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

1. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET

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4. O Mobile Citizen, where are thou?
By Caspar Hautvast, Vodafone
and Gerard Loosschilder, SKIM

5. In our market
research practice,
respondents are
migrating from
traditional
devices
(notebooks and
desktops) to
mobile devices
(smart phones
and tablets)

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. 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. 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. Vodafone’s meaningful point of difference is:
Vodafone is

10. Easiest to choose for

11. Easiest to manage your digital life

12. Easiest at taking our surveys

13. She is mobile

14. We’re ready

15. Because we see great potential

16. But is mobile research valid?

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. The respondent goes
from sitting a half hour
behind a computer …

19. …to
three
taps on
a mobile
phone
while on
the go

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. We have a research program in place
to prepare ourselves for the Digital Era
and to reach the Mobile Citizen
Interaction design

22. Who?
The transition to mobile marks
a paradigm shift in the way
we do our studies.

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. 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. Where & When?
Now, we can select respondents
based on where they are,
at what moment, and what they are up to

26. Where & When?
Assuming that people are impacted by their context;
something we should take into account.

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. We can use this to
better understand
customers in
Vodafone’s retail stores

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. 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. 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. Contact Gerard Loosschilder at
g.loosschilder@skimgroup.com
Or at Twitter @Gloosschilder
Scanning..

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DIAMOND SPONSOR
PLATINUM SPONSOR
SILVER SPONSORS
PREMIERE SPONSOR
GOLD SPONSORS
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PREMIERE SPONSOR
WWW.MRMW.NET
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34. MEDIA & ASSOCIATION PARTNERS
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35. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET