November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360
Platinum Sponsor

Media Sponsors

Association Partners
QUAL ON A MOBILE DIET

Matthew Lintern
Global MD
MMR Worldwide Ltd
London

Navin Williams
CEO
MobileMeasure Consultancy Lt...
CONTENTS

• Social in China & Is WeChat Hot for Research?
• Mobile Qual in Action

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR...
ACTIVE SOCIAL NETWORK USERS

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
MOBILE INTERNET OUTNUMBERS PC INTERNET

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
INTERNET IS MOBILE

60% OF
RURAL CHINA
ACCESS THE
INTERNET VIA
MOBILE
DEVICES
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
SOCIAL IS MOBILE
72% OF SINA WEIBO’S
USERS ACCESS THE SERVICES
VIA MOBILE DEVICES

650+ MILLION
WECHAT USERS 100%
MOBILE

...
MESSAGING – IS THE BIG THING

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
WECHAT – MUCH MORE THAN MESSAGING

COOL FEATURES FOR USERS

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
IN CHINA PEOPLE CAN USE THEIR MOBILES TO ..

BUY STARBUCKS COFFEE
BUY SUBWAY TICKETS
DO THEIR BANKING

DO THEIR SHOPPING
B...
WHY BRANDS ARE LINING UP








400+ mil & growing
Growth coming from overseas (~70 Million)
Quantity vs Quality (1...
HOW ARE BRANDS USING WECHAT - NIKE

How it Works
 User sends pic
 Nike sends pic
back with shoe
 Shoe colour
matches pi...
BRAND CASE USING WECHAT – STARBUCKS & DUREX

How it Works

How it Works
 User send their location
 Starbucks sends a map...
HOW ARE BRANDS USING WECHAT - ANCHOR
How it Works
 As part of Anchor milk launch in China a
TVC campaign was also shown a...
HOW MOBILE MESSAGING SERVICES FIT MR

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
HOW RESEARCHERS CAN JOIN THE PARTY






Build a Research Service account
Grow membership by offering incentives for ...
A SURVEY WITHIN WECHAT

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
MOBILE QUAL
WHAT A MOBILE DIET TASTES LIKE
MAKING A DIFFERENCE - MOBILE IN ACTION

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR...
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
Creativity

Technology
© MMR RW Ltd, 2013

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
People are an asset…
not just a data point

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?

© MMR RW Ltd, 2013
“A picture is
worth a thousand
words”

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?

© MMR RW Ltd, 2013
“I LIKE THAT ONE BECAUSE…..”
COLLECTED ON A MOBILE

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?

© MMR RW Ltd, 2013
“THE PROBLEM WITH…..”
SELF RECORDED ON MOBILE (WATCH ME THINK)

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?

© MMR RW Ltd, 20...
NOT ALL TOOTH BRUSHING IS EQUAL!

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?

© MMR RW Ltd, 2013
WHAT LURKS IN YOUR CUPBOARD?

Claimed (via survey):

Actual (via photos):

Just under 5 packs
c.20% stores own

Nearly 9 p...
WELL TAKEN CARE OF?
Location
Reasons
Satisfaction

“I prefer XXX as their Pharmacists
are trained to a certain standard
an...
OUT OF HOME BREAKFAST’S ALWAYS A RUSH?

89%

were satisfied
(58% very)

69% of occasions were at
work, nearly half of thes...
BRINGING IT TO LIFE

Out of Home Breakfast Mindsets

tired
worried
self-conscious
responsible

relaxed
calm
in control

No...
Other ways of
engaging via mobile

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
TEXT MESSAGING TO UNDERSTAND REAL TIME
PRODUCT EXPERIENCES

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?

© MMR RW Ltd, 2013
FOCUSED COMMUNITY FORUMS CAN BE BRILLIANT

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?

© MMR RW Ltd, 2013
ENCOURAGING RESPONDENT INVOLVEMENT CAN
YIELD GREAT RESULTS

“I definitely won't be trying this donut
recipe again. I don't...
Use the love affair!

CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
www.mmr-research.com

www.mobile-measure.com

m.lintern@mmr-research.com

navin@mobile-measure.com

UK: +44-1491 824999

M...
Platinum Sponsor

Media Sponsors

Association Partners
November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360
Upcoming SlideShare
Loading in...5
×

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

764

Published on

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/

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

No Downloads
Views
Total Views
764
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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

  1. 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  2. 2. Platinum Sponsor Media Sponsors Association Partners
  3. 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. 4. CONTENTS • Social in China & Is WeChat Hot for Research? • Mobile Qual in Action CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  5. 5. ACTIVE SOCIAL NETWORK USERS CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  6. 6. MOBILE INTERNET OUTNUMBERS PC INTERNET CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  7. 7. INTERNET IS MOBILE 60% OF RURAL CHINA ACCESS THE INTERNET VIA MOBILE DEVICES CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  8. 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. 9. MESSAGING – IS THE BIG THING CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  10. 10. WECHAT – MUCH MORE THAN MESSAGING COOL FEATURES FOR USERS CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  11. 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. 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. 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. 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. 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. 16. HOW MOBILE MESSAGING SERVICES FIT MR CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  17. 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. 18. A SURVEY WITHIN WECHAT CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  19. 19. MOBILE QUAL WHAT A MOBILE DIET TASTES LIKE MAKING A DIFFERENCE - MOBILE IN ACTION CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  20. 20. CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  21. 21. Creativity Technology © MMR RW Ltd, 2013 CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  22. 22. People are an asset… not just a data point CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  23. 23. “A picture is worth a thousand words” CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  24. 24. “I LIKE THAT ONE BECAUSE…..” COLLECTED ON A MOBILE CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  25. 25. “THE PROBLEM WITH…..” SELF RECORDED ON MOBILE (WATCH ME THINK) CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  26. 26. NOT ALL TOOTH BRUSHING IS EQUAL! CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  27. 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. 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. 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. 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. 31. Other ways of engaging via mobile CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  32. 32. TEXT MESSAGING TO UNDERSTAND REAL TIME PRODUCT EXPERIENCES CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  33. 33. FOCUSED COMMUNITY FORUMS CAN BE BRILLIANT CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
  34. 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. 35. Use the love affair! CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
  36. 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. 37. Platinum Sponsor Media Sponsors Association Partners
  38. 38. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  1. A particular slide catching your eye?

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

×