Presented by Bob Dance, Director of Research , Freshminds Research 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. The art of not relying on recall:
The use of pop-up communities for mobile research
FreshMinds Research @ MRMW
January 2013

4. Our interest in Communities arose from initial
experiences with Online Focus Groups

5. Three main trends led us into looking more closely at Communities
Changes in
The maturing of the consumer Emergent cost
digital environment involvement with efficiencies
brands

6. But – it was the rise of mobile which brought it all together

7. We rely on consumers to accurately recall events

8. Memory is subject to flaw
And respondents are selective about what they tell us
Mobile can better capture emotional response
Mobile offers a solution to combat both to some degree
Private & Confidential
© 2011 FreshMinds / Page 6

9. So by using mobile within short term pop-up
communities we can..
Assign Control the
Collect real
specific tasks research
time insights
environment

11. …and it’s proving to be of real benefit to our clients
Bringing
Real time On-the-go Natural way
consumers
insights capture to engage
even closer

12. CASE STUDY: SPECIALIST FOOD MANUFACTURER
A specialist food manufacturer finds They need to boost the brand
its ‘niche’ positioning under threat identity and move into other
from Me-Too offerings and Premium innovative areas which fit a
Own Label strengthened identity

13. We used an online community to develop concept ideas
Storyboards

14. ..and a creative workshop to refine ideas and optimise concepts

15. However, it is not all plain sailing

16. Mobile also presents its own difficulties
Not all
Everyone is phones have Infrastructure Dealing with
learning the same issues the output
capabilities
Private & Confidential
© 2011 FreshMinds / Page 14

17. So, what have we learnt?

18. Make it fun
Keep it simple
Put yourself in their shoes
Private & Confidential
© 2011 FreshMinds / Page 16

19. Going forward...what does the future hold?

20. The future for Mobile
More Rethink the A new model
Increasing effective way we for
quantitative mapping of conduct understanding
use customer basic customer
journeys surveys behaviour

21. …the future?
Private & Confidential
© 2011 FreshMinds / Page 19

23. How to find us (if you are ever in London!): Our contact details:
Bob Dance
Research Solutions Director
bob.dance@freshminds.co.uk
020 7692 1022
FreshMinds
229-231 High Holborn
London WC1V 7DA
www.freshminds.co.uk
T: 020 7692 4300
E:info@freshminds.co.uk
> Nearest tubes: Holborn (Piccadilly and Central line)
Tottenham Court Road (Central and Northern line)
> Buses: 188, 168, 91, 19, 68, 38 and 59 Private & Confidential
© 2011 FreshMinds / Page 21

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

25. 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