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IFM Panel Book 9/2018


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Information about Infocus Mekong Research

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IFM Panel Book 9/2018

  1. 1. 1 Credentials Mobile Market Research & Digital Ad Monitoring & Planning
  2. 2. 2 IFM Mobile / Panel Strategic ConsultingSpecialized Custom  Offer unique mixed methodology of Mobile / Cati data collection  Ad testing / Tracking  Tactical 24 hour turnaround research  Community tracking with same respondents  Sampling / promotion monitoring  Recruitment for custom via panel  30% Plus response rate In 24 Housr  Pre-Post launch campaigns  Customer satisfaction  Mystery shopping  Shopper research and Retail development  Trade channel research  Market forecasting / trend evolution  U&A’s / Concept testing  CLT’s / Home Placements  Qualitative - FGD’s - IDI,s - Emersion - Ethnography  Market entry / feasibility  Market Sizing / Risk assessment  Strategic competitor SWOT  We utilize multiple source data to flush out the entire business issue - What is the business problem? - What do customers want? - What actions will deliver the results 24 years on the ground experience in Cambodia, Laos, Indonesia, Myanmar, Thailand and Vietnam 60,000 Panel 1.5 M contacts ActionableAccurateAdvanced Digital Ad RoI & Planning  In Partnership with Miaozhen Systems’ China’s Digital Measurement currency, we now offer Digital campaign Monitoring, RoI and Planning  250,000 Holistic Panel, covering Desktop, App, Web and Mobile  Planning software allows for TV / Digital Reaech Curve maximization  Able to Track Google  4 Year Campaign data norms
  3. 3. 3 IFM MOBILE Research Vietnam’s 1st dedicated mobile offer; re-shaping research via technology
  4. 4. 4 Why Mobile Research? Why Infocus? The Consumers you need engage are mobile 48 Million Smartphone users & growing 400,000 Consumers / yr move to apartments F2F interviews can’t reach 70% + smartphone ownership 90% + Urban 60% + Rural 20% of waking day spent on smartphone TRUST = Immediate Mobile Payment 3 Tiers recruitment process. Call back for validation 60,000 + Pre-recruited Panelists Nation-wide 30% + Response rate via SMS & Email invites
  5. 5. 5 Eight key advantages of smartphone research AFFORDABLE 30% to 60% cheaper than traditional FAST results in hours / days not weeks DEMOGRAPHIC DATABASE over 100 unique consumer data points HIGH QUALITY negates interviewer bias, built in security filters NATIONAL REACH urban & rural mixed methodology data collection REAL TIME MEASUREMENT measure behaviour, not perceptions WEALTHY / VIP’S interview the hard to reach, CEO’s, doctors, Etc. PENETRATION urban 80% plus SMARTPHONE 60% personal computer
  6. 6. 6 The Infocus Mobile offer MYSTERY SHOPPING Understand in-store performance and service levels using mobile. Ideal for audits and PoS measurement TACTICAL & IMMEDIATE RESPONSE (TAIR) Sometimes you need to have answer immediately. Gain the answers in less then 48 hours We offer custom solutions and syndicated insights with our core focus being… ADVERTISING & CAMPAIGN EVALUATION – RAPITEST Test & validate TVC’s, viral campaigns and other marketing materials. Know the results within 72 hours CUSTOMER SATISFACTION Real –time customer satisfaction scores utilizing mobile research U&A / TRACKING Unique alternative to traditional U&A and tracking using Mobile data capture. Receive your core brand health measures within days SPONSORSHIP EVALUATION SponsorMap™ assesses influence of sponsorship on consumers’ attitudes & behavior changes. Ideal for event measurement
  7. 7. 7  Ad Pre / Post-Testing  All Viral materials  Talent Evaluation  Communications Concept Tests  Product / Concept Tests  Sponsorship Evaluation  Positioning Evaluation  Brand Activation Evaluation Rapitest has three unique and distinctive features: 1 Compression technology ensuring that add never buffer or stop 2. IP protection to protect you IP as your material CAN NOT BE saved, shared or passed on 3. Works on all mobile devices and we can control screen sizes for viewing A mobile-based survey tool that delivers high-quality compressed video or digital images & surveys Surveys can be shared via SMS to respondents or embedded in an app, branded or unbranded or emailed if required ?
  8. 8. 8 The Smartphone research process Identify profile via IFM data base 1 3 Script questionnaire / screening criteria 2 Pilot with clients live via smartphone / PC Send survey by SMS / Email4 5 Completed survey’s enter IFM portal Q.C. survey’s call back validation 7 Send Mobile top-up Incentive 8 Analyze & Report Recruit additional sample (if required) Portal @ 9 6
  9. 9. 9  Infocus shall use IFMPanel members to conduct the survey using smartphone data collection. The process  Respondents are selection from the IFM panel data base (n = 60,000 Plus) based on respondent criteria. Screening  Data base pre-screening plus additional in-survey screening to meet client needs and screen out unwanted / sensitive respondents (ie; competitors / industry insiders). Interviewing  Once questionnaire is approved and piloted, IFM sends out three times the number of invitations to the survey, based on a 30% response rate.  Typically Respondents complete the survey within 2-3 hours, but does depend on incidence, respondent type and questionnaire length, which will reduce response. Quotas  IFM is able to control quotas of both number of interviews conducted and when and sample composition. Q.C.  IFM survey tool includes trap questions, logic filters and time sequence controls to ensure accuracy and legitimacy of response during the survey. If incomplete, conducted too fast, survey’s are cancelled and replaced by new sample.  Once completed, IFM staff review survey logic and may either call back respondents, or SMS respondent to clarify responses where needed. Again if irregularities occur, the interview is cancelled and replaced by new sample. Q.C stages  time stamps / logic test / Trap questions / Physical call back if required Methodology
  10. 10. 10 Active & Managed Mobile Panel Robust - Representative High-Net-Worth
  11. 11. 11 Typically, panels are not very representative nor accurate, as there is usually a lack of quality control and panel validation. To ensure robustness of data & representation, we use multiples sources to recruit respondents. 100% VALIDATION Call back to any panellist if responses do not link to previous data. 3 strike rule – three non-compliant responses, panellist is removed Repeat for each survey Each survey repeats “trap questions” to validate responses. Also measure time to validate proper completion. Each individual respondent assign unique ID code. Cannot complete survey twice. RECRUITMENT High quality control & validation CONSTANT QUALITY CHECK On average we screen out about 20% of all registered panelists and provide human contact with each valid respondent to ensure validation and participation. Average panellist has done three survey’s before inclusion in client surveys. personal & contact data, demographics ownership / usage.
  12. 12. 12 Demographic inclusion Personal Demographics Mobile phone Income Durables 100% of all information for entire data base Name Employment status Smartphone ownership Family Income Electronics Email Company Type Preferred mobile number Personal Income Communications Gender Employee’s Position Smartphone brand Media habits Transportation Age Employee Industry Monthly mobile bill Media Habits Property Marital status Education Preferred Media channels Children > 20 Purchase decision maker Daily media consumption # of children High end decision maker Daily Media Frequency FMCG Services Taste Enhancers Alcohol / Spirits / Beer Life insurance Real estate Packaged food Dairy / Milk health insurance ATM card Snacks Personal care Home insurance Credit card Beverages Household care Car insurance Debit card Coffee / Tea Females Only Bank Account Other 30 plus demographics, 60 plus FMCG category usage and over 50 ownership categories
  13. 13. 13 Income demographics SEC MONTHLY DECALRED HOUSEHOLD INCOME % OF POP. IFM PANEL INCOME STRATA GENERAL INCOME LEVELS A+ Above 50,000,001 4.3% 24.3 15.3 A 40,000,001 - 50,000,000 15.4% 30,000,001 - 40,000,000 4.6% B 25,000,001 - 30,000,000 7.2% 26.6 17.320,000,001 - 25,000,000 19.4% C 15,000,001 - 20,000,000 11.0% 23.8 30.0D 10,000,001 - 15,000,000 12.8% E 5,000,001 - 10,000,000 13.6% 25.3 37.4 F 3,000,001 - 5,000,000 7.3% Below 3,000,000 4.3% Total 100% 100% 100% IFM has demographic data on over 60,000 panelist and is hence able to set economic starta, gender, age, etc, data to target specific consumers, reduce survey time, increase speed and reduce cost . LowMiddleHigh
  14. 14. 14 52 48 Gender Overview n = 60,706 active panelists Single Married 43 57 Marital status 3% 8% 12% 15% 9% 8% 9% 5% 6% 7% 4% 16% 10% 8% 7% 10% 8% 7% 4% 7% 8% 4% Agriculture Education IT Sales Retail Finance Construction Hospitality Healthcare HR Marketing Urban Rural Age Industry 13% 23% 14% 43% 7% 16% 28% 23% 20% 12% 18-24 25-29 30-34 35-44 45+ Date updated: 18 Jan, 2018 Education Highschool> Highschool Vocational Uni Students Uni/Post grads
  15. 15. 15 North Mountains Pop. 11,595,761 Provinces 910 Red River Delta Pop. 19,584,287 Total 16,717 Hà Nội 14,812 Hải Phòng 727 Provinces 1,178 North Central Pop. 10,070,311 Total 1,221 Provinces 1,221 South Central Pop. 8,764,843 Total 2,688 Đà Nẵng 1,757 Provinces 931 Highlands Pop. 5,115,135 Total 389 Provinces 431 South East Pop. 14,067,361 Total 21,715 HCMC 19,962 Provinces 1,753 Mekong Delta Pop. 17,191,470 Total 1,657 Cần Thơ 638 Provinces 1,019 North Central South Covers 63 provinces  5 major urban centres (represents 24 Million or 26% of pop.)  13 secondary cities (5 million or 5%) & 45 rural areas (64 Million or 69%) Date updated: 18 Jan, 2018 Urban tier cities IFM Panel segments Vietnam using the official GSO statistics for urban metro Vietnam, Secondary cities and rural Vietnam. Rural are all areas which do not fall into either Metro or Secondary cities. Panel by Province Number Last updated November 2017 IFM Panel 89% Urban 11% Rural
