at Qualitative360 Asia Pacific 2014 1-2 October 2014, Singapore This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://qual360.com/

1. Ramada Hotel Singapore October 1 & 2, 2014
#QUAL360
Organized by

2. #QUAL360
Ramada Hotel Singapore Oct 1 & 2, 2014
Platinum Sponsor Silver Sponsors
Association & Education Partners
Media Partners

3. Leveraging mobile media to
replace traditional data collection methods
Middle East, North Africa and Pakistan
By Vaibhav Arora
#Qual360 #AsiaPacific #2014 #Singapore #Merlien #AMRB #MENA
1

4. # Diary placement is a false
reality.
 Low to No participation
 Claimed vs. Actual responses
 Filled by others – ethical
concerns?
 Even lower success rates in
MENA owing to lower
engagement
2

5. # Doing MR in MENA is
difficult.
 Cultural and Religious
Restrictions
 Privacy is key in Arab society
 NO to Ethnographies, Fish-Eye,
etc. – limited to traditional
methods!
3

6. 4Let’s marry the two.
 Smartphone penetration is one of the
highest in the region. Nearly three-
quarters of the region owns one! (Source)
 Social/Mobile Media such as
Whatsapp and Instagram continue to
be strong globally and regionally
Mobile media is on the
rise.
#

7. How does this work?#
Recruiter Respondent Moderator
Respondents are assigned a pre-task to share
pictures through existing mobile applications
(Whatsapp/Instagram) to be later used as
stimulus for a F2F discussion
5

8. 6
Helps in culturally
restrictive societies.
#
 Seen as a private 1-to-1 channel
(as against video::broadcasting)
 greater trust
 Respects privacy - doesn’t intrude
the personal space
 Share pictures without ‘fear’ of
judgment/embarrasment, e.g. blur
photos before sharing

9. 7
Helps in culturally
restrictive societies.
#
CASE IN POINT: Major non-alcoholic
beer brand wanted to understand the
dating game in KSA
 Through this, understood dating game
as a ‘prowl’ where the woman is the
prey rather than the prize and where
the man is the ‘hunter’ rather than the
seducer
 Insight weaved into communication

10. 8Intimate/Private Pictures shared by men in Saudi Arabia – e.g. use of personal care
products that are ‘too feminine’ and seen as a taboo in the society
Helps in culturally
restrictive societies.
#
Allows to gain insights into the consumers’ lives
where observations and ethnographies are not
possible due to cultural restrictions.

11. 9
Helps in recording
consumption occasions
#
 Share pictures at the point of
consumption – closer to actual
behavior
 Mimics actual behavior – non
disruptive vs. recording in diaries
 Engaging medium contributes to
greater participation vs. diaries

12. 10
Helps in recording
consumption occasions
#
 Visuals used as stimulus in F2F –
high respondent recall and
enriched data
 Time/Location recorded - allow
moderator to conduct part
analysis and prepare specific
probes
o E.g. In-home vs. Out-of-home,

13. 11
Helps in recording
consumption occasions
#
Captures food consumption occasions with
automatic time stamp leads to higher accuracy
and richness as against traditional diaries.

14. 12
This also brings
efficiencies
#
 Saves time and costs as this
minimizes/eliminates:
o Multiple visits of recruiter
o Paperwork
o Higher incentives for diaries
o Researcher time-cost involved in
analyzing diaries

15. Leveraging mobile media to
replace traditional data collection methods
Middle East, North Africa and Pakistan
By Vaibhav Arora
#Qual360 #AsiaPacific #2014 #Singapore #Merlien #AMRB #MENA
13

16. #QUAL360
Ramada Hotel Singapore Oct 1 & 2, 2014
Platinum Sponsor Silver Sponsors
Association & Education Partners
Media Partners

17. Ramada Hotel Singapore October 1 & 2, 2014
#QUAL360
Organized by