Faster time to insight with Mobile research in Asia - SKIM

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Robin de Rooij of SKIM Singapore gave a presentation at the 2014 MRMW Asia Conference in Singapore on the topic of mobile research in Asia. The presentation compared mobile research to traditional CAPI research and found that while mobile research provides faster time to insight and can reach a broader demographic, it may not be suitable for all target groups and can produce different results than CAPI. Mobile research shows promise for the future but each market must be critically considered individually.

Technology

March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

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March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

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March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

expect great answers
Faster time to insight with
Mobile research in Asia
But how do results hold up?
Robin de Rooij
New Venture Director SKIM Singapore
March 5th 2014, Singapore, MRMW Asia Conference
photo: sprklg

3
Different target groups
photo: Stephen Buresphoto: YL Tan

But where are we?
5
REACH
TIME TO INSIGHT
Now?

7
12 choice tasks 3 choice tasks
CAPI Mobile
20min.
5min.

9
Washes faster
Washes whiter
Washes cleaner
CAPI Mobile
5%
34%
-8%
30%
22%
20%
Major differences in top Claims

Major differences in samples
10
28% 70%
$$ $$
30
38% 84%
30% 65%
CAPI Mobile
1

11
CAPI Mobile
Preferences ≠
Preferences ≠
30
Preferences ≠ 30
vs
1 1
30
1

So where are we?
12
REACH
TIME TO INSIGHT
Future

Young & highly educated singles
13
Critically consider each market
Can’t reach all target groups
Technically possible

r.derooij@skimgroup.com
@Robin_de_Rooijexpect great answers
Robin de Rooij
New Venture Director SKIM Asia
m.kalivianakis@skimgroup.com
@Kalivianakis
Mini Kalivianakis
Global Business Director

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