuel# research,# March# 2012,# sample# =# n# 610# 4" Mobile uniquely-placed & capable: - Time-specific recruitment & fieldwork - Rapid response times of mobile ew : April/May 2012 - Convenient and simple (minimal prep/setup)
    • Case #2: KFC China Food ScandalBite-sized mobile as the antidote to BIG DATA mayhemContext• Understand impact of recent food scandal buzz (online, social) on KFC’s brand and consumer purchase intent• Define KFC’s brand strength and attributes• Current vs expected future consumption ofProduct Application & Services Used• 1,275 consumers China, recruited via Decision Fuel’s panel• Rapid survey design, extensive data analysis and final report support• End-to-end in <24hrs
    • Mobile shines: Navigates the big data deluge, assesses the ‘real’ impact Results & Impact • KFC remained a top 3 brand amongst Chinese consumers • Contrary to SNS buzz and overwhelming negative online outcry, KFC is still considered a top tier quick serve brand on key metrics like taste, value for money and food safety • Particular strength among core, regular clientele1515 Mobile Research Going Mainstream – Perspectives from Asia
    • Case #3: Asia leading the way Asia is ready to lead NOT follow in mobile research Respondents Ready: Mobile Media Study Wave 2 Clients Ready: Some thoughts based on our experience1616 Mobile Research Going Mainstream – Perspectives from Asia
    • Reading Magazines Mobile right at the top /Newspapers of individual media consumption… Listening 32 to Radio minutes 39 Using mobile minutes 100 (ex SMS/calls) minutes THE AVERAGE APAC Tablet 41 MOBILE WEB USER CONSUMES devices minutes 6.6 HOURS OF MEDIA PER DAY 85 minutes 100 minutes Online via Watching TV desktop/laptop Sample size: n=8,9241717 Mobile Research Going Mainstream – Perspectives from Asia
    • ENTERTAINMENT GETTING INFO COMMUNICATION SHOPPING Videos, games, music etc. Sports, news etc. Email, Facebook, Twitter etc. Travel, purchases, banking etc. 44% 29% 12% 41% 31% 13% 62% 26% 21% 50% Sample size: n=8,924 For Asia’s mobile web users, mobile is the PREFERRED MEDIUM for key activities1818 Mobile Research Going Mainstream – Perspectives from Asia
    • This new wave of mobile web users in Asia isn’t just about early adopters How do you feel about the following statement: “I am usually the first among my friends to acquire new technology”? ‘Regular’ Completely Agree Somewhat Agree Neutral consumers Somewhat Disagree Completely Disagree APAC 20% 27% 33% 13% 7% India 37% 30% 24% 5% 4% Korea 18% 36% 36% 8% 2% Singapore 16% 25% 39% 12% 8% New Zealand 15% 23% 37% 15% 9% Australia 14% 24% 33% 15% 14% China 15% 23% 37% 18% 8% Japan 10% 22% 33% 22% 12% Sample size: APAC n=8,744; Australia n=990; China n=1,973; India n=1,912; Japan n=1,005; Korea n=1,368; New Zealand n=756; Singapore n=7391919 Mobile Research Going Mainstream – Perspectives from Asia
    • WHERE? 43% social event 62% Commuting 83% Lying in bed 45% Spending time with family 45% Shopping 89% 29% in a meeting Waiting 58% While 30% in the bathroom or class watching TV for something Mobile is an important companion, particularly for the in between times Sample size: n=8,9242020 Mobile Research Going Mainstream – Perspectives from Asia
    • Dual screen activity between mobile & TV is common in APAC markets For mobile activities like surfing the web (excludes calls and SMS), do you typically use your mobile when…watching TV APAC 58% New Zealand 69% Australia 66% India 63% Japan 58% China 54% Singapore 54% Korea 50% Sample size: APAC n=8,924; Australia n=1,008; China n=2,001; India n=2,004; Japan n=1,010; Korea n=1,381; New Zealand n=763; Singapore n=7572121 Mobile Research Going Mainstream – Perspectives from Asia
    • If this is what Asia’s consumers are doing… what are we doing to access, understand and use that information? (Or are we trying to do more of the same research we’ve always done?)2222 Mobile Research Going Mainstream – Perspectives from Asia
    • Asia shaping what mobile research can become? Asia’s clients are ready Clients open to challenging the ‘established order’ of how insights are Asia’s research traditionally delivered. buyers… Huge potential: enormous component of global market research growth coming from Asia …more ready than most for mobile? Infrastructure: mobile has the reach in Asian markets where other methods often struggle2323 Mobile Research Going Mainstream – Perspectives from Asia
    • A CALL TO ACTION FOR TAKING MOBILE RESEARCH MAINSTREAM IN ASIA
    • Create genuinely new insightopportunities (not just newversions of the same old)Design for mobile, don’t justforce fit existing researchAsia can lead the way – let it!Do it now, don’t just wait andsee
    • bite-sized mobile research Paddy CorrCo-Founder & Managing Director patrick@decision-fuel.com Colin MarsonCo-Founder & Managing Director colin@decision-fuel.com
    • THANK YOU! MRMW Asia, January 2013
    • Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
    • 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