purposeful mobile: thoughts on mobile research - confirmit
TRANSCRIPT
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January 30-31, 2013
Kuala Lumpur, Malaysia
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Purposeful Mobile Thoughts on Mobile Research
Dave King
Twitter: @daveking123
Executive Vice President
Mobile Solutions
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Copyright © 2012 Confirmit. All Rights Reserved Phil Lockyer ;-)
More than an
alternate
collection channel
Insights you can’t
capture any other
way
One Size
doesn’t fit all
Confusing
fragmented
landscape
Get It right or fail
Immediate,
personal
timely, relevant
Honor &
Consider
History &
Methodology
MR is not
marketing
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Accidental Mobile On their terms
Purposeful Mobile
New approaches
& opportunities
Exploiting the technology
to capture richer insights Valuing the respondent
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“My receipt invited me to take a survey – why did I get bounced out?? Thanks for almost valuing
my opinion”
“I can’t see all of the 3rd and 5th questions. They are cut off and
some are squished”
“Your logo is pink, shouldn’t it be red. Thought you would like to
know.”
Smart boredom
In the cracks of their day
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How are we doing?
62% No smartphone policy
23% Detect & disallow
15% Adjust for smartphones
0% Route to another survey
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A long history, some landmarks...
★ 1900 Heineken imported its first beer
★ 1923 DRC, the first brewery
★ 1946 Entering Nigeria
★ 2003 Entering Egypt
★ 2007 South Africa, greenfield brewery, now operational
★2010 Acquisition of SONA Nigeria
★2011 Acquisition of Harare and Bedele (Ethiopia)
Total African footprint
★ 20 countries
★ 34 breweries (consolidated)
★17breweries (managed)
★ 4 soft drink plants
★ 2 malteries
★ 2 packaging plants (1 glass, 1 plastic)
★ 2 wineries
★ 1 distillery
★ Export to virtually all countries
BREWERY FOOTPRINT
CONSOLIDATED
MANAGED
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-0.0% -1.0% +0.9%
+2.9%
+4.1%
+5.4%
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…a lot of important outlets, but… What are the top volume outlets? What are the most popular pack types in channel X? How does our prices compare with the competition in channel Y? Is our distribution sufficient for each channel? How many outlets are suitable for a trade promotion of brand X? Which? Which brand should we promote in which outlet? … and the list of questions goes on …
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Key Insights
Volume Density -Heat Map
Communes like Ngaba and Kalamu have relatively high volume density but have relatively
low number of outlets.
Outlet Density -Heat Map
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14.5M Responses & 5.9M photos per year
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Dave King @daveking123
Executive Vice President, Mobile Solutions
Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Asia-Pacific Edition 2013 WWW.MRMW.NET
Organized by
TM