Embed Size (px)
Citation preview
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Asia-Pacific Edition 2013 WWW.MRMW.NET
Organized by
TM
Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners
Managing large scale fieldwork using mobile in India: what are
the challenges and key success factors?
MRMW, Kuala Lumpur, January 30th, 2013
Aakash Bhasin, market xcel
Jan Schöttelndreier, cluetec
MARKET XCEL
• Company Profile: Established : Nov. 1st 2000 Number of Employees : 147 Number of interviewers : 275
• Offices:
India (8 Offices) Singapore Cambridge (UK)
• Pvt. Ltd. Company
• Boutique full service agency in India
• Data Collection across the globe
• CATI studio with 20 seats
• Biggest online proprietary panel in
India
MRSI
• Market Research Society of India
ESOMAR
• European Society of Marketing and Research
AIMRI
• Alliance of International Market Research Institutions
CASRO
• Council of American Survey Research Organizations
MRSS
• Market Research Society of Singapore
MRA
• Marketing Research Association
RESEARCH IN INDIA
A large and heterogenous market…
• 1.2 billion people (31% Urban & 69%
Rural)
• 22 languages
• 28 states, 6 UTs & 1 NCT
• 7935 towns & 640,867 villages
State of research...
• Global firms
• Local research firms
• Local data collection firms
• KPOs
• Individual contractors
• Freelance interviewers
RESEARCH IN INDIA - MOBILE
• Online research
not recognized as much as in other
countries
• Infrastructure
Issues with internet connectivity
• Acceptance
Clients‘ concerns regarding
representivity of smartphone user
panels
• Mobile:
• Less used as a research tool
• More as supporting technology
for face-to-face studies
• Key expectations from Indian clients‘
point-of-view:
• Speed
• Reporting
• Data quality
• Challenges:
• Resources
• Coverage
• Quality
• Technology
FIELDWORK IN INDIA – TYPICAL CHALLENGES
Challenges
• Data Quality & validation
How can data collection comply with highest
professional standards?
How can efficiency of field teams be
increased and data quality improved?
• Team management & data control
How should the team be managed & data
reported & delivered to the client?
• Technology & Infrastructure
Which technology to use – Hardware &
software and condition of local
infrastructure?
A large and heterogenous market…
• Multilingual
• Large distances
• More areas to cover
• Interviewer trainings
State of research...
• Global firms have wider coverage
• Subletting to small regional players
• Multilayer structure of outsourcing
• Various levels of understanding
DATA QUALITY – PROFESSIONAL DATA COLLECTION
CHALLENGES
• Freelance interviewer base
• Not loyal
• Work with multiple agencies
• Problems with reporting
• Confidentiality issues
OUR APPROACH • Team Xccelerate
• 275 in-house interviewers
• Resources brought from outside of
MR industry
• 4 week training module
• Both theoretical & on-job training
How can data collection comply
with highest professional
standards?
DATA QUALITY & VALIDATION
CHALLENGES
• High time cost due to manual checks of data quality
• Possibility of errors while taking notes and responses, e.g. handwriting
• Difficult to keep track of multiple/nested quotas across fieldwork centers
• No respondent tracking due to paper records and decentralized database
OUR APPROACH • Validations, logic & checks built in
advance and included in survey
• Readability, handwriting and spelling issues eliminated
• Quotas control helps to use resources efficiently: no over or under achievements
• Respondent tracking can be enhanced with the help of pictures
How can efficiency of field teams be
increased and data quality
improved?
TEAM MANAGEMENT & DATA CONTROL
CHALLENGES
• Spread out teams and complexity in scheduling
• Physical delivery of questionnaires at the base centers & then central quality checks
• Quality checks based only on questionnaire content
• High effort needed to generate final reports due to decentralized centers
OUR APPROACH • GPS data to validate team positions
& interviewer tracking
• Data syncronization to centralized server speed up results and questionnaire updates
• Checks consider meta data like time stamps, GPS, data entry speed,….
• Real time reporting accessible by client via web
How should the field team be
managed & data reported &
delivered to the client?
TECHNOLOGY & INFRASTRUCTURE
CHALLENGES
• 3G Coverage with gaps
• Cost of using 3G Network
• Non-availability of public hot-spots
• Expensive devices to suit needs
• Robust system with ease of set-up & updates
OUR APPROACH • Offline capabilities
• Well suited data packages
• 450 locally sourced android based
devices
• A system which is easier to set-up and can be updated efficiently
Which technology to use –
Hardware & software and condition
of local infrastructure?
OUTLOOK
• We are looking at doubling the number of interviews completed using tablets within next year
• Moving everything on mobile in next year & a half
• Adding another 3-4 Indian languages to current language set
• Improving project monitoring
• and to keep convincing our clients that mobile research will help them
CONTACT US
Aakash Bhasin Vice President – Client Services
Market Xcel Data Matrix Pvt. Ltd.
INDIA
NEW DELHI I MUMBAI I CHENNAI I KOLKATA
BANGALORE I HYDERABAD I AHMEDABAD I PUNE
UK
SINGAPORE
Jan Schöttelndreier Managing Partner
cluetec Gmbh
GERMANY KARLSRUHE
Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Asia-Pacific Edition 2013 WWW.MRMW.NET
Organized by
TM
