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Hot, Roasted and Intense! Getting to "Why"? in the global coffee culture through mobile qualitative - Civicom

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Presented by Rebecca West, Vice President of Marketing Research Services, Civicom
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

Published in: Technology
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Hot, Roasted and Intense! Getting to "Why"? in the global coffee culture through mobile qualitative - Civicom

  1. 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. 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. 3. Hot, Roasted,and Intense:Getting to Why inGlobal Coffee CulturethroughMobile Qualitative
  4. 4. Civicom Marketing Research Services What We Do
  5. 5. Civicom Mobile Research – Past MRMW Events• MRMW 2012 – Europe Getting to “WHY?”- using mix and match mobile technologies to gain heuristic insights in the moment• MRMW 2012 – North America Lather, Rinse, Repeat - Getting into the Shower and other Private Places with Mobile Qualitative
  6. 6. What is Mobile Qual? Why Is It Important?• Delivers a Deeper Understanding of What Drives Decisions• Provides a Rich, In-depth Glimpse of Consumer Reactions and Thought Processes• Produces Specific Examples of What the Consumer is Thinking and Saying In-The-Moment• Exposes Valuable Sentiment That Can Drive Business Development
  7. 7. Civicom Mobile QualTakes you closer to the experience in terms of time and distance than anyone else in research.
  8. 8. Meet Bob: Coffee Shop Entrepreneur• Robert “Bob” Moon• Successful Chain of Coffee Shops in North America and Europe• Recently Launched in Asia
  9. 9. The Problem: Poor Results Not Hitting Targets Low CustomerLow Sales Traffic
  10. 10. Initial Thoughts: Do a Mobile SurveyWhat is Your Favorite CoffeeBeverage in the Coffee Shop?TOP 1: Mocha FrappuccinoTOP 2: CappuccinoTOP 3: Caramel Frappuccino
  11. 11. Initial Thoughts: Do a Mobile SurveyDo you see yourself going back tothis coffee shop again?• Yes – 20%• No – 30%• Maybe – 50%
  12. 12. Mobile Survey But How Can Bob Ask His Customers WHY? WHY? Why would someone Why would you visit the go to a coffee shop? coffee shop again? Why would non- Why do customerscoffee drinkers visit a like Frappuccino so coffee shop? much?
  13. 13. Understanding Available TechnologyCan Bob Overcome the Barriers to Going Mobile?• Mobile Infrastructure Variances (LTE, 4G, 3G, WAP, Cellular Service/Reception)• Internet Speed Differences• Mobile Internet Availability
  14. 14. Mobile QualYes! Bob Can Overcome the Barriers to Mobile!• If you can make a phone call, you can participate• Simple• Easy• Little to No Learning Curve• JUST SPEAK• Works on Any Device• Involve More Respondents
  15. 15. Mobile Qual: Yes! Bob Can Get the Answers to WHYMobile Qual works and drives informationin almost any situation:• Gets them talking• Conveys emotional sentiment• Gives context of the experience• Learn what the experience really was as it happened• Listen as if you were really there• Get insights you don’t get after the fact
  16. 16. Mobile Qual The Answer for Bob• Access in 96 Countries• Local Toll-Free Numbers• Welcome Greeting in the Local Language• Multi-country Simultaneously• Translation• Transcription• Moderator and Respondent Training• Full Service Hands on Project Management• Recordings Immediately Available Anywhere• Multi-language Support• Small Screen Size Not a Factor
  17. 17. Mobile Qual 1,2,3Step 1 •You AskStep 2 •They AnswerStep 3 •You Listen Richer Insights
  18. 18. Mobile Qual YOU ASKMake It Fun and Make Respondents Feel Their Thoughts Are Important By Providing Participation Packets SMS Email
  19. 19. Mobile Qual THEY UNDERSTAND• Invite them to an Online Meeting• Discuss Directions
  20. 20. Mobile Qual THEY ANSWERCivicom Provides a Local Toll-Free NumberThey Just Dial and Speak Send Photos Send Video Send Text
  21. 21. Mobile Qual YOU LISTENCivicom Online Platform• Recordings in Your Online Account In 10 Minutes• Posted Transcripts, Photos, Videos and Text• Data Sorted By Respondent, Date & Time• Involve Your Clients and Other Members of the Research Team
  22. 22. Mobile Qual Offers Option for CollaborationCivicom Online Platform• Online Bulletin Board• Open Up Board for Comments• Engage them in an asynchronous focus group discussion• Place to Ask Respondents Probing Questions• Respondents to leave comments
  23. 23. Mobile Qual YOU LISTEN• Optional Physical Data Delivery for Low Bandwidth Countries – • Recordings, Transcripts, Photos, Videos • DVDs or External Hard Drive
  24. 24. Mobile QualLet’s Listen Name: Risa Age: 22 Occupation: Writer Country: Malaysia Why Coffee Shops? “I like coffee shops because it’s a place where I could be by myself or with friends. I like that it’s cool and it’s not crowded.”
  25. 25. Mobile QualLet’s ListenI just got my cappuccino. The barista calledout my name. I felt a little embarrassed thatshe said my name out a little too loud.Maybe it’s not her. Maybe it’s becausethere’s not a lot of sound absorbers in thecoffee shop.I just feel too self-conscious now. Therearen’t a lot of people here right now but I canfeel them all staring as I stood up to get mycoffee.
