Decision Fuel is a leading mobile research company that uses a custom technology platform to design and deliver short surveys to mobile devices to gather consumer insights. They have over 15 million survey responses from 26 countries. Their platform allows clients to create surveys, target respondents, and receive analytics and insights within 24 hours. Case studies demonstrate how they have provided actionable insights to help clients understand consumer behavior, optimize products and marketing, and make business decisions across industries in Asia and globally.

1. press kit 2013
Bite-sized mobile research
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2. Company Overview
We use a custom-built technology platform to design and deliver short,
tailored consumer surveys over mobile devices to reach informed decisions.
Full analytics and insight are produced with unprecedented speed and clarity
to deliver to clients in as little as 24 hours. With over 15 million
questions answered in 26 countries, we have quickly become the
leading mobile research company in China and Asia. We can help your
company unlock consumer thinking and form greater decisions in the world's
most challenging, dynamic and high-growth markets.
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Decision Fuel is a disruptive mobile platform
in the consumer market research industry.

3. Clients & Partnerships
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Korea
PRC
Taiwan
India
Thailand
Malaysia
Indonesia
Singapore
Hong Kong
Australia
NZ
Japan
Vietnam
Philippines
• Trusted insights for full range of clients
• Successful research in all major Asian markets
• Full-scale surveys in countries as diverse as Brazil, Kenya,
South Africa, and France
• Platforms without delay in any market around the world
Making a Global Impact
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4. Why use Mobile for Market Research?
Mobile is “Always On”
 Instantly reach target consumers,
collect data in as little as 24 hours
 Survey consumers “in-the-
moment” to gather more accurate
insights
Ubiquitous Technology Additional Capabilities
Collect timely feedback to
make immediate decisions
Reach more representative
survey respondents
 Mobile penetration in developing
markets is much higher than
broadband (i.e. 83% vs. 42% in
China)*
 Engage traditionally hard-to-reach
consumers (youth, consumers in
lower tier cities, etc.)
 Mobile phone numbers are unique
identifiers tied to real people
*Source: CNNIC Report 2012
3
Mobile specific features
provide unique applications
 Target data collection by
neighborhood using hyper-
catchment (1sq km) location-based
mobile technology
 Collect real-time, event-triggered,
“in-the-moment” insight
 Collect real-time images

5. What We Provide
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Our Panel Offering
China – 30,000 members and growing
Indonesia – 25,000 members and growing
Philippines – recruitment underway
India – recruitment underway
Malaysia – recruitment underway
The quickest path from idea to insight.
Software as a Service
Clients who sign up for a subscription can
access the platform themselves directly
and use our customizable survey
templates to quickly create and collect
insights from target consumers selected
from our panel.
Respondents take
surveys using their
mobile devices
Results are available
immediately and can be
monitored in real time via
built-in analytics tools
Companies have specific
questions about consumer
behavior and sentiment
Using the intuitive platform pre-loaded
with survey templates, clients create
and deploy surveys to target consumers

6. 3
TM
0%
10%
20%
30%
40%
50%
60%
70%
6-7am 7-8am 8-9am 9-10am 10-11am
Beverage 7 (5%)
Beverage 6 (13%)
Beverage 5 (11%)
Beverage 4 (10%)
Beverage 3 (16%)
Beverage 2 (19%)
Beverag 1 (28%)
Source: Decision Fuel research, March 2012, sample n = 418
Although xxx represents the largest share, particularly in the key
10-11am period, morning beverage consumption is quite fragmented
When was the last time you had a beverage? What beverage (excluding water) did
you drink?
% of
consumers
Case Study
5
Goal
Product Application
Results & Impact
To better understand the behavior, motivations, and drivers of
morning beverage consumption in a number of key cities in China
600 surveys conducted between 6am and 11pm, consumption
behavior data in 30 minute slices
Highlighted key differences in consumption behavior and
preferences between key cities, genders, and early vs. late risers
Goal
Product Application
Results & Impact
Gather “in the moment” consumer insight and feedback on
product to optimize marketing strategy
In-store tasting surveys as well as pre/post-campaign promotional
brand awareness
Identified primary usage occasions and optimal distribution
channels
Dr. Oetker
Established European Food Brand
4
TM
Source: Decision Fuel research, March 2012, sample n = 610
0%
10%
20%
30%
40%
50%
60%
70%
80%
6-7 AM 7-8 AM 8-9 AM 9-10 AM 10-11 AM
Incidence 6(7*AM 7(8*AM 8(9*AM 9(10*AM 10(11*AM
xxx 18% 25% 30% 31% 55%
yyy 28% 23% 27% 34% 74%
zzz 17% 23% 23% 21% 67%
Xxx have earlier and more active morning beverage consumption than
yyyy
When was the last time you had a beverage?
% of
consumers
Client
Marketing Agency for Leading Instant Coffee
Brand
TM
TM
Source: Decision Fuel, Total n=519, Frequent users n=133, Infrequent users n=386
Q2 Which of the following topping flavors do you find most attractive?
Among frequent users, Hawaiian is the preferred flavor. Infrequent users
prefer Extra Cheese and Extra Meat.
22%
32%
26%
18%
14%
28%
25%
35%
Extra Meat
Extra Cheese
BBQ Chicken
Supreme
Texas Heat
Tuna
Classic Pepperoni
Hawaiian
-10% 10% 30% 50%
19%
29%
25%
20%
14%
28%
25%
41%
0% 20% 40% 60%
24%
33%
25%
18%
14%
27%
25%
34%
-10% 10% 30% 50%
Total Frequent users Infrequent users

