qualitative research on a ‘mobile diet’ - mobilemeasure & mmr
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Twitter Hashtag #QUAL360
November 20-21, 2013 | Singapore
Platinum Sponsor
Association Partners
Media Sponsors
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
QUAL ON A MOBILE DIET
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
Matthew Lintern Global MD MMR Worldwide Ltd London
Navin Williams CEO MobileMeasure Consultancy Ltd Shanghai
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
• Social in China & Is WeChat Hot for Research?
• Mobile Qual in Action
CONTENTS
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
ACTIVE SOCIAL NETWORK USERS
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
MOBILE INTERNET OUTNUMBERS PC INTERNET
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
60% OF RURAL CHINA ACCESS THE INTERNET VIA MOBILE DEVICES
INTERNET IS MOBILE
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
72% OF SINA WEIBO’S USERS ACCESS THE SERVICES
VIA MOBILE DEVICES
650+ MILLION WECHAT USERS 100%
MOBILE
SOCIAL IS MOBILE
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
MESSAGING – IS THE BIG THING
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
WECHAT – MUCH MORE THAN MESSAGING
COOL FEATURES FOR USERS
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
BUY STARBUCKS COFFEE BUY SUBWAY TICKETS DO THEIR BANKING DO THEIR SHOPPING BUY LOTTERY TICKETS
IN CHINA PEOPLE CAN USE THEIR MOBILES TO ..
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
WHY BRANDS ARE LINING UP
400+ mil & growing Growth coming from overseas (~70 Million) Quantity vs Quality (1 on 1) Unique messaging service Free for consumers Brands have to pay
Business sense Tenpay (payment system) integration Integrated to e-retailers CRM & Loyalty program integration
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
HOW ARE BRANDS USING WECHAT - NIKE
How it Works User sends pic Nike sends pic
back with shoe Shoe colour
matches pic
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
BRAND CASE USING WECHAT – STARBUCKS & DUREX
How it Works User send their location Starbucks sends a map with
their direction to get to the closest Starbucks
How it Works Consumers could send Durex
questions considered too sensitive for public display
Durex sent back a reply from their team (working on 24 x7 shifts) – “to talk about sexual love”
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
HOW ARE BRANDS USING WECHAT - ANCHOR
How it Works As part of Anchor milk launch in China a
TVC campaign was also shown across it its digital platforms.
Including in Anchor’s WeChat account consumers received a small introduction and TVC video on their WeChat.
After viewing the TVC the consumer was
asked to respond back with a or
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
HOW MOBILE MESSAGING SERVICES FIT MR
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
HOW RESEARCHERS CAN JOIN THE PARTY
Build a Research Service account Grow membership by offering incentives for survey participation Instant disbursement of rewards Target members based on their location to stores / events / profile Reduce costs and data delivery times
SURVEY INVITE SURVEY INTRO INSTANT INCENTIVE
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
A SURVEY WITHIN WECHAT
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
MOBILE QUAL
WHAT A MOBILE DIET TASTES LIKE MAKING A DIFFERENCE - MOBILE IN ACTION
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
Creativity
Technology © MMR RW Ltd, 2013
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
People are an asset…
not just a data point
© MMR RW Ltd, 2013
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
“A picture is
worth a thousand
words”
© MMR RW Ltd, 2013
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
“I LIKE THAT ONE BECAUSE…..” COLLECTED ON A MOBILE
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
“THE PROBLEM WITH…..” SELF RECORDED ON MOBILE (WATCH ME THINK)
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
NOT ALL TOOTH BRUSHING IS EQUAL!
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
Claimed (via survey):
Great for highlighting
“low-level” issues
Actual (via photos):
Just under 5 packs
c.20% stores own Nearly 9 packs
c.35% stores own
© MMR RW Ltd, 2013
WHAT LURKS IN YOUR CUPBOARD?
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
WELL TAKEN CARE OF?
Location
Reasons
Satisfaction
“I prefer XXX as their Pharmacists
are trained to a certain standard
and you can be assured of getting
good quality info”
“XXXX staff are not knowledgeable
enough, and uncaring when I have a
medical problem – I want it sorted
fast by an expert pharmacist”
Staff
© MMR RW Ltd, 2013
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
89% were satisfied
(58% very)
69% of occasions were at
work, nearly half of these
with other people
Nearly three-quarters
were in a generally positive
emotional state
© MMR RW Ltd, 2013
OUT OF HOME BREAKFAST’S ALWAYS A RUSH?
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
Out of Home Breakfast Mindsets
confident
adventurous
tired
worried
self-conscious
responsible
happy
sociable
relaxed
calm
in control
Not messy / Portable /
Simple / Quick
High quality /
Whole family /
Wakes me up
Low calorie / Sweet /
Healthy / Nutritious
Indulgent /
Good with hot drink /
Exciting
Natural / Energy
Low
breakfast
engagement
High
breakfast
engagement
Negative
5
2
Great tasting/Satisfying
Relaxed
fun © MMR RW Ltd, 2013
BRINGING IT TO LIFE
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
Other ways of
engaging via mobile
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR? © MMR RW Ltd, 2013
TEXT MESSAGING TO UNDERSTAND REAL TIME PRODUCT EXPERIENCES
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
FOCUSED COMMUNITY FORUMS CAN BE BRILLIANT
© MMR RW Ltd, 2013
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
But results varied…..
“I definitely won't be trying this donut recipe again. I don't think I've ever had
something go as wrong as this!”
© MMR RW Ltd, 2013
ENCOURAGING RESPONDENT INVOLVEMENT CAN YIELD GREAT RESULTS
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
Use the love affair!
CONSUMERS HAVE GONE MOBILE. HAS YOUR MR?
www.mmr-research.com
m.lintern@mmr-research.com
UK: +44-1491 824999
China: +86-21-6031-8838
US: +1-914-333-0330
www.mobile-measure.com
navin@mobile-measure.com
Mobile: +86-13918611705
Fixed Line : +86-21-61158339
Platinum Sponsor
Association Partners
Media Sponsors
Twitter Hashtag #QUAL360
November 20-21, 2013 | Singapore
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