TM      Proudly supported by Kantar, the Leader in Mobile Marketing Research                                              ...
Thank you to our sponsors!Title Sponsor    Platinum Sponsor                             Gold SponsorsSilver Sponsor       ...
Understanding the new paradigmHow to incorporate mobile research into our industry      Presented by:      Melissa Gil    ...
The Engagement Model Has Changed
Respondents are people  We care about themWe want them to have a   good experience
Singtel Digital Advisors
The  SingTel Digital Advisors        Experience Connecting Brand & Customer                                            Res...
SingTel Digital AdvisorsSetting up the SingTel Digital Advisor Community PanelWHO                        WHAT             ...
SingTel Digital Advisors: Key Facts
Community Research Ecosystem                 Online               discussion         App testing                 groups   ...
Business Impact
Learnings & Best Practice App vs. Mobile Web Usability Design Understand your Target Audience Comparison to PC Results
App Versus Platform
App Versus Platform         6,500       web-enabled devices                                 • 4 major platforms  • Many op...
The Engagement Model Has Changed    Participating in researchdoes not have to be monotonous.
The Engagement Model Has Changed    Participating in research     If you keep people engaged,does not have to be monotonou...
Seamless Experience
Seamless Experience
One Size Doesn’t Always Fit All                                    Highlighters and Click Maps                     Page Tu...
Convenience > Multi-mode                                                                           Studies completed      ...
Case Study30% of all completes recorded                              Studies completed onfrom mobile devices…             ...
Device Used to Complete Survey                                        48%                              13%65% (two-thirds)...
Understand your target
Demographic Differences in Sample• Younger respondents are more likely to use a mobile device                             ...
Similar Attitudes Except for Tech  % ‘Very  Happy’               32%   31%    30%  % ‘Good/Excellent’  Health             ...
Age Difference60%                       •   Younger respondents are more phone-                           friendly, and mo...
Survey Completion Time by Device 40%                                                       Tablet usage highest in the eve...
Time lapse of survey completion after invite is sent                                                             Mobile us...
Driven to Engage
Q&A
Thank you for your time     Interest to hear more?Please Contact Us   Bruce Wells                    Managing Director and...
Thank you to our sponsors!Title Sponsor    Platinum Sponsor                             Gold SponsorsSilver Sponsor       ...
TM      Proudly supported by Kantar, the Leader in Mobile Marketing Research                                              ...
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Understanding the new paradigm: How to incorporate mobile research into our industry - SingTel & Vision Critical

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Presented by Melissa Gil, Director, Customer Intelligence, SingTel
& Bruce Wells, Managing Director and President, Asia, Vision Critical
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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Understanding the new paradigm: How to incorporate mobile research into our industry - SingTel & Vision Critical

