understanding the new paradigm: how to incorporate mobile research into our industry - singtel &...

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

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Understanding the new paradigm How to incorporate mobile research into our industry

31 January 2013

Bruce Wells Managing Director and President, Asia

Vision Critical

Melissa Gil Director, Customer Intelligence

L!ving Analytics, Group D!gital L!fe

SingTel

Presented by:

The Engagement Model Has Changed

Respondents are people

We care about them

We want them to have a

good experience

Singtel Digital Advisors

The

SingTel Digital Advisors

Experience

Connecting Brand & Customer

Building Customer Engagement

Through Interesting, Convenient &

Relevant Activities

Resulting in

Better, Iterative &

Continuous Learning

WHO

SingTel customers

Mainly smartphone owners

WHAT

Branded online

community

Quant and some qual

research focusing on digital

footprint of customers

WHEN

Launched Jan 2012

Setting up the SingTel Digital Advisor Community Panel

Where

Online – via PCs,

mobiles, and tablets

WHY

To engage SingTel

customers

• Obtain timely subscriber

feedback on new and existing

products/ services

• Test advertising/ concepts/ apps

HOW

SingTel database

Incentives include a good mix

of intrinsic and extrinsic

motivators

SingTel Digital Advisors

SingTel Digital Advisors: Key Facts

Community Research Ecosystem

App testing Online

discussion groups

U&A Fun & Engagement

Prioritising features

Website testing

Product naming

Recruiting for in-person

Concept testing

Focus groups

Employee surveys

Consumer Behaviour

Business Impact

Learnings & Best Practice

App vs. Mobile Web

Usability Design

Understand your Target Audience

Comparison to PC Results

App Versus Platform

App Versus Platform

6,500

web-enabled devices

• Many operating systems

• Different input modalities

• Screen size/resolution

• Nuances (Flash?)

• 4 major platforms

• 4 main browsers

• Standard input

systems

Participating in research

does not have to be monotonous.

The Engagement Model Has Changed

Participating in research

does not have to be monotonous.

The Engagement Model Has Changed

If you keep people engaged,

data quality will be better.

Seamless Experience

Seamless Experience

One Size Doesn’t Always Fit All

Highlighters and Click Maps

Page Turners

Multi-media

Convenience > Multi-mode

3.8 4.3 6.4 6.6

11.6

15.7

22.8

• More devices owned and used for surveys,

more studies completed

• Mobile only device owners complete fewest

number of surveys

Stu

die

s c

om

ple

ted

30% of all completes recorded from mobile devices…

72%

20%

8%

Studies completed on

phone:

45% longer than PCs*

Studies completed on

tablets:

3% longer than PCs*

*Based on random sample of 10 studies from SingTel Digital Advisors panel

Case Study

Device Used to Complete Survey

48%

13%

4%

20%

6%

2%

6%

65% (two-thirds) are one-

device only respondents

one-third are multi-device

“switchers”

Understand your target

Demographic Differences in Sample

14 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+

Respondent Age

Online respondents (no mobile device ownership)

Online respondents (own a mobile device)

Mobile respondents

• Younger respondents are more likely to use a mobile device

Similar Attitudes Except for Tech

% ‘Very

Happy’

% ‘Good/Excellent’

Health

% Use Social

Media Daily

% ‘Others rely on

to be up-to-date

with tech’

32% 31% 30%

76% 67% 64%

61% 42% 37%

70% 51% 38%

0%

10%

20%

30%

40%

50%

60%

Only PC Only phone Only tablet PC and phone

PC and tablet

Phone and tablet

All three

18-24

25-34

35-44

45-54

55+

Age Difference

• Younger respondents are more phone-

friendly, and more likely to be solely phone

users or mix of PCs and phone

• Older more likely to use PCs and tablets,

less phone-friendly

Survey Completion Time by Device

An aggregate of data from 10 randomly selected studies

over the past year.

Tablet usage highest in the evenings,

as people sit in front of the TV or

relax and browse on a tablet.

0%

5%

10%

15%

20%

25%

30%

35%

40%

7:00 AM - 11:59 AM

12:00 PM - 4:59 PM

5:00