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JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
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How can we think about mobile research?
2
Sometimes it’s both! We can conduct research ‘about’ mobile, ‘using’ mobile.
Is the research…
2. ‘Using’ mobile
As a research methodology
1. ‘About’ mobile
Understanding mobile as a
marketing channel
What is brand experience?
3
Understanding the brand experience is important to round out our knowledge of brands, and to help us make better creative and media decisions
• Brand experience is
understanding the way
consumers encounter brands
• Includes paid advertising, but
also product usage,
conversations with friends etc
How can mobile help capture the consumer brand experience?
4
Mobile can help us get closer to consumers while they’re in the moment, allowing us to get a more granular read on brands
• Previous methodologies help
understand how consumers
think and feel about brands at
a high level; using recall-
based methods
• Mobile can help us
understand vey specific
moments; in the moment, in
real time
5
Key Questions
1. How do brand experiences impact
the way consumers think and feel about
a brand?
2. How can we understand the way
consumers navigate through different
brand experiences?
How did this study work?
BRAND SURVEY
ONLINE
EXPERIENCE DIARY
MOBILE
RECRUIT TARGET
AUDIENCE
Total study length: 5 weeks
6
ONLINE
COMMUNITY
1 2 3
1 week
4
7
So what did we find?
1. How do brand experiences impact
the way consumers think and feel
about a brand?
2. How can we understand the way
consumers navigate through different
brand experiences?
Brand’s current position
8
• New launch in early 2012
• Challenge is raising awareness and generating trial
29
95 94
10
79
52
Awareness
Trial
34%
Conversion
83%
Conversion
55%
Conversion
*Average Conversion Rate In Study: 72%
Brand X
But those that experienced the brand generally had a good experience
*Results similar across category 9
85
13 2
Top 2 Box (Positive) Neutral Bottom 2 Box (Negative)
Feelings Toward Brand (By All Experiences)
65
13
3
Top 2 Box No Change Bottom 2 Box
Likelihood to Choose Brand Again (By All Experiences)
10
So what did we find?
1. How do brand experiences impact
the way consumers think and feel about
a brand?
2. How can we understand the way
consumers navigate through
different brand experiences?
The online community revealed how different encounters were influencing consumers decisions
If I am looking to switch products,
reviews and recommendation of friends
is the number one thing I look for
I'll take performance over price and
price over smell
I would check to see if I had any
coupons. When I got to the store I would
consider the coupons along with any sales
and buy whatever seemed to be the best
deal
I don't buy my products from the salon, but
do rely heavily on the recommendations of
my stylist
[In reference to TV ads]
- every one of them is
about pretty girls with
pretty hair that shines
and moves in a slow
movement, I would like
to see something
totally new to get me
going in
30%
22%
16%
12%
20%
We identified groups of people who encountered the category in similar ways
12
5. Social shoppers
Shopping, coupons, hairdresser
advice. Value expert advice, main
household purchaser, manages
budget and careful about spending
2. Deal hunters
3. Classic entertainment
Predominantly experienced the
category in the shower/bath
Rely heavily on product experience,
and on-pack information
1. Product enthusiasts
Online, social, mobile.
Younger and less affluent
Very social either online or real life
conversation
4. Digital Savvy
% of consumers
Learn about brands on TV and
through product usage.
Shopping and in-person
conversation
But not all encounters are created equal – some are more memorable than others
13
I Used It In The Shower/bath 51% 61%
While Shopping 8% 20%
Online (online advertising, brand website) 0% 23%
On Social Media 2% 17%
Conversation With A Friend Or Family Member 1% 15%
Conversation With A Hairdresser/stylist 9% 8%
Mobile Ad 1% 2%
Magazine Ad 3% 5%
Radio Ad 0% 2%
Outside Billboard 1% 2%
Mailing Leaflet 3% 3%
TV Ad 3% 18%
Coupon 9% 6%
Percentage of respondents who had ‘very positive’ experiences for each encounter.
Deal Hunters Digital Savvy
Mobile can help understand not just where encounters are happening, but also WHEN
14
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120
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of e
ncou
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Deal Hunters Digital Savvy
Mobile can help understand not just where encounters are happening, but also WHEN
15
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ber
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ncou
nter
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Time of day (24 hr time)
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Deal Hunters Digital Savvy
2 key takeouts
16
1. Mobile can complement existing
types of research by allowing us to
get more granular insight
2. When designing mobile research,
keep mobile’s role simple – consider
complementing with other
methodologies
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
NETWORKING EVENING SPONSOR BAG SPONSOR PREMIERE SPONSOR
JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
