Longitudinal Panels in the Mobile World - KWP ComTech

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Presented by Dominic Sunnebo, Global Strategic Insight Director, KWP ComTech
at Market Research in the Mobile World Europe
8 - 11 October 2013, London, Europe

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

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Longitudinal Panels in the Mobile World - KWP ComTech

  1. 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  2. 2. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  3. 3. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  4. 4. Longitudinal Panels in the Mobile World DOMINIC SUNNEBO Global Strategic Insight Director
  5. 5. Longitudinal “A RESEARCH STUDY THAT INVOLVES REPEATED OBSERVATIONS OF THE SAME VARIABLES OVER LONG PERIODS OF TIME”
  6. 6. ITS HARD ENOUGH TO GET PEOPLE TO AGREE TO MOBILE RESEARCH IN THE FIRST PLACE. SO WHY DO WE INSIST ON GOING BACK TO THE SAME GROUP OF PEOPLE?
  7. 7. A host of methodological benefits helps… Trends Longitudinal panels have a lower margin of error for trended data. Recall Interviewing the same consumers regularly means you don’t have to ask them to recall old events Familiarity If panelists know what’s expect of them, they prepare. Speed No need to re-ask core information, just changes Ability to quickly identify hard to reach segments based on previous behaviour
  8. 8. …but analytics tops the list Longitudinal gives you the ability to influence consumers before they’ve made their purchase Purchase Usage You purchase a device. You use that device 1 2 Loyalty Do you buy the same brand again or switch to another brand Satisfaction How you feel about that device 5 3 Consideration What you’re considering for your next device 4
  9. 9. Samsung Galaxy S2 Q2 2011 Buyers Purchase You purchase a Device 23 1 Age 34 77 NPS 49 15 O2 T-Mobile E-Plus 1&1 BASE 11 €254 11 11 12 22 12 36 Online Prepaid Telesales Contract 18 88 Instore 9 55
  10. 10. After an initial usage surge, consumers become less engaged towards the end of the S2 lifecycle Usage You use that device 2 1 month post purchase SEE 100 90 80 70 60 50 40 30 20 10 0 1 year post purchase LISTEN PLAY 2 years post purchase INTERACT BROWSE CONNECT FIND
  11. 11. Poor battery life after 15 months means that owners avoid using more advanced functions such as streaming video, which drags down satisfaction 40 30 20 10 0 -10 -20 -30 -40 -50 Satisfaction How you feel about that device 3 Net Satisfied/Dissatisfied Owners by Function NPS 24 (-25)
  12. 12. However poor battery life did not jeopardize the overall experience, with almost 9/10 consumers planning to buy another Samsung Consideration What you’re considering for your next device 4 Please tell us your preferred brand for your next handset purchase 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 89% 4% 2% 2% 1% Undecided 2% 100%
  13. 13. By knowing early what consumers want next, the marketing focus can be honed in time Consideration What you’re considering for your next device 4 What are the most important attributes you are looking for in your next Smartphone? 0% 10% 20% 30% 40% 50% 60% 70% 90% 81% Size of Screen 79% Battery Life 78% Quality of the camera 77% Speed of processor/GPU 67% 4G Capability 58% Customisation 56% Resolution of Screen 49% Quality of materials 35% Sounds quality 26% Quality of keyboard Durability 21% Storage Capacity 21% Dual SIM Capability 80% 2%
  14. 14. We then know how to best spend retail/consumer marketing budgets in order to ensure the right messaging to these consumers Consideration What you’re considering for your next device 4 When it comes to purchasing your next handset, which sources are you most likely to consider in order to make your choice? 80% 70% 60% 76% 64% 55% 50% 40% 30% 20% 10% 0% 18% 16% 13% 12% 12% 3% 1%
  15. 15. By knowing consumers thoughts throughout the consumer journey, it is possible to take action to influence consumers before they make their purchase. 0% 10% 20% 30% 40% 50% 60% 70% Loyalty Do you buy the same brand again or switch to another brand 5 80% 90% 89% 90% 4% 5% 2% 4% 2% 1% 1% 0.3% Undecided 2% 0 Preference Share Actual Share 100%
  16. 16. Influence before not after Understand cause & effect Plan marketing/retail budget effectively React faster
  17. 17. Longitudinal allows analytics which are key to understand changes in behaviour…
  18. 18. Sizing the Impact of Change 1,400,000 Usage Pre Switch (Android) Usage Post Switch (iPhone) 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 © Kantar Worldpanel
  19. 19. Understanding Customer Movement © Kantar Worldpanel
  20. 20. Uncovering Real Customer Value £100 £50 Increase/Decrease in Tariff Spend over course of 24 month contract vs. Previous device £46 £0 -£50 -£41 -£44 -£45 -£75 -£100 -£134 -£150 -£157 -£200 Apple Samsung HTC Nokia Sony LG BlackBerry © Kantar Worldpanel
  21. 21. Making the Right Strategic Decisions 12 Month Featurephone Upgrade Opportunity Smartphone Acquisition cost (%) 12 36 66m 189m $199+ 48 51 44 38 20 34 18 $50$198 Under $50 1st 2nd 3rd Smartphone Smartphone Smartphone Targeting Featurephone upgraders at the low/mid-end is key to long term growth at the high-end 18 HTC Proprietary and Confidential
  22. 22. …but Longitudinal comes with limitations. Compliance Avoiding bias If the same panelists don’t respond, longitudinal is impossible Need to avoid any kind of educating/influencing questions Cost Labour Panelist loyalty can be more expensive More operational management to keep panelists engaged
  23. 23. Poor compliance means longitudinal research is impossible. One of the biggest challenges for Kantar & the industry as a whole remains compliance and mobile is key to this.
  24. 24. Contact and more information dominic.sunnebo@kantarworldpanel.com +44 (0) 208 967 4616 http://www.kantarworldpanel.com/comtech @KWP_ComTech
  25. 25. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  26. 26. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  27. 27. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET

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