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Qualitative research on a ‘Mobile Diet’ - MobileMeasure & MMR

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Presented by Navin Williams, CEO, MobileMeasure Consultancy …

Presented by Navin Williams, CEO, MobileMeasure Consultancy
Mark Sismey, Research Director, MMR Research
at Qualitative360 Asia 2013
19-21 November 2013, Singapore

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/

More in: Business , Technology
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  • 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  • 2. Platinum Sponsor Media Sponsors Association Partners
  • 3. QUAL ON A MOBILE DIET Matthew Lintern Global MD MMR Worldwide Ltd London Navin Williams CEO MobileMeasure Consultancy Ltd Shanghai CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 4. CONTENTS • Social in China & Is WeChat Hot for Research? • Mobile Qual in Action CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 5. ACTIVE SOCIAL NETWORK USERS CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 6. MOBILE INTERNET OUTNUMBERS PC INTERNET CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 7. INTERNET IS MOBILE 60% OF RURAL CHINA ACCESS THE INTERNET VIA MOBILE DEVICES CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 8. SOCIAL IS MOBILE 72% OF SINA WEIBO’S USERS ACCESS THE SERVICES VIA MOBILE DEVICES 650+ MILLION WECHAT USERS 100% MOBILE CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 9. MESSAGING – IS THE BIG THING CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 10. WECHAT – MUCH MORE THAN MESSAGING COOL FEATURES FOR USERS CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 11. IN CHINA PEOPLE CAN USE THEIR MOBILES TO .. BUY STARBUCKS COFFEE BUY SUBWAY TICKETS DO THEIR BANKING DO THEIR SHOPPING BUY LOTTERY TICKETS CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 12. WHY BRANDS ARE LINING UP       400+ mil & growing Growth coming from overseas (~70 Million) Quantity vs Quality (1 on 1) Unique messaging service Free for consumers Brands have to pay Business sense  Tenpay (payment system) integration  Integrated to e-retailers  CRM & Loyalty program integration CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 13. HOW ARE BRANDS USING WECHAT - NIKE How it Works  User sends pic  Nike sends pic back with shoe  Shoe colour matches pic CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 14. BRAND CASE USING WECHAT – STARBUCKS & DUREX How it Works How it Works  User send their location  Starbucks sends a map with their direction to get to the closest Starbucks  Consumers could send Durex questions considered too sensitive for public display  Durex sent back a reply from their team (working on 24 x7 shifts) – “to talk about sexual love” CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 15. HOW ARE BRANDS USING WECHAT - ANCHOR How it Works  As part of Anchor milk launch in China a TVC campaign was also shown across it its digital platforms.  Including in Anchor’s WeChat account consumers received a small introduction and TVC video on their WeChat.  After viewing the TVC the consumer was asked to respond back with a CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?  or 
  • 16. HOW MOBILE MESSAGING SERVICES FIT MR CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 17. HOW RESEARCHERS CAN JOIN THE PARTY      Build a Research Service account Grow membership by offering incentives for survey participation Instant disbursement of rewards Target members based on their location to stores / events / profile Reduce costs and data delivery times SURVEY INVITE SURVEY INTRO CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? INSTANT INCENTIVE
  • 18. A SURVEY WITHIN WECHAT CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 19. MOBILE QUAL WHAT A MOBILE DIET TASTES LIKE MAKING A DIFFERENCE - MOBILE IN ACTION CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 20. CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 21. Creativity Technology © MMR RW Ltd, 2013 CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 22. People are an asset… not just a data point CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  • 23. “A picture is worth a thousand words” CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  • 24. “I LIKE THAT ONE BECAUSE…..” COLLECTED ON A MOBILE CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  • 25. “THE PROBLEM WITH…..” SELF RECORDED ON MOBILE (WATCH ME THINK) CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  • 26. NOT ALL TOOTH BRUSHING IS EQUAL! CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  • 27. WHAT LURKS IN YOUR CUPBOARD? Claimed (via survey): Actual (via photos): Just under 5 packs c.20% stores own Nearly 9 packs c.35% stores own Great for highlighting “low-level” issues CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  • 28. WELL TAKEN CARE OF? Location Reasons Satisfaction “I prefer XXX as their Pharmacists are trained to a certain standard and you can be assured of getting good quality info” Staff “XXXX staff are not knowledgeable enough, and uncaring when I have a medical problem – I want it sorted fast by an expert pharmacist” CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  • 29. OUT OF HOME BREAKFAST’S ALWAYS A RUSH? 89% were satisfied (58% very) 69% of occasions were at work, nearly half of these with other people Nearly three-quarters were in a generally positive emotional state CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  • 30. BRINGING IT TO LIFE Out of Home Breakfast Mindsets tired worried self-conscious responsible relaxed calm in control Not messy / Portable / Simple / Quick Low calorie / Sweet / Healthy / Nutritious Negative Natural / Energy 5 High breakfast engagement Low breakfast engagement Indulgent / Good with hot drink / Exciting 2 confident adventurous Great tasting/Satisfying High quality / Whole family / Wakes me up Relaxed fun CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? happy sociable © MMR RW Ltd, 2013
  • 31. Other ways of engaging via mobile CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 32. TEXT MESSAGING TO UNDERSTAND REAL TIME PRODUCT EXPERIENCES CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  • 33. FOCUSED COMMUNITY FORUMS CAN BE BRILLIANT CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  • 34. ENCOURAGING RESPONDENT INVOLVEMENT CAN YIELD GREAT RESULTS “I definitely won't be trying this donut recipe again. I don't think I've ever had something go as wrong as this!” But results varied….. CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  • 35. Use the love affair! CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 36. www.mmr-research.com www.mobile-measure.com m.lintern@mmr-research.com navin@mobile-measure.com UK: +44-1491 824999 Mobile: +86-13918611705 China: +86-21-6031-8838 Fixed Line : +86-21-61158339 US: +1-914-333-0330 CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  • 37. Platinum Sponsor Media Sponsors Association Partners
  • 38. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360