Cocacola mobiles web

Mobile Phones: a powerful tool for market research

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Document created by THE LAB.

Because you can…[

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Kinds of research you can conduct:

…and Mobile Diaries... it doesn’t get any closer!

Talk to people in their preferred channel. Preferred mode of

communication (and so many other things) on a global scale.

Reach the most people in the most places. Mobile coverage has grown

dramatically and it is also the farthest reaching.

Reach people at the right moment. With internet access enabling to push

self-serve questionnaires more easily

Show and receive text, images, videos and more. Can be enriched with

images, videos and other contextual information.

Mobile Diaries have the potential to become a critical component of

insight generation.

– Improved insight, including consumption, purchasing behavior and customer

experience closer to the moment of truth than ever before.

– Real-time understanding of brand and product performance is possible.

Why Mobiles?

2Private and confidential | Copyright Infotools Ltd. & TCCC Ltd

ShopperStudies

ConceptTesting

QuickPolls

Lifestreams

AdPre-Testing

TouchpointExperience

Mapping

Communities& Qualitative

Mobile Diaries are still a new research methodology, with supporting

infrastructure being continually developed. An optimal diary design is vital for

your success, with 5 components for consideration:

How to Run a Mobile Diary Study


Recruitment,

Sampling:

Reminders and

Incentives

Diary Questions:

Number of

questions

and wording style

Survey Platform:

Matching survey

platform to market

capability

Diary Structure:

Frequency of

entry, number

of days

Data Architecture:

Technology to

handle the volume

of data efficiently

Tips and Watch-Outs


1 SAMPLING AND RECRUITING

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2 REMINDERS AND INCENTIVES[

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3 DATA ARCHITECTURE[

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Having a suitable and reliable sample in each market is crucial

Use markets with existing mobile panels where possible as they are the safest

for implementation. If an existing mobile panel isn’t available within your target

market, then you may consider sample from traditional online panels or

alternative database communities.

River sampling can attract false entries. Can be conducted in markets

without existing panels via river sampling (see glossary), but getting repeated

data entries is a barrier at present.

Sample is typically representative of mobile internet users. However, in some

markets this skews towards younger men. Panels are currently quite small and

unrepresentative in emerging markets.

Try to avoid multiple sources of sample. Dealing with multiple sample

sources (see glossary) or platforms per market is challenging to manage and

makes real-time monitoring and reporting difficult.

Be open to staggering diary start days. A rolling diary leads to better diary

completion rates.

The frequency of reminders is dependent on the category being researched

or occasion.

4 reminders per day is sufficient to get consistent entries throughout the day,

without a discernable impact on retention.

The right incentive amount and frequency of payment is critical. Use the one-off

end of diary payment where possible. However, some sample providers believe

daily incentives are better, so be prepared to be flexible to market factors.

Leave a longer than normal set-up for the program, to enable it to be set up

properly.

You will need to test across many handset types; this needs extra time. This is

particularly true in emerging markets with a vast array of feature phone types.

Again, extended lead-time.

Diary completion rates need to be managed carefully (and optimized where

possible) so it important to go into the study with a mindset of being nimble and

pragmatic in making decisions.

4 SURVEY PLATFORMWhen choosing a survey platform, you'll need to consider market factors such as

smartphone penetration, mobile internet penetration and the availability of sample.

App-based diaries work well

in affluent markets where

smartphone penetration is

high and there are

established research panels

to draw upon. Panelists need

to download an app to their

smart phone, so expect initial

installation rates to be low,

but once installed they deliver

the best diary completion

rates and retain respondents

for longest.

WAP (Wireless Application

Protocol) based diaries don't

require respondents to install

an app: they participate via

their smartphone browser.

The experience is good

across devices, but technical

and legal issues can block

SMS survey invitations. Also,

some markets are limited to

river sampling, with its high

attrition rates.


USSD (Unstructured

Supplementary Service Data)

surveys are programmed by

the telco, so they can reach

emerging markets via low-end

feature phones. Traditionally

USSD is simple technology

with no survey routing,

personalization, etc. However,

platforms can be developed to

contain these features. The

challenge in USSD is that the

phone providers control the

survey look and feel.

Hybrid Proprietary Systems

are app-based programs that

are designed to work on

feature phones, as a

supplement to smart phone

apps. There are very few

vendors who develop apps for

features phones, so these

programs can be expensive to

develop, with low install rates.

Tips and Watch-Outs

5 DIARY STRUCTURE – DIARY QUESTIONNAIRE[

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Markets with existing research panels can sustain longer diaries (several days).

Four days appears to be the optimal length, after which fatigue sets in.

The best results have been from brief questionnaires with a maximum of 12 questions.

Most consumption occasions can be caught within four hours. Morning and evening diary

entries are much closer to the moment than lunchtime and afternoon.

APP

WAP

Best survey option

where it can be

used

Works well for

smartphones,

challenging on low

end feature

phones, cellular

network speed

affects

performance

USSDAll connected

mobiles can run

it, but it relies on

operator's

capabilities


How it Works Benefits DrawbacksTypical SamplingApproach

Diary contained

within smartphone

app, either

proprietary to the

study or pushed out

via an existing

• The best survey experience for consumers

• Location, imagery and video footage easily captured

• Fast

Via panel • Only suitable in markets with strong smartphone penetration

• Skews to more affluent consumers

• Global installation rate of survey apps still low

Mix: via panels, river

sampling via banner

ads, via lists

Respondents

access survey via a

mobile website

• Requires a constant internet connection

• Still skews to affluent people and markets – excludes the lowest socio-economic groups

• Slower to complete compared to app surveys

Via telco lists Survey appears

within the phone's

operating system

• Sample are always cold, hence re-sponse rates are low

• Requires an agreement with the telco in each market, meaning lead-times can be long

• Unavailable in most markets at present

• More accessible that app-based surveys

• Works across smartphones, feature phones, tablets and PCs

• Can create a similar experience to app surveys

• Cost effective

• The best method of reaching the lowest socio-economic groups

• Does not require an internet connection

• Cheap to implement

• Response rates have so far proved successful

• Surveys work well on the most basic phones

Via third party telco

operating providers

Respondents install

an app on their

feature phone.

• Install bases are comparatively small and typically skewed to tech adopters (young males)

• Difficult to manage back-end data

• Expensive

HYBRIDPROPRIETARY

SYSTEMS(basic/feature phones)

Use your sample

vendor's platforms

when there is an

advantage

Tips and Watch-Outs

Share Experience/ Learn About Habits

“It was fun to share my personal views.”

“What I found most interesting, and thanks to this survey, I realized my

habits regarding liquids are not very good and need to improve.”

“This is much better than usual surveys…just about our daily activities.”

Interesting/ Fun/ Interactive

“It seemed more entertaining, nice questions, added daily, registered

and earned daily points.”

“It can be done from the cell, made it more enjoyable and more practical.”

Technical Difficulties

“I was out, and the mobile page did not load well.”

“Connectivity problems. Would not let me access MySurvey through

my phone.”

“I could never open or download the second page on my mobile.”

Claimed to Complete

“I have participated. I do not know if I've skipped a day, but I've been

covering the daily surveys.”

Easy/Fast/ Convenient

“It was very simple, and I loved it.”

“It was not a very tedious and time-consuming survey. It gave you the

opportunity to take the five minutes a day you need to answer.”

“The convenience of being able to do the survey from anywhere.”

Personal issues, like illness, vacation, work

schedules – no time/too busy also are barriers


What Are the Key Takeaways?

What are the key takeaways?1. Mobile is more accurate for measuring consumption.

2. Customize to your market and trade off quality

against duration.

3. Use diary studies for special promotions (like the

FIFA World Cup) as well as general tracking.

4. Get real-time impact measurement and optimize

campaigns while they happen using mobile diaries.

Participants like that it is easy,

fast, fun, and provides an

opportunity for them to share

their experiences and examine

their own habits, though they

did notice technical difficulties

experienced early on.

River sampling: refers to using online advertising as a source for recruitment. Several “hooks” can

be used and whoever is interested will participate of the survey. But could imply a bias to the sample

and repeated data entries.

A sample source: is where market researchers find respondents to survey. Research panels of

people who have opted-in to receive survey invites are a common sample source, as are customer

lists and online communities. With market research panels, we can check that respondents have the

technology to complete the mobile survey.

Shopper Studies: respondents record all touchpoints in the purchase path, POS, pricing, etc. which

enables a greater understanding of what drives choice.

Concept Testing: fast turnaround testing of product concepts, tested via a uniform methodology

virtually anywhere in the world.

Quick Polls: The ability to get near-instant results to simple questions virtually anywhere in the world.

Lifestreams: through an app on a respondent’s phone, we can capture their full mobile behavior, to

provide a snapshot on their lives.

Ad Pre-Testing: pre-testing of TV adverts and the inclusion of facial coding to understand reactions,

providing a new level of understanding of likely impact.

Communities & Qualitative: through ongoing mobile communities (of target consumers) we can

build up an ongoing dialog around key topics such as product development, campaign development,

crisis management.

Touchpoint Experience Mapping: through mobile diaries we can capture each instance a consumer

comes into contact with a brand touchpoint and measure its effectiveness.

Glossary


The LabOne of the key objectives of the Marketing Strategy and Insights Global Role is

“Modernization “. Based on that, we started a new project in 2013: “The Lab”.

“The Lab” is helping us to fulfil one of our main tasks: identifying, testing and

evaluating state of the art and cutting edge research technologies and

methodologies that are available in the market.

Then we can integrate them, as they become feasible alternatives, to evolve the

way in which KO does research, and of course, to evolve the protocols.

There are two topics that are now very relevant for our business: Mobile Phones

and Tablets.

That's why we decided to produce the first booklet issues on these two topics.

The development of these booklets (commissioned to Infotools), implied

collecting, summarizing and editing in a visual, interesting way, all the learnings,

tips and watch outs we have till now regarding these devices, not only based in

our own experience with the Pilots for “The future of tracker” but also taking into

account what the industry is saying about them.

The Lab

If you need further information about the content of this booklet or

The Lab project, please contact Veronica Moreno, Coca-Cola Atlanta

([email protected])

+1 (404) 676 3833

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Private and confidential | Copyright Infotools Ltd. & TCCC Ltd

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