Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

The art of not relying on recall: The use of pop-up communities for mobile research - Freshminds Research

114
views

Published on

Presented by Bob Dance, Director of Research , Freshminds Research …

Presented by Bob Dance, Director of Research , Freshminds Research
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

Published in: Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
114
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 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
  • 2. Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  • 3. The art of not relying on recall:The use of pop-up communities for mobile researchFreshMinds Research @ MRMWJanuary 2013
  • 4. Our interest in Communities arose from initial experiences with Online Focus Groups
  • 5. Three main trends led us into looking more closely at Communities Changes inThe maturing of the consumer Emergent costdigital environment involvement with efficiencies brands
  • 6. But – it was the rise of mobile which brought it all together
  • 7. We rely on consumers to accurately recall events
  • 8. Memory is subject to flawAnd respondents are selective about what they tell us Mobile can better capture emotional responseMobile offers a solution to combat both to some degree Private & Confidential © 2011 FreshMinds / Page 6
  • 9. So by using mobile within short term pop-up communities we can.. Assign Control the Collect real specific tasks research time insights environment
  • 10. …and it’s proving to be of real benefit to our clients BringingReal time On-the-go Natural way consumersinsights capture to engage even closer
  • 11. CASE STUDY: SPECIALIST FOOD MANUFACTURERA specialist food manufacturer finds They need to boost the brand its ‘niche’ positioning under threat identity and move into otherfrom Me-Too offerings and Premium innovative areas which fit a Own Label strengthened identity
  • 12. We used an online community to develop concept ideas Storyboards
  • 13. ..and a creative workshop to refine ideas and optimise concepts
  • 14. However, it is not all plain sailing
  • 15. Mobile also presents its own difficulties Not allEveryone is phones have Infrastructure Dealing with learning the same issues the output capabilities Private & Confidential © 2011 FreshMinds / Page 14
  • 16. So, what have we learnt?
  • 17. Make it fun Keep it simplePut yourself in their shoes Private & Confidential © 2011 FreshMinds / Page 16
  • 18. Going forward...what does the future hold?
  • 19. The future for Mobile More Rethink the A new model Increasing effective way we forquantitative mapping of conduct understanding use customer basic customer journeys surveys behaviour
  • 20. …the future? Private & Confidential © 2011 FreshMinds / Page 19
  • 21. How to find us (if you are ever in London!): Our contact details: Bob Dance Research Solutions Director bob.dance@freshminds.co.uk 020 7692 1022 FreshMinds 229-231 High Holborn London WC1V 7DA www.freshminds.co.uk T: 020 7692 4300 E:info@freshminds.co.uk> Nearest tubes: Holborn (Piccadilly and Central line) Tottenham Court Road (Central and Northern line)> Buses: 188, 168, 91, 19, 68, 38 and 59 Private & Confidential © 2011 FreshMinds / Page 21
  • 22. Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  • 23. 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