Presented by Navin Williams, CEO, MobileMeasure Consultancy Mark Sismey, Research Director, MMR Research at Qualitative360 Asia 2013 19-21 November 2013, Singapore This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://qual360.com/

1. November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360

2. Platinum Sponsor
Media Sponsors
Association Partners

3. QUAL ON A MOBILE DIET
Matthew Lintern
Global MD
MMR Worldwide Ltd
London
Navin Williams
CEO
MobileMeasure Consultancy Ltd
Shanghai
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?

4. CONTENTS
• Social in China & Is WeChat Hot for Research?
• Mobile Qual in Action
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5. ACTIVE SOCIAL NETWORK USERS
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6. MOBILE INTERNET OUTNUMBERS PC INTERNET
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7. INTERNET IS MOBILE
60% OF
RURAL CHINA
ACCESS THE
INTERNET VIA
MOBILE
DEVICES
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?

8. SOCIAL IS MOBILE
72% OF SINA WEIBO’S
USERS ACCESS THE SERVICES
VIA MOBILE DEVICES
650+ MILLION
WECHAT USERS 100%
MOBILE
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9. MESSAGING – IS THE BIG THING
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10. WECHAT – MUCH MORE THAN MESSAGING
COOL FEATURES FOR USERS
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11. IN CHINA PEOPLE CAN USE THEIR MOBILES TO ..
BUY STARBUCKS COFFEE
BUY SUBWAY TICKETS
DO THEIR BANKING
DO THEIR SHOPPING
BUY LOTTERY TICKETS
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?

12. WHY BRANDS ARE LINING UP






400+ mil & growing
Growth coming from overseas (~70 Million)
Quantity vs Quality (1 on 1)
Unique messaging service
Free for consumers
Brands have to pay
Business sense
 Tenpay (payment system) integration
 Integrated to e-retailers
 CRM & Loyalty program integration
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?

13. HOW ARE BRANDS USING WECHAT - NIKE
How it Works
 User sends pic
 Nike sends pic
back with shoe
 Shoe colour
matches pic
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?

14. BRAND CASE USING WECHAT – STARBUCKS & DUREX
How it Works
How it Works
 User send their location
 Starbucks sends a map with
their direction to get to the
closest Starbucks
 Consumers could send Durex
questions considered too sensitive
for public display
 Durex sent back a reply from their
team (working on 24 x7 shifts) –
“to talk about sexual love”
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?

15. HOW ARE BRANDS USING WECHAT - ANCHOR
How it Works
 As part of Anchor milk launch in China a
TVC campaign was also shown across it its
digital platforms.
 Including in Anchor’s WeChat account
consumers received a small introduction
and TVC video on their WeChat.
 After viewing the TVC the consumer was
asked to respond back with a
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 or 

16. HOW MOBILE MESSAGING SERVICES FIT MR
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17. HOW RESEARCHERS CAN JOIN THE PARTY





Build a Research Service account
Grow membership by offering incentives for survey participation
Instant disbursement of rewards
Target members based on their location to stores / events / profile
Reduce costs and data delivery times
SURVEY INVITE
SURVEY INTRO
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INSTANT INCENTIVE

18. A SURVEY WITHIN WECHAT
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19. MOBILE QUAL
WHAT A MOBILE DIET TASTES LIKE
MAKING A DIFFERENCE - MOBILE IN ACTION
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20. CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?

21. Creativity
Technology
© MMR RW Ltd, 2013
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22. People are an asset…
not just a data point
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© MMR RW Ltd, 2013

23. “A picture is
worth a thousand
words”
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© MMR RW Ltd, 2013

24. “I LIKE THAT ONE BECAUSE…..”
COLLECTED ON A MOBILE
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© MMR RW Ltd, 2013

25. “THE PROBLEM WITH…..”
SELF RECORDED ON MOBILE (WATCH ME THINK)
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© MMR RW Ltd, 2013

26. NOT ALL TOOTH BRUSHING IS EQUAL!
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© MMR RW Ltd, 2013

27. WHAT LURKS IN YOUR CUPBOARD?
Claimed (via survey):
Actual (via photos):
Just under 5 packs
c.20% stores own
Nearly 9 packs
c.35% stores own
Great for highlighting
“low-level” issues
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
© MMR RW Ltd, 2013

28. WELL TAKEN CARE OF?
Location
Reasons
Satisfaction
“I prefer XXX as their Pharmacists
are trained to a certain standard
and you can be assured of getting
good quality info”
Staff
“XXXX staff are not knowledgeable
enough, and uncaring when I have a
medical problem – I want it sorted
fast by an expert pharmacist”
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
© MMR RW Ltd, 2013

29. OUT OF HOME BREAKFAST’S ALWAYS A RUSH?
89%
were satisfied
(58% very)
69% of occasions were at
work, nearly half of these
with other people
Nearly three-quarters
were in a generally positive
emotional state
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
© MMR RW Ltd, 2013

30. BRINGING IT TO LIFE
Out of Home Breakfast Mindsets
tired
worried
self-conscious
responsible
relaxed
calm
in control
Not messy / Portable /
Simple / Quick
Low calorie / Sweet /
Healthy / Nutritious
Negative
Natural / Energy
5
High
breakfast
engagement
Low
breakfast
engagement
Indulgent /
Good with hot drink /
Exciting
2
confident
adventurous
Great tasting/Satisfying
High quality /
Whole family /
Wakes me up
Relaxed
fun
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happy
sociable
© MMR RW Ltd, 2013

31. Other ways of
engaging via mobile
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32. TEXT MESSAGING TO UNDERSTAND REAL TIME
PRODUCT EXPERIENCES
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© MMR RW Ltd, 2013

33. FOCUSED COMMUNITY FORUMS CAN BE BRILLIANT
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© MMR RW Ltd, 2013

34. ENCOURAGING RESPONDENT INVOLVEMENT CAN
YIELD GREAT RESULTS
“I definitely won't be trying this donut
recipe again. I don't think I've ever had
something go as wrong as this!”
But results varied…..
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© MMR RW Ltd, 2013

35. Use the love affair!
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36. www.mmr-research.com
www.mobile-measure.com
m.lintern@mmr-research.com
navin@mobile-measure.com
UK: +44-1491 824999
Mobile: +86-13918611705
China: +86-21-6031-8838
Fixed Line : +86-21-61158339
US: +1-914-333-0330
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37. Platinum Sponsor
Media Sponsors
Association Partners

38. November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360