Mobile Market Research
Digital Ad Monitoring & Planning
IFM Mobile / Panel Strategic ConsultingSpecialized Custom
Offer unique mixed
methodology of Mobile /
Cati data collection
Ad testing / Tracking
Tactical 24 hour turnaround
Community tracking with
Sampling / promotion
Recruitment for custom via
In 24 Housr
Pre-Post launch campaigns
Shopper research and
Trade channel research
Market forecasting / trend
U&A’s / Concept testing
CLT’s / Home Placements
Market entry / feasibility
Market Sizing / Risk
Strategic competitor SWOT
We utilize multiple source
data to flush out the entire
- What is the business
- What do customers
- What actions will deliver
24 years on the ground experience in Cambodia,
Laos, Indonesia, Myanmar, Thailand and Vietnam
Panel 1.5 M
Digital Ad RoI & Planning
In Partnership with
Miaozhen Systems’ China’s
currency, we now offer
Monitoring, RoI and
250,000 Holistic Panel,
covering Desktop, App, Web
Planning software allows for
TV / Digital Reaech Curve
Able to Track Google
4 Year Campaign data norms
IFM MOBILE Research
Vietnam’s 1st dedicated mobile
offer; re-shaping research
Why Mobile Research?
The Consumers you need engage are mobile
Consumers / yr
90% + Urban
60% + Rural
day spent on
Call back for
SMS & Email
Eight key advantages of smartphone research
30% to 60% cheaper
results in hours / days
over 100 unique
consumer data points
bias, built in security
urban & rural
WEALTHY / VIP’S
interview the hard to
reach, CEO’s, doctors,
80% plus SMARTPHONE
60% personal computer
The Infocus Mobile offer
performance and service
levels using mobile. Ideal for
audits and PoS measurement
TACTICAL & IMMEDIATE
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
Real –time customer
satisfaction scores utilizing
U&A / TRACKING
Unique alternative to
traditional U&A and tracking
using Mobile data capture.
Receive your core brand
health measures within days
influence of sponsorship on
consumers’ attitudes &
behavior changes. Ideal for
Ad Pre / Post-Testing
All Viral materials
Communications Concept Tests
Product / Concept Tests
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
The Smartphone research process
via IFM data base
/ screening criteria
Pilot with clients live
via smartphone / PC
Send survey by
SMS / Email4 5 Completed survey’s
enter IFM portal
call back validation
8 Analyze & Report
Recruit additional sample
Infocus shall use IFMPanel members to conduct the survey using smartphone data collection.
Respondents are selection from the IFM panel data base (n = 60,000 Plus) based on respondent criteria.
Data base pre-screening plus additional in-survey screening to meet client needs and screen out unwanted / sensitive
respondents (ie; competitors / industry insiders).
Once questionnaire is approved and piloted, IFM sends out three times the number of invitations to the survey, based on a 30%
Typically Respondents complete the survey within 2-3 hours, but does depend on incidence, respondent type and questionnaire
length, which will reduce response.
IFM is able to control quotas of both number of interviews conducted and when and sample composition.
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.
time stamps / logic test / Trap questions / Physical call back if required
Active & Managed Mobile Panel
Robust - Representative
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 &
sources to recruit
Call back to any panellist if
responses do not link to
previous data. 3 strike rule –
responses, panellist is
Repeat for each survey
Each survey repeats “trap
questions” to validate
responses. Also measure
time to validate proper
Each individual respondent
assign unique ID code.
Cannot complete survey
High quality control & validation
CONSTANT QUALITY CHECK
On average we screen out
about 20% of all registered
panelists and provide
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,
ownership / usage.
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
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
HOUSEHOLD INCOME % OF POP.
A+ Above 50,000,001 4.3%
40,000,001 - 50,000,000 15.4%
30,000,001 - 40,000,000 4.6%
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%
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 .
Overview n = 60,706 active panelists
9% 8% 9%
5% 6% 7%
Agriculture Education IT Sales Retail Finance Construction Hospitality Healthcare HR Marketing
13% 23% 14% 43% 7%
16% 28% 23% 20% 12%
18-24 25-29 30-34 35-44 45+
Date updated: 18 Jan, 2018
Highschool> Highschool Vocational Uni Students Uni/Post grads
Red River Delta
Hà Nội 14,812
Hải Phòng 727
Đà Nẵng 1,757
Cần Thơ 638
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
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?
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
Date updated: 18 Jan, 2018
Build norms to maximize / optimize campaign & publisher performance across target
norms in the
than 60% of
how to do the
and TV for your
State of the art
Digital and TV.
We are one of a
Covers all devices
(only in VN)
AD Monitor &
Maximize your digital media spend and identify your targeted R.O.I.
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
Senior management team
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 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.
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.
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 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.
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.
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.
Multiple Consumer touch points for maximum reach and analysis
for depth of insight
N = 9,562
N = 6,000
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
Tracking with mobile / F-2-F CATI methods for hard to reach