PROS & CONS of Mobile Research

1. 1
What
Can do, traditional
Data collection
CANNOT
The Pros & Cons

2. 2
The best Consumer reach in Vietnam
97% 97%
44%
13%
98% 98%
52%
16%
96% 96%
38%
11%
TV Smartphone PC/ Desktop Tablets
Total Urban Rural
Device ownership

3. 3
The myths behind mobile research
After years of conducting Mobile research in Vietnam, we have learnt a lot & discovered that myths can and
will be busted - Mobile Myth Busters
Mobile Myth Black Hole? Mobile Myth Busters !
Mobile is the same as
on-line
Mobile = up to 35% response rate within 1st 24 hours
vs. on-line at 1%-3%!
Mobile quality is poor,
unreliable
Responses anonymous – less over claim, no interviewer
prompting / cheating. Bias free Responses
Only for Short 5 minute
survey’s
Average length = 15-20 minutes – Up to 35 minute long
surveys, by paying respondents well.
Mixed data collection
methods do not work
Mixed collection method generate similar results using
tablet based data collection, allows full coverage where
panel may not reach!
No depth of insight Easiest and best way to deliver open ended questions.
Face-to-face has best
reach
Mobile reaches all, even wealthy, in office, at home, at
play

4. 4
80% PLUS PENETRATION PRE-SCREENED CONSUMERS CONVENIENCE FAST
Ubiquitous
24/7 Reach
Saves time, ensures
completion, increases
quality
Access at
respondent's place
and time
Data in days not
weeks / 24-hour
30% response rate
Mobile research key advantages
80
%

5. 5
COST EFFECTIVE Q.C. CONTROL LONGITUDINAL STUDIES REGIONAL RURAL READS
30-40% cheaper than
Face to face
Payment after Q.C.
Easier to cancel
Reconnect with 85%
of respondents
Represent rural on a
regional level
Mobile research key advantages
So dien
Thoai
Xac nan lai So dien thoai

6. 6
PROOF OF PURCHASE REACH WEALTHY / VIPS QUALITATIVE INSIGHTS SPECIALIZED PANELS
Picture proof, Q.R.
Codes
access apartments /
villas / offices
Let fingers do
the talking
Track, connect with
specific target groups
Mobile research key advantages
“It is high-class. It's a
suitable option for me
when I hold a party for
my lovers or business
partners“
So dien
Thoai
Xac nan lai So dien thoai

7. 7
Research Objectives
LENGTH
FACE TO FACE MOBILE
40 Minute Length
Timing Issue Timing
5 - 15 Screening max 3-5
5 - 10 Interviewer / respondent parlay No
5 - 10 Conversational dialogue No
5 - 10 Non actionable questions No
1 - 5 12-20 attributes 10 -12
1 - 5 Logic movement Automated
20 Minute Length
Mobile 25% - 45% shorter

8. 8
CLIENT KNOWLEDGE RURAL VIETNAM OLDER CONSUMERS SCREEN SIZE
Lack of client
knowledge & trust
Mixed Method
F2F / Mobile
Not very tech savvy Print ads / picture
limitations
Mobile research limitations

9. 9
QUESTIONNAIRE LENGTH POSITIVELY ESTABLISHMENT SURVEYS POSITIVELY
Should not exceed 20
minutes
Technology saves
time
Limitations on some
categories
Use Mixed method
F2F / Mobile
Mobile research limitations
 Prescreened
consumers
 Self administered
= 30% Shorter
 Limited to older /
poor income
categories