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Semelhante a Mobile Research in Emerging Markets - Heineken Goes Mobile in Africa and The Middle East
Semelhante a Mobile Research in Emerging Markets - Heineken Goes Mobile in Africa and The Middle East (20)
Mobile Research in Emerging Markets - Heineken Goes Mobile in Africa and The Middle East
- 1. Purposeful Mobile Thoughts on Mobile Research Dave King Executive Vice President Mobile Solutions Copyright © 2012 Confirmit. All Rights Reserved
- 2. More than an One Size alternate doesn’t fit all collection channel Confusing Insights you can’t fragmented capture any other landscape way Get It right or fail Honor & Consider Immediate, perso History & nal Methodology timely, relevant MR is not marketing 2 Copyright © 2012 Confirmit. All Rights Reserved Lockyer ;-) Phil
- 3. Accidental Mobile Purposeful Mobile On their terms New approaches & opportunities Exploiting the technology Valuing the respondent to capture richer insights 3 Copyright © 2012 Confirmit. All Rights Reserved
- 4. Smart boredom “My receipt invited me to take a In the cracks of their day survey – why did I get bounced out?? Thanks for almost valuing my opinion” “I can’t see all of the 3rd and 5th questions. They are cut off and some are squished” “Your logo is pink, shouldn’t it be red. Thought you would like to know.” 4 Copyright © 2012 Confirmit. All Rights Reserved
- 5. 5 Copyright © 2012 Confirmit. All Rights Reserved
- 6. 6 Copyright © 2012 Confirmit. All Rights Reserved
- 7. How are we doing? 62% No smartphone policy 23% Detect & disallow 15% Adjust for smartphones 0% Route to another survey 7 Copyright © 2012 Confirmit. All Rights Reserved
- 8. 8 Copyright © 2012 Confirmit. All Rights Reserved
- 9. 9 Copyright © 2012 Confirmit. All Rights Reserved
- 10. A long history, some landmarks... ★ 1900 Heineken imported its first beer ★ 1923 DRC, the first brewery ★ 1946 Entering Nigeria ★ 2003 Entering Egypt ★ 2007 South Africa, greenfield brewery, now operational ★2010 Acquisition of SONA Nigeria ★2011 Acquisition of Harare and Bedele (Ethiopia) Total African footprint ★ 20 countries BREWERY FOOTPRINT ★ 34 breweries (consolidated) CONSOLIDATED ★17breweries (managed) ★ 4 soft drink plants MANAGED ★ 2 malteries ★ 2 packaging plants (1 glass, 1 plastic) ★ 2 wineries ★ 1 distillery ★ Export to virtually all countries 10 Copyright © 2012 Confirmit. All Rights Reserved
- 11. +0.9% -0.0% -1.0% +5.4% +4.1% +2.9% 11 Copyright © 2012 Confirmit. All Rights Reserved
- 12. …a lot of important outlets, but… What are the top volume outlets? What are the most popular pack types in channel X? How does our prices compare with the competition in channel Y? Is our distribution sufficient for each channel? How many outlets are suitable for a trade promotion of brand X? Which? Which brand should we promote in which outlet? … and the list of questions goes on … 12 Copyright © 2012 Confirmit. All Rights Reserved
- 13. 13 Copyright © 2012 Confirmit. All Rights Reserved
- 14. 14 Copyright © 2012 Confirmit. All Rights Reserved
- 15. 15 Copyright © 2012 Confirmit. All Rights Reserved
- 16. 16 Copyright © 2012 Confirmit. All Rights Reserved
- 17. 17 Copyright © 2012 Confirmit. All Rights Reserved
- 18. Outlet Density -Heat Map Volume Density -Heat Map Key Insights Communes like Ngaba and Kalamu have relatively high volume density but have relatively low number of outlets. 18 Copyright © 2012 Confirmit. All Rights Reserved
- 19. 19 Copyright © 2012 Confirmit. All Rights Reserved
- 20. Copyright © 2012 Confirmit. All Rights Reserved
- 21. Dave King Executive Vice President, Mobile Solutions Copyright © 2012 Confirmit. All Rights Reserved
Notas do Editor
- The mobile solutions in MR have been on the cusp of a breakthrough for almost a decade!!! Glacial Speeds Feature rich and project poor – defined by pilots and curious implementations of technologyGood fodder for webinars and conferences and vendor pitch decksChange about 2 years ago Innovation Groups – Early adopters & Mavriks to global rollouts roll-outs at Ipsos, Nielsen and other industry leaders. Small to Medium MR – differentiator 20 million mobile surveys 8 million pieces of multimedia. Promising – still work to doI’m Dave King – EVP Mobile solutions @ Confirmit formerly CEO of Techneos Systems
- More than an alternate collection channel Can discover and collect insights that you cannot find any other way – unique in that regardIf you truly exploit the promise of mobile it will deliver results for your company and clients that they otherwise could not achieve Not to diminish the Operational efficiency – replacing paper with technology or eliminating much of the post collection data management & cleaning – real promise is in what you can capture. *******Mobile is unforgiving in that people will disengage quicker than any other methodology or technology Must be immediate, relevant, timely, personal and engaging .Get it right and people will open their lives – don’t and it will fizzle and fail95% No 2nd chance******(SMS – Browser – App) Multiple browser options multiple platforms – who would have predicted that Nokia would slide from 45 % market share to single digets. Who would have predicted that BB would struggle to maintain relevance. No standards & Now Samsung gaining traction with BADA – what looked like a two horse race with iPhone and Android may now be a three. – growing faster than Windows Mobille******History & Methodology define MR industry – cannot be ignored. We must acknowledge this reality as technology providers and accommodate and not gripe about show adoption. Marketing doesn’t have that burden – can embrace and implement new offerings without as much consideration for past methods.
- TWO Situations to Consider *******The first – Accidental mobile: Your participants, customers and employees have smartphones and they are using them as such. Like it or not we are in the business and it isn’t going awayIt’s happening to you, the minimum you should do is accommodateWith increased adoption come expectations by users that their experience with us will be like any other they have on their device. The bar has been raised.***********Purposeful Mobile where we are Deciding on Purpose Choosing to harness and exploit the technology in your studies – by designMethodologies designed with exploiting the mobile technology at the core of the design. You should look to address both situations – lets take a closer look at each
- Future Foundation – coined the term smart boredom where they share reality that downtime is no longer idle time and the idle time is being used productively.People are filling the cracks of their day – they will do so with our surveys and studies if we get it right. Here is the deal - Enable people when they choose to interact with you.There is a new expectation among consumers that brands will give them what they need when they need it. *********As researchers and technologists we don’t’ set out to create frustrating experiences? But so often we do. No distinction – People don’t say “oh well., that’s for research purposes”, they get mad at your brand. Mobile can negatively affect what we thought was a safe, predictable methodology. Your participants are using smartphones as are your clients.
- If our surveys are now an extension of the brand experience we must ensure that we don’t unwittingly erode that equity. Continue to see dismal implementations in the marketplace – not doing ourselves or our industries any favors******Grids???? Possible but not this way – sea of bubbles Second Survey – mobile carrier. March 13th******Excluded iPhone as it was Flash Enabled Mobile is catching many by surprise - Facebook reports that mobile users are 2x as active as on-line users. Being slow to monetize mobile is the single greatest revenue impact concern the company has. – Public disclosure statement under ‘risks’
- The Good News Technology is not longer the barrier – it was 2 years ago but no longer Survey adapt automatically to render for the device in use – Android different than Iphone or BB, Maintain branding and style guides that are available on-line Detect if there is a touch screen or keyboard or both Adjust for Tablets of varying formats and resolutions as well No excuses – technology is not the barrier. Hold your technology provider or partner to a higher r standard.
- Tim Macer and Sheila Wilson of Meaning Lt. in the UK – completed a study earlier in the year that included a section on smartphone and other small format mobile devices – can provide a copy if interested. Snapshot of some of the findings *********62% - Almost 2/3 of the industry do not take smartphones into consideration23% have a policy – that policy is to reject anyone that attempts to use a smartphone for an on-line survey.That’s 85% that ignore or abuse mobile When compliance, churn, participant frustration are top concerns this is incongruent.15% adjust their surveys for smartphones.0% Nobody is taking advantage of the opportunity to route mobile participants to a different survey, as a means of either maintaining engagement among willing participants or collecting other useful dataNo Decision is a decision – a decision to allow mobile to impact what was considered a safe proven methodology. costs and impacts are rising
- Aggressive pursuit of new markets and adoption of technologies to facilitate that objectiveHeineken would share that they brew ‘great’ beer and that distinct competentency profiling and penetrating emerging markets global marketing of that beer. Challenge – to do so they need complete & validated information No Bureaue of statistics No Nielsen No Macro Infrastructure ie distribution networks to leverage
- Sense of humor about their serious pursuits Beer defines a culture
- 100 year history in Africa – among the earliest to enter market Acquire – consolidate and build breweries. 20 countries with export to all others Disciplined proven model that includes ‘advance teams’ that profile markets. Initial project with them was in 2011 where we profiled their largest market in Nigeria where over 500,000 locations where profiled.
- So – why Africa with its limited infrastructure lack of information and challengesSimply – that is where the opportunity is – there and Asia Pacific. Litres per capita consumption Proud to say – Canadians contribute to the leading numbers in North America Europe not to be outdone with a respectable 67 leters Wale and Paul – my colleagues from London will be happy to hear that Britain at 101 litres per capita is second only slightly ahead of the Check republic Low consumption and high growth rates make Africa and Asia the battlegrounds for the breweries. British #2 at 110 second only to Check Republic.
- The advance team - basicaly we need to be able to answer 3 key questions: Where to go? What to do? How to do it?
- Illustrate the approach adopted for implementation of the mobile methodology *******Pre-populate the application with what we do know type of locations in region – sheebeen/boutique/bar Known Competitors and brands Known shop owners and particulars of major outlets *******Establish parameters to guide researchers and interviewers and better ensure collected data is validated and accurate ie Sheebeen defined as having certain volumes and mixes – set paramaters so it cannot be classified as such if input is outside parameters *******Goal is to reject – in the field records that don’t fit the tight parameters Ruthless rejection as cannot easily re-field as security and logistics barriers are significant*******Here's the deal – if you are looking for flamingos you don’t want to let those that look like flamingos through. Costs of unvalidated, inaccurate data is too high. Only mobile allows this real-time – infield validation. ******* devices OK – so that’s the front end mobile work – Deploy to chosen device – in Nigeria we deployed to Nokia while Ethiopia we deployed to Android Local language ???(Nigeria – Ethiopia – what are languages) Incentive is the device itself at end of study – if it goes missing they lose their position. Provide routing information ******* people Enumerators deploy Capture GPS coordinate of each location Capture pictures Interview proprietor Complete inventory ******* data router – creative representationIf on-line available on plan data uploaded regularly if not – operates off-line until connection is available – or wifi. Alternatively – if remote territory being profiled can automatically back-up to device SDcard. Once cleaned or validated in-field data is routed to either complete status – flamingos or the imposters are further evaluated and re-deployed to filed while filed force is still in place. For back checking
- Kinshasa Congo. Location Viewer with embedded meta data including Photo and associated information. Confirm complete – validated information collectedClean – backcheck – redeploy or accept.
- Accurate coverage and representation Looking for the ‘white space’ as well as the record location
- Clusters of representation Over 20k records collected in Kinshasa
- Overlay outlet and volume density with population to draw conclusions on penetration focus. 500k outlets in Nigeria – need to choose.
- Post collection and analysis Provide specific routing information based on analysis and prioritization.
- Holy Grail Direct linkage to top line revenue Mobile considered the enabling technology that made it possible Ultimate delivery of value – not relegated to providing input that goes into another process. It is the process