mobile based consumption tracking - brandscapes worldwide
TRANSCRIPT
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“Mobile Based Consumption Tracking”
CONFIDENTIAL
MR: Pacing Communication Technology
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Pencil, Telephone,
Computers, Internet Smart Phones: The Ultimate Convergence
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Consumption Behaviour Measurement
EXISTING METHODOLOGY THE NEW IDEA
Recall based measurement
Pen & Paper Diary
Real time tracking of
consumption behaviour
and attitudes via Mobile
Diary
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Category: Ready To Drink Beverages
Mobile App: “Beverage Track” – Specially Developed App
Country: Singapore
Study Period: August – December 2012
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Study Objectives
• Map consumption behaviour and attitude landscape in
beverage category
• Granular information per consumption occasion:
o What?
o How Much?
o Where – Consumption & Purchase?
o Why – Key Motivations?
o When – other activities during consumption
• Test effectiveness of the new methodology in predicting
volumes by category and brand
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More Smartphones Than PCs
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How can MR
leverage
consumer’s
adoption of
this new
technology?
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App Flow: Occasion Information
Captured
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Date & Time Take
Photograph Category/
Brand Reason for
Consumption?
Where consumed?
Amount Consumed
Activities during
consumption
Whether Purchased?
Purchase Outlet
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App Design– Logical Sequence of
Questions
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78” Average time
per occasion
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Methodology
Customized Beverage Track app was developed for iPhones and Android
phones.
Centralized training. App uploaded on
smartphones of panel members
Panel of consumers trained to use the app for
reporting real time consumption . Simulated
Video Training
SMS based reminder system triggered if there is no reporting 4 hours
during the day time
Incentives paid for the task
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Sample Details
Panel Size 364
Number of days per respondent 7
Number of beverage consumption
occasions
14,374
Number of ready to drink beverage
occasions
4,027
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Volumetric Landscape
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Cat 1
Cat 2
Cat 3
Cat 4
Cat 5
Cat 6
Cat 7
Cat 8
Cat 9
Cat 10
Our
Brand
Competition
91% Accuracy of
volumetric
estimate
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Sample: Consumption By Day Part
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4%
12%
21%
19%
19% 20%
6%
23% 23%
26%
21%
4%
Time Period 1 Time Period 2 Time Period 3 Time Period 4 Time Period 5 Time Period 6 Time Period 7
All Beverages Category 1
*SMS based reminder system . Triggered SMS if there is no reporting for 4 hours during the day time
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Occasion:
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77% 74% 66% 64%
54%
23% 26% 34% 36%
46%
Cat 1 Cat 2 Cat 3 Cat 4 Cat 5
Away From Home At Home
At Home Vs. Away from Home With Food Vs. Without Food
44%
80%
46%
85%
68%
56%
20%
54%
15%
32%
Cat 1 Cat 2 Cat 3 Cat 4 Cat 5
Without Food With Food
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Rich Pictorial Occasion data Capture
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Project Impact
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• Selected among global best practices within Coca-Cola
system
• Lot of markets are showing interest in this methodology
• Singapore is looking to scale this up approach in other
researches
• Adapting this approach for Bangladesh where we intend to
pilot this with feature phones.
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Experience & Conclusions
• Easy to use app:
o High respondent satisfaction
o Low drop out rates ( less than 5%)
• Better data quality – moment of consumption tracking
• Increased accuracy of volume projection Vs. traditional
methods
• Cost advantages over traditional recall based studies
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Key Challenge
One key challenge is the applicability of this methodology
for markets or consumer segments with low smartphone
penetration. We have started exploring other options for
these markets; such as using SMS reporting as against
apps and also using combination of SMS text followed up
with CATI interviews.
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Authors
Maharaj Singh, Coca-Cola
Pranesh Misra, Brandscapes
Sushama Marathe, Brandscapes
For more details contact : [email protected]