moving brand tracking successfully to the mobile world
TRANSCRIPT
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Speakers: Yee Mei, Chan Millward Brown
Alistair Hill On-Device Research
Pairing up the Beauty with the Beast M O V I N G B R A N D T R A C K I N G
S U C C E S S F U L L Y T O T H E
M O B I L E W O R L D
Tracking Studies Can Be Quite A Monster To Tame
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Continuous sampling
Representative of the market
Turnaround Speed is crucial
A billion things to ask the respondent
Mobile Is Attractive, But Very Tricky To Make It Work
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Lack of panels in developing markets (where we need mobile the most!)
Fragmented technologies and infrastructure
Limited screen size (to fit in the billion questions)
Shortened patience when on the mobile (the medium is the message)
Sparks Can Still Fly If They Can Connect
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Sample access can be managed with help of Dynamic Recruitment
“Short” survey window can be stretched to become long enough
With the right technology in place, turnaround findings in 2-3 days and not 2-3 weeks.
Data Quality on mobile is impressive
On Device Research is a mobile technology company that provides access to consumers for mobile research To make this happen we use: • Advanced mobile survey technology • A network of mobile publishers for programmatic
media buying • Consumer panels
Sampling via mobile = Reach is key to data quality
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Population = Millions
Mobile Internet Users = Millions
The wider your ability to sample the “universe” the better
the representativeness of your mobile data.
Not everyone wants to be on a panel
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36% 64%
64% 36%
Thailand India
Dynamically Recruited Sample
Want to join Don't Want to join Panel
Dynamic Recruitment via publisher network
Respondent takes mobile survey
Publisher network contains 1000’s of sources: Mobile social networks, games, apps, IM services, news sites, portals, etc.
Respondents either take survey there and then or are recruited into a panel.
What is Dynamic Sampling?
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The way mobile ads work ensures random exposure to mobile app and site users. Imagine if we could simultaneously knock on as many doors when doing face to face fieldwork
Research on Research, Panel vs Dynamic
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• Comparable data for dynamic vs panel • Only if best practice guidelines followed • Vital to make it convenient for the average person to tell you what they think.
88% 82%
Panel Dynamic
Completion Rates
4.49 4.16
Panel Dynamic
Average Survey Completion Time
Proportion of those who fell for trap question is similar between Panel and Dynamic in short surveys
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6%
9%
11%
15 question - Panel 15 Question - Dynamic 40 question - Dynamic
Fell for trap question
Don’t forget we take steps to clean the data before delivery, checking for: • Speeders • Straight liners • Failed trap questions • Automatic data cleaning coming in Q2 2014
Get the free report from ondeviceresearch.com/blog
On Device Research is the pioneers of survey “chunking” on mobile – splitting traditional 20 minute surveys into several phases to help you meet your project requirements.
SMS INVITE #1 SMS INVITE #2
1st CHUNK
2nd CHUNK
DAY 1 DAY 2
Mobile Survey Chunking
Research on Research on Survey Chunking
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• Survey chunking allows for good quality data from mobile surveys, whilst also collecting enough data to satisfy client needs
9%
4% 4%
30-‐QUESTION SURVEY 15-‐QUESTION SURVEY 2-‐CHUNK 30-‐QUESTION SURVEY
Fell for trap question
Sparks Can Still Fly If They Can Connect
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Sample access can be managed with help of Dynamic Recruitment
“Short” survey window can be stretched to become long enough
With the right technology in place, turnaround findings in 2-3 days and not 2-3 weeks.
Data Quality on mobile is impressive
Data Quality On Mobile Is Impressive
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Brand usage data lines up better against actual market share compared to d2d
0.760
0.780
0.800
0.820
0.840
0.860
0.880
0.900
0.920
0.940
0.960
Malaysia India
D2D Mobile
Correlation of tracking data with retail audit brand share.
Malaysia data: across 10 brands in Deodorant. India data: across Top 4 brands in Confectionery.
Better access to higher income households
Wider geographical coverage
No undue influences from interviewers
Data Quality On Mobile Is Impressive
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Ad evaluation data is consistent despite the screen size
TVC RECOGNITION - MOBILE
60% 39%
57%
0%
50%
100%
TVC 1 - Brand E TVC 2 - Brand B TVC 3 - Brand F
TVC RECOGNITION – DOOR TO DOOR
63%
22% 41%
0%
50%
100%
TVC 1 - Brand E TVC 2 - Brand B TVC 3 - Brand F
Turnaround Results In 2-3 Days Instead Of 2-3 Weeks
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Script program to extract data straight into dashboard. If respondents are glued to their mobile devices, so are our clients!
Barrier To Wider Adoption Is More Mind Than Matter
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End Clients think: - Guinea Pig, - Trend Breaks, - How am I going to sell this in internally?
Researchers think: - Cost, - Speed, - Accuracy
Pairing up the Beauty with the Beast was co-presented at MRMW Singapore event, March 2014 All mobile fieldwork for Millward Brown for this project was carried out by On Device Research. Questions about mobile market research? Visit: ondeviceresearch.com Email: [email protected]