Presented by Isaac Rogers, CIO, 20/20 Research & MC Lai, Head of Qualitative, Ipsos 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

1. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET

2. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

3. DEVELOPING A
PRODUCT
BEHAVIOUR
FRAMEWORK
Mobile insights lead to
product use model. A
Case Study.
January 2013
© 2012 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information
and may not be disclosed or reproduced without the prior written consent of Ipsos.

4. Moderated
Discussion
QualLaborate
LifeNotes
Mobile Markup
System
QualBoard®
QualBoard Webcam
Mobile Interactions
© 2012 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information
and may not be disclosed or reproduced without the prior written consent of Ipsos.

5. Making the Most of Mobile Insights
• Mobile insights can provide dramatic insight into actual consumer behavior
• Combining individual mobile feedback with deeper online interactions can greatly
increase the depth of understanding and open up new areas of insight
• Today’s case is an example of developing insights from mobile by comparing and
contrasting actual vs. reported behavior (and not relying solely on one method)
Dialog
Online
Discussion
Reflective
In-The-Moment
Feedback
Mobile
Individual Insights

6. Content
1. Research Background
2. Research Methodology
3. Analyzing Moments Of Alcohol Consumption
4. Key Take-Outs From QualBoard Mobile
4

7. 1
Research Background
5

8. Research Background
Alcohol consumption has always been a very interesting area,
as there are multiple touch points and key influences
As we know, claimed Alcohol consumption behaviour is very
different from actual.
Hence, we embarked on an approach that will help us to
capture actual moments so that we can have true insights
into the behaviour
6

9. Target Criteria
 N=14 drinkers
 20 – 29 years old
 Smartphone savvy young adults
 Either own an Android or an iOS
device for QualBoard Mobile
 English speaking, outgoing
 Consume alcoholic beverages at
least once a week
7

10. 2
Research
Methodology
8

11. Answering Discussion Guide Questions With QualBoard Mobile
 Participants answered Discussion  The beauty of QualBoard is it allow us
Questions posted on QualBoard to keep track all of all their answers
relating to General Drinking and provide us the ability to post
Behaviors through QualBoard follow-up questions should we find the
Mobile need to probe further
9

12. Using LifeNotes Journals To Capture Spontaneous Moments Of Alcohol
Consumption
• Participants were given a task to upload a
Journal Activity whenever they
consuming alcohol, regardless of
consuming it outside or at home
• A picture or a video can be uploaded with their
text responses to allow a wholesome experience
of capturing their spontaneous drinking
moments, happening right at the very moment
10

13. The Power Of Context
This participant was HERE,
purchasing THESE products, at
THIS exact time
Makes the learning more “real”
for clients and researchers
11

14. The Benefit of Discussion
• Allows you to explore mobile insights, probing deeper on shortened feedback
─ Mobile posts are ~60% the length of traditional online discussion
12

15. 3
Analyzing Moments Of
Alcohol Consumption
13

16. Using The Framework To Capture Moments & Map Drinking Occasions
To enjoy a sense of freedom,
Freedom
to let loose, to live life to the
fullest
Celebrations
De-stressing
Socializing
Me Alone Functional With Others
To spend time alone To be with others,
be it family or
friends
Personal
Satisfaction
Control
To be in control of self and
surroundings, to be precise and
organised
14

17. We were able to categorize all their drinking occasions into FIVE main
categories: Celebrations, Functional, Socializing, Dining & De-Stressing
• The aim is to determine whether there exist a correlation
between Drinking Occasions & Type Of Alcoholic
Beverages Consumed
 Celebrate special occasions  To sleep better
 Birthdays, weddings, Personal  To feel refreshed
Celebrations
festivals, promotion, Satisfaction  To wind down after the day
anniversaries  Relaxing alone at home
 Networking at social events  Alcohol intake
 Weekly outing with friends accompanied with food
Socializing to catch up Functional consumption
 While watching sports with
friends
 An outlet to release stress –
De-stressing personal or work
 When feeling stressed and
moody about work or
personal matters
15

18. Using The Framework To Map Drinking Occasions
 Drinking for stress relief usually occurs
Freedom
alone or with a few people, not so much
 An outlet to release stress – with a big group
personal or work
 When feeling stressed and
moody about work or  It is also a way to uplift their moods and
personal matters self-reflect on the stresses of life they
are facing. Thus, they seem to allow
De-stressing
more freedom in terms of letting loose
and going all out
 Beers such as Heineken and Guinness
are often consumed for de-stressing
Me Alone purposes. Other alcoholic With Others
beverages are
also open to consideration
 Bars are often visited during the
weekdays, usually after work
“It’s a Wednesday. Came to my favourite
Control
local bar after a long day stressing about
work. Decided to unwind and have a pint of
my favourite Guinness”
16

19. Using The Framework To Map Drinking Occasions  Celebrate special occasions
 Birthdays, weddings,
Freedom
festivals, promotion,
anniversaries
 Drinking moments for celebratory Celebrations
purposes include birthdays, weddings,
anniversaries, festivals and etc.
 This segment is usually with a lot of
people as the main intention is to
celebrate the moment and share the
occasion with others

Me Alcoholic beverages often consumed are
Alone With Others
liquor shots, champagne and beer while
drinking places can vary depending on
the occasion
“House party! Last shot of the night!
WASABI SHOT!
step 1: Shot the tequila
Control
step 2: Eat the wasabi
step 3: Shot the tomato juice”
17

20. Using The Framework To Map Drinking Occasions
 The socializing segment can be a less
Freedom
formal segment as it is more towards
hanging out with friends after the work
 Networking at social events
week to catch up on things  Weekly outing with friends
to catch up
 For example, watching your favourite  While watching sports with
friends
football team play at your local sports
bar while having a cold beer
Socializing
 Alcoholic beverage consumptions are
usually less formal ones such as beers
(Guinness) and ciders (Strongbow)
Me Alone With Others
 Places like bars with relatively low levels
of noise and crowd are preferred as they
often engage in conversations among
each other
“Having a pint of Guinness at Sid’s Pub to
Control
celebrate the long weekend and also to catch
up with some friends who are back from
Singapore. This is our usual weekly routine”
18

21. Using The Framework To Map Drinking Occasions
Freedom
 The functional segment addresses
alcoholic beverage consumption such as
food intake
 Alcohol intake
 It is the most neutral segment as accompanied with food
functionality is all about routine and consumption
habit. Some people enjoy drinking
certain beverages when eating food
Me Alone Functional With Others
 Wine and spirits such as bourbon are
often consume when having dinner as
the alcohol complements their food
intake
“Having steamboat at a restaurant in
Control
Singapore. Perfect food with the cold
rainy day. Of course, it's not complete
without beers!”
19

22. Using The Framework To Map Drinking Occasions
Freedom
 The personal satisfaction segment
“Drinking while relaxing at our hotel room represents moments of alcoholic
with mom. We decided to relax in our consumption for self enjoyment
pajamas, drinking a variety of our favourite
canned beers while having some quiet time”  These moments are often enjoyed
alone, hence places like their own room,
quiet bars and etc. are preferred to
minimize distractions for some alone
time
 Unlike the de-stressing segment which is
skewed more towards freedom,
Me Alone With Others
personal satisfaction has a higher degree
of control as they often decide on what
and where they want to drink, based on
their personal preferences
Personal
Satisfaction
Control
 To sleep better
 To feel refreshed
 To wind down after the day
 Relaxing alone at home
20

23. Using The Framework To Map Drinking Occasions
Freedom
“Drinking Banrock's pink
moscato at home while
watching DVD on a quiet and
rainy Sunday night, just want
to stay in and chill”
Me Alone With Others
Personal
Satisfaction
Control
Video Upload 21

24. 4
Key Take-Outs From
QualBoard Mobile
22

25. Determining What Has Been Said vs. What Has Actually Happen
• QualBoard Mobile allows us to validate what
respondents say before they go out drinking
with what actually happened
• Spontaneous moments of the LifeNotes
Journal entries were compared to the
Discussion Guide questions
• Comparing their Discussion Guide answers to
their LifeNotes Journal entries, we found that
there are instances whereby the respondents’
perceived alcoholic drinking moments don’t
match what is actually happening
• Therefore, capturing spontaneous moments is
crucial to determine perceived vs. actual
behaviors
23

26. 5
The End
24

27. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

28. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET