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Part
Getting up close and personal with mobile research
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This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV
3
The last screen we see before we sleep …
the first thing we see on waking…
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Mobile devices have become our personal assistant and connect us to our digital networks and our
real world routines.
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Everybody is getting 'smart'er and more connected…
Owned a smartphone inVietnam’s Key Cities
in 2014,– this is set to accelerate with new wallet-friendly models being launched.
34%
2013The year global smartphone sales overtook all other types (53%); 960 million units sold.
1.2 billionIn Asia Pacific
will access the internet via mobile phone in 2014.
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So…how fast and smart is our research adapting to this trend?
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How can mobile better help us gain real-time insight into our
consumers?
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10
Mobile devices allow us to catch consumers'In-the-moment'
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Qualitative Insight
Gain more insights which maybe loss during FGD as consumer do not remember it
Gain deeper insight because it's real , not based on their memory
Cimigo ExampleFor a week before the FGDs, respondents recorded every time they ate confectionary. From this we built up a very clear picture of how this category was consumed that we could then probe deeply in the groups for richer insight.
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Breakfast Time
Morning Routine
Lunch
AfternoonRoutine
Day end activities
Out-of -home
evening routine
In home ME
moments
12
“Universal” Around-the-Clock RTD drink contexts: 2/3 are out-of-home moments
As a breakfast optionAlong with breakfastAfter breakfast
At work /at schoolMorning breakOn-the-go(s)
During lunchAfter lunchAs a desert option
Afternoon breakOn-the-go(s)
After school timeSport time
Waiting for dinner
Hang- outsGatherings
At internet shops
Facebook timeInternet surfing
Game/Movie/Music time
Energy drink
Sport drink
Energy drink Carbonate soft drink
Energy drink
Energy drink
Drinking yogurt
Anything!!!
Milk + FruitFruity taste ‘milk’
Milk + FruitFruity taste ‘milk’
Non carbonate RTDs
Non carbonate RTDs
Non carbonate RTDs
Non carbonate RTDs
Drinking yogurt
Customer Satisfaction and Experience /Mystery Shopping
It is important then to capture satisfaction and experience as quickly as possible to ensure that poor practices or behaviours are not allowed to linger and create negativity over time.
Customer Satisfaction
13
Mystery Shopping
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Sensory and Product/Service Testing
Printed dairies are boring,
mobile questions are more fun and interactive.
Provides deeper and real-er evaluation
Sensory & Product Testing
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Smart devices allow us to get 'the-moment-of-truth' , not the 'memory based'
Smart devices help us gain deeper consumer insight
Smart devices empower us to get up close and personal with consumer
To conclude … 3 amazing things about applying mobile research
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Part
Let's get up close and personal with our consumer through mobile research
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This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV
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