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Title Sponsor Gold Sponsors
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MRMW Berlin Sept. 23-26, 2014 #MRMW
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Networking Reception Partner Exhibitor
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Jeremy George biNu Pty Ltd Based in biNu Africa office (Cape Town, South Africa) jeremy.george@binu-inc.com @jeromeister m: +27 72 823 1328 w: +27 21 007 1478 www.binu.com
Overview
biNu is a cloud based virtual
smartphone platform that hosts a
community of highly engaged users
on a variety of fast, light, Android
and Java phone apps.
The biNu platform includes a suite of
native quant and qual research
tools.
Emerging Market Characteristics for
Market research:
● High Growth
● Single screen (mobile only, low-end phones)
● Cash Poor/Time Rich (by Western
European/North American standards)
Limited 3G Coverage - Africa Country(Source:
GSMA)
3G% 2013Q4
Pakistan 1%
Nigeria 3%
India 7%
Kenya 11%
Indonesia 25%
South Africa 32%
Mexico 33%
Brazil 41%
Mobile MR in emerging Markets: Disadvantages
Feature phones
- Small screens
- Slow processors
- Poor internet (2G)
- Slow to load screens
- Few touch screens
- Multi-press text entry
Notifications
- SMS, poor response
- Smaller sample sizes
Panel shape
- 10%-30% Male
- 70% < 35 years old
- >80% urban
- 90% ‘Middle of the
Pyramid’ (LSM 4-7)
Mobile MR in emerging Markets: Advantages
Reach - Middle of the Pyramid
Quick - Instant results
Cheap - VS Face to Face or IVR
Rewards - Airtime has real value
Diaries & Longitudinal studies
biNu user engagement through apps
Nokia app store
biNu has a wide
range of popular
apps in various app
stores
biNu Audience is highly engaged
Top 40 Countries (by Monthly Active Users)
> 2 Million Monthly Active Users
> 40,000 new users per day
> 400,000 Unique Sessions/day
> 12 Million page views/day
> 100 countries
> 30% Android
Mobile Browser vs Content App
(in emerging markets) Mobile Browser
+ Works across all operating systems
+ works across devices
+ Native solution for MR software
such as Dimensions or Decipher
- Very slow...
- Poor recruitment (links untrusted)
- Poor notifications (SMS?)
- Poor spammer control
Content App
- Different solution for each mobile OS
- Mobile only
- Sending respondents off-platform
increases drop-off
+ Very quick
+ Trusted ecosystem
+ Great notifications
+ Better scammer control
biNu technology benefits biNu cloud based solution uses a range of sophisticated techniques to reduce
the amount of data delivered to a mobile device and to reduce page display lag
until it is almost instant, even on slow (2G) mobile networks.
Instant Display + Reduced data cost
Significantly reduced Drop Out Rate (compared to a mobile browser)
Dimensions: biNu skin vs browser
Market Research
tools like
Dimensions can
be run in a biNu
skin, retaining all
the benefits of the
software, while
significantly
reducing the Drop
Out Rate vs a
mobile browser.
Case Study 1: SA Diary Investigating beer drinking among
black males in South Africa IR: 55%
Quotas: black, male
N250 x twice per day for 28 days = 14,000
Respondents will complete at least 2 diary entries per
day, for 4 days
LOI: Screener - 5 questions, Diary 1 or 15 questions
Platform: Dimensions (mobile browser)
Fieldwork: 28 days
Case Study 1: SA Mobile Diary
Recruitment Survey
Users Percent
Ad Impressions 61,404
Ad Click Throughs to Survey 14,061 22.9%
Description Views 16,335
Starts (1st question) 3,655 22.4%
High response rate to in-app ads
Case Study 1: SA Mobile Diary
Diaries (Morning and Evening) DIARIES (MORNING & EVENING)
Users Percent
Ad Impressions 3,565
Ad Click Throughs to Survey 2,909 81.6%
Description Views 2,934
Starts (1st question) 2,872 97.9%
Percentage of Starts Users Percentage
Never Start Browser 34 1.2%
Completed 11,020
High response rate by pre-recruited panelists.
11,020 mobile diary entries in 28 days
Case Study 2: Qual Focus Group 1. Recruitment survey - Women
who cook
2. 30 Panel Members chosen
3. Email & SMS reminder
Moderators in London and Cape
Town interacting with women in
Nigeria on their mobile phones
30% Android (low-end) mobiles
● Post pictures and video
● Ask questions in real time
● Reward with airtime
● Download responses
● Multiple moderators
Moderator Web
Dashboard
Qual on low-end mobile: example
Group members
can respond to
questions or
images posted
by the moderator
Conclusions ● Mobile is often the only practical, cost-effective
way to research people in emerging markets
● Mobile can be successfully used for Quant and Qual research in emerging markets
● Technologies like biNu help to mitigate the technical problems of mobile research in emerging markets
Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW
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