Post on 29-Jun-2015
description
Paddy Corr #paddyfields MRMW Kuala Lumpur -‐ 30 January 2013
Mobile Research Going Mainstream: Perspec6ves from on the Ground in Asia
bite-‐sized mobile research
Hong Kong | Shanghai | Singapore
Decision Fuel is a consumer insights pla>orm.
We use mobile to make trusted market research
simple, fast and affordable.
Idea to insight in <24hrs.
Focus on Asia.
10m responses.
3 Mobile Research Going Mainstream – PerspecIves from Asia 3
India China Korea Singapore Australia New Zealand
Q4 2011
Q4 2012
Q4 2011
Q4 2012
Q4 2011
Q4 2012
Q4 2011
Q4 2012
Q4 2011
Q4 2012
Q4 2011
Q4 2012
15 - 19 34% 22% 16% 9% 14% 15% 7% 5% 8% 3% 21% 6%
20 - 24 36% 36% 29% 24% 17% 12% 16% 8% 13% 11% 26% 12%
25 - 34 23% 29% 36% 44% 39% 30% 41% 30% 27% 30% 28% 31%
35+ 7% 13% 18% 22% 30% 43% 36% 58% 52% 56% 25% 52%
Mobile web usage is already mainstream: Huge demographic shiM in the past year
Source: Mobile Media Study, Wave 2, Q4 2012
4 Mobile Research Going Mainstream – PerspecIves from Asia 4
On many metrics, mobile research is also moving mainstream…
Many familiar research situaIons
where mobile has proven its
worth…
Variety of Ways to Deploy Mobile flexible enough to deploy
in every one of Asia’s key
markets...
Array of Asian Markets Clients from MNC’s, agencies,
local companies, SMEs, further
educaIon, design companies,
non-‐profits…
Range of Clients
Korea
PRC Taiwan
India Thailand
Malaysia
Indonesia
Singapore
Hong Kong
Australia
NZ
Japan
Vietnam
Philippines
5 Mobile Research Going Mainstream – PerspecIves from Asia 5
But these things won’t engage an MRMW audience at the end of a long day…!
6 Mobile Research Going Mainstream – PerspecIves from Asia 6
What’s different about mobile’s research role in Asia?
Is it really the ‘next big thing’? What will that look like?
7 Mobile Research Going Mainstream – PerspecIves from Asia 7
For many of us, we spend a lot of 6me – quite rightly – on the following…
Building capable technology pla^orms Regional presence and understanding
Data quality
Quant & qual elements
…these are clearly important. On their own, they aren’t enough to make mobile the ‘next big thing’ in Asia
8 Mobile Research Going Mainstream – PerspecIves from Asia 8
For us, mobile going TRULY mainstream (i.e. the next big thing) means…
ReplicaIng standard market
research (at least, not all the Ime)
Embracing what makes mobile unique, what makes it shine
X
9 Mobile Research Going Mainstream – PerspecIves from Asia 9
Some areas where mobile can shine
Small is beauIful…
Access places & situaIons that other research cannot reach…
Building rich consumer insight in a fracIon of the Ime…
Keeping it simple…
Ability to automate…
10 Mobile Research Going Mainstream – PerspecIves from Asia 10
Case studies that let mobile shine
1. Not trying to ‘recreate’ regular research
2. The common-‐sense anIdote to BIG DATA mayhem
3. Lejng ASIA lead the way
“Pop-‐up Ra6ngs” …mobile unlocking this important research occasion: gathering data at specific points in Ime (eg when they experience a brand, in a specific daypart, during TV show, etc.).
Client & Research Context • A major instant beverage brand in China
• InvesIgaIng ‘Ime of day’ consumpIon behaviour (eg brand/category preferences)
• Rapid, direct access to sample during/just aner consumpIon
• Keen to understand context for category parIcipaIon/brand choice for morning coffee in China
• Want access to feature phone as well as smartphone users
• Two specific ciIes in China
Case #1: Mobile not trying to ‘recreate’ regular research
Understanding the morning coffee as it happens…
7:15AM Double shot Americano
Between gym & office
12!
Decision Fuel in action! Results and Impact!
(continued)"In-the-moment beverage consumption!
■ Highlighted key differences in consumption behavior & preferences between key cities, genders and early and late risers!
■ Identified primary consumption channels, relative beverage share and consumption drivers at different time slices!
Similar Applications!Other potential examples:!■ Brands looking for precise
segmentation across specific time domains!
■ Brands looking for behavioral and occasion based opportunities specific to times of day!
■ Sample of 600 consumers via in the moment mobile survey conducted between 6am and 11am, collecting consumption behavior data in 30 minute slices!
■ Recruited via Decision Fuel mobile panel and partner mobile ad networks !
Product features used!■ Rapid deployment and
turnaround !■ Analytics & interpretation of
results!■ Time specific, in-the-
moment data collection!
Decision Fuel Overview : April/May 2012 !
!"
!"#
$%&'()*#+)(,-,%.#/&)0#')-)1'(23#"1'(2#45643#-1780)#.#9#:65#
#$"
%#$"
&#$"
'#$"
!#$"
(#$"
)#$"
*#$"
+#$"
),*"-." *,+"-." +,/"-." /,%#"-." %#,%%"-."
!"#$%&"#& '()*+, )(-*+, -(.*+, .(/0*+, /0(//*+,111 /-2 342 502 5/2 442666 3-2 352 3)2 572 )72888 /)2 352 352 3/2 ')2
!""#$%&'#'%()*'(#%+,#-.('#%/0*&'#-.(+*+1#2'&'(%1'#/.+34-50*.+#0$%+#6666#
!"#$%&'(%)"#%*'()%)+,#%-./%"'0%'%1#2#3'4#5%%
% of consumers
!"
!"#
#$"
%#$"
&#$"
!#$"
'#$"
(#$"
)#$"
*#$"
)+*,-" *+.,-" .+/,-" /+%#,-" %#+%%,-"
01213,41"*"5($6"
01213,41")"5%!$6"
01213,41"("5%%$6"
01213,41"'"5%#$6"
01213,41"!"5%)$6"
01213,41"&"5%/$6"
01213,4"%"5&.$6"
$%&'()*#+)(,-,%.#/&)0#')-)1'(23#"1'(2#45643#-1780)#.#9#:6;#
!"#$%&'$()))(*+,*+-+.#-(#$+("/*'+-#(-$/*+0(,/*#12&"/*"3(1.(#$+(4+3(56755/8(,+*1%90(8%*.1.'(:+;+*/'+(2%.-&8,#1%.(1-(<&1#+(=*/'8+.#+9((!"#$%&'(%)"#%*'()%)+,#%-./%"'0%'%1#2#3'4#5%!"')%1#2#3'4#%6#78*/0+$4%&')#39%0+0%-./%03+$:5%
% of consumers
10:30AM Small skimmed capuccino
Meeting friends in town
Mobile shines: A simple, in-‐the-‐moment measure for beverage consump6on
Mobile uniquely-‐placed & capable: -‐ Time-‐specific recruitment & fieldwork -‐ Rapid response Imes of mobile -‐ Convenient and simple (minimal prep/setup)
Context
• Understand impact of recent food scandal buzz (online, social) on KFC’s brand and consumer purchase intent
• Define KFC’s brand strength and arributes
• Current vs expected future consumpIon of
Product Applica6on & Services Used • 1,275 consumers China, recruited via
Decision Fuel’s panel
• Rapid survey design, extensive data analysis and final report support
• End-‐to-‐end in <24hrs
Case #2: KFC China Food Scandal Bite-‐sized mobile as the an6dote to BIG DATA mayhem
14 Mobile Research Going Mainstream – PerspecIves from Asia 14
Case #3: Asia leading the way Asia is ready to lead NOT follow in mobile research
Respondents Ready:
Mobile Media Study Wave 2
Clients Ready:
Some thoughts based on our experience
15 Mobile Research Going Mainstream – PerspecIves from Asia 15
100
100 85
41
39 32
6.6 HOURS OF MEDIA PER DAY
THE AVERAGE APAC MOBILE WEB USER CONSUMES
Using mobile (ex SMS/calls)
Watching TV
Listening to Radio
Online via desktop/laptop
Reading Magazines /Newspapers
Tablet devices
minutes
minutes minutes
minutes
minutes
minutes
Sample size: n=8,924
Mobile right at the top of individual media consump6on…
16 Mobile Research Going Mainstream – PerspecIves from Asia 16
COMMUNICATION Email, Facebook, Twirer etc.
