at Market Research in the Mobile World Africa 2014 November 5-6, 2014 Cape Town This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://mrmw.net/

1. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by

2. Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
#MRMW

3. MRMW;
A Brand Owner’s Perspective
Stephen Boadi (PZ Cussons Africa)

4. PZ Cussons & Our Brands
• Dates back to 1800s
• Have operations in Ghana, Kenya and Nigeria but
our brands are available in all markets in Africa

5. Importance of MR to our Brands
• Brand Health Check
• NPD – Concept Testing
• Product Testing
• Communication Idea Testing
• Understanding Consumer behaviour
• Understanding Competitive Landscape
• Media Planning

6. Our Society has changed
• Communication
• Lifestyle
• Alternatives to traditional/Face 2 Face/Phone Calls
(online, Mobile etc.) offer more

7. At PZC, we embrace Mobile for Success
Why Mobile?

8. More & More Web Traffic from Mobile

9. Mobile is King…
i. We need to be in that space to observe and listen
in (Cussons Baby, Recipes of Life)
ii. Mobile allows us unprecedented access to the
lives of our consumers, to learn for the benefit of
our brands
iii. Immediate access to user-generated content, the
actual voice of the consumers while they are in the
moment, where it matters most to marketers.

10. Mobile is King…
iv. There isn’t a more economical way of recruiting
people to take part in a survey than addressing
them with an invitation by e-mail, SMS, QR code or
through (mobile) websites
v. Easy to target respondents
vi. Rapid response hence quicker turnaround
vii.Mobile guarantees automation, hence less
interference

11. How have we embraced
Mobile?

12. • Social Engagement & Listening
– Cussons Baby
– Recipes of Life
• Web Survey
– Imperial Leather; (Everyday Luxury Wash to Care)
• Quick Survey (Mobile Web, USSD etc.)
• IVR
– Knorr, A Soup in Every Stew

13. Social Listening & Engagement Process
Create Social Platforms
(Mobile friendly)
Generate, Curate and
Listen to Conversation
Analyse Conversation
Sentiments

15. Web Survey Process
Design of Web form
(Responsive design)
- Selection of Data
- Invitation to participate
Completion of Survey
Reward (Samples, Discount Vouchers
etc.)
Data Analysis & Reporting

16. Quick web survey process
Notes:
• Max 4/5 questions
• Quick to complete
• Design for all browsers
• Designed for all OS

17. Some ‘must haves’
1. Very relevant database and accurate data
selection
2. Designed for all/most dominant OS
3. Designed for all/dominant browsers
4. Responsive design
5. Open and transparent to participant
a. Purpose
b. Data Usage (including location information)
c. Reward mechanics
6. Guarantee data protection and security
7. Clarity of invitation
8. Clarity of questions

18. Some ‘must haves’
9. Downloadable or web-based apps should be bug-free
10. Should not alter the settings of the device
11. Only collect information for which the participant
has given consent

19. Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
#MRMW

20. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by