Submarine Digital Offering

8/3/2019 Submarine Digital Offering

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New World Research



Who is Submarine

Insight Services Overview

Digital Data Methods

Karolo ± The Scoop



Submarine primarily takes on:

research pertaining to digital interactive spaces

research that uses as its primary means of data/insight

exploration, digital mediums e.g. mobile phones, internet

interfaces, other handheld devices

WHO IS SUBMARINE.



WHO IS SUBMARINE.

We work closely with clients to seek out unique opportunities

that will allow them to break through the clutter, seamlesslyintersect with the lifestyle habits of their markets, and engage in

relevant and unconventional ways.



OUR APPROACH

Old World



OUR APPROACH

New World



Submarine explores how, and more importantly why, people interact

with, connect with, and experience brands, products, innovations,

services, digital and interactive environments and the world around

them.

Submarine focuses exclusively on research that delves under the

skin.

Depth research, for immediately actionable results.

INSIGHT SERVICES

Insight Services



EvaluationBrand roles, relationships, meanings and significance

Brand positioning

Masterbrand, brand portfolios and brand extension

Brand messaging and communication

NPD/NSD ResearchIdentify opportunities for growth by revealing people's latent needs,

behaviours, and desires

Concept development, scoping and testing

Unearthing untapped market territories

INSIGHT SERVICES

Brand research



Consumer/Target Market StudiesCharacteristics, behaviour, values, attitudes, perceptions,

connections and interactions

Lifestyles, social systems, cultural relationships, and modes of expression

In-depth, descriptive studies of a culture or sub-culture (e.g. sports

fans, street kids, bedroom DJs, bloggers, 4x4 enthusiasts, moms...)

INSIGHT SERVICES

Brand research



Consumer Contact Research Brand activationsSeeding strategies

Sponsorship and promotional activities

Trend Tracking and Source Trends Identification

INSIGHT SERVICES

Brand research



Take the waiting and hassle out of market research focus groups and

access your target market speedily and efficiently

Eliminates client logistics and travel time; enables multi-client viewing

Records and archives real-time insight through written notes, polls

and chats

Eliminates barriers standing between what consumers really think ±

social pressures, time constraints, personality types, geographical

hurdles, relying on memory instead of application, group dynamics.

WHY TAKE YOUR RESEARCH DIGITAL

+Points



WHY TAKE YOUR RESEARCH DIGITAL

+Points

We ³live probe´ respondents as they participate in online interactions

facilitating real-time exchanges between researcher and respondent

More engaging for respondents, which allows them to better express

their views

Reaches consumers in their own familiar environment yielding more

open and honest feedback

Draws high acceptance rate among respondents

Solicit candid, truthful answers and not be restricted by location,

availability and time zones



ONLINE FOCUS GROUPS ± RICH FOCUS



Whether you need to get insight quickly from hard-to-reach or

geographically diverse audiences, or you need candid responses on

sensitive subjects, or you simply want to engage digitally connected

audiences in a medium in which they are most comfortable, Rich Focus

does the job.




Rich Focus is an online chat room that includes an interactive

whiteboard, where a group of participants are able to observe,

manipulate, annotate and share almost any conceivable display

stimulus, including documents, flash videos, pictures, applications

and/or websites.




Accessible to anyone with an internet connection and a computer. Fully

compatible with all browsers ± no set up required.

Can display and interact with multi-media including creative images,

video, and websites.





Participants need no prior technical knowledge to take part,

they get paid for their participation but are able to attend from home,

and it¶s a genuinely, interactive, social experience, with all the

characteristics of a face to face discussion.




Furthermore, with participants hidden behind an avatar and unable to

talk over each other, Rich Focus groups do not involve the social

pressures and power relations associated with traditional groups.



Our moderators conduct sessions while you are logged in ± viewing,

listening, interacting ³off-line´ and taking notes

Clients can log-in and observe the group (from home if they want), and

are able to discuss the group together via an Observer Conference

Window and contact the moderator, for example if they wish a particular

subject to be explore in greater detail, or put a question to the group





Respondents are typing their responses rather than speaking them

Tend to be more objective and straight to the point when they are not

communicating face to face

Considerably more expensive to incentivize people to come to a

central location for a focus group than to ask them to join us virtually

Participants can join us simultaneously from multiple locations



Transcripts are available for you to download immediately after the

group is finished.

Gain feedback on concepts, propositions, creative and multi-media.

Easy access from any device with a browser ± no set up required













POWWOW ± INTERACTIVE JOURNALING



Powwow is an online social media platform for a-synchronous dialogues with

consumers, customers and other stakeholders.

From a secure website, interact with your audience using text, images, video

and SMS

Accessible via any browser and even via your smartphone

Ideal for group discussions or in-depth one-on-one or combine the two

methods in one project!

POWWOW ± INTERACTIVE JOURNALING



x

BYT ± INTERACTIVE JOURNALING

Online diaries, bulletin boards / forums and social-media

communities

Do all in a single, integrated application

Incorporating online diaries, bulletin boards, and a full-scale

community management system

A flexible, easy-to-use tool, which can easily adapt to a whole

host of different project requirements

Create and share multi-media including video

Segment or create user-groups simply and easily















ONLINE SURVEYS

Accessible via PC or any phone that can browse online.

Send link to respondents.



How appealing is the idea of a free-to-engage, MTN online mobile social community?

Select an item by dragging it to the box of your choice. You may change a selection by moving it to

a different box, if necessary.

ONLINE SURVEYS ± BRINGING THE SURVEY TO LIFE

Drag me«

Not Appealing

Somewhat Appealing

AppealingVery

AppealingExtremely Appealing



Using the pens below, highlight the text which you like, dislike or find confusing.

Start by choosing a colour that represents your thoughts toward a particular word or phrase, and

then click on that word or phrase in the paragraph below. You may change colours at any time


MTN brings you Click2It ± a new way to communicate, via your phone, with anyone living

in South Africa. For Free. Share what you are up to, your goals, birthday wishlists, travel

tips, recipes, fav music, review and recommendations. Create clubs and benefit from

awesome savings with one of our retail and travel partners for freebies and discounts.

Sign up now, by sms¶ing µWant In¶ to 335556.

ER ASE LIKE DISLIKECONFUSE

D

YOUR COMMENTS:



Imagine that you have R1500 to purchase accessories for a new laptop. Which accessories would

you purchase? You do not have to use the entire R1500, but you cannot exceed the budget.

Select an item by dragging it from the left column to the right column. You may change a selection

by moving it to its original spot.


USED: R200

Carrying Case: R600

YOUR COMMENTS:

REM AINING:

R200

Printer: R800

Spare battery: R580

Optical mouse: R150

Protection Skin: R200

Stand: R580

External speakers: R450

AV AIL ABLE ACCESSORIES SELECTED ACCESSORIES



Among the following attributes, which four are most important when selecting a cellphone for

business?

Select an item by dragging it to the box of your choice. You may change a selection by moving it to

a different box or replacing it with another attribute.


D AT ACONNECTIVITY

YOUR COMMENTS:

THE EM AILCLIENT

ABILITY TOPC/M AC SYNC

VIEW AND EDITMS-OFFICE FILES

QUERTY

KEYBO ARD

WIRELESS

CONNECTIVITYADOBE SUPPORT ACCESS TO APPS

SH ARPORG ANISER

VPNSPECI ALISED

VENDOR

SUPPORT

TOUCH SCREEN

Most Important 2nd Important 3rd Important 4th Important



RESEARCH CONDUCTED ON MOBILES

Mobile phone market research works the same way as online

research but uses the Internet browser on mobile phones

Questionnaires are delivered via an SMS or W AP message,

automatically launches the survey on the mobile phone.

