Presented by Jitendra Papneja, Senior Manager Consumer Insights & Strategy, Asia Pacific - Mondelez International 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

3. “Energizing insight through mobile:
How Mondelez International leverages mobile
research to gain actionable insights”
January 30th, 2013
Presented by Jit Papneja
Regional Consumer Insights & Strategy, Mondelez International

4. Agenda:
• Evolution of mobile phones
• Key questions to ponder
• Challenges with mobile research
• Advantages of mobile research
• Learning from mobile researches

5. Evolution of Mobile Phones
- From connecting device to my body part!
Mobile is ……
“My LIMB”
Mobile is ……
“My IDENTITY”
Mobile is …..
“My COMPANION”
Mobile is ….
“Medium of COMMUNICATION”
Source: Consumer Research

6. There are already
more mobile
phones than TVs
and PCs combined
>5.3B mobile
phones
Source: International Telecommunication Union (ITU), 2011

7. We are out of
synch with
how
consumers
spend their
time

8. Are we reaching consumers at the right place?
Country Online Media
Spend (2011)
Indonesia <1%
Malaysia <1%
Philippines <1%
Singapore 6.9%
Thailand 2%
Vietnam <1%
Source: Google
Singapore consumers are spending 25 hours online per week, more
than all the other media combined.
Less than 2 % online media spend in SEA
6 Source: Nielsen SEA digital consumer report , 2011

9. Most snacking
decisions are made
5
within
minutes
of entering the store
Source: ARC Worldwide – 2011 Consumer Retail
Study

10. Mobile is uniquely able to
reach consumers in this
critical window of time

11. Key Questions to Ponder:
Are we leveraging the power of mobile phones?
What are the advantages and disadvantages of a
mobile based research?
Traditional research picks up TV advertising but struggles to
give a true read on 360 degree activities. Can mobile research
provide a true picture of 360 IMC?
Can mobile help us reduce the turnaround time and provide
results in near real time?
Can we achieve representative sample in the mobile research?
Does mobile research provide better accuracy of data?

12. Challenges with Mobile Research
• Difficult to get representative sample
- Limited Mobile panels
- Not very robust sample profile
• Limited questions and shorter interview length (max 10 minutes)
- Therefore limited utility, if used only in isolation
• Different OS and devices (iOS, Android, Blackberry, Symbian, Java,
feature phones)
• Costlier than F2F research in some cases
• Limited experience or norms

13. Advantages of Mobile research
Traditional research Mobile research
• Better accuracy than F2F research
 Largely due to shorter ‘focused’
questionnaire
 Self completion by respondents
• Interactive and hence higher
involvement of respondents
• Real time data
“There are only two sources of • Faster turnaround
 Automated entry and analysis
competitive advantage: the ability to
LEARN MORE about our customers • Better participation rates
FASTER than the competition and  Fun
the ability to turn that learning into  New experience
ACTION FASTER than the
competition.” - JACK WELCH • Multimedia feedback (e.g. photo)

14. MDLZ Mobile Research Learnings:
Case studies:
- Real time measurement of 360 IMC campaign
- Mobile diary of snacking behaviour
Learning from Mobile researches :
• Keep the questionnaire simple and focused
• Mixed Mode
 Use mobile in conjunction with other methods e.g. F2F, online
• Recruit using traditional ways, unless there is robust mobile
panel
• Optimize questionnaire for the mobile platform / OS

15. While watching TV While shopping
Case Study I:
- Real Time Measurement of
Oreo Strawberry launch
While consuming the product While surfing the net

16. Objectives
The study was designed to understand
- how the new 360 campaign was working for Mondelez
International and
- how people were connecting with biscuits
Specifically, we wanted to understand in each case
- What’s working?
- What’s not working?
- How to optimise the activity

17. Description of the Approach
Each participant was in the field for one week
Legacy Brand Health Current Brand Experience Future Brand Direction
Participants completed Participants Every other day After 7 days of SMS and a
a Brand Health SMSed the participants final visit to the diary
questionnaire before brands and visited SMS diary participants completed a
starting the real-time experiences to elaborate the Future Brand Direction
SMS process. This they came experiences they questionnaire. This was a
contained the usual across during have already good place to look into
tracking measures the week. SMSed about. specific ad recall and
plus other metrics diagnostics in more
detail.

18. Seeing in-store and on TV are important
for media planning.
Purchase intent scores and positivity score – All brands
Base: 2,012 texts
90%
On TV is high in both Me eating
positivity and driving On TV
85%
purchase intent.
Product experiences are
80% high in positivity and drive
Positivity score
Someone else eating it purchase intent.
average
Seeing in-store
75% Online
Newspaper
Conversation On vehicle body
70%
Magazine Not only is seeing in-store a positive
Poster/Billboard experience but it encourages purchase
65%
too.
60%
Radio
65% 70% 75% 80% 85% 90%
Purchase intention

19. In-store is the key channel, dominating
the market (over twice the size of TV).
Touchpoints Share - All brands
35% 31% Base: 2,012 texts
30%
Touchpoint share – All brands
25%
Base: 2,012 texts
20%
14%
15% 11% 10% 9%
10% 6% 5%
5% 3% 2% 2% 1% 1% 1%
0%