62% 26%
SHOPPING Travel, purchases, banking etc.
21% 50%
For Asia’s mobile web users, mobile is the PREFERRED MEDIUM for key ac6vi6es
ENTERTAINMENT Videos, games, music etc.
44% 29% 12%
GETTING INFO Sports, news etc.
41% 31% 13%
Sample size: n=8,924
17 Mobile Research Going Mainstream – PerspecIves from Asia 17
20%
37%
18%
16%
15%
14%
15%
10%
27%
30%
36%
25%
23%
24%
23%
22%
33%
24%
36%
39%
37%
33%
37%
33%
13%
5%
8%
12%
15%
15%
18%
22%
7%
4%
2%
8%
9%
14%
8%
12%
APAC
India
Korea
Singapore
New Zealand
Australia
China
Japan
Completely Agree Somewhat Agree Neutral Somewhat Disagree Completely Disagree
How do you feel about the following statement: “I am usually the first among my friends to acquire new technology”?
Sample size: APAC n=8,744; Australia n=990; China n=1,973; India n=1,912; Japan n=1,005; Korea n=1,368; New Zealand n=756; Singapore n=739
This new wave of mobile web users in Asia isn’t just about early adopters
‘Regular’ consumers
18 Mobile Research Going Mainstream – PerspecIves from Asia 18
WHERE?
29% in a meeIng or class
43% social event
89% WaiIng
for something
83% Lying in bed 45% Spending
Ime with family
30% in the bathroom
62% CommuIng
45% Shopping
58% While watching TV
Sample size: n=8,924
Mobile is an important companion, par6cularly for the in between 6mes
19 Mobile Research Going Mainstream – PerspecIves from Asia 19
58%
69%
66%
63%
58%
54%
54%
50%
APAC
New Zealand
Australia
India
Japan
China
Singapore
Korea
For mobile acUviUes like surfing the web (excludes calls and SMS), do you typically use your mobile when…watching TV
Dual screen ac6vity between mobile & TV is common in APAC markets
Sample size: APAC n=8,924; Australia n=1,008; China n=2,001; India n=2,004; Japan n=1,010; Korea n=1,381; New Zealand n=763; Singapore n=757
20 Mobile Research Going Mainstream – PerspecIves from Asia 20
If this is what Asia’s consumers are doing… what are we doing to access, understand
and use that informa6on?
(Or are we trying to do more of the same research we’ve always done?)
21 Mobile Research Going Mainstream – PerspecIves from Asia 21
Clients open to challenging the ‘established order’ of how insights are tradiIonally delivered.
Huge potenIal: enormous component of global market research growth coming from Asia
Infrastructure: mobile has the reach in Asian markets where other methods onen struggle
Asia’s research buyers…
…more ready than most for mobile?
Asia shaping what mobile research can become? Asia’s clients are ready
A CALL TO ACTION FOR TAKING MOBILE RESEARCH MAINSTREAM IN ASIA
Create genuinely new insight opportuni6es (not just new versions of the same old)
Design for mobile, don’t just force fit exis6ng research
Asia can lead the way – let it!
Do it now, don’t just wait and see
Paddy Corr Co-‐Founder & Managing Director
patrick@decision-‐fuel.com
Colin Marson Co-‐Founder & Managing Director
colin@decision-‐fuel.com
bite-‐sized mobile research
MRMW Asia, January 2013 THANK YOU!