  1. 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. 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. 3. Understanding the new paradigmHow to incorporate mobile research into our industry Presented by: Melissa Gil Director, Customer Intelligence L!ving Analytics, Group D!gital L!fe SingTel Bruce Wells Managing Director and President, Asia Vision Critical 31 January 2013
  4. 4. The Engagement Model Has Changed
  5. 5. Respondents are people We care about themWe want them to have a good experience
  6. 6. Singtel Digital Advisors
  7. 7. The SingTel Digital Advisors Experience Connecting Brand & Customer Resulting in Through Interesting, Better,Building Customer Convenient & Engagement Iterative & Relevant Activities Continuous Learning
  8. 8. SingTel Digital AdvisorsSetting up the SingTel Digital Advisor Community PanelWHO WHAT WHEN Branded onlineSingTel customers community Launched Jan 2012Mainly smartphone owners Quant and some qual research focusing on digital footprint of customersWhere WHY HOW To engage SingTel SingTel databaseOnline – via PCs, customersmobiles, and tablets Incentives include a good mix • Obtain timely subscriber of intrinsic and extrinsic feedback on new and existing products/ services motivators • Test advertising/ concepts/ apps
  9. 9. SingTel Digital Advisors: Key Facts
  10. 10. Community Research Ecosystem Online discussion App testing groups Fun & Recruiting U&A Engagement for in-person Employee Website Prioritising Consumer surveys testing features Behaviour Focus Product Concept groups naming testing
  11. 11. Business Impact
  12. 12. Learnings & Best Practice App vs. Mobile Web Usability Design Understand your Target Audience Comparison to PC Results
  13. 13. App Versus Platform
  14. 14. App Versus Platform 6,500 web-enabled devices • 4 major platforms • Many operating systems • Different input modalities • 4 main browsers • Screen size/resolution • Standard input systems • Nuances (Flash?)
  15. 15. The Engagement Model Has Changed Participating in researchdoes not have to be monotonous.
  16. 16. The Engagement Model Has Changed Participating in research If you keep people engaged,does not have to be monotonous. data quality will be better.
  17. 17. Seamless Experience
  18. 18. Seamless Experience
  19. 19. One Size Doesn’t Always Fit All Highlighters and Click Maps Page Turners Multi-media
  20. 20. Convenience > Multi-mode Studies completed • More devices owned and used for surveys, more studies completed • Mobile only device owners complete fewest number of surveys 22.8 15.7 11.6 6.4 6.63.8 4.3
  21. 21. Case Study30% of all completes recorded Studies completed onfrom mobile devices… phone: 45% longer than PCs* 72% 20% Studies completed on tablets: 8% 3% longer than PCs**Based on random sample of 10 studies from SingTel Digital Advisors panel
  22. 22. Device Used to Complete Survey 48% 13%65% (two-thirds) are one-device only respondents 4% 20% 6%one-third are multi-device “switchers” 2% 6%
  23. 23. Understand your target
  24. 24. Demographic Differences in Sample• Younger respondents are more likely to use a mobile device Respondent Age 14 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ Online respondents Online respondents Mobile respondents (no mobile device ownership) (own a mobile device)
  25. 25. Similar Attitudes Except for Tech % ‘Very Happy’ 32% 31% 30% % ‘Good/Excellent’ Health 76% 67% 64% % Use Social Media Daily 61% 42% 37% % ‘Others rely on to be up-to-date 70% 51% 38% with tech’
  26. 26. Age Difference60% • Younger respondents are more phone- friendly, and more likely to be solely phone50% users or mix of PCs and phone • Older more likely to use PCs and tablets, less phone-friendly40% 18-24 25-3430% 35-44 45-5420% 55+10%0% Only PC Only phone Only tablet PC and PC and Phone and All three phone tablet tablet
  27. 27. Survey Completion Time by Device 40% Tablet usage highest in the evenings, as people sit in front of the TV or 35% relax and browse on a tablet. 30% 25% 20% Desktop Phone 15% Tablet 10% 5% 0% 7:00 AM - 12:00 PM - 5:00 PM - 11:00 PM - 3:00 AM - 11:59 AM 4:59 PM 10:59 PM 2:59 AM 6:59 AMAn aggregate of data from 10 randomly selected studiesover the past year.
  28. 28. Time lapse of survey completion after invite is sent Mobile usage heaviest at start of 50% field (first 2 hours) – likely people 45% reacting quickly to new emails as 40% they get them on their phones. 35% 30% 25% Desktop 20% Phone Tablet 15% 10% 5% 0% 0-1.59hrs 2-5.59hrs 6-11.59hrs 12-24.59hrs 1st day 2nd day More than 3 daysAn aggregate of data from 10 randomly selected studiesover the past year.
  29. 29. Driven to Engage
  30. 30. Q&A
  31. 31. Thank you for your time Interest to hear more?Please Contact Us Bruce Wells Managing Director and President, Asia Vision Critical E: Bruce.Wells@visioncritical.com T: +852 9158 8839
  32. 32. Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  33. 33. 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

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