Questions are then answered, and the data is gathered in real time.



Mobile research presents a promising way to capture timely

information and insight into consumers¶ behaviors, attitudes,

experiences and

actions.

MOBILE RESE ARCH IS:

Self-led participation in surveys and research panels, using mobile

devices

Mobile Web, W AP, SMS, MMS

People are likely doing online surveys using their mobile devices,

whether you plan it or not!




Mobile research offers advantages over other survey methods

Cellphone-based research offers, in particular, speed and novelty

The speed of response is unique and provides the opportunity to

conduct rapid response research in a cost-effective way

An alternative way to conduct research with hard-to-reach groups

Immediate feedback on your research questions concerning

marketing campaigns, ad testing, and more




Cost savings - faster reply to surveys, shorter project completion time

Mobile phone browsers, texting and file-sharing offer new and

exciting ways of conducting research

Engaging customers and research respondents through mobilephones can be the best (and sometimes only!) way to capture

feedback to understand brand engagement, shape new products,

and measure consumer sentiment




Reaching respondents anytime, anywhere, means authentic, in-the-

moment responses.

Instantaneous. With a willing network available, you¶ll be surprised at

the fast turnaround ± perfect to get a qualitative sense of the situation

prior to, or in addition to, a fuller quantitative study.

Inclusive. The fact is, some audiences are impossible to reach

otherwise! It may be the only way to engage millennials, traveling

business professionals, and ³off the grid´ households.




RESEARCH CONDUCTED ON MOBILES ± SURVEYOR AND POWWOW

There are two ways in which you can gather feedback with a mobile survey:

Invite participants - send a survey to a selected list of participants such as

existing customers or a specific panel. These surveys can be fully personalised

based on the recipient profile data that you upload and their responses.

Self initiated responses - choose a keyword, for example µCHOICE¶, to let

people take part in your survey, and make it free to respond to short code -

85001.



Surveyor enables us to collect survey and poll data.

We can create and manage your questionnaires online and use an

iPhone or iPod Touch to collect responses.

We collect data in the field and upload it to a centralized server thatanalyzes and exports the results.




Fast+ Surveys are created and managed online

+ Devices sync survey content on the fly

+ Realtime results

+ Team management

Mobile+ Multiple devices can be managed remotely

+ GPS and WiFi geo-tagging options

+ Convenient in a variety of environments

+ Secure data and devices

Engaging+ Increased response rates (vs. pen & paper)

+ Intuitive interface

+ Contextual help




COZIMO ± CREATIVE COMS TESTING AND REVIEWS ONLINE




Online real-time image and video collaboration

Get feedback and collaborate on visual media.

Review and markup images, videos, PDFs and documents from any

web browser, anytime, anywhere.

Get to µyes¶ faster with live interactive meetings, review and

collaboration sessions.


















RESEARCH ON MXIT

Run polls or a simple 1 day discussion

Short and longer term panels

Perfect for interacting with hard-to-reach groups

Extremely inexpensive for the participant

Offer MXit moola incentives/airtime



Having an authentic and engaging voice in social media is critical for most

every organization.

One of the first steps is creating a Facebook page where consumers can go for

information, post their thoughts, and even ³like´ you, thereby becoming a fan.

But even for brands that have several thousands of fans, many questions

remain unanswered:

Who are our Facebook fans?

How do they compare with our target customer base?

How can we interact with them to create value?

How can we build sustainable, symbiotic relationships with our fans?

FACEBOOK RESEARCH APP ± CREATING VALUE FROM FACEBOOK FANS (GLOBALPARK)



Social Insight Connect is a full-powered feedback platform that seamlessly

integrates with Facebook.

Using Social Insight Connect, marketing and research teams have a private

channel with consumers directly within their fan page.

Going far beyond quick polls, they can find out the attributes, actions and

attitudes of this at-the-ready audience.

Fans participate in surveys and interactive forums without ever leaving the site.

