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
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January 30th, 2013
“Energizing insight through mobile:
How Mondelez International leverages mobile
research to gain actionable insights”
Presented by Jit Papneja
Regional Consumer Insights & Strategy, Mondelez International
Agenda:
• Evolution of mobile phones
• Key questions to ponder
• Challenges with mobile research
• Advantages of mobile research
• Learning from mobile researches
Evolution of Mobile Phones - From connecting device to my body part!
Mobile is …. “Medium of COMMUNICATION”
Mobile is ….. “My COMPANION”
Mobile is …… “My IDENTITY”
Mobile is …… “My LIMB”
Source: Consumer Research
There are already more mobile phones than TVs and PCs combined
>5.3B mobile phones
Source: International Telecommunication Union (ITU), 2011
6
Less than 2 % online media spend in SEA
Country Online Media
Spend (2011)
Indonesia <1%
Malaysia <1%
Philippines <1%
Singapore 6.9%
Thailand 2%
Vietnam <1%
Are we reaching consumers at the right place?
Source: Nielsen SEA digital consumer report , 2011
Source: Google
Singapore consumers are spending 25 hours online per week, more
than all the other media combined.
Most snacking decisions are made
within 5 minutes of entering the store
Source: ARC Worldwide – 2011 Consumer Retail
Study
What are the advantages and disadvantages of a
mobile based research?
Traditional research picks up TV advertising but struggles to
give a true read on 360 degree activities. Can mobile research
provide a true picture of 360 IMC?
Can mobile help us reduce the turnaround time and provide
results in near real time?
Can we achieve representative sample in the mobile research?
Does mobile research provide better accuracy of data?
Key Questions to Ponder:
Are we leveraging the power of mobile phones?
Challenges with Mobile Research
• Difficult to get representative sample
- Limited Mobile panels
- Not very robust sample profile
• Limited questions and shorter interview length (max 10 minutes)
- Therefore limited utility, if used only in isolation
• Different OS and devices (iOS, Android, Blackberry, Symbian, Java,
feature phones)
• Costlier than F2F research in some cases
• Limited experience or norms
Advantages of Mobile research
• Better accuracy than F2F research
Largely due to shorter ‘focused’ questionnaire
Self completion by respondents
• Interactive and hence higher involvement of respondents
• Real time data
• Faster turnaround
Automated entry and analysis
• Better participation rates
Fun New experience
• Multimedia feedback (e.g. photo)
Traditional research Mobile research
“There are only two sources of
competitive advantage: the ability to
LEARN MORE about our customers
FASTER than the competition and
the ability to turn that learning into
ACTION FASTER than the
competition.” - JACK WELCH
MDLZ Mobile Research Learnings:
Learning from Mobile researches : • Keep the questionnaire simple and focused
• Mixed Mode Use mobile in conjunction with other methods e.g. F2F, online
• Recruit using traditional ways, unless there is robust mobile
panel
• Optimize questionnaire for the mobile platform / OS
Case studies:
- Real time measurement of 360 IMC campaign
- Mobile diary of snacking behaviour
Case Study I: - Real Time Measurement of
Oreo Strawberry launch
While shopping While watching TV
While consuming the product While surfing the net
Objectives
The study was designed to understand
- how the new 360 campaign was working for Mondelez
International and
- how people were connecting with biscuits
Specifically, we wanted to understand in each case
- What’s working?
- What’s not working?
- How to optimise the activity
Description of the Approach
Participants completed
a Brand Health
questionnaire before
starting the real-time
SMS process. This
contained the usual
tracking measures
plus other metrics
Participants
SMSed the
brands and
experiences
they came
across during
the week.
Every other day
participants
visited SMS diary
to elaborate the
experiences they
have already
SMSed about.
After 7 days of SMS and a
final visit to the diary
participants completed a
Future Brand Direction
questionnaire. This was a
good place to look into
specific ad recall and
diagnostics in more
detail.
Each participant was in the field for one week
Legacy Brand Health Current Brand Experience Future Brand Direction
Seeing in-store and on TV are important for media planning.
Seeing in-store
On TV
Me eating
Conversation
Someone else eating it
Online
Poster/Billboard
On vehicle bodyNewspaper
Magazine
Radio60%
65%
70%
75%
80%
85%
90%
65% 70% 75% 80% 85% 90%
Posi
tivi
ty sc
ore
Purchase intention
Product experiences are
high in positivity and drive
purchase intent.
Purchase intent scores and positivity score – All brands Base: 2,012 texts
average
On TV is high in both
positivity and driving
purchase intent.
Not only is seeing in-store a positive
experience but it encourages purchase
too.
In-store is the key channel, dominating the market (over twice the size of TV).
31%
14%11% 10% 9%
6% 5%3% 2% 2% 1% 1% 1%
0%
5%
10%
15%
20%
25%
30%
35%Touchpoints Share - All brands
Base: 2,012 texts
Touchpoint share – All brands
Base: 2,012 texts
Interestingly, seeing the brands/product itself in-store creates high positivity scores.
-21% -19% -18% -20%
54% 57%38% 40%
21% 22%45% 40%
-3%-2%
-1%-40%
-20%
0%
20%
40%
60%
80%
100%
Seeing brand and/or product
itself in store
Sales promoter sampling it at
supemarket
LCD display in the store
Games in store
Positivity by Seeing in-store- All brandsBase Size: 615 texts
Very Positive
Fairly Positive
Neutral
Fairly Negative
Very Negative
Although smaller touchpoints, the LCD display and
games receive an extremely positive reaction and sales promoters perform strongly too.
Project Assessment What worked well?
- The 360 degree and ‘real’ nature of the data
- The ability to make detailed understanding about every element of
the marketing mix
- The opportunity to get an early read and optimise where needed
What worked less well?
- There were less norms than for more established approaches.
- There was room to develop the analytics capability using the mobile
survey data and other face-to-face survey data to better identify
which activity is driving which brand metric.
Comparison with other approaches
• There was nothing else that time that provided this type of data.
Brand tracking would have lacked the detail and speed of insights.
Other 360 degree approaches were based on recall and modelling
and not real time data collection.
Conclusion for market understanding • In-store is a particularly important touch point in this market
– The taste of the product triggers positivity and purchase intent.
This makes it important to have high visibility in store to
encourage impulse purchase.
– Eye catching packaging is also important as a way to
communicate with consumers and attract attention.
– LCD and activities in store should be encouraged. They can
attract attention and create family bonding / activities.
– Sales promoters can influence product trial and educate
consumers
Understand snacking behavior:
• Understand snack purchasing &
consumption occasions
• Understand the emotions at the
point of buying and eating snacks
• Identify the motivations behind
snacking occasions
Two Goals of the Study
22
Test new methodology:
• Is there an advantage of a
mobile based research
tool?
• Can we leverage the
approach in other markets?
Mobile Diary Approach
Transforming the mobile phone into an‘always on’research tool that can be accessed at any time and from any location, by installing an application on respondents’ mobile phones
Closed-ended questions, spontaneous evaluations and photos
Snacking consumption and snacking purchases
Covering both weekend & weekday, lasted for 7+ days
Diary (10+ days)
32 respondents
Diary (7-9 days)
14 respondents
1438 Snack
Consumption
Occasions (including in-
the-moment purchases)
210 Snack
Purchasing
Occasion (not for
immediate
consumption)
A total of 1648 Snack related occasions recorded amongst 46 consumers over a period of 7-14 days
Consumption and Purchasing Occasions
24
Key insights on snacking consumption and purchasing behavior…
• Product variety is king to fulfill the array of needs that consumers are seeking to fulfill.
• Fruit leads the snack list.
• Snacking occasions evoke positive emotions
• Key snacking consumption & purchasing motivations are based on needs around ‘Sharing’, ‘Sweet Treat’, ‘Relaxation’ & ‘Satisfy Cravings’
• There are other specific triggers that come into play during specific moments
– Freshen breath in the mornings & lunch time
– Nutritionals in the mid-afternoons
– Next day breakfast purchases in the late afternoons/early evenings
• Significant purchases observed were unplanned
25
• Snacks are bought in advance, and the majority – for “me” occasions.
• Snacks are purchased in Supermarkets/Discounters, with convenience stores playing important role during the weekdays.
• Shopping for snacks is a positive experience.
• A large share of snacks purchases is driven by impulse.
• Promotion is an impactful tool that encourages purchase.
26
Key insights on In-Store behavior…
Overcomes recall issues and
delivers greater accuracy
through instant feedback on
their consumption/shopping
habits & top-of-mind motivations
Ability to bring quantitative results
to life, through the real-time
photos and verbatim captured by
respondents
Ability to understand the snacking
& purchasing behaviors by
different time periods
Overall findings are in line with
what we know from traditional
F2F research.
In order to run analysis by
consumer/shopper segments, we
would need a larger sample
Key benefits of the mobile
diary approach
Design considerations
for future studies
Depth will be better achieved
through a focused diary task (e.g.
only on specific categories)
Open-ended photo/text question
should be more specific (e.g.
package specific, in-store display
etc.)
Our view on the methodology
27
Technology limitations: different
OS (Operating software)
Finally, Coming Back to Questions:
What are the advantages and disadvantages of a
mobile based research?
Traditional research picks up TV advertising but struggles to
give a true read on 360 degree activities. Can mobile research
provide a true picture of 360 IMC?
Can mobile help us reduce the turnaround time and provide
results in near real time?
Can we achieve representative sample in the mobile research?
Does mobile research provide better accuracy of data?
Are we leveraging the power of mobile phones?
Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners
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