at Market Research in the Mobile World Africa 2014 November 5-6, 2014 Cape Town This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://mrmw.net/

1. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by

2. #MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners

3. Understanding respondents
interaction with household
electronics using tablets and
mobile phones

4. What would happen if Kenya built
a bridge over the Mara River for
the annual wildebeest migration?
NO ONE KNOWS

5. Do we as market researchers also
need to build a bridge between
data and respondents?

6. Agenda
1. Contextualizing responses in a quantitative studies by
visualizing respondents’ environments
2. Using photos to analyse the use of different products
on a daily basis
3. Recruiting middle and upper class respondents in
Kenya, Nairobi, Kisumu and Mombasa
4. Making specific product improvements for key markets
based on the insights collected

7. Contextualizing
Research Data

8. A lot of times we look at figures and are never
able to contextualize the numbers with
respondents environment. Often, to explain the
figures we suggest to clients ”lets follow up
with an FGD or an Indepth to explore further”

9. Respondent’s guest………..

10. What does contextualization tell us?

11. Using photos to analyze usage
of household products

12. While collecting quantitative data using
tablets:
1. Take picture of every room with focus on household
electronics (white good) and kitchen equipments
2. Relate the quantitative data with the in-home
pictures
3. Ensures quality check and gives us context and
additional insights

13. Picture Survey Instrument

14. <Owned Appliances or Items>
Kitchen & Dining Room Living Room
Bed Room Bathroom / Shower Room / Washroom
Home Visit Survey: 1/8
<outer appearance>
Marking: RF＝★ WM＝▲ Room AC＝● TV＝■
(for AC & TV, indicate each unit by AC-1, TV-2)
Overall: House/Room/Profile
Country Kenya (Nairobi) Date(D/M/Y) XX / XX / XXXX
*Draw location of kitchen, dining room, living
room, bedroom, bathroom, washroom, etc.
Family (age)
X persons: Husband (XX), Wife (XX), Son (XX),
Daughter (XX), Cousin (XX) , etc.
Occupation Husband: , Wife:
Maid Service [Available / NOT] Duties:
Internet Connection [Available / NOT] Type: , Wi-Fi: [Yes / No]
House Type
[Owned / Rented], [Detached( F) / Apartment ( F/ F)],
Area: ㎡ , Ceiling Height: ｍ
Floor Material Bedroom: , Living room:
Household Income SEC [L / M / NR / R]
Monthly Utility Cost Electricity: Water: Gas:
Monthly Comm. Cost H. Phone: M. Phone: Internet:
<Demographic Information>
TV DVD/Blu-ray Player/Recorder 1Digital Camera 1Camcorder
Home Audio 1Home Theater Speaker 1Portable Audio Player
1Radio/Radio Cassette 1Home Phone 1Home Fax 1Portable Phone
1PC 1Portable Navigation System
1Air Conditioner 1Washing Machine 1Cloth Dryer 1Refrigerator
Microwave Oven Cooking Stove 1Oven 1Electric Kettle
1Coffee Maker 1Espresso Machine 1Rice Cooker 1Multi-cooker
1Breadmaker 1Toaster 1Blender 1Juicer 1Cooker Hoods
1Dish Washer 1Vacuum Cleaner 1Electric Iron 1Hair Dryer
1Hair Iron 1Steamer(face care) 1Epilator 1Electric Body Shaver
1Men’s Electric Razor 1Electric Toothbrush 1Massage Chair/Sofa
1Weight Scale 1Electric Blood Pressure Monitor 1Water Purifier
1Fan 1Ventilation Fan 1Air Purifier 1Electric Shower
1LED lamp 1LED Lighting 1Power Generator
1Voltage Stabilizer 1Home-use Battery 1Car (new, used) 1Motor Bike
<room layout>
Other Room / Garden / Garage Car / Motorbike

15. Room:
Floor Material:
Duration of Use:
■Another Fridge / Freezer /
Foods outside of fridge
■Cooling Compartment
(shelf, vegetable case)
■Door Pocket ■Freezing Compartment
Refrigerator : (X) unitHome visit survey: 2/8
□Photo shooting point : Please carefully observe and remark on important points
■Installation Location
Brand Model # Made in
Type Capacity
Country(City
)
Kenya (Nairobi) Date(D/M/Y) XX / XX / XXXXFridge: (X) unit

16. ■Kitchen Overall
■Water Purifier or other
water-related appliances
■Toaster
Home visit survey: 4/8
■Remarks / Notice
(if not, vacuum cleaner)
■Cooking Stove: Cooker Free-standing
(Heater resource: )
(Brand: )
Kitchen Appliances
■Rice Cooker / Multi-cooker
■Oven
(Heater resource； )
■MicroWave Oven
MWO
Brand Model # Made in
Type Capacity
□Photo shooting point : Please carefully observe and remark on important points
■Small Cooking Appliances
Country(City
)
Kenya (Nairobi) Date(D/M/Y) XX / XX / XXXX