The resulting insights are tracked over time and can be used to inform future

interactions, product development and brand strategy.

Access is controlled through a Facebook application.

FACEBOOK RESEARCH APP



KaroloInteractive explorationcommunities

TM



An online communityof defined people, that

explore, test andgenerate ideas for abrand.



© 2010

A space to explore corecurrent and emerging

trends that define and

influence people¶s lives,

so that the client knowsimportant trends that

may impact strategic

plans, NPD, consumer

innovation andcommunication efforts.



Karolo continually gathersThis is an online, real time qualitative and quantitative research solution. It can be considered a 7

days a week focus group - except the group is big, and the environment is engaging, relevant, and

fulfills an experiential gap.

Karolo is precise, enjoyable and instantaneousPanels are comprised of filtered individuals and moderators channel the efforts of participants to

focus on concepts, or areas of interest which are beneficial to a brand¶s ongoing consumer

understanding and marketing strategy.

Karolo delivers valuable and speedy research reportsThe Karolo backend provides unfiltered information directly to skilled insights analysts for

interpretation, filtering and documentation.

What makes Karolo different?

On-the-go, 24/7 target market insights



Relevant to the target marketPeople don¶t really want to be stuck in an unfamiliar real world research environment - much better,

is to allow them to engage on their terms...from where and when they feel comfortable. In this way

they are voluntarily engaged and motivated.

Takes a brand closer to the peopleKarolo reduces the gap between consumers and a brand, and thus allows a brand to keep their

finger on the pulse. It also provides a brand with a mechanism to test whether they are providing

the appropriate products and services - and a panel that challenges the brand to live up to its

promises. Dialogue is open and free - and in this kind of space, people are honest.

Karolo spreads the word...fastKarolo provides an immediate touch point - a means of distributing below-the-line information about

a brand¶s up and coming products, services and campaigns, constantly receiving live-feedback.

What makes Karolo different?

On-the-go, 24/7 target market insights



Moderators and Qual/Quant Analysts are responsible for:

Client service

Panel communication, monitoring and moderation

Monthly content and activity generation

Incentive management

Analysis reports delivery

Management

People who know digital + research.



Karoloat work.

TM



Get the lowdown

MTN The Scoop

MTN is digging into local lifestyles to get The

Scoop on what South Africans are sharing,

experiencing, discovering and telling their

friends.

The Scoop is a new brand of on-the-ground,

living and breathing citizen journalism. Scoop

users can quickly post and share short

conversations pictures, links and videos through

a dynamic mobi or web site.

Simple to use and easy to access, The Scoop

gives anyone the opportunity to start a topic.

Then all that's left to do is watch who runs withit.

Scoop moderators plant topics of interest to

MTN each day for inclusion in the report back

each month.



Technology Trends and Insights

Moblog/ISM_01

An online community of

leading edge individuals

that test, explore and

generate ideas with, and

for a brand

It is also a space that

seeks to explore and track,

core current and emerging


influence these people¶s

lives so that a client knows,in good time, important

trends that impact their

strategic plans, NPD,

consumer innovation and

communication efforts.



Gaining Insight into S A SMEs

Quisme

An online and mobile insight

panel of South African SME

thought-leaders.

It is an invite only community of

South African business owners

that pose ideas and questions

to their peers, thus inspiring

solutions to, and comment on,

common interest factors

An SME innovation platform -

aim of the space is to better

understand the needs businessowners and people working

within SMEs, and in particular to

understand more about the role

of communications technology

(ICT) and new modes of

technology in their lives



Frankly My Dear Female Panel

FMD

An online community of

leading edge individuals

that test, explore and

generate ideas with, and

for a brand

It is also a space that

seeks to explore and track,

core current and emerging


influence these people¶s

lives so that a client knows,in good time, important

trends that impact their

strategic plans, NPD,

consumer innovation and

communication efforts.



Documents

Submarine Digital Offering