Presented by Rebecca West, Vice President of Marketing Research Services, Civicom at Market Research in the Mobile World Asia-Pacific 30-31 January 2013, Kuala Lumpur, Malaysia This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET

2. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

3. Hot, Roasted,
and Intense:
Getting to Why in
Global Coffee Culture
through
Mobile Qualitative

4. Civicom Marketing Research Services
What We Do

5. Civicom Mobile Research – Past MRMW Events
• MRMW 2012 – Europe
Getting to “WHY?”- using mix and
match mobile technologies to gain
heuristic insights in the moment
• MRMW 2012 – North America
Lather, Rinse, Repeat - Getting
into the Shower and other Private
Places with Mobile Qualitative

6. What is Mobile Qual?
Why Is It Important?
• Delivers a Deeper Understanding
of What Drives Decisions
• Provides a Rich, In-depth Glimpse
of Consumer Reactions and
Thought Processes
• Produces Specific Examples of
What the Consumer is Thinking
and Saying In-The-Moment
• Exposes Valuable Sentiment That
Can Drive Business Development

7. Civicom Mobile Qual
Takes you closer to the experience
in terms of time and distance
than anyone else in research.

8. Meet Bob:
Coffee Shop Entrepreneur
• Robert “Bob” Moon
• Successful Chain of Coffee
Shops in North America
and Europe
• Recently Launched in Asia

9. The Problem:
Poor Results
Not Hitting
Targets
Low Customer
Low Sales Traffic

10. Initial Thoughts: Do a Mobile Survey
What is Your Favorite Coffee
Beverage in the Coffee Shop?
TOP 1: Mocha Frappuccino
TOP 2: Cappuccino
TOP 3: Caramel Frappuccino

11. Initial Thoughts: Do a Mobile Survey
Do you see yourself going back to
this coffee shop again?
• Yes – 20%
• No – 30%
• Maybe – 50%

12. Mobile Survey
But How Can Bob Ask His Customers WHY?
WHY?
Why would someone Why would you visit the
go to a coffee shop? coffee shop again?
Why would non- Why do customers
coffee drinkers visit a like Frappuccino so
coffee shop? much?

13. Understanding Available Technology
Can Bob Overcome the Barriers to Going Mobile?
• Mobile Infrastructure Variances
(LTE, 4G, 3G, WAP, Cellular Service/Reception)
• Internet Speed Differences
• Mobile Internet Availability

14. Mobile Qual
Yes! Bob Can Overcome the Barriers to Mobile!
• If you can make a phone call, you can participate
• Simple
• Easy
• Little to No Learning Curve
• JUST SPEAK
• Works on Any Device
• Involve More Respondents

15. Mobile Qual:
Yes! Bob Can Get the Answers to WHY
Mobile Qual works and drives information
in almost any situation:
• Gets them talking
• Conveys emotional sentiment
• Gives context of the experience
• Learn what the experience really was
as it happened
• Listen as if you were really there
• Get insights you don’t get after
the fact

16. Mobile Qual
The Answer for Bob
• Access in 96 Countries
• Local Toll-Free Numbers
• Welcome Greeting in the Local Language
• Multi-country Simultaneously
• Translation
• Transcription
• Moderator and Respondent Training
• Full Service Hands on Project Management
• Recordings Immediately Available Anywhere
• Multi-language Support
• Small Screen Size Not a Factor

17. Mobile Qual
1,2,3
Step 1
•You Ask
Step 2
•They Answer
Step 3
•You Listen
Richer Insights

18. Mobile Qual
YOU ASK
Make It Fun and Make Respondents Feel Their Thoughts
Are Important By Providing Participation Packets
SMS
Email

19. Mobile Qual
THEY UNDERSTAND
• Invite them to an Online Meeting
• Discuss Directions

20. Mobile Qual
THEY ANSWER
Civicom Provides a Local Toll-Free Number
They Just Dial and Speak
Send Photos
Send Video
Send Text

21. Mobile Qual
YOU LISTEN
Civicom Online Platform
• Recordings in Your Online Account In 10 Minutes
• Posted Transcripts, Photos, Videos and Text
• Data Sorted By
Respondent, Date & Time
• Involve Your Clients and
Other Members of the
Research Team

22. Mobile Qual
Offers Option for Collaboration
Civicom Online Platform
• Online Bulletin Board
• Open Up Board for Comments
• Engage them in an
asynchronous focus group
discussion
• Place to Ask Respondents
Probing Questions
• Respondents to leave
comments

23. Mobile Qual
YOU LISTEN
• Optional Physical Data Delivery for Low Bandwidth
Countries –
• Recordings, Transcripts, Photos, Videos
• DVDs or External Hard Drive

24. Mobile Qual
Let’s Listen
Name: Risa
Age: 22
Occupation: Writer
Country: Malaysia
Why Coffee Shops?
“I like coffee shops because it’s a place
where I could be by myself or with friends.
I like that it’s cool and it’s not crowded.”

25. Mobile Qual
Let’s Listen
I just got my cappuccino. The barista called
out my name. I felt a little embarrassed that
she said my name out a little too loud.
Maybe it’s not her. Maybe it’s because
there’s not a lot of sound absorbers in the
coffee shop.
I just feel too self-conscious now. There
aren’t a lot of people here right now but I can
feel them all staring as I stood up to get my
coffee.

26. Mobile Qual
Let’s Listen
Name: Mei
Age: 29
Occupation: Teacher
Country: China
Why Coffee Shops?
“Coffee shops make me happy. I like
spending time there with friends and
enjoying a cup of coffee with frothed
milk.”

27. Mobile Qual
Let’s Listen
I can see people lining up and
looking at the pastries but I noticed
no one’s really buying any.
I had my eyes on that chicken wrap
but it didn’t have a price so I didn’t
get it.
I don’t really want to ask them
because I don’t want to feel trapped
that I have to buy it because I
asked… what if it’s so expensive…

28. Mobile Qual
Let’s Listen
Name: Kumar
Age: 35
Occupation: Programmer
Country: India
Why Coffee Shops?
“I like coffee shops because of their
good coffee. I like treating myself
once in a while to a good beverage
with the buzz of caffeine. It helps me
to think and focus.”

29. Mobile Qual
Let’s Listen
I’m waiting for my friends at the coffee shop.
I told them to meet me here. It’s a nice, cool
place. The couch is really comfortable.
My friends and I love to get together here
but we still can’t seem to make a couple of
my friends to stop from bringing chai tea
they bought from the street to the coffee
shop.
It’s a little embarrassing but I have to agree
that chai tea from the street is 20% of the
cost of the only tea they offer and it’s not
even that good.

30. Mobile Qual
Let’s Listen
Name: Diane
Age: 33
Occupation: Sales Representative
Country: Philippines
Why Coffee Shops?
“Coffee shops belong to my best
friend and I… This is the only place
we get to really spend time together.
It’s been the place where we laughed,
cried, argued and talked about
everything under the sun.”

31. Mobile Qual
Let’s Listen
I like it here. I love the comfortable seats
and it’s cool here. I can see myself staying
here for hours reading a good book, watch
people or just being with my friends.
I’m making a mental note to avoid sitting
too near the counter on my next visit.
Those coffee machines, grinders and
blenders make too much noise.
It’s interesting that I can hear the next
table’s conversation quite well… It’s a little
distracting and now I’m a little worried how
many people can hear my conversations…

32. Mobile Qual
Let’s Listen
Name: Kim
Age: 30
Occupation: Graphic Artist
Occupation: Korea
Why Coffee Shops?
“Coffee shops serve excellent
coffee and pastry. It’s always
cool. They’re located in
strategic places where there’s a
lot of foot traffic so it’s ideal
for watching people pass by.”

33. Mobile Qual
Let’s Listen
I need coffee all the time. I’m an
independent artist working from
home and I think a coffee shop
would be a place I’d go to for a
change of environment.
I think the only thing that’s stopping
me from doing that is that the coffee
shop doesn’t offer Wi-Fi and there
aren’t a lot of available power
outlets for customers to use.

34. Discovering Insights
Coffee Shop in a New Market
So Much Data!
How can Bob translate
all these WHY’s into insights?

35. Advanced Analytics
Data Collection to Data Analysis
• Tagging
• Data Extraction
• Text Analytics
• Sentiment Analysis
• Charts And Graphs

36. Advanced Analytics
Tagging

37. Advanced Analytics
Data Extraction
Transcripts Are Broken Down Into
Easily Digestible Chunks of Information on Excel

38. Advanced Analytics
Text Analytics
Collection and Document Analysis
Translated to 2D or 3D Graphics

39. Mobile Qual: A-ha! Moments
On the Surface Under the Surface
Place to meet friends OR Moment to connect with others
Be on their own Moment to connect with their thoughts, Reflect on the day,
Watch People
Noise Level People value their privacy in public places
Peace and quiet
It’s Expensive Value in their Purchase
No Prices Displayed Embarrassment and fear over not having enough money to
pay for the product, availability of information.
Product Development Improve the quality of the product – which product, what
they can do better and why the improvement is valuable
Space Development Other amenities such as Wi-Fi, Power Outlets, large windows
to see more open spaces

40. The Key: Understanding Sentiment
Audio Gives You Much Deeper Understanding Of Sentiment
“Being able to hear the recordings tells us a
lot about what they are feeling and
thinking. We got much more detail.”
“We were really pleased with the
recordings. We got information of more
value.”
“We would have never understood what
they really meant without hearing what
they had to say while in the coffee shop.”

41. Sample Applications
• Shopper Insights
• Mall Intercepts
• Retail Analysis
• Eating Habits
• Consumer Products
• Pharma Treatments
• Patient Journeys
• Mystery Shopping
• Event Experience
• Respondent Diaries

42. Civicom Mobile Qual
We take you closer to the experience
in terms of time and distance
than anyone else in research.

43. Hot, Roasted,
and Intense:
Getting to Why in
Global Coffee Culture
through
Mobile Qualitative

44. The Coffee Song by Jars of Clay

94. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

95. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET