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Speakers: Yee Mei, Chan Millward Brown

Alistair Hill On-Device Research

Pairing up the Beauty with the Beast M O V I N G B R A N D T R A C K I N G

S U C C E S S F U L L Y T O T H E

M O B I L E W O R L D

Tracking Studies Can Be Quite A Monster To Tame

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Continuous sampling

Representative of the market

Turnaround Speed is crucial

A billion things to ask the respondent

Mobile Is Attractive, But Very Tricky To Make It Work

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Lack of panels in developing markets (where we need mobile the most!)

Fragmented technologies and infrastructure

Limited screen size (to fit in the billion questions)

Shortened patience when on the mobile (the medium is the message)

Sparks Can Still Fly If They Can Connect

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Sample access can be managed with help of Dynamic Recruitment

“Short” survey window can be stretched to become long enough

With the right technology in place, turnaround findings in 2-3 days and not 2-3 weeks.

Data Quality on mobile is impressive

On Device Research is a mobile technology company that provides access to consumers for mobile research To make this happen we use: •  Advanced mobile survey technology •  A network of mobile publishers for programmatic

media buying •  Consumer panels

15 million mobile surveys in 62 countries

Sampling via mobile = Reach is key to data quality

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Population = Millions

Mobile Internet Users = Millions

The wider your ability to sample the “universe” the better

the representativeness of your mobile data.

Not everyone wants to be on a panel

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36% 64%

64% 36%

Thailand India

Dynamically Recruited Sample

Want to join Don't Want to join Panel

Dynamic Recruitment via publisher network

Respondent takes mobile survey

Publisher network contains 1000’s of sources: Mobile social networks, games, apps, IM services, news sites, portals, etc.

Respondents either take survey there and then or are recruited into a panel.

What is Dynamic Sampling?

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The way mobile ads work ensures random exposure to mobile app and site users. Imagine if we could simultaneously knock on as many doors when doing face to face fieldwork

Research on Research, Panel vs Dynamic

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•  Comparable data for dynamic vs panel •  Only if best practice guidelines followed •  Vital to make it convenient for the average person to tell you what they think.

88% 82%

Panel Dynamic

Completion Rates

4.49 4.16

Panel Dynamic

Average Survey Completion Time

Proportion of those who fell for trap question is similar between Panel and Dynamic in short surveys

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6%

9%

11%

15 question - Panel 15 Question - Dynamic 40 question - Dynamic

Fell for trap question

Don’t forget we take steps to clean the data before delivery, checking for: •  Speeders •  Straight liners •  Failed trap questions •  Automatic data cleaning coming in Q2 2014

Get the free report from ondeviceresearch.com/blog

On Device Research is the pioneers of survey “chunking” on mobile – splitting traditional 20 minute surveys into several phases to help you meet your project requirements.

SMS INVITE #1 SMS INVITE #2

1st CHUNK

2nd CHUNK

DAY 1 DAY 2

Mobile Survey Chunking

Research on Research on Survey Chunking

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•  Survey chunking allows for good quality data from mobile surveys, whilst also collecting enough data to satisfy client needs

9%

4% 4%

30-­‐QUESTION  SURVEY 15-­‐QUESTION  SURVEY 2-­‐CHUNK  30-­‐QUESTION  SURVEY

Fell for trap question

Sparks Can Still Fly If They Can Connect

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Sample access can be managed with help of Dynamic Recruitment

“Short” survey window can be stretched to become long enough

With the right technology in place, turnaround findings in 2-3 days and not 2-3 weeks.

Data Quality on mobile is impressive

Data Quality On Mobile Is Impressive

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Brand usage data lines up better against actual market share compared to d2d

0.760

0.780

0.800

0.820

0.840

0.860

0.880

0.900

0.920

0.940

0.960

Malaysia India

D2D Mobile

Correlation of tracking data with retail audit brand share.

Malaysia data: across 10 brands in Deodorant. India data: across Top 4 brands in Confectionery.

Better access to higher income households

Wider geographical coverage

No undue influences from interviewers

Data Quality On Mobile Is Impressive

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Ad evaluation data is consistent despite the screen size

TVC RECOGNITION - MOBILE

60% 39%

57%

0%

50%

100%

TVC 1 - Brand E TVC 2 - Brand B TVC 3 - Brand F

TVC RECOGNITION – DOOR TO DOOR

63%

22% 41%

0%

50%

100%

TVC 1 - Brand E TVC 2 - Brand B TVC 3 - Brand F

Turnaround Results In 2-3 Days Instead Of 2-3 Weeks

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Script program to extract data straight into dashboard. If respondents are glued to their mobile devices, so are our clients!

Barrier To Wider Adoption Is More Mind Than Matter

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End Clients think: - Guinea Pig, - Trend Breaks, - How am I going to sell this in internally?

Researchers think: - Cost, - Speed, - Accuracy

Remember CAWI? Will History Repeat Itself?

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Pairing up the Beauty with the Beast was co-presented at MRMW Singapore event, March 2014 All mobile fieldwork for Millward Brown for this project was carried out by On Device Research. Questions about mobile market research? Visit: ondeviceresearch.com Email: alistair@ondeviceresearch.com