Using feature phones for mobile research - challenges and opportunities - biNu

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Mark Shoebridge from biNu discussed using feature phones for mobile research. Some key challenges are lower bandwidth, smaller screens, and lack of apps. biNu conducted surveys on feature phones for the UN and a beverage company in India. The UN survey received over 130,000 responses from 150+ countries in just 2 weeks. The beverage survey had a 4% abandon rate and over 50% completed diaries when using daily incentives. While internet and smartphone penetration is growing, feature phones still dominate in many emerging markets, so they remain an important platform for reaching large audiences.

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

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March 4-7, 2014 Ramada Hotel, Singapore
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March 4-7, 2014 Ramada Hotel, Singapore
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Using feature phones for mobile
research:
challenges and opportunities
Mark Shoebridge
biNu

Mark Shoebridge
Mark.Shoebridge@binu-inc.com
@mshoebri

What are the design
considerations & challenges?

Q. How do you reach, understand and
engage with consumers in emerging
markets today?
A. Easy, through their mobile phones!
But hang on..

Lets talk about “Installed Base”
not new device shipments

mobile-only Internet
users by the end of 2015
Source: Portio Research 2013
80%
of the installed
base of mobile
phones in
emerging
markets are
non-
smartphones
Even by end-2016, less than 2 in 5
handsets worldwide are estimated
to be smartphones

• Voice
• USSD
• SMS
• Mobile Web
• Mobile App
*1234
Survey Approaches

About the Audience
Highly engaged audience of 3 million monthly active users
• Consumers of content designed for mobile
• Mostly in high growth economies

UN My World
The Need:
• Global survey by UNITED NATIONS to determine
Millennium Development Goals for 2015
The Brief
• Get as many people as possible form as many places
to vote and share their opinion
(On mobile)

MY World Survey on biNu
Matches online/paper survey
Minimum 6 Responses
Options displayed randomly
Scripted online by UN.

Over 7000 selfies uploaded on feature phones in
2 weeks

Survey Design?
• Question Language & Style
• Option display (sets of 4?)
Quality?
• Results Matched
Online/Paper
• Data delivered weeklyIncentive?
• None
• Tested and increased response
rate

United Nations achieved
1 million votes
We achieved
• Over 130,000 mobile
votes
• 150+ countries
• Nigeria
• India
• Bangladesh
• Pakistan
• Nepal
• Indonesia
• Brazil
• biNu was presented a
UN Innovation Award
The Results

The brief:
A detailed beverage consumption diary for 12 weeks in
India.
5/7 Completed Diaries per week on mobile
• Recruitment Survey
– 27 Questions!
• Diary 3 Times a Day
– 10 Questions!

Penetration Rates
– Internet 12%
– Smartphone 13%
– Feature phone 80%
– 3G coverage 8% (Up 46%)
Sources:
GSMA Intelligence Q4 2013, Gartner 2013
India Beverage Diary
Everyone has got a smart phone…..

• Scripted on biNu
– Piping
– Logic
– Validation
• Incentive
– Daily with Jackpot
– Air time
– SMS

Incentive?
Quality?
Survey Design?
Scammers?

4% Abandon Rate
Results
Incentive Matters!
Over 50% Registrations Completed Diaries

• Mobile Internet
– Does not have to be 3G
• End User Experience
– Ease of use
– Speed
– Bandwidth
• Reach out to those tough
places…..

Supplementary Slides Follow
Mark Shoebridge
@mshoebri
Mark.Shoebridge@binu-inc.com

• Design For Mobile
• Make it look good
• Question Types
• Language
• Survey Length
• Speed – Data Usage
• Incentives
• Test on the Devices
Tips for Mobile Survey Design

biNu
• Mobile app with super-fast, data-lite access to internet
services
• Feature Phones
• Android
• Highly engaged audience of 3 million monthly active users
• Content
• Speed
• Incentive

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