Getting up close and personal with mobile research

Part

Getting up close and personal with mobile research

1Visit VietnamBusiness.TV

for business videos, news & research

2

This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV

To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events

Please visit VietnamBusiness.TV

3

The last screen we see before we sleep …

the first thing we see on waking…

Visit VietnamBusiness.TV for business videos, news & research

4

5

Mobile devices have become our personal assistant and connect us to our digital networks and our

real world routines.


Everybody is getting 'smart'er and more connected…

Owned a smartphone inVietnam’s Key Cities

in 2014,– this is set to accelerate with new wallet-friendly models being launched.

34%

2013The year global smartphone sales overtook all other types (53%); 960 million units sold.

1.2 billionIn Asia Pacific

will access the internet via mobile phone in 2014.



7

So…how fast and smart is our research adapting to this trend?


A powerful, specially designed app is at the core...

8

How can mobile better help us gain real-time insight into our

consumers?



Part

10

Mobile devices allow us to catch consumers'In-the-moment'


Qualitative Insight

Gain more insights which maybe loss during FGD as consumer do not remember it

Gain deeper insight because it's real , not based on their memory

Cimigo ExampleFor a week before the FGDs, respondents recorded every time they ate confectionary. From this we built up a very clear picture of how this category was consumed that we could then probe deeply in the groups for richer insight.



Breakfast Time

Morning Routine

Lunch

AfternoonRoutine

Day end activities

Out-of -home

evening routine

In home ME

moments

12

“Universal” Around-the-Clock RTD drink contexts: 2/3 are out-of-home moments

As a breakfast optionAlong with breakfastAfter breakfast

At work /at schoolMorning breakOn-the-go(s)

During lunchAfter lunchAs a desert option

Afternoon breakOn-the-go(s)

After school timeSport time

Waiting for dinner

Hang- outsGatherings

At internet shops

Facebook timeInternet surfing

Game/Movie/Music time

Energy drink

Sport drink

Energy drink Carbonate soft drink

Energy drink

Energy drink

Drinking yogurt

Anything!!!

Milk + FruitFruity taste ‘milk’

Milk + FruitFruity taste ‘milk’

Non carbonate RTDs

Non carbonate RTDs

Non carbonate RTDs

Non carbonate RTDs

Drinking yogurt

Customer Satisfaction and Experience /Mystery Shopping

It is important then to capture satisfaction and experience as quickly as possible to ensure that poor practices or behaviours are not allowed to linger and create negativity over time.

Customer Satisfaction

13

Mystery Shopping


Sensory and Product/Service Testing

Printed dairies are boring,

mobile questions are more fun and interactive.

Provides deeper and real-er evaluation

Sensory & Product Testing



Smart devices allow us to get 'the-moment-of-truth' , not the 'memory based'

Smart devices help us gain deeper consumer insight

Smart devices empower us to get up close and personal with consumer

To conclude … 3 amazing things about applying mobile research



Part

Let's get up close and personal with our consumer through mobile research



17

This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV

To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events

Please visit VietnamBusiness.TV