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Your consumers are mobile, are you? An in-depth look at the challenges & opportunities - Toluna

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Presented by Mark Shepard, Director, Internet Survey Solutions - Toluna …

Presented by Mark Shepard, Director, Internet Survey Solutions - Toluna
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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  • 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. Your consumers are mobile, are you?Market Research in the Mobile WorldJan 30, 2013Mark ShepardDirector, Toluna Japan 1
  • 4. Overview1. Who are Toluna?2. What is representative?3. New Kids On The Block4. Where does mobile fit as a methodology?5. Mobile, the challenges & Opportunities we face now?6. How can it be used effectively as part of marketing research?7. Our vision for the future of Asia, Online and Data Collection8. Concluding statementPage2
  • 5. Who are 3
  • 6. What is representative?• We are accustomed where possible to utilize three major methodologies to meet our research goals: • The decision largely comes down to perceived quality, price and speed. • There is however one thing they all have in common…when it comes to being representative they are all flawed from the start.Page4
  • 7. New Kids On The Block • Aside from having a limited audience from the start are the ‘mainstream’ methodologies looking in the right places for your audience?• In the age of empowered consumerism arguably one of the biggest mistakes is not to engage with your consumers and brand advocates in their environment and on their terms. • Whether it be one of Mobile, Communities (MROC’s) or Social Media (or all) the future of data collection will be in a new space. Even as a global panel provider we at Toluna recognize an important truth, online as we knew it is gone.Page5
  • 8. Mobile as a methodology? • Over the past 8 years we have been asked more times than are countable… “Where are you with mobile?”• Well, mobile as a data collection conduit apart from the latest ‘bells & whistles’ hasn’t changed since…2003!• Although with the emergence of WAP, Smartphones, Flash & HTML 5 we can present a lot more than ever before on that little screen (not so little now) the basic principles and challenges remain the same. You may not necessarily agree…so what do we mean? • For the past 10 years we have been running SMS based surveys • For the past 5 years we have been running WAP based surveys • Now we can do all of this but with media, gamification and GPS solutionsPage6 • The solutions have always been there to run them. But…
  • 9. How do you reach your audience?Page7
  • 10. Mobile fieldwork • When we refer to ‘Mobile’ data collection we mean undertaking current online surveys on a mobile ready device…such as • Are these really ‘mobile surveys’? and are they really representative? • The answer to both is largely no!Page8
  • 11. The challenges & opportunities for mobile? • We often hear in terms of mobile… “how do I condense a 15 minute questionnaire into 5 minutes or less” • Our question here is actually, why would you want to? Mobile is not a replacement or substitute methodology. • Outside of an effective tool to replace Polling, Omnibus and other top level collections it won’t replace anything you are already running now. • It is and can be a complimentary medium that can enhance your existing products…Page9
  • 12. Using mobile as part of your Marketing Research…now• At Toluna we have found Mobile to be an excellent tool to improve multiple offerings to our clients through: • Online Polling via the Toluna.com IOS & Android applications • Client developed applications with Toluna functionality for Polling • Multi-Modal Omnibus such as MultiMind • Real-Time diaries utilized within branded online communities • On the go chat roomsPage10
  • 13. Mobile: Ad Testing Case Study Background: An MR agency wanted to understand the excitement around the Olympics, and for those who were going to watch, conduct a follow-up study during the Olympics testing awareness of who were the 2012 Olympics sponsors. • Over $2 billion was • Toluna suggested • The data captured Results ActionChallenge spent on the the company by Toluna showed Olympics; did high conduct mobile that while high anticipation before survey for first engagement with the Olympics and wave of study to Olympics by engagement be able to engage watching during the the same increased Olympics raise respondents awareness of recall of the during the some of the sponsors Olympics – sponsors, brands preferably while of non-sponsors they were were also watching identified as being sponsored / 11
  • 14. Mobile: Product Usage Test Case Study Background: A Toluna client wanted to survey respondents daily, and ask about their usage of a test product. • A Toluna client • Toluna suggested • The data was Results ActionChallenge wanted to the company captured in real- understand conduct the time, upon usage, product usage by survey via rather than waiting administering a TolunaMobile. for users to wait for daily diary study - Respondents were an emailed survey asking recruited to opportunity. respondents to participate, mailed Responses were in provide feedback the test product, the moment and about a deodorant and asked to text a more authentic they were testing. short-code after than those using the product received after the daily. fact. / 12
  • 15. Mobile Outdoor Advertising Case Study Background: A Toluna client wanted to Combine Communities and Mobile to provide On the go insight /
  • 16. Our Vision for Asia and beyond… • Internet usage is changing, and so is online data collection…arguably there is not better place to start than right here in Asia if we want to be ‘representative’ • What we know is…Page14
  • 17. What does the future look like? open, social space closed, research fully integrated with only community brands’ social media marketing activity
  • 18. Concluding statement • Mobile, as well as Social Media and the other ‘New Kids’ are here to stay. • We need to embrace them…for what they are, not what we think they are • We cannot continue…data collection in the same way with the same rules • With the sheer volume of population in Asia…how can we not adaptPage16
  • 19. Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  • 20. 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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