7. Case Study
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Goal
Product Application
Results & Impact
Compare the aftersales service levels of Samsung vs. iPhone in
hand-held products in Singapore
Specific targeting of users of Samsung HHP and iPhone through
mobile advertising platform
Strengths and improvements in aftersales services identified for
the client
Goal
Product Application
Results & Impact
Understand the usage and oral care pattern of respondents in the
Philippines
Respondents recruited via Decision Fuel mobile panel and mobile
advertising platform
Identified mobile advertising as an effective channel for delivering
oral care messages and influencing purchase intent
Samsung
Leading Mobile Phone Manufacturer
Colgate
Leading Personal Healthcare
Product Company

8. Case Study
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Goal
Product Application
Results & Impact
Understanding usage of a specific mobile phone feature
Surveyed 2000 smartphone users, support in survey design,
identified and provided respondents for client’s focus group
Combining quantitative and qualitative research provided the
client with a comprehensive view of consumer behavior
Goal
Product Application
Results & Impact
Understand actual potential impact the food scandal would have
on KFC amid social media buzz and intense media coverage
Provided half a dozen surveys and monthly tracker
Provided info on general fast-food consumption behavior, level of
impact scandal would have on KFC’s business, revealed
expectation of future consumption by demographics
The project closed very smoothly.
Two global SVPs from the client
said “good job,” which is very rare
in my 4-year history with them.
- Founder, design consultancy
Design consultancy for leading global mobile
phone manufacturer
Client
Various Investment Firms
Client
“ ”

9. Case Study
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Goal
Product Application
Results & Impact
Insight on the impact of specific media channels
Identification of segment preferences, 6-question
survey targeting specific demographic
Developed compelling evidence to shape media mix and
print ad strategy
This is very insightful. It will
enable us to refine our media
planning and media mix for
key product lines in China.
- Director of Nike Sportswear Division, China
“ ”
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10. Case Study
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Goal
Product Application
Results & Impact
To understand mobile web usage habits across global
markets
sample size of over 20,000 across 20 countries and
surveys in multiple languages, near universal
deployment across mobile devices, extensive analytics
and segmentation analysis
Market-by-market insight on mobile media use and
attitudes to new services, Segmentation analysis
identified clear consumer archetypes
With the insights gained from
this work we will now run a
roadshow to educate and
engage key advertisers and
agencies all across Asia.
- Inmobi VP of Marketing
“ ”

11. Media & Awards
2012 Mobile Marketing
Association Smarties Award
Winner for “Global Mobile
Campaign” in partnership with
Inmobi
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“In a survey by Decision Fuel
and On Device Research in
November 2012, 67 percent of
mobile Internet users in the U.S.
who were surveyed claimed that
they only or mostly used mobile,
rather than desktop, for
accessing and browsing the
Internet.”
- Business2Community
“Sometimes, there is value in bite-sized
pieces of data and information, especially if
it can scale… Decision Fuel offers a ‘fresh
approach to market research’ by offering its
enterprise customers cost-effective
campaigns that will help in the decision
making process. ” - e27.co

12. Contact Us
Shanghai
Bldg A, Unit 506
218 Xiangyang South Road,
Huangpu District, Shanghai, 200031
China
Tel: +(86) 21 6136 9316
Quicklinks
Email: info@decision-fuel.com
Website: www.decision-fuel.com
LinkedIn: www.linkedin.com/company/
decision-fuel
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Hong Kong
801 & 802 Western Centre
46-50 Des Voeux Road West
Hong Kong
Tel. +(852) 8191 3481
Patrick Corr
Co-founder
Colin Marson
Co-founder
Min Yoo
Country Manager, China
Benj Roberts
Chief Technology Officer
Patrick has 14 years experience as
an advisor, manager, and senior
executive in media and consumer
companies throughout Asia and
Europe. Corr is an engineer by
training, holding M.A. and
M.Engineer from University of
Cambridge.
Colin has spend the past 12 years
working as both consultant and
participant across a variety of
consumer facing industries in Asia
and Australia. During this time, he
has managed over 30 substantial
consumer research projects
across 15 Asian, African, and
Western markets. Colin has an
M.B.A. from INSEAD.
Over the past decade, Min has
had a wide-ranging career across
greater China. He has worked for
established organizations like the
Economist Intelligence Unit and
started up several successful food
and beverage businesses. Min is a
proud University of California at
Berkeley alumnus.
Benj has spent close to the last 14
years building and managing high
performance software services at a
senior level across a variety of
industries, including finance,
logistics, and telecommunications,
most recently at Morgan Stanley
and Deutche Bank.