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  17. 17. 17 Date updated: 18 Jan, 2018 Miaozhen Digital Advertising Solutions Optimal split of TV and Online Video Budgets for Reach planning based on your optimized TV/Online Video Channel Mix.  How to maximize reach with given budget?  How to minimize budget with fixed reach?  How my online video campaign performed?  Delivers Reach vs. Frequency?  What is in-target impression/click delivery?  Which channel performed better?  Which locations have the highest delivery? X-Reach Using historical online video viewership data from campaign tracking to build reach curve Using OTV reach curve and TV reach curve to guide next campaign budget allocation Brand Attitude impact Survey - evaluate brand attitudinal change • Measure the impact on the key Brand Health measures (KPI’s) of those consumers exposed & Aware of the advertising and those who were not exposed Nor aware.  Evaluate brand attitudinal change  Enable equivalent exposure & cost for ROI diagnostics to compare across media  Gain purchase persuasion / NPS Scores Admonitor
  18. 18. 18 Date updated: 18 Jan, 2018 AdMonitor Benefits Build norms to maximize / optimize campaign & publisher performance across target audiences The biggest database and norms in the industry, capturing more than 60% of the online campaigns. Understand how your digital campaigns are performing and how to do the best allocation within Digital and TV for your campaigns. State of the art Planning tool, understanding money allocation for Digital and TV. Google Certified Tracking partner We are one of a few companies, licensed to measure Google sites including YouTube, Ad Words and AdExchange Holistic Panel 250,000 Plus Panel Covers all devices in Vietnam •Desktop 150,000 •Mobile 60,706 (only in VN) •APP 30,000 Web 20,000 Campaign Norms Since 2014 AD Monitor & X Reach Media Optimization Planning Tool Maximize your digital media spend and identify your targeted R.O.I.
  19. 19. 19 WHY IFM?  24 years on the ground experience in Vietnam  Only Mobile SMS based panel in Vietnam (56,000)  30% response rate within 24 hours delivering instant insights  Only Digital Ad Monitoring & Planning tool allowing Google tracking Advanced – Agile - Accurate – Actionable
  20. 20. 20 Senior management team Ralf Matthaes CEO / Founder Ralf has over 24 years of MR experience in Vietnam, as MD of TNS, Kantar Worldpanel, Kantar Media and regionally for South Asia. Ralf specializes in Market entry and feasibility, Brand development, Media, Retail and consumer brand connection. Yoan Sojka Research Director Yoan has over 10 Years of experience within the panel industry gained with companies like Survey Sampling International, Lightspeed Research or Userzoom. He is responsible for helping clients with mobile research, online data collection or user experience topics. Ricardo Glenn Digital Media Director Ricardo has more than 20 years of experience in Media & Market Research, gained with Kantar Media , Havas Media, Nielsen, Millward Brown and Epinion. He is responsible IFM / Miaozhen Digital AdMonitor , X-Reach optimization and several other digital measurement innovations. Harsh Chimata Senior BD Manager Harsh has more than 10 years of experience in the panel industry and research with Toluna, Epinion and Decision Lab. He is responsible for helping clients with research, mobile research, online data collection and consulting. Thu Le Research Manager Thu has more than 5 years of research experience from INTAGE & Kantar TNS. This helps her to specialize in customized/ ad-hoc studies with a wide range of methodologies in consumer research. Her time at client-side also benefits for product and brand development. Lan Anh Data Control Manager Lan Anh has over 13 Years research background gained with TNS, INTAGE and Epinion. Lan Anh controls all Questionnaire and Data quality, Quotas , Survey programming and data base integrity. Son Dang IT Panel Manager A Graduate of Masters IT program at Technical University , Son’s Team manages technical panel management, scripting, logic, and mobile / on-line technical solutions.
  21. 21. 21 Multiple Consumer touch points for maximum reach and analysis for depth of insight Mothers Panel N = 9,562 Rural Panel N = 6,000 Retailers N = 11,430 IFM Panel mobile data collection: N = 60,000 Plus National Face-to-Face Interviewing: (CATI/PAPI) - 500 field force National Telephone Interviewing: 22 CATI stations in HCMC Mixed methodology data collection to save cost, time and maintain highest quality and data integrity New specialty Panels for: Tracking with mobile / F-2-F CATI methods for hard to reach sample/locations Multiple Analysis available
  23. 23. 23 Ralf Matthaes | Managing Director Tel: +84-8 2262-7627 Mobile: +84-903-949-531 Website: ifmpanel website: Email: 4th Floor, 21 Phung Khac Khoan Street, D.1 HCMC, Vietnam Advanced - Agile - Accurate - Actionable