20. Interestingly, seeing the
brands/product itself in-store
creates high positivity scores.
Positivity by Seeing in-store- All brands
Base Size: 615 texts
100%
80%
21% 22%
60% 45% 40%
Very Positive
40% Fairly Positive
54% 57% Neutral
20% 38% 40%
Fairly Negative
0%
-21% -19% -18% -20% Very Negative
-20% -2%
-3%
-40% -1%
Se e in g bran d Sale s pro moter LCD display in the Game s in store
an d/or product samplin g it at sto re
itse lf in sto re su pemarket
Although smaller touchpoints, the LCD display and
games receive an extremely positive reaction and sales
promoters perform strongly too.

21. Project Assessment
What worked well?
- The 360 degree and ‘real’ nature of the data
- The ability to make detailed understanding about every element of
the marketing mix
- The opportunity to get an early read and optimise where needed
What worked less well?
- There were less norms than for more established approaches.
- There was room to develop the analytics capability using the mobile
survey data and other face-to-face survey data to better identify
which activity is driving which brand metric.
Comparison with other approaches
• There was nothing else that time that provided this type of data.
Brand tracking would have lacked the detail and speed of insights.
Other 360 degree approaches were based on recall and modelling
and not real time data collection.

22. Conclusion for market understanding
• In-store is a particularly important touch point in this market
– The taste of the product triggers positivity and purchase intent.
This makes it important to have high visibility in store to
encourage impulse purchase.
– Eye catching packaging is also important as a way to
communicate with consumers and attract attention.
– LCD and activities in store should be encouraged. They can
attract attention and create family bonding / activities.
– Sales promoters can influence product trial and educate
consumers

23. Case Study II:
- Mobile Diary of Snacking Behavior

24. Two Goals of the Study
Understand snacking behavior: Test new methodology:
• Understand snack purchasing & • Is there an advantage of a
consumption occasions mobile based research
tool?
• Understand the emotions at the
point of buying and eating snacks
• Can we leverage the
• Identify the motivations behind approach in other markets?
snacking occasions
22

25. Mobile Diary Approach
Transforming the mobile phone into an‘always on’research tool that
can be accessed at any time and from any location, by installing an
application on respondents’ mobile phones
Closed-ended questions, spontaneous evaluations and photos
Snacking consumption and snacking purchases
Covering both weekend & weekday, lasted for 7+ days

26. Consumption and Purchasing Occasions
A total of 1648 Snack related occasions recorded
amongst 46 consumers over a period of 7-14 days
210 Snack
Purchasing
Occasion (not for
immediate
consumption)
Diary (7-9 days)
14 respondents
Diary (10+ days)
32 respondents 1438 Snack
Consumption
Occasions (including in-
the-moment purchases)
24

27. Key insights on snacking consumption
and purchasing behavior…
• Product variety is king to fulfill the array of needs that consumers are
seeking to fulfill.
• Fruit leads the snack list.
• Snacking occasions evoke positive emotions
• Key snacking consumption & purchasing motivations are based on
needs around ‘Sharing’, ‘Sweet Treat’, ‘Relaxation’ &
‘Satisfy Cravings’
• There are other specific triggers that come into play during specific
moments
– Freshen breath in the mornings & lunch time
– Nutritionals in the mid-afternoons
– Next day breakfast purchases in the late afternoons/early evenings
• Significant purchases observed were unplanned
25

28. Key insights on In-Store behavior…
• Snacks are bought in advance, and the majority – for “me” occasions.
• Snacks are purchased in Supermarkets/Discounters, with
convenience stores playing important role during the weekdays.
• Shopping for snacks is a positive experience.
• A large share of snacks purchases is driven by impulse.
• Promotion is an impactful tool that encourages purchase.
26

29. Our view on the methodology
Key benefits of the mobile Design considerations
diary approach for future studies
Overall findings are in line with In order to run analysis by
what we know from traditional consumer/shopper segments, we
F2F research. would need a larger sample
Ability to bring quantitative results
to life, through the real-time Depth will be better achieved
photos and verbatim captured by through a focused diary task (e.g.
respondents only on specific categories)
Overcomes recall issues and Open-ended photo/text question
delivers greater accuracy should be more specific (e.g.
through instant feedback on package specific, in-store display
their consumption/shopping etc.)
habits & top-of-mind motivations
Technology limitations: different
Ability to understand the snacking OS (Operating software)
& purchasing behaviors by
different time periods
27

30. Finally, Coming Back to Questions:
Are we leveraging the power of mobile phones?
What are the advantages and disadvantages of a
mobile based research?
Traditional research picks up TV advertising but struggles to
give a true read on 360 degree activities. Can mobile research
provide a true picture of 360 IMC?
Can mobile help us reduce the turnaround time and provide
results in near real time?
Can we achieve representative sample in the mobile research?
Does mobile research provide better accuracy of data?

31. Q&A
Thank You

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