  26. 26. Mobile QualLet’s Listen Name: Mei Age: 29 Occupation: Teacher Country: China Why Coffee Shops? “Coffee shops make me happy. I like spending time there with friends and enjoying a cup of coffee with frothed milk.”
  27. 27. Mobile QualLet’s Listen I can see people lining up and looking at the pastries but I noticed no one’s really buying any. I had my eyes on that chicken wrap but it didn’t have a price so I didn’t get it. I don’t really want to ask them because I don’t want to feel trapped that I have to buy it because I asked… what if it’s so expensive…
  28. 28. Mobile Qual Let’s ListenName: KumarAge: 35Occupation: ProgrammerCountry: IndiaWhy Coffee Shops?“I like coffee shops because of theirgood coffee. I like treating myselfonce in a while to a good beveragewith the buzz of caffeine. It helps meto think and focus.”
  29. 29. Mobile Qual Let’s ListenI’m waiting for my friends at the coffee shop.I told them to meet me here. It’s a nice, coolplace. The couch is really comfortable.My friends and I love to get together herebut we still can’t seem to make a couple ofmy friends to stop from bringing chai teathey bought from the street to the coffeeshop.It’s a little embarrassing but I have to agreethat chai tea from the street is 20% of thecost of the only tea they offer and it’s noteven that good.
  30. 30. Mobile QualLet’s Listen Name: Diane Age: 33 Occupation: Sales Representative Country: Philippines Why Coffee Shops? “Coffee shops belong to my best friend and I… This is the only place we get to really spend time together. It’s been the place where we laughed, cried, argued and talked about everything under the sun.”
  31. 31. Mobile QualLet’s Listen I like it here. I love the comfortable seats and it’s cool here. I can see myself staying here for hours reading a good book, watch people or just being with my friends. I’m making a mental note to avoid sitting too near the counter on my next visit. Those coffee machines, grinders and blenders make too much noise. It’s interesting that I can hear the next table’s conversation quite well… It’s a little distracting and now I’m a little worried how many people can hear my conversations…
  32. 32. Mobile Qual Let’s ListenName: KimAge: 30Occupation: Graphic ArtistOccupation: KoreaWhy Coffee Shops?“Coffee shops serve excellentcoffee and pastry. It’s alwayscool. They’re located instrategic places where there’s alot of foot traffic so it’s idealfor watching people pass by.”
  33. 33. Mobile Qual Let’s ListenI need coffee all the time. I’m anindependent artist working fromhome and I think a coffee shopwould be a place I’d go to for achange of environment.I think the only thing that’s stoppingme from doing that is that the coffeeshop doesn’t offer Wi-Fi and therearen’t a lot of available poweroutlets for customers to use.
  34. 34. Discovering InsightsCoffee Shop in a New Market So Much Data! How can Bob translateall these WHY’s into insights?
  35. 35. Advanced Analytics Data Collection to Data Analysis• Tagging• Data Extraction• Text Analytics• Sentiment Analysis• Charts And Graphs
  36. 36. Advanced Analytics Tagging
  37. 37. Advanced Analytics Data Extraction Transcripts Are Broken Down IntoEasily Digestible Chunks of Information on Excel
  38. 38. Advanced Analytics Text AnalyticsCollection and Document Analysis Translated to 2D or 3D Graphics
  39. 39. Mobile Qual: A-ha! Moments On the Surface Under the SurfacePlace to meet friends OR Moment to connect with othersBe on their own Moment to connect with their thoughts, Reflect on the day, Watch PeopleNoise Level People value their privacy in public places Peace and quietIt’s Expensive Value in their PurchaseNo Prices Displayed Embarrassment and fear over not having enough money to pay for the product, availability of information.Product Development Improve the quality of the product – which product, what they can do better and why the improvement is valuableSpace Development Other amenities such as Wi-Fi, Power Outlets, large windows to see more open spaces
  40. 40. The Key: Understanding SentimentAudio Gives You Much Deeper Understanding Of Sentiment“Being able to hear the recordings tells us alot about what they are feeling andthinking. We got much more detail.”“We were really pleased with therecordings. We got information of morevalue.”“We would have never understood whatthey really meant without hearing whatthey had to say while in the coffee shop.”
  41. 41. Sample Applications• Shopper Insights• Mall Intercepts• Retail Analysis• Eating Habits• Consumer Products• Pharma Treatments• Patient Journeys• Mystery Shopping• Event Experience• Respondent Diaries
  42. 42. Civicom Mobile QualWe take you closer to the experience in terms of time and distance than anyone else in research.
  43. 43. Hot, Roasted,and Intense:Getting to Why inGlobal Coffee CulturethroughMobile Qualitative
  44. 44. The Coffee Song by Jars of Clay
  45. 45. Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  46. 46. 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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