using feature phones for mobile research - challenges and opportunities - binu
TRANSCRIPT
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
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March 4-7, 2014 Ramada Hotel, Singapore
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March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
Using feature phones for mobile
research:
challenges and opportunities
Mark Shoebridge
biNu
Mark Shoebridge
@mshoebri
What Happened?
Do feature phones matter?
Use mobile web or mobile app?
What are the design
considerations & challenges?
What about incentives?
Q. How do you reach, understand and engage with consumers in emerging markets today?
A. Easy, through their mobile phones!
But hang on..
Lets talk about “Installed Base”
not new device shipments
mobile-only Internet
users by the end of 2015
Source: Portio Research 2013
80%
of the installed base of mobile phones in emerging markets are non-smartphones
Even by end-2016, less than 2 in 5
handsets worldwide are estimated
to be smartphones
• Voice
• USSD
• SMS
• Mobile Web
• Mobile App
*1234
Survey Approaches
About the Audience
Highly engaged audience of 3 million monthly active users
• Consumers of content designed for mobile
• Mostly in high growth economies
Case Study – United Nations
UN My World
The Need:
• Global survey by UNITED NATIONS to determine Millennium Development Goals for 2015
The Brief
• Get as many people as possible form as many places to vote and share their opinion
(On mobile)
From here
To here….
The Challenge
MY World Survey on biNu
Matches online/paper survey
Minimum 6 Responses
Options displayed randomly
Scripted online by UN.
Full Screen Invites
Delivered in multiple languages
Over 7000 selfies uploaded on feature phones in
2 weeks
Survey Design? • Question Language & Style
• Option display (sets of 4?)
Quality? • Results Matched
Online/Paper
• Data delivered weekly Incentive? • None
• Tested and increased response rate
United Nations achieved 1 million votes
We achieved
• Over 130,000 mobile votes
• 150+ countries • Nigeria
• India
• Bangladesh
• Pakistan
• Nepal
• Indonesia
• Brazil
• biNu was presented a UN Innovation Award
The Results
Case Study – Beverage Diary
India
The brief:
A detailed beverage consumption diary for 12 weeks in
India.
5/7 Completed Diaries per week on mobile
• Recruitment Survey
– 27 Questions!
• Diary 3 Times a Day
– 10 Questions!
Penetration Rates
– Internet 12%
– Smartphone 13%
– Feature phone 80%
– 3G coverage 8% (Up 46%) Sources:
GSMA Intelligence Q4 2013, Gartner 2013
India Beverage Diary
Everyone has got a smart phone…..
• Scripted on biNu
– Piping
– Logic
– Validation
• Incentive
– Daily with Jackpot
– Air time
– SMS
Incentive?
Quality?
Survey Design?
Scammers?
4% Abandon Rate
Results
Incentive Matters!
Over 50% Registrations Completed Diaries
• Mobile Internet – Does not have to be 3G
• End User Experience – Ease of use – Speed – Bandwidth
• Reach out to those tough places…..
• Design For Mobile
• Make it look good
• Question Types
• Language
• Survey Length
• Speed – Data Usage
• Incentives
• Test on the Devices
Tips for Mobile Survey Design
End User Experience
biNu
• Mobile app with super-fast, data-lite access to internet services
• Feature Phones
• Android
• Highly engaged audience of 3 million monthly active users
• Content
• Speed
• Incentive
Android phones
240x320 480x800
Common feature phones
240x320 320X240 128x160
Title Sponsor Gold Sponsor Silver Sponsors
Bag Sponsor Workshop Host
Sponsor
Event App
Partner
Networking Reception
Partner
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net