17. Broadcast
Type: 1Terrestrial 1Satellite 1Cable 1Other
( )
# of channels: 11-2 channels 13-5 16-10 111-20 120-50 1More
than 50
Home visit survey: 6/8
TV : (X) units / TV peripheral
■TV-1
■Peripheral-1
(DVD, Blue-Ray, home theater speaker, game, etc.)
■TV-2
■Peripheral-2
(DVD, Blue-Ray, home theater speaker, game, etc.)
■TV-3
■Peripheral-3
(DVD, Blue-Ray, home theater speaker, game, etc.)
Installed Room:
Installation Method: (standing / wall hanging)
Approx. Area of the Room: m x m => ㎡
Duration of Use: year(s)
Type Size (inch)
Brand Model #
Type Size (inch)
Brand Model #
Type Size (inch)
Brand Model #
*Take photo covering the whole image of room. *Take photo covering the whole image of room. *Take photo covering the whole image of room.
□Photo shooting point : Please carefully observe and remark on important points
Installed Room:
Installation Method: (standing / wall hanging)
Approx. Area of the Room: m x m => ㎡
Duration of Use: year(s)
Installed Room:
Installation Method: (standing / wall hanging)
Approx. Area of the Room: m x m => ㎡
Duration of Use: year(s)
Country(City Kenya (Nairobi) Date(D/M/Y) XX / XX / XXXX

18. ■Digital Camera
Home visit survey: 7/8
Other AVC products
■Speaker (Front / Rear / Subwoofer)■Audio (Main unit) ■Content (DVD / CD)
■Camcorder ■How photos are viewed and stored
■Mobile Phone / Smartphone ■Desktop PC / Notebook PC / Tablet PC ■Other Devices
(ex. potable audio player, clock radio,
radio cassette, IC recorder, etc.)
Audio
Brand Model # Size
Type Wattage
Type:
Brand:
Type:
Brand:
□Photo shooting point : Please carefully observe and remark on important points
Country(City
)
Kenya (Nairobi) Date(D/M/Y) XX / XX / XXXX

19. Connecting respondents,
responses, their environment
and our brands

20. How are our electronic brands
organized in the house?
Which other brand are they connected
to
Is there a gap for new and unique
innovations in the household
What products are used for
entertainment, cooking, storing food,
cleaning etc

21. Recruiting middle and upper
class respondents in Nairobi,
Mombasa & Kisumu

22. Background
• The survey was conducted Nairobi, Mombasa and Kisumu.
• The survey was conducted using a structured questionnaire as provided
by the client
• Upon completion of the interview, picture of the household were taken
highlighting specific products.
• A total of 45 Interviews were conducted sampled as below:
– 25 in Nairobi
– 10 In Mombasa
– 10 In Kisumu

23. Objectives
• To understand Kenyans lifestyle in terms usage of household items for:
• Cooking
• Household appliances.
• Understanding of usage patterns/ importance of the products in daily life.
• Recording of wishes for ‘next generation’ products regarding features, design
etc.
• Understanding how respondents connect devices to each other with an aim to
innovate market specific devices
.

24. Demographics
• The survey sample was intentionally biased towards Nairobi being the capital
city and the key driver of urban lifestyle.
• Mainly female respondents were interviewed as they are the one mainly do
cooking in most households in Kenya.
Nairobi, 56%
Kisumu, 22%
Mombasa, 22%
20% 20%
30%
10%
80% 80%
70%
90%
0%
20%
40%
60%
80%
100%
Total Nairobi Kisumu Mombasa
Female Male
Study Location Gender

25. Demographics
• Mainly upper and middle socio economic classes were targeted for the survey.
Social Economic Classification
49% 48%
30%
70%
51% 52%
70%
30%
0%
20%
40%
60%
80%
100%
Total Nairobi Kisumu Mombasa
C1 AB

26. Occupation of Respondent
2%
2%
2%
2%
2%
2%
2%
4%
9%
13%
20%
Public service worker
Doctor- Dentist
Lawyer
Accountant- Licensed tax accountant
Service occupation
Teacher
Farmer
Company executive - manager
Not employed - retired, full-time housewife- house husband, student,
etc
Company employee: office worker, engineer, and other white collar
worker
Self employed- Businessman
Q. What is your occupation?

27. Occupation of Main Income Earner
2%
2%
2%
2%
4%
7%
7%
9%
16%
20%
29%
0% 5% 10% 15% 20% 25% 30% 35%
Company employee: factory worker, and other
blue collar worker
Public service worker
Part-time job
Teacher
Not employed - retired, full-time housewife-
house husband, student, etc
Lawyer
Accountant- Licensed tax accountant
Doctor- Dentist
Self employed- Businessman
Company employee: office worker, engineer,
and other white collar worker
Company executive - manager
Q. What is the occupation of the person who has highest income in your household?

28. Average Household Monthly Income
Q. Approximately how much is your household monthly income?
31%
25%
13%
20%
4%
0%
10%
20%
30%
40%
50%
50,001 – 100,000 100,001 – 150,000 150,001 – 200,000 200,001 – 300,000 400,001 – 500,000

29. Making product improvements &
innovation using the insights

30. Conclusion for market Insights
• With erratic electricity, most products should have in-built surge
protector especially the fridge
• Introduce a multi-cooker in the market that is able to boil hard to cook
foods such as “githeri”, a staple in Kenya
• Build products that can store power e.g. for microwaves, fridge, water
coolers, TV etc
• To own a bigger share of household brands, ensure they build products
that satisfy the consumer daily need e.g. cooking capacity (timer,
steaming etc) sound, video, size, power availability and consumption etc.

31. Key questions
• Can use of Mobile Phones and Tablets help bridge the gap between
responses/data and respondents environment/context
• Are we utilizing the additional benefits of phones and tablets in data
collection, especially ability to take pictures
• How would the use of mobile phones and tablets help us in contextualizing
use of our products in the household
• Can the use of mobile phones/tablet pictures help spur new product
innovations to fill in product/brand gaps in the household
• How can we utilize mobile apps such as instagram , whatsapp etc to
better utilise pictures taken by mobiles for more insights.

32. Q&A

33. Email: pnaftali@marketpulse.co.ke
Twitter: @pogangah

34. Thank
You

35. #MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners

36. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by