Mobile qual using dumb phones in developing markets

INSIGHT►MOBILE◄MIND
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MOBILE QUAL USING DUMB PHONES IN DEVELOPING MARKETS

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AGENDA

MOBILE LANDSCAPE – PENETRATION, NETWORKS & PLATFORMS

MOBILE CONSUMER IN ASIA

MOBILE FOR QUAL – ENGAGING & GEOGRAPHICAL REMOTE REACH

MOBILE MR OPPORTUNITIES – ALL MR & SPECIFICALLY QUAL

MOBILE SOLUTIONS

CASE STUDY – TPV MOBILE LIFESTREAM & OUTPUTS

EVOLUTION & FUTURE OF TPV MOBILE LIFESTREAM

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MOBILE LANDSCAPE – HOW BIG IS THE DEVELOPING WORLD REALLY?

3.8 Bil

1.62 Bil
1.5 Bil
1.2 Bil
1 Bil

0.5 Bil 842mil 766mil
0.25 Bil

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MOBILE LANDSCAPE – SMART vs DUMB

- IF MOBILE IS TO GO MAINTREAM IN MR
- SMART ONLY IS NOT REPRESENTATIVE ENOUGH

GLOBAL SMARTHPONE PENETRATION 2010 - 2014
SMARTPHONE PENETRATION 2010 2011 2012 2013 2014
North America 33% 37% 44% 51% 54%
Western Europe 28% 32% 37% 44% 49%
APAC 9% 10% 12% 14% 16%
Central & Eastern Europe 7% 9% 11% 14% 16%
Middle East & Africa 3% 4% 5% 6% 7%
LATAM 1% 2% 2% 3% 3%
Worldwide 10% 11% 13% 15% 17%
Source : Cisco Systems, ‘Cisco Visual Networking Index (VNI) Global Mobile Data Traffic Forecast Update
2009 – 2014’ with Informa Telecoms & Media, In-stat and Gartner. Feb 2010

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- No Hygiene Factors

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Mobile subs in Million
+62%

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

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A hugely divided market landscape…
- 721 m (54%) live in rural China
- Only around 55 m live in the large Tier 1 cities

113 54% 54%
The number of cities in China with a
population of more than 1,000,000

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LACK OF PC OWNERSHIP IS SYMPTOMATIC OF LOW DEVICE OWNERSHIP & AN ABSENCE OF
ALTERNATES TO MOBILE DEVICES

Preference for single device to meet all technology needs - %

Source: GTI 2010

9

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RAPID GROWTH MARKETS LEAP FROG INTO TECHNOLOGY LEADERSHIP POSITION

Number of messages sent through mobile device out of 100

Source: GTI 2010

10

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RAPID GROWTH MARKETS LEAP FROG INTO TECHNOLOGY LEADERSHIP POSITION
Prefer PC Prefer Mobile
Preferred devices for activities
N America Europe Dev Asia Lat Am China M East Emerg Asia India Africa
Digital music
Calendar
+Mobile capability
Navigation
Transfer files
Playing games
IM
Video calling
Internet access
Download content
Email
Edit photos and videos
Banking +PC penetration
Browse the Internet
Download applications
Read eBooks
Online shopping
Edit documents
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Source: GTI 2010

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CHINA DIGITAL ACCESS

Largest mobile & online population in the world

Netscape differs significantly to Developed
Markets
457 million online
...Traditional research fails
850 Million Mobile Users
...Traditional online research
fails

Much more than Desktop 303 million users 130,000 ICafes
163 million users

But the access point is different – highlights opportunities

Share of time spent PC at internet
PC at home PC at work / school Mobile
online by access point café / friends

13

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MOBILE INTERNET TO OVERTAKE PC ACCESS GLOBALLY – DRIVEN BY EMERGING MARKETS

Page 14

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MOBILE FOR QUAL – ENGAGING

PERSONAL DEVICE

- VALUE PRIVACY
- ENGAGE WITH RICH MEDIA 24/7
- REWARD APPROPRIATELY / INSTANTLY GRATIFICATION

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MOBILE FOR QUAL – GEOGRAPGHICAL REACH

MOBILE FOR QUAL

- BRINGS REMOTE REGIONS / COUNTRIES WITHIN CONSIDERATION
- NEXT BIG GROWTH OPPORTUNITY - RURAL MARKETS
- MOBILE SOLNS ARE HIGHLY PORTABLE
- LBS : PRECISION TAGGING vs CLAIMED
- NO PHYSICAL PROXIMITY REQUIRED BY RESEARCHER

QUALIES ARE CONSISTENT EARLY TECHNOLOGICAL ADOPTERS AS
THEY ARE FOCUSED ON RESULTS RATHER THAN THE PATH.
- NAVIN & JAMES TO BOW TO AUDIENCE IN APPRECIATION & THANKS ☺

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MOBILE MR OPPORTUNITIES

TRACKING
– BRAND, CONSUMPTION
ADVERTISING TESTING
– CONCEPT, VIDEOs (TVCs), PRINT AD
– PRODUCT TESTING
QUALI
– MOBILE TPV BLOGGING
– ETHNO & TREND SPOTTING
LOCATION BASED
– SHOPPER / DISPLAY
– CUTOMER SAT / LOYALTY
MOBILE METERING & MULTI-MEDIA MONITORING
NEW AREAS
– SOCIAL GAMING
– MOBILISED SOCIAL COMMUNITIES

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MOBILE SOLUTIONS – HYBRID AND INTEGRATED

- EVOLVING TECHNOLOGY NEED NIMBLE EVOLVING SOLNS

MULTIPLE COMPONENTS FOR HYBRID SOLUTIONS
MOBILE OS WEB/ONLINE APP WAP SMS MMS
LBS (GPS vs CELL TOWER TRIANGULATION) *OTHER COMPONENTS

* F2F, IVR, CATI, ETC

THE MOST EFFECTIVE MOBILE SOLUTIONS WILL BE THOSE WHICH USE MULTIMEDIA
TOUCH POINTS LIKE ONLINE, WAP, SMS, ETC IN ADDITION TO MOBILE INTERACTIONS
WITH CONSUMERS

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MOBILE SOLUTIONS – CHANGE THE RULES

– MULTIPLE LEVELS/DEPTH OF DATA

– MOBILE TECHNO SAVVY TEAMS

– HYBRID AS A STANDARD

– INSTANT REPORTING

– FLUID SOLUTIONS EVOLVING WITH TECH

– CONSUMER COMFORT COMES FIRST

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WELCOME TO THE DIGITAL MOBILE BLOG

TPV is….
Text, Photo and Video blogging
application.
A way to leverage mobile phones to
get closer to consumers lives.
A tool for both quantitative and
qualitative research.

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INTUITIVE USER FRIENDLY INTERFACE

Registration Text, photo, video options

Main topics & answer box
Main menu

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RESEARCHER WEB INTERFACE

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Case Study:
China Consumer
Snacking
Ethnography
Platform: TPV Blogger platform

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WHY TPV / TNS & SNACKING?

1. Allow uninhibited observation by enabling
participants to contribute to the topic 24/7 –
any time anywhere

2. Overcome geographic limitations via ‘dumb
phones ’ facilitating inclusion of more diverse
views

3. Uncover the true “emotions” at the moment
of truth – Go where Consumers are, capture
slice in time real life

4. Use Video & Photo to enrich research findings

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TIME FRAME

Monday Tuesday Wednesday Thursday Friday Saturday Sunday
10 11
Day 1 Day 2

12 13 14 15 16
Day 3 Day 4 Day 5 Day 6 Day 7

2 fieldwork cities – Shanghai (Tier 1) & Lishui (Tier 3)
Around 25 active participants

A total of 5 topics were discussed

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Morning After lunch Late afternoon On the way home After dinner Bedtime
(watching TV & surf online)

For health As dessert For sharing Kill boredom Please sensory Help digestion

“
蜜水匯南 “
嘴候時的家到
同是也桃, 以所干點有巴 ,
吃我給事口門家去便順 fr uit
coco
買茶奶的 Yogurt &
“早起一杯蜂蜜水 Peach 的”
Bubble
tea 味口丁布杯了 “
酸喝會都前睡般一
，对健康好” ” 的 ,
好剛剛瓶一小小奶
Pudding
調能又撐太會不又 ,
For health 的巧小樣同胃腸理 .
Conquer hunger 次一第是還蕉帝皇
(before lunch) “
其有還充補止不 vc ,
肉啊薄級超皮吃 ,
ts 來起吃素元量微他 . 實緊蕉香通普比質
able
ent T 作工合適很便方很 , .” 些
vesc
Effer 族班上的忙繁 ” Sour milk + other chewable
crackers (e.g. salty crackers)

Conquer hunger
“
拿里箱冰看邊西東吃邊歡喜候時的視電看網上 ,
Whole wheat bread; “
軟鬆很但甜不 , .
吃食零小他其配搭喝喝奶酸味原能健明光杯一 ,
,
食零吃人女是才這胖發會不也饞解既爽很來起 ,
吃候時的餓子肚 ” 嘛界境高最的
ke
是不味美都麽什
a ?” 嗎
a ked c
Self- b
“I am snacking a lot everyday!”

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INSIGHTS – THE WORLD OF SNACK IS FULL OF EMOTIONAL ENJOYMENT!

“ Eat fun, eat whatever in my heart!
Without snacks, my stomach feel pain
呐
出心的
吃出快
乐，吃
“吃零食，
& my brain is swirling. “
人生存
吃，是一日
去的根肚子
喊。
头晕
本。
不吃，不笑，头纯
饱，没粹是为了吃
下
“正餐

有
掉受…零太多的享
白脸色
日
叫，一 ”。
饿的时
候也能
食就不
太饿的吃，不
同啦，
时
那才是候也能吃～
享受生
呢～ ” 活
。

“3 Main meals are purely for getting me full, never
being a enjoyment… Yet, snack is different. I can
eat whenever I am hungry, and also can eat
whenever I am not hungry… Haha, this is life!”

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IMPLICATIONS – THE IN-STORE DYNAMIC GREATLY TRIGGERS IMPULSE PURCHASE

“The promoter kept selling. She gave us 2 samples. It
tasted not that bad! Anyway, it is on discount and buy 1
get 1 free. So I put 3 packs in my cart!” (in the
hypermarket)

“I was very impressed by the shape of this package. So I
grabbed it immediately from the shelf.” (in the
hypermarket)

“It looks like a new product, but it's fried...anyway it's
good for movies, very casual” (in the hypermarket)

Consumers’ 5 Wishes for future snack
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“Pure pleasure, no more guilty” “DIY- create my own snack”
“低糖低胆固醇，在量上不讲究多 “最近办公室突然刮起自制零食
风，本以为好不到那去，没想到
尝了后感觉还不错哦，自制的蛋
而崇尚精，还要考虑合理的科学
搭配，不单是通过正常的三餐补
充每日必须的营养，对于那些爱塔，自制的葡萄干切片面包，甜
食零食的年轻一族也能通过吃零味适中，在制作中自己也得到了

种成功感油然而生，真是个不错
食补充营养，不再让零食成为垃快乐，拿到单位与同事分享，一
圾食品.”-31-35 yrs
的点子。”-31-35 yrs user

“Be safer. ”
“新疆的纸皮核桃(右），再看看上
海某知名零食店买的纸皮核桃
（左）,两一比对孰好孰次就不用
我说了。呼吁未来的零食能是天
然的!无添加的健康食品! “ 31-35
yrs

“Tailor-made for me”
“Bring more fun”
“可以自己选择它的外表、口味以
“奇特的口味，更富有创意的外形
以及吃法…想起哈利波特里有及外包装，你只需亲点鼠标，刷
700种味道的比比怪味豆和能造卡或现金支付，健康美味个性的
成各种效果的魔法食品。实在是零食即刻呈现.”-18-24 yrs user
神奇，让人期待。-”18-24 yrs

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CASE STUDY OUTPUTS & RESULTS – WHAT WE GOT IN ONE WEEK!

More than 500
text responses

More than 40
video clips

More than 300
photos

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CASE STUDY OUTPUTS & RESULTS – AVG. BLOGS PER USER PER WEEK

20 – 25
TEXT BLOGS T

18 - 22
P PHOTOS

3-5
VIDEO CLIPS V

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CASE STUDY – KEY LEARNINGS

1.Utilising mobile for uninhibited observation by enables participants to
contribute to the topic 24/7 – adding tremendous depth of insight at very
low marginal cost.

2.The application’s ability to operate on non smart phones ensures it is
relevant to the entire mobile phone user base – overcoming geographic
limitations and facilitating inclusion of many who are typically left out of
observational research because the cost of reaching them is prohibitive.
Thereby capturing greater diversity of views.

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CASE STUDY – KEY LEARNINGS

3. Uncovers “emotions” at the moment of truth – goes where consumers
are and captures slice in time – without need to overlay a substantial
project cost

4. Video & Photo outputs to enrich research findings and deliver more
actionable insights

5. High response rates and participation levels because above all this
application fits closely with consumer everyday behaviour and linking
directly to an activity often undertaken for social reasons on a day-to-
day basis – aka capturing and commenting upon images, video via their
mobile device.

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Navin@Fugumobile.mobi
James.Fergusson@tnsglobal.com

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Presented at the Asia-Pacific conference on
Qualitative Research in Web 2.0
22 & 23 Feb 2011, Macau SAR

For more information
Please visit: http://www.merlien.org

Mobile qual using dumb phones in developing markets

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