Proudly supported by Kantar, the Leader in Mobile Marketing Research

January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

Organized by

TM

Thank you to our sponsors!

Title Sponsor Platinum Sponsor Gold Sponsors

Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor

Association Partners

Media Partners

Your consumers are mobile, are you?

1

Market Research in the Mobile World Jan 30, 2013

Mark Shepard

Director, Toluna Japan

Overview

1. Who are Toluna?

2. What is representative?

3. New Kids On The Block

4. Where does mobile fit as a methodology?

5. Mobile, the challenges & Opportunities we face now?

6. How can it be used effectively as part of marketing research?

7. Our vision for the future of Asia, Online and Data Collection

8. Concluding statement

Page2

Who are

3

What is representative?

• We are accustomed where possible to utilize three major methodologies to meet our research goals:

• The decision largely comes down to perceived quality, price and speed.

• There is however one thing they all have in common…when it comes to being representative they are all flawed from the start.

Page4

New Kids On The Block

• Aside from having a limited audience from the start are the ‘mainstream’ methodologies looking in the right places for your audience?

• In the age of empowered consumerism arguably one of the biggest mistakes is not to engage with your consumers and brand advocates in their environment and on their

terms.

• Whether it be one of Mobile, Communities (MROC’s) or Social Media (or all) the future of data collection will be in a new space. Even as a global panel provider we at

Toluna recognize an important truth, online as we knew it is gone.

Page5

Mobile as a methodology?

• Over the past 8 years we have been asked more times than are countable…

“Where are you with mobile?”

• Well, mobile as a data collection conduit apart from the latest ‘bells & whistles’ hasn’t changed since…2003!

• Although with the emergence of WAP, Smartphones, Flash & HTML 5 we can present a lot more than ever before on that little screen (not so little now) the basic principles

and challenges remain the same.

You may not necessarily agree…so what do we mean?

• For the past 10 years we have been running SMS based surveys

• For the past 5 years we have been running WAP based surveys

• Now we can do all of this but with media, gamification and GPS solutions

• The solutions have always been there to run them. But…

Page6

How do you reach your audience?

Page7

Mobile fieldwork

• When we refer to ‘Mobile’ data collection we mean undertaking current online surveys on a mobile ready device…such as

• Are these really ‘mobile surveys’? and are they really representative?

• The answer to both is largely no!

Page8

The challenges & opportunities for mobile?

• We often hear in terms of mobile…

“how do I condense a 15 minute questionnaire into 5 minutes or less”

• Our question here is actually, why would you want to?

Mobile is not a replacement or substitute methodology.

• Outside of an effective tool to replace Polling, Omnibus and other top level collections it won’t replace anything you are already running now.

• It is and can be a complimentary medium that can enhance your existing products…

Page9

Using mobile as part of your Marketing Research…now

• At Toluna we have found Mobile to be an excellent tool to improve multiple offerings to our clients through:

• Online Polling via the Toluna.com IOS & Android applications

• Client developed applications with Toluna functionality for Polling

• Multi-Modal Omnibus such as MultiMind

• Real-Time diaries utilized within branded online communities

• On the go chat rooms

Page10

/

Mobile: Ad Testing

Ch

alle

ng

e • Over $2 billion was

spent on the Olympics; did high anticipation before the Olympics and engagement during the Olympics raise recall of the sponsors

Actio

n • Toluna suggested

the company conduct mobile survey for first wave of study to be able to engage the same respondents during the Olympics – preferably while they were watching

Re

sults

• The data captured by Toluna showed that while high engagement with Olympics by watching increased awareness of some of the sponsors, brands of non-sponsors were also identified as being sponsored

11

Case Study Background: An MR agency wanted to understand the excitement

around the Olympics, and for those who were going to watch, conduct a follow-up

study during the Olympics testing awareness of who were the 2012 Olympics

sponsors.

/

Mobile: Product Usage Test

Ch

alle

ng

e • A Toluna client

wanted to understand product usage by administering a daily diary study - asking respondents to provide feedback about a deodorant they were testing.

Actio

n • Toluna suggested

the company conduct the survey via TolunaMobile. Respondents were recruited to participate, mailed the test product, and asked to text a short-code after using the product daily.

Re

sults

• The data was captured in real-time, upon usage, rather than waiting for users to wait for an emailed survey opportunity. Responses were in the moment and more authentic than those received after the fact.

12

Case Study Background: A Toluna client wanted to survey respondents daily, and ask

about their usage of a test product.

/

Mobile Outdoor Advertising

Case Study Background: A Toluna client wanted to Combine Communities and Mobile to provide On the go insight

13

Our Vision for Asia and beyond…

• Internet usage is changing, and so is online data collection…arguably there is not better place to start than right here in Asia if we want to be ‘representative’

• What we know is…

Page14

What does the future look like?

closed, research only community

open, social space fully integrated with brands’ social media

marketing activity

Concluding statement

• Mobile, as well as Social Media and the other ‘New Kids’ are here to stay.

• We need to embrace them…for what they are, not what we think they are

• We cannot continue…data collection in the same way with the same rules

• With the sheer volume of population in Asia…how can we not adapt

Page16

Thank you to our sponsors!

Title Sponsor Platinum Sponsor Gold Sponsors

Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor

Association Partners

Media Partners

Proudly supported by Kantar, the Leader in Mobile Marketing Research

January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

Organized by

TM