Survey wars - The Force Awakens

MRMW

Online

Mobile

F2F

Old War vs New War2 2016 Borderless Access

Social media,Mobile online2

3 2016 Borderless Access

Our ApproachOur FindingsConclusionsOur ApproachOur FindingsConclusions

The Hypothesis : Does methodology impact -4P.S: The margin of error for both the options i.e.800 and 1600 is more or less similar. However, the difference is observed while analysing the data at city level 2016 Borderless Access

Accuracy of claimed behaviorThe Target Audience reachedResponse Patterns

Our background research5P.S: The margin of error for both the options i.e.800 and 1600 is more or less similar. However, the difference is observed while analysing the data at city levelOther research papers:

Differences in data captured across methodologies existBut, the impact on the business decision is not significant 2016 Borderless AccessBA Research Papers

We are poor witness to our own behaviorInvoluntary and voluntary lying existsUnderstanding of this behavior is important for clients and researchers

Our Approach: Target Audience6 2016 Borderless Access

Online

Mobile

F2F

Bangalore

JakartaPopulation: General 18+Gender: Male and FemaleCountries: India (Bangalore)Indonesia (Jakarta)

Target Audience6565653535351006565--353519510523070MeterNon-meterBangaloreJakarta

Our Approach: Data Analysed

Primary10 minute quant interview on lifestyle & purchase behavior. Questionnaire conducted via three methodologies

Behavioral DataBenchmarked the data captured against mobile meter data (amongst all 3 methodologies)Analyzed SmartSight data to understand and explain some results

10 minute Research Instrument7 2016 Borderless AccessHousehold & Personal Care GoodsReady to eat FoodMobile accessoriesFinancial transactionsOthers

Demographics

Commute timings

Purchase behaviour

App usage

Household & Personal Care GoodsReady to eat FoodAcross categories including ShoppingUtility appsAge, Gender, IncomeCommute timings for working and studentsApp behaviour



The Survey Hangover - by methodology9 2016 Borderless Access

F2F

Online

Mobile

Survey TakenNext Survey5 Days10 Days15 Days

15 Days

5 Days

3 Days

Productive field time by Methodology10

F2F

Online

MobileBetween12-5 PM : 65%Post 5:00 PM: 60%Throughout the day (25% each time slot)IndiaProductive Field time

Between 3-8 PM: 70% Men and 50% womenMen: evening and Night (66%)Women: Through out the day (25% in each slot)Throughout the day (25% each time slot)Indonesia

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Target Audience Reached by Methodology11

F2F

Online

Mobile35+ Women: 75%Homemakers & Retired (73%)SEC: SEC A, but lower income bandsWell Distributed on age and gender Working/self employed: 60%SEC: SEC A, but medium to high income bandsWell Distributed on ageWell represented on profession: 62% working/self employedSEC: SEC A, but medium to high income bandsIndiaTarget Audience

Usually older: 45+ YOEmployed: 70%SEC: SEC A, but lower income bandsUsually younger: 25-34 YOEmployed: 80%SEC: SEC A, but medium to high income bandsUsually younger: 25-34 YOBiased towards working population: 84%SEC: SEC A, but medium to high income bandsIndonesia


Purchase differences Consumer and Household Products12 2016 Borderless AccessBig Basket67%Grofers42%Natures Basket17%Kiranawalla12%Just Eat7%Pepper Tap7%Reliance Fresh Direct3%

Top Apps and install base among Metered Consumers in India

*Data will not add to 100% as multiple product categories have been added: Groceries + Personal Care + Clothing + Electronics + Books + Music

Purchase differences Food Delivery13 2016 Borderless AccessTop Apps and install base among Metered Consumers in India

Zomato37%Foodpanda28%Klik-Eat18%Sajian Sedap17%Toresto17%OpenRice15%Makan di Mana12%MakanLuar11%KFC7%

Customers are moving towards online & mobile purchases Irrespective of methodology

When asked What is the average time spent on phone using various apps14 2016 Borderless Access

Actual Time: 70 minutesPerceived Time: 350 minutes

15 2016 Borderless AccessMondayTuesdayWednesdayThursdayFridaySaturdaySunday

MondayTuesdayWednesdayThursdayFridaySaturdaySunday

12AM1AM2AM3AM4AM5AM6AM7AM8AM9AM10AM11AM12PM1PM2PM3PM4PM5PM6PM7PM8PM9PM10PM11PM

Hrs12AM1AM2AM3AM4AM5AM6AM7AM8AM9AM10AM11AM12PM1PM2PM3PM4PM5PM6PM7PM8PM9PM10PM11PM

Hrs

Online

MobileSurvey response pattern (SmartSight)People take email surveys when they reach work & mobile surveys when they leave work

Response by location Age (India)16

18-2516%44%30%10%26-3524%16%55%5%36-4538%7%34%21%Elsewhere in the galaxy


44%55%38%

Response by location By Device (India)17

F2F71%--29%--PC/Laptop32%6%55%2%Mobile26%34%19%21% 2016 Borderless Access

Elsewhere in the galaxy

18-2571%55%34%

Without Time/LocationTargeting

With Time/LocationTargeting

Response Density in Sample by Methodology18

Response

Complete

Dropout

F2F

Online

Mobile 2016 Borderless Access

+23%

+63%

+40%



Conclusions from our research20 2016 Borderless AccessThere are differences that emerge from different research methodologies. But the differences are more significant in

Both impact the field time, cost & effort to achieve a representative sample especially in the case of F2F research.

The target audience reached

The productive field time

Conclusions from our research21 2016 Borderless AccessIf we can target the customer using time & location data via passive metering, the response received is higher and richerIn terms of online & mobile behaviour there are no major differences on stated behaviour vs actual behaviour across demographicsVery clearly, customers are moving online/mobile for many of their day to day activities making a strong case of conducting research where the customer is i.e. Mobile or Online

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Survey wars - The Force Awakens

Business

Transcript of Survey wars - The Force Awakens