Insights and Innovations – today and the way forward for mobile research from a user’s perspective - Standard Bank
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at Market Research in the Mobile World Africa 2014 November 5-6, 2014 Cape Town This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://mrmw.net/
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Insights and Innovations – today and the way forward for mobile research from a user’s perspective - Standard Bank
- 1. November 5 & 6, 2014 DoubleTree by Hilton Hotel Cape Town Upper Eastside, South Africa #MRMW Organized by
- 2. Title Sponsor Silver Sponsors Bag Sponsor Association & Media Partners #MRMW
- 3. Insights and Innovations Today and the way forward for research from a users perspective November 2014 Shirley Harding Head Market Research Standard Bank Group
- 4. 5 trends driving growth in Africa Africa’s dormant resources potential Africa’s deepening financial sector A larger, younger, and more affluent population Africa’s transformational urban swell Leapfrogging through technology
- 5. Africa is Mobile Source: Kenya Daily Nation DN2
- 6. Mobile phone penetration 2017 346Million UNIQUE MOBILE SUBSCRIBERS 135% 66% 35% Unique subscribers GSMA Penetration McKinsey ITU data 100% 50% 72% 57% 31% 30% 30% 96% 45% 48% 49% 68% 88% 160% 140% 120% 100% 80% 60% 40% 20% 0% South Africa Angola Ghana Kenya Tanzania Nigeria Ivory Coast Senegal Source: GSMA Sub Saharan African Mobile Economy 2013 /The Lions go digital McKinsey & Company 2013
- 7. Device used to access internet banking Source: Standard Bank Proprietary survey
- 8. The BIG promise of mobile research sits in self selection/self completion interviews BUT These come with their challenges
- 9. Technological Device type Data access Majority of users are still on feature phones Many with limited functionality 2G remains the predominant connection Source: GSMA Sub Saharan African Mobile Economy 2013
- 10. Technological Device type Data access Literacy and Language Literacy Language
- 11. Technological Device type Data access Literacy and Language Literacy Language Research literacy Scepticism Survey competence Panels and lists Not readily available Less Control
- 12. But a mobile world means so much more for researchers
- 13. Device assisted interviews are most viable Speed Ease of interviewing Q Quality Respondent comfort
- 14. An example – market sizing trader markets
- 15. An example – market sizing trader markets
- 16. An example – young entrepreneurs
- 17. Implications of mobile research for clients
- 18. Computer technology enabled complexity Mobile technology demands simplicity
- 19. Fewer Questions Shorter brand lists Matched samples Data fusion Less attributes Shorter surveys More Focus Better Planning
- 20. Addressing client needs in a mobile world
- 21. Reporting via mobile Mobile accessible charting Project updates App
- 22. Phto Shirley Harding Standard Bank Group Picture scanned from Safaricom calendar: Seeds of success by Mutua Matheka Na Gode Asante Thank you Ngiyabonga Obrigada Zikomo
- 23. Title Sponsor Silver Sponsors Bag Sponsor Association & Media Partners #MRMW
- 24. November 5 & 6, 2014 DoubleTree by Hilton Hotel Cape Town Upper Eastside, South Africa #MRMW Organized by