Presented by Debbie Solomon, Managing Director Business Planning, MindShare at Market Research in the Mobile World North America 17 - 18 July 2013, Minneapolis, USA This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry

2. WWW.MRMW.NET
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3. Following Customers’ Media
Touchpoints Through Long
Term Mobile Surveys
Debbie Solomon, Mindshare
Market Research in the Mobile World
July 17, 2013

4. Methodology and Sample
- National probability sample
• 2,000 adults 18-64 (half m/f) drawn from GfK MRI’s Survey of the
American Consumer
• Data merged to MRI study
- Respondents make entries
• Every 30 minutes
• Over a 10 day period
• Via an app-based e-diary app

5. Location Activities Social Setting Media Mood/Emotion
What Respondents Are Asked

6. End Of Day - Shopping, Dining Out, Movie-Going

7. Easy to Use and Familiar to Consumers
Automated text reminder
Instructional video, FAQs and helpline on app
Respondents updated their status at least every 90 minutes
• Spent about 90 seconds entering data
Quality Control Rules:
• Must have 7 or more full eDiary days per respondent
• A full day = 16 or more half hours
• Must have one good Friday, Saturday and Sunday

8. Keeping Respondents Engaged
Recruitment - build a relationship
Incentive
Reminder texts
Compliance flags
Field service calls
End of day summary
On average, 9.8 complete days of data from each respondent
6

9. 15 Data Entries per Day
7
0
5
10
15
20
1 2 3 4 5 6 7 8 9 10
# of
Entries Average # of Data Entries per Day
Days
96% said task was easy
99% believed they provided complete and accurate information

10. The Last Stand
Task: Position The Last Stand as the
“must see” Action movie in January
8

11. GUYS LOVE TO BE GUYS
AND THEY’RE HUNGRY
Especially in January 9

12. Establishing Dude Time
• Hypothesis - M18-49 would be most receptive:
• With friends, in a good mood AND doing any of the following
(relaxing, socializing, sports, hobbies, entertainment):
Dude Time
• Conversely, they’d be less receptive:
• With partner or spouse AND feeling bored, frustrated,
overwhelmed, angry, or sad
Nag Time
10

13. Nag Time Twice as Likely as Dude Time
•
Source: USA TouchPoints 2012.211
21
19
28
41 40
44
0
5
10
15
20
25
30
35
40
45
50
Daily Weekday Weekend
PercentofM18-49
Average Daily Reach for Dude Time and Nag Time
0
5
10
15
20
25
30
35
40
PercentofM18-49
Weekly Reach for Dude Time and Nag Time

14. What media are they using
during Dude Time?
Source: USA TouchPoints 2012.212
27%
22%
15%
13%
12%
Watching Live TV
Texting on Mobile Phone
Talking on Mobile Phone
Listening to AM/FM Radio
Watching Sports Event on TV
Reach of M18-49 who are in Dude Time and Using
the Specified Medium
Where are men most likely to be
when experiencing Dude Time?
• At someone else’s house on the
weekend

15. The Last Stand
Trailer
13

16. Reaching Guys During Dude Time
Theatrical: Position as “Guys Night Out”
Home Entertainment: “Guys Night In”
Always On
• Online destination that is all things Arnie

17. Fuel The Appetite
15
Football Domination
Ownership of Bowl Games Championship Game
CBS NFL Interview
Arnie’s Take On Play-Offs
CBS Radio Sweepstakes – win a trip to Mexico
City to see The Killers live in concert

18. Huggies
Reach and inspire mom
16

19. 1.24 hours on
SOCIAL MEDIA
0
1
2
3
5A-
5:30A
7A-
7:30A
9A-
9:30A
11A-
11:30A
1P-
1:30P
3P-
3:30P
5P-
5:30P
7P-
7:30P
9P-
9:30P
11P-
11:30P
2 hours spent
on TABLET
1 hour with
MAGAZINES
2.11 hours with
DVR, VOD, MUSIC
STREAMING
0
10
20
30
40
5A-
5:30A
7:30A-
8A
10A-
10:30A
12:30P-
1P
3P-
3:30P
5:30P-
6P
8P-
8:30P
10:30P-
11P
How does mom spend her media day?
Game Console
Mobile
App/Web
Social
Networking
Digital Video** Tablet
Source: TouchPoints; Target W18-34 pregnant or with kids 0-34 mo.
3.37 hours watching
live TV
3 hours listening to
RADIO
1.13 hours on
MOBILE
1.5 hours on
INTERNET
Live TV Other TV* Radio
Internet on
Computer
Printed
Magazine
Printed
Newspaper

20. Internet
on Computer
Internet
on Computer
App/Web
on Mobile
App/Web
on Mobile
SocialSocial
2014 Inputs Review2 Hours a Day on the Internet
Mom’s attitude toward the internet:
• Keeps me up-to-date with the
latest styles and trends
• Gives me good ideas
• Keeps me informed
• A good source of learning 81% 51% 92%
Source: MRI; comScore, TouchPoints

21. Increase social graph
Bring Test Town ideas to mom’s
city through local executions
Increase dedicated Mobile
presence
19** Please Note: Twitter and Daily Candy have been removed from Performance 2013 Program due to budget cuts
Innovation in Mobile, Social and Gaming Spaces

22. Use Facebook to Drive Trial
20

23. Reach Mom Near Shopping
21

24. Engage with Mom When She Goes Online
22

25. Thank You
Debbie.solomon@mindshareworld.com

26. WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR

27. JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry