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at Market Research in the Mobile World Africa 2014 November 5-6, 2014 Cape Town This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://mrmw.net/
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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
Alana Dell
Ryan Versfeld
Leveraging longitudinal
communities for in-the-
moment product insights
2
The brief
Profile KFC menu products by consumer & occasion
4
In-the-moment insights through mobile communities
5
Always with you, always on,
always connected
6
However, research needs to adapt to mobile,
rather than mobile adapting to research
7
Immediate access to a panel of respondents
Ability to follow up on survey responses with qual tasks
Co-creation of client material and bringing the consumer
voice into the organisation
Taps into existing social networking and IM behaviours
when run via a mobile platform
8
…while also respecting the design nuances of
individual OS ecosystems
Reflecting how consumers already use their mobiles…
9
10
Forming a holistic view of the consumer through longitudinal data
11
Current research techniques tend to treat the respondent like a one-night stand…
12
We rather suggest that brands build a medium-term
relationship with consumers…
Surprise them – keep the
fire / spontaneity alive
Always consider their
perspective
…as a result, gather better research results and build
stronger brand commitment
Ask them how they are feeling & for their opinion
Let them talk… and listen!
Do activities that they are interested in
13
But, relationships require
maintenance and upkeep
Consumers need to be regularly engaged to
remain active in a community
Engagement taps into a social benefit, and
many consumers actually start looking
forward to the engagement messages!
Through engagement, we get anecdotal
insights into consumers that provide an
ethnographic context around their
purchase behaviour
14
“Friends decided to
have a kfc-study
session…it clearly
went well ;)”
Unsolicited comments…
15
Demographic
profiling survey
Qualitative chat
discussion
Consumption diary
Photo qual task
Exploratory qualitative follow-up
Advertising
evaluation survey
Forming a longitudinal view
of the consumer
Week 1: 5 min Week 2: 10 min
Week 3: 2 min
Week 3: 3 min
Week 4: 5 min Week 4: 10 min
Jane Doe case study: challenging market research constraints
37 years old
White
High income
Lives with her
parents
Who is she?
Somerset West, WC
Where does she live? What phone does she use?
Jane Doe’s habitual behaviour in the QSR category is unique, and
warrants closer exploration…
16
Jane logged 39 diary entries over a period of one month
1 2 2 1
1
1 3 1 2
2 3 1 2 2
1 1 2 1 1 1
1 1 3 1
2
17
30
8
1
Take-aways/fast food Supermarket Garage shop
Jane is a heavy category user and her category
behaviour is highly routinised
Number of visits by type of outlet
Most of the time, where she wants to eat is
McDonald’s: 80% of her QSR purchases
are from McDonald’s
18
Only two of Jane’s 39 purchases were from KFC
One toasted chicken
and mayo sandwich
with coffee for breakfast
on a Monday morning
Four Colonel burgers
(burger only) on a
Sunday night for herself
and her parents
19
A typical day in the life of Jane begins with breakfast at
McDonald’s
Breakfast usually involves coffee, a
McDonald’s McMuffin and chips…
…purchased at the drive-through
on her way to work
…and eaten at her desk while she
catches up on emails on her
laptop
20
What does she buy when she visits supermarkets?
Lunch-time
Dinner-time
Jane buys sandwiches and subs from supermarkets for lunch,
with biltong being chosen as a mid-afternoon snack
Mid-afternoon snack
21
Favourite payday treat?
Fish and chips
What else have we anecdotally learnt about Jane Doe?
22
Favourite sauce with fries?
Spur Pink Sauce
What inspires her?
“My mom. The lady who taught me
how to be a good person. She’s
done everything for me and I
would do anything for her.”
Favourite comfort food?
“Mac & cheese, carbonara, lasagne,
spaghetti bolognaise.... pizza!!!! My
moms tomato stew, pea soup or veggie
soup. You could die happy after eating
a bowl of my moms veggie soup.”
What is she craving right now?
“A deep dish of piping hot lasagne or a
big pork schnitzel covered in creamy
lemon butter. Followed by dessert. Any
dessert. As long as there is ice cream
with it.”
Favourite snack?
Savoury and salty in summer
(especially biltong and chips).
Steaming cup of hot chocolate
in winter
23
Delivering value beyond traditional insights
Research not just as a tool for data,
but as engagement for insight and for building relationships with the
brand
Relevanceget to the heart of what matters to people
25
26
27
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