October 8 – 11 2013, London

The original, premier event
for the Mobile Marketing
Research Industry

WWW.MRMW.NET
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O Mobile Citizen, where are thou?

By Caspar Hautvast, Vodafone
and Gerard Loosschilder, SKIM
In our market
research practice,
respondents are
migrating from
traditional
devices
(notebooks and
desktops) to
mobile dev...
It is part of a transition
from being a Domestic
Citizen (digital life from
home) to a Mobile
Citizen (digital life
everyw...
We utilize this transition by making
our surveys context dependent:
not just based on who the respondent
is, but moreover,...
Vodafone has 66 competitors in
the Netherlands; four real
networks and 62 virtual network
operators. Vodafone needs a
mean...
Vodafone’s meaningful point of difference is:

Vodafone is
Easiest to choose for
Easiest to manage your digital life
Easiest at taking our surveys
She is mobile
We’re ready
Because we see great potential
But is mobile research valid?
Our research has shown
that we can take a
traditional conjoint choice
exercise down from 12
tasks with 5 options each
down...
The respondent goes
from sitting a half hour
behind a computer …
…to
three
taps on
a mobile
phone
while on
the go
Because we have
fewer data points
per respondent, we
need to two things,
(1) we increase the
sample size to n>
600 at a lo...
We have a research program in place
to prepare ourselves for the Digital Era
and to reach the Mobile Citizen

Interaction ...
Who?
The transition to mobile marks
a paradigm shift in the way
we do our studies.
Who?
Before, we focused on the “who” only:
who do we want to understand and study?
Who do we select to participate in our ...
Who?
We assumed that who you were
was a constant across all situations and contexts.
Or we did not think about it at all.
Where & When?
Now, we can select respondents
based on where they are,
at what moment, and what they are up to
Where & When?
Assuming that people are impacted by their context;
something we should take into account.
Where & When?
So we can take into account how the context
shapes the individual, or select them solely
on the basis of whe...
We can use this to
better understand
customers in
Vodafone’s retail stores
We can do a exit poll of
customers in Vodafone
stores to gauge their
likelihood of churning to
and from the brand, as
an e...
Each store is described
in terms of the
coverage area of its
visitor base and the
likelihood of churning
away from the
Vod...
Amsterdam
KPN
T-mobile
Telfort
Hi

Rotterdam

27%
KPN
T-mobile
Telfort
Hi

17%
Sales personnel can
be incentivized based
o...
Contact Gerard Loosschilder at
g.loosschilder@skimgroup.com
Or at Twitter @Gloosschilder
Scanning..
TITLE SPONSOR

DIAMOND SPONSOR

PLATINUM SPONSOR

SILVER SPONSORS

PREMIERE SPONSOR

GOLD SPONSORS

WORKSHOP SPONSORS

APP...
MEDIA & ASSOCIATION PARTNERS

WWW.MRMW.NET
October 8 – 11 2013, London

The original, premier event
for the Mobile Marketing
Research Industry

WWW.MRMW.NET
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O Mobile Citizen, Where are thou - SKIM & Vodafone

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Presented by Caspar Hautvast, Market Insights Specialist, Vodafone Netherlands
Gerard Loosschilder, Chief Methodology Officer, SKIM
& John Ashraf, Senior Project Manager Healthcare, SKIM
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

Published in: Business, Technology
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O Mobile Citizen, Where are thou - SKIM & Vodafone

  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. O Mobile Citizen, where are thou? By Caspar Hautvast, Vodafone and Gerard Loosschilder, SKIM
  5. 5. In our market research practice, respondents are migrating from traditional devices (notebooks and desktops) to mobile devices (smart phones and tablets)
  6. 6. It is part of a transition from being a Domestic Citizen (digital life from home) to a Mobile Citizen (digital life everywhere and 24/7)
  7. 7. We utilize this transition by making our surveys context dependent: not just based on who the respondent is, but moreover, where he is, when she is there, and what she is up to
  8. 8. Vodafone has 66 competitors in the Netherlands; four real networks and 62 virtual network operators. Vodafone needs a meaningful point of difference Fixed OTT Broadband TV In a world of fierce competition Mobile
  9. 9. Vodafone’s meaningful point of difference is: Vodafone is
  10. 10. Easiest to choose for
  11. 11. Easiest to manage your digital life
  12. 12. Easiest at taking our surveys
  13. 13. She is mobile
  14. 14. We’re ready
  15. 15. Because we see great potential
  16. 16. But is mobile research valid?
  17. 17. Our research has shown that we can take a traditional conjoint choice exercise down from 12 tasks with 5 options each down to 3 choice tasks with 3 options each, at the same level of validity.
  18. 18. The respondent goes from sitting a half hour behind a computer …
  19. 19. …to three taps on a mobile phone while on the go
  20. 20. Because we have fewer data points per respondent, we need to two things, (1) we increase the sample size to n> 600 at a low CPI and (2) we user smarter research designs with better D efficiency and M efficiency levels
  21. 21. We have a research program in place to prepare ourselves for the Digital Era and to reach the Mobile Citizen Interaction design
  22. 22. Who? The transition to mobile marks a paradigm shift in the way we do our studies.
  23. 23. Who? Before, we focused on the “who” only: who do we want to understand and study? Who do we select to participate in our studies?
  24. 24. Who? We assumed that who you were was a constant across all situations and contexts. Or we did not think about it at all.
  25. 25. Where & When? Now, we can select respondents based on where they are, at what moment, and what they are up to
  26. 26. Where & When? Assuming that people are impacted by their context; something we should take into account.
  27. 27. Where & When? So we can take into account how the context shapes the individual, or select them solely on the basis of where they are, and when
  28. 28. We can use this to better understand customers in Vodafone’s retail stores
  29. 29. We can do a exit poll of customers in Vodafone stores to gauge their likelihood of churning to and from the brand, as an effect of the sales pitch of shop floor personnel and other information.
  30. 30. Each store is described in terms of the coverage area of its visitor base and the likelihood of churning away from the Vodafone brand, based on a mobile CBC study.
  31. 31. Amsterdam KPN T-mobile Telfort Hi Rotterdam 27% KPN T-mobile Telfort Hi 17% Sales personnel can be incentivized based on the results, and additional training can be delivered. 44% 32% 13% 11% Churn risk 42% 23% 19% 16% Eindhoven Churn risk 34% KPN T-mobile Telfort Hi 45% 27% 11% 17% Churn risk
  32. 32. Contact Gerard Loosschilder at g.loosschilder@skimgroup.com Or at Twitter @Gloosschilder Scanning..
  33. 33. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  34. 34. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  35. 35. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET

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