Presented by James Burge, Managing Director Asia Pacific, ResearchNow & Sally Joubert, Chief Executive Officer, Luma Research 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

1. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET

2. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

4. Who is this?
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6. 4
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7. Of users expect the mobile experience to
85% be better than or equivalent to using a
laptop or desktop computer
25% Of US mobile web users only access the
web from their mobile devices
Sources: Harris Interactive & Tealeaf, On Device Research & Mobithinking
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8. We are now symbiotic with the internet
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9. And user interface
is improving ...
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10. But let’s be realistic ...
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11. …appreciate the
role of mobile
in consumer
life...
…and understand
the implications for
our industry...
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12. Research in Practice – Luma Advertising Testing
Goal to explore feasibility,
practicality, reliability and value of
mobile ad testing.
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13. Two Phases of Parallel Testing
2011
the kindergarten era for app-based
surveys initial research was done
using static advertising
2012
the primary years with developments
in mobile technology video advertising
was tested
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14. 2011 Study in UK and Australia
Re-thinking – 2 x N=200 matched samples across
a 5 minute questionnaire Smartphone or Desktop completion
2 x N=200 2 x N=200
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15. Key Finding – Time of Day
Smartphone Survey –
56% completed out of working hours
Online Desktop Survey –
21% completed out of working hours
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16. Key Findings – Brand Bonding Completely Consistent
Source: add+impact® Quick Check Brand Bonding ratings
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17. Key Implication along the way…
Smartphone as a data collection platform does not have a direct
impact on brand feelings measurement
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18. Key Finding- Some inconsistency on attention ratings
Source: add+impact® Quick Check Attention ratings
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19. 2012 Phase Two Study in Australia
2 matched samples Two video ads
of N=104 and
N=107 across
Same 5 minute Smartphone or
questionnaire Desktop
plus opt in post
survey passive
data collection
N= 30 opted into
the passive data
collection – an
encouraging result!
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20. Key Finding – Time of Day mainly out of hours
Smartphone Survey –
90% completed out of working hours
Online Desktop Survey –
60% completed out of working hours
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21. Key Finding – Brand Bonding Completely Consistent again
Source: add+impact® Quick Check Brand Bonding ratings
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22. Key Finding – Attention now Consistent…
even when we drilled down further
Source: add+impact® Quick Check Attention ratings
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23. Attention Elements – Kleenex
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24. Attention Elements – McDonald’s
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25. Proportion Committed
Mobile Online Mobile Online
Committed Entertained Potentials Untouched
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26. There are some encouraging
consistencies when comparing Online
to Mobile….
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27. Passive data collection
is the next
dimension….
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28. 26

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30. …what about methodological
development…?
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32. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

33. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET