When Mobile MR Makes You Go Topsy Turvy - Ericsson

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When Mobile MR Makes You Go Topsy Turvy - Ericsson

  1. 1. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
  2. 2. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  3. 3. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  4. 4. When mobile MR makes you go topsy turvy! Jasmeet Sethi Ericsson ConsumerLab
  5. 5. Ericsson Internal | 2014-05-11 | Page 2 being a market researcher your dream job? Till Mobile Market Research came along! Mine as well…
  6. 6. Ericsson Internal | 2014-05-11 | Page 3 Our journey 35% 25% 15% 50% 40% 35% 15% 10% 5% 25% 20% 20% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2008-09 2010-2011 2012 Mobile Qual Behavioural Data Mobile Surveys Online Survey Quant-F2F Traditional Qual The changing face of market research! Share of MR Investments by Methdology at Ericsson * Investment mix shown is for developing/emerging markets
  7. 7. Ericsson Internal | 2014-05-11 | Page 4 Why open the pandora’s box? Key Performance Indicators Mobile Behavourial data Source: Ericsson ConsumerLab DDDM Data Driven Decision Making Is our dark data a consumer intelligence goldmine? Social analytics
  8. 8. Ericsson Internal | 2014-05-11 | Page 5 0 20 40 60 80 100 120 140 160 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 Video Streaming Browsing Shopping Mobile behaviorial data from a panel of 5000 users in india TotalTimespentonapps(mins/day) Shopping on the couch Source: Ericsson ConsumerLab RINA Mobile Broadband Network Performance study, 2013 Late night impulse viewing MORNINGS ARE THE NEW PRIME TIME
  9. 9. Ericsson Internal | 2014-05-11 | Page 6 Sometimes obvious trends in data can lead us astray
  10. 10. Ericsson Internal | 2014-05-11 | Page 7 0 20 40 60 80 100 120 140 160 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 Video Streaming Browsing Shopping Who, When and what is being used across the day? But is that all? TotalTimespentonapps(mins/day) Source: Ericsson ConsumerLab Mobile Broadband Network Performance study, 2013 WHY? Late night impulse viewing
  11. 11. Ericsson Internal | 2014-05-11 | Page 8 So then were mobile survey’s able to fill this gap? Only 12% claim they stream videos early morning…primarily Bollywood videos
  12. 12. Ericsson Internal | 2014-05-11 | Page 9 The early morning ritual in asian households If you cant visit the temple, bring the temple to your screen at home! Television as a spiritual tool or can it be the smartphone?
  13. 13. Ericsson Internal | 2014-05-11 | Page 10 Exploring the alternative reality Even the young had their spiritual antennas up! watched videos early morning but were reluctant to accept this! 6.30 AM
  14. 14. Ericsson Internal | 2014-05-11 | Page 11 0 20 40 60 80 100 120 140 160 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 Video Streaming Browsing Shopping When and what apps are used across the day? But is that all? TotalTimespentonapps(mins/day) Source: Ericsson ConsumerLab Mobile Broadband Network Performance study, 2013 WHY? WHY? WHY? WHY? WHY? WHY?
  15. 15. Ericsson Internal | 2014-05-11 | Page 12 Our investments today 35% 25% 15% 50% 40% 35% 15% 10% 5% 25% 20% 20% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2008-09 2010-2011 2012 Mobile Qual Behavioural data Mobile Surveys Online Survey Quant-F2F Traditional Qual Share of MR Investments by Methdology at Ericsson * Investment mix shown is for emerging markets 40% 10% 5% 15% 20% 10% 2013-2014
  16. 16. Ericsson Internal | 2014-05-11 | Page 13 So then as mobile Market research grows.. PREDICTION OF THE DAY: Every 3 in 5 market researchers will use stress-relieving gadgets/apps by 2016 The PIP: A Biosensor that Helps You Relax Through Play.
  17. 17. Ericsson Internal | 2014-05-11 | Page 14 1. The value of confusion! Great breakthroughs usually emerge after times of dissolution, chaos, and confusion. 2. Exciting future emerging for qualitative researchers as you are the saviours of understanding consumer context! 3. Dark data at organizations is turning the conventional market research model upside down. Where are we headed? It is going to be messy!!
  18. 18. Ericsson Internal | 2014-05-11 | Page 15 Give me back my life! Twitter: @JasmetSeth
  19. 19. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  20. 20. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  21. 21. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by

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