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Bringing High Tech
research to Low
Tech devices MaxDiff on feature phones
and low end Androids
Robin de Rooij | SKIM
2014
100%
50%
0%
2012 2014 2016 2018 2020
25%
80%
2022
Mobile
reality =
Smartphone penetration
developing markets
Slow phones
Small 4” screens
Affordability
Source: ITU Nov 2014
100%
50%
0%
India Nigeria Indonesia US
Mobile
reality =
3G / 4G network
penetration
Slow networks
11%
17%
34%
> 70%
Source: GSMA Q42014
biNu’s cloud
services
virtualisation &
caching
compression
intelligence
2 Million
monthly
active users
200 Countries in total
35% Android users
Invite to participate in research
Enjoy smooth,
beautiful skin
Most gentle
shave ever
Smooth in seconds,
lasts for weeks
Cuts away your hairs
with a sharp blade ?
?
?
?
Learning 1
sample
Specific target group
Low social class
Typical
Smartphone
➔
➔
-
➔
2x
1x
➔
➔
➔
➔ ➔
✔
✔
Learning 2
design
Feature phone Design 1
-
2x
1 ➔
✘ ➔
Feature phone Design 2
-
3x
1
➔ ✔
➔
Learning 3
length
“Tjadwtwd
Jtwmdtm”
SA
India
CAPI
$ $ $
20 min
2 weeks
Mobile
$ 5 min
2 weeks
Learning 4
costs & timing
For hard to reach target group
Use for tactical purposes - test a small
number of essential claims
Use for quick insight, not for extensive
stories
Sample shouldn’t be too challenging or
specific - should fit the sample available
Use feature phones to target only the
lower social classes - either as only
target, or part of a bigger study
Recommendations
Robin de Rooij Director Asia Pacific
T +65 6597 2800
M +65 8571 3818
