By Matt Angus-Hammond, [email protected]
Volunteer,please…
“Africa’s consumer facing industries are expected to grow by more than $400 million by 2020. That would account for more than half the total revenue increase that all businesses are expected to generate in Africa by the end of the decade.”
McKinseymillion$40
0
But Budgets…
$ 4. 21per head
$ 1. 29per head
$ 0. 47per head
$23.45per head
2010 market research expenditure per head
$17.87per head
Meanwhile…
Three timesas many Africans have access to a mobile phone than
postal services
:
3600by the time this
talk is done
new mobile phones
2every secondare bought
answer?So is mobile the
Mobile self completeTraditional face to face
Design
Analysis
Briefing Print
Interview
Quality control Data capture
Mobile CAPI
Mobile is streamlining research
CourierCourier
Analysis
Design Script
Interview
Quality control
Briefing
Analysis
Design Script
Quality control
Send & Reply
Mobile self completion can be conducted on a variety of platforms:
Each has design & sampling implications
IVRMobile
webMxit SMS WeChat
26% of Africans have access to the internet
74% That means
CANNOTbe reached viamobile web
70% of Africans can be reached via sms
44% additional
can be reachedvia sms vs mobile web
That means an
17 African countries have sms
penetrationrates of
90%+
half14.6m of the32.2mmobile phone owners
in South Africa use
voice, sms &
USSD only
Almost
69% of South Africans prefer to receive a text message than
get a phone call
attention?But do we have their
9 000 000 000 000text messages were sent globally in 2013
Yes, that’s nine
TRILLION
90%
of being received
of text messages
are read within
3 minutes
RelationalThe
Vortex
69% of South Africans prefer to receive text based messages than they do a phone call
Three quarters of people admit to using their phone on the toilet
reliable?Is the data collected
Typical timeline: 3-4 days
Work with mobile
operators to recruit & profile
databasesDesign an SMS self complete
surveySend survey
invitations out to respondent
database Respondents reply with free
SMS response(s) Incentivise
respondents on completion
Compile, process & QC the responses
ProcessThe
Data delivered within hours of being collected
n=750 random
Budget: R75 000
Methodology: SMS self-complete
Timeline: 2-3 days
The same 11 questions, adapted for SMS
We compared:
n=25 510 stratified random
Budget: R10 000 000
Methodology: CAPI
Timeline: 2-3 months
A selection of 11 demographic & behavioural questions
ResultsTh
e
Gender
Home language
Mobile spend
Financial Institution
Population
Province
close correlation
(5% or less average error)
There was a
Flown domestically
Education
Internet
Age
TV viewership
There was no correlation
Too young
Too high
Too high
Misunderstood
Too low
When our data was weighted by
dramatically improved
accuracyage & region,
PERFECT MATCHES
Unweighted data Weighted data
i i
Cost effective
Fast
Accurate
RoundUP
Mobile research has the potential to produceresults that are at least as
accuratelyrepresentativeas face to face
2 keys to success
Platform must be simple & accessible
Database must be large & representative
It’s all about the
database, database