Mobile research with low tech devices
•
1 like•1,143 views
Traditionally, in developing countries, research on lower social classes is conducted in a face-to-face setting. With the appearance of mobile devices, new ways of reaching a larger audience in a fast and cost-effective way have become available. However, it is key to realize that mobile devices in developing countries are often less advanced than the smart phones we are using ourselves. Teenagers and those in lower social classes of developing countries may not have a lot of purchasing power now, but they do represent a key target market for the future for multinationals. Here we share insights and challenges from a study we conducted in Asia, targeting users of feature phones and low tech smart phones. Find
Recommended
More Related Content
Similar to Mobile research with low tech devices
Similar to Mobile research with low tech devices (20)
More from SKIM
More from SKIM (20)
Mobile research with low tech devices
- 1. Bringing High Tech research to Low Tech devices MaxDiff on feature phones and low end Androids Robin de Rooij | SKIM
- 2. 2014
- 3. 100% 50% 0% 2012 2014 2016 2018 2020 25% 80% 2022 Mobile reality =Smartphone penetration developing markets Slow phones Small 4” screens Affordability Source: ITU Nov 2014
- 4. 100% 50% 0% India Nigeria Indonesia US Mobile reality =3G / 4G network penetration Slow networks 11% 17% 34% > 70% Source: GSMA Q42014
- 6. 2 Million monthly active users 200 Countries in total 35% Android users Invite to participate in research
- 7. Enjoy smooth, beautiful skin Most gentle shave ever Smooth in seconds, lasts for weeks Cuts away your hairs with a sharp blade ? ? ? ?
- 8. Learning 1 sample Specific target group Low social class
- 9. Typical Smartphone ➔➔ -➔ 2x 1x ➔➔ ➔➔ ➔ ✔ ✔ Learning 2 design Feature phone Design 1 - 2x 1 ➔ ✘ ➔ Feature phone Design 2 - 3x 1 ➔ ✔ ➔
- 11. SA India CAPI $ $ $ 20 min 2 weeks Mobile $ 5 min 2 weeks Learning 4 costs & timing For hard to reach target group
- 12. Use for tactical purposes - test a small number of essential claims Use for quick insight, not for extensive stories Sample shouldn’t be too challenging or specific - should fit the sample available Use feature phones to target only the lower social classes - either as only target, or part of a bigger study Recommendations
- 13. Robin de Rooij Director Asia Pacific r.derooij@skimgroup.com T +65 6597 2800 M +65 8571 3818