insights and innovations – today and the way forward for mobile research from a user’s...
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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
Insights and Innovations
Today and the way forward for research
from a users perspective
November 2014
Shirley Harding
Head Market Research
Standard Bank Group
5 trends driving growth in
Africa
Africa’s dormant resources potential
Africa’s deepening financial sector
A larger, younger, and more affluent
population
Africa’s transformational urban swell
Leapfrogging through technology
Source: Kenya Daily Nation DN2
Africa is Mobile
Mobile phone penetration
Source: GSMA Sub Saharan African Mobile Economy 2013 /The Lions go digital McKinsey & Company 2013
2017
346Million UNIQUE MOBILE SUBSCRIBERS
66%
35%
50%
31% 30% 30%
45% 48%
135%
49%
100%
72%
57% 68%
96% 88%
0%
20%
40%
60%
80%
100%
120%
140%
160%
SouthAfrica
Angola Ghana Kenya Tanzania Nigeria IvoryCoast
Senegal
Unique subscribers GSMA Penetration McKinsey ITU data
Device used to access internet banking
Source: Standard Bank Proprietary survey
The BIG promise of mobile research
sits in self selection/self completion
interviews
BUT
These come with their challenges
Technological Device
type
Data
access
Majority of users are still
on feature phones
Many with limited functionality
2G remains the
predominant connection
Source: GSMA Sub Saharan African Mobile Economy 2013
Technological Device
type
Data
access
Literacy and
Language Literacy Language
Technological Device
type
Data
access
Literacy and
Language Literacy Language
Research
literacy Scepticism
Survey
competence
Panels and lists Not readily
available
Less
Control
But a mobile world means
so much more for
researchers
Device assisted interviews are most viable
Speed
Ease of
interviewing
Quality
Q
Respondent
comfort
An example – market sizing trader markets
An example – market sizing trader markets
An example – young entrepreneurs
Implications of mobile
research for clients
Computer technology enabled
complexity
Mobile technology demands
simplicity
Fewer
Questions
Shorter
brand lists
Data
fusion
Matched
samples
Less
attributes
Shorter
surveys
More Focus
Better Planning
Addressing client needs in
a mobile world
Mobile accessible charting
Reporting via mobile
Project updates App
Phto
Picture scanned from Safaricom calendar: Seeds of success by Mutua Matheka
Na Gode
Asante
Thank you
Ngiyabonga
Obrigada
Zikomo
Shirley Harding
Standard Bank Group
#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
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