Decision Fuel MRMW Presentation & Case Studies Jan2013

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


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


But these things won’t engage an MRMW audience at the end of a long day…!


What’s different about mobile’s research role in Asia?

Is it really the ‘next big thing’? What will that look like?


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


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


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…


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 !

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% 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


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


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…


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%



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


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


Mobile is an important companion, par6cularly for the in between 6mes


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


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?)


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!

Decision Fuel MRMW Presentation & Case Studies Jan2013

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