Understanding respondent’s interaction with household electronics – using tablets and mobile...

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

#MRMW

Organized by

#MRMW

Title Sponsor Silver Sponsors Bag Sponsor

Association & Media Partners

Understanding respondents

interaction with household

electronics using tablets and

mobile phones

What would happen if Kenya built

a bridge over the Mara River for

the annual wildebeest migration?

NO ONE KNOWS

Do we as market researchers also

need to build a bridge between

data and respondents?

Agenda

1. Contextualizing responses in a quantitative studies by

visualizing respondents’ environments

2. Using photos to analyse the use of different products

on a daily basis

3. Recruiting middle and upper class respondents in

Kenya, Nairobi, Kisumu and Mombasa

4. Making specific product improvements for key markets

based on the insights collected

Contextualizing

Research Data

A lot of times we look at figures and are never

able to contextualize the numbers with

respondents environment. Often, to explain the

figures we suggest to clients ”lets follow up with an FGD or an Indepth to explore further”

Respondent’s guest………..

What does contextualization tell us?

Using photos to analyze usage of household products

While collecting quantitative data using

tablets:

1. Take picture of every room with focus on household

electronics (white good) and kitchen equipments

2. Relate the quantitative data with the in-home

pictures

3. Ensures quality check and gives us context and

additional insights

Picture Survey Instrument

<Owned Appliances or Items>

Kitchen & Dining Room Living Room

Bed Room Bathroom / Shower Room / Washroom

Home Visit Survey: 1/8

<outer appearance>

Marking: RF＝★ WM＝▲ Room AC＝● TV＝■ (for AC & TV, indicate each unit by AC-1, TV-2)

Overall: House/Room/Profile

Country Kenya (Nairobi) Date(D/M/Y) XX / XX / XXXX

*Draw location of kitchen, dining room, living room, bedroom, bathroom, washroom, etc.

Family (age) X persons: Husband (XX), Wife (XX), Son (XX),

Daughter (XX), Cousin (XX) , etc.

Occupation Husband: , Wife:

Maid Service [Available / NOT] Duties:

Internet Connection [Available / NOT] Type: , Wi-Fi: [Yes / No]

House Type [Owned / Rented], [Detached( F) / Apartment ( F/ F)], Area: ㎡ , Ceiling Height: ｍ

Floor Material Bedroom: , Living room:

Household Income SEC [L / M / NR / R]

Monthly Utility Cost Electricity: Water: Gas:

Monthly Comm. Cost H. Phone: M. Phone: Internet:

<Demographic Information>

TV DVD/Blu-ray Player/Recorder 1Digital Camera 1Camcorder

Home Audio 1Home Theater Speaker 1Portable Audio Player

1Radio/Radio Cassette 1Home Phone 1Home Fax 1Portable Phone

1PC 1Portable Navigation System

1Air Conditioner 1Washing Machine 1Cloth Dryer 1Refrigerator

Microwave Oven Cooking Stove 1Oven 1Electric Kettle

1Coffee Maker 1Espresso Machine 1Rice Cooker 1Multi-cooker

1Breadmaker 1Toaster 1Blender 1Juicer 1Cooker Hoods

1Dish Washer 1Vacuum Cleaner 1Electric Iron 1Hair Dryer

1Hair Iron 1Steamer(face care) 1Epilator 1Electric Body Shaver

1Men’s Electric Razor 1Electric Toothbrush 1Massage Chair/Sofa

1Weight Scale 1Electric Blood Pressure Monitor 1Water Purifier

1Fan 1Ventilation Fan 1Air Purifier 1Electric Shower

1LED lamp 1LED Lighting 1Power Generator

1Voltage Stabilizer 1Home-use Battery 1Car (new, used) 1Motor Bike

<room layout>

Other Room / Garden / Garage Car / Motorbike

Room: Floor Material: Duration of Use:

■Another Fridge / Freezer / Foods outside of fridge

■Cooling Compartment (shelf, vegetable case)

■Door Pocket ■Freezing Compartment

Refrigerator : (X) unit Home visit survey: 2/8

□Photo shooting point : Please carefully observe and remark on important points

■Installation Location

Brand Model # Made in

Type Capacity

Country(City)

Kenya (Nairobi) Date(D/M/Y) XX / XX / XXXX Fridge: (X) unit

■Kitchen Overall

■Water Purifier or other water-related appliances

■Toaster

Home visit survey: 4/8

■Remarks / Notice (if not, vacuum cleaner)

■Cooking Stove: Cooker Free-standing (Heater resource: ) (Brand: )

Kitchen Appliances

■Rice Cooker / Multi-cooker

■Oven (Heater resource； )

■MicroWave Oven

MWO Brand Model # Made in

Type Capacity


■Small Cooking Appliances

Country(City)

Kenya (Nairobi) Date(D/M/Y) XX / XX / XXXX

Broadcast

Type: 1Terrestrial 1Satellite 1Cable 1Other ( )

# of channels: 11-2 channels 13-5 16-10 111-20 120-50 1More than 50


TV : (X) units / TV peripheral

■TV-1

■Peripheral-1 (DVD, Blue-Ray, home theater speaker, game, etc.)

■TV-2


■TV-3


Installed Room: Installation Method: (standing / wall hanging) Approx. Area of the Room: m x m => ㎡ Duration of Use: year(s)

Type Size (inch)

Brand Model #

Type Size (inch)

Brand Model #

Type Size (inch)

Brand Model #

*Take photo covering the whole image of room. *Take photo covering the whole image of room. *Take photo covering the whole image of room.




Country(City Kenya (Nairobi) Date(D/M/Y) XX / XX / XXXX

■Digital Camera


Other AVC products

■Speaker (Front / Rear / Subwoofer) ■Audio (Main unit) ■Content (DVD / CD)

■Camcorder ■How photos are viewed and stored

■Mobile Phone / Smartphone ■Desktop PC / Notebook PC / Tablet PC ■Other Devices (ex. potable audio player, clock radio, radio cassette, IC recorder, etc.)

Audio Brand Model # Size

Type Wattage

Type:

Brand:

Type:

Brand:


Country(City)

Kenya (Nairobi) Date(D/M/Y) XX / XX / XXXX

Connecting respondents,

responses, their environment

and our brands

How are our electronic brands

organized in the house?

Which other brand are they connected

to

Is there a gap for new and unique

innovations in the household

What products are used for

entertainment, cooking, storing food,

cleaning etc

Recruiting middle and upper

class respondents in Nairobi,

Mombasa & Kisumu

Background

• The survey was conducted Nairobi, Mombasa and Kisumu.

• The survey was conducted using a structured questionnaire as provided

by the client

• Upon completion of the interview, picture of the household were taken

highlighting specific products.

• A total of 45 Interviews were conducted sampled as below:

– 25 in Nairobi

– 10 In Mombasa

– 10 In Kisumu

Objectives

• To understand Kenyans lifestyle in terms usage of household items for:

• Cooking

• Household appliances.

• Understanding of usage patterns/ importance of the products in daily life.

• Recording of wishes for ‘next generation’ products regarding features, design

etc.

• Understanding how respondents connect devices to each other with an aim to

innovate market specific devices

.

Demographics

• The survey sample was intentionally biased towards Nairobi being the capital

city and the key driver of urban lifestyle.

• Mainly female respondents were interviewed as they are the one mainly do

cooking in most households in Kenya.

Nairobi, 56%

Kisumu, 22%

Mombasa, 22%

20% 20% 30%

10%

80% 80% 70%

90%

0%

20%

40%

60%

80%

100%

Total Nairobi Kisumu Mombasa

Female Male

Study Location Gender

Demographics

• Mainly upper and middle socio economic classes were targeted for the survey.

Social Economic Classification

49% 48% 30%

70%

51% 52% 70%

30%

0%

20%

40%

60%

80%

100%

Total Nairobi Kisumu Mombasa

C1 AB

Occupation of Respondent

2%

2%

2%

2%

2%

2%

2%

4%

9%

13%

20%

Public service worker

Doctor- Dentist

Lawyer

Accountant- Licensed tax accountant

Service occupation

Teacher

Farmer

Company executive - manager

Not employed - retired, full-time housewife- house husband, student, etc

Company employee: office worker, engineer, and other white collar

worker

Self employed- Businessman

Q. What is your occupation?

Occupation of Main Income Earner

2%

2%

2%

2%

4%

7%

7%

9%

16%

20%

29%

0% 5% 10% 15% 20% 25% 30% 35%

Company employee: factory worker, and other blue collar worker

Public service worker

Part-time job

Teacher

Not employed - retired, full-time housewife- house husband, student, etc

Lawyer

Accountant- Licensed tax accountant

Doctor- Dentist

Self employed- Businessman

Company employee: office worker, engineer, and other white collar worker

Company executive - manager

Q. What is the occupation of the person who has highest income in your household?

Average Household Monthly Income

Q. Approximately how much is your household monthly income?

31%

25%

13%

20%

4%

0%

10%

20%

30%

40%

50%

50,001 – 100,000 100,001 – 150,000 150,001 – 200,000 200,001 – 300,000 400,001 – 500,000

Making product improvements &

innovation using the insights

Conclusion for market Insights

• With erratic electricity, most products should have in-built surge

protector especially the fridge

• Introduce a multi-cooker in the market that is able to boil hard to cook

foods such as “githeri”, a staple in Kenya

• Build products that can store power e.g. for microwaves, fridge, water

coolers, TV etc

• To own a bigger share of household brands, ensure they build products

that satisfy the consumer daily need e.g. cooking capacity (timer,

steaming etc) sound, video, size, power availability and consumption etc.

Key questions

• Can use of Mobile Phones and Tablets help bridge the gap between

responses/data and respondents environment/context

• Are we utilizing the additional benefits of phones and tablets in data

collection, especially ability to take pictures

• How would the use of mobile phones and tablets help us in contextualizing

use of our products in the household

• Can the use of mobile phones/tablet pictures help spur new product

innovations to fill in product/brand gaps in the household

• How can we utilize mobile apps such as instagram , whatsapp etc to

better utilise pictures taken by mobiles for more insights.

Email: [email protected] Twitter: @pogangah

mailto:[email protected]

Thank You

#MRMW

Title Sponsor Silver Sponsors Bag Sponsor

Association & Media Partners

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

#MRMW

Organized by

Understanding respondent’s interaction with household electronics – using tablets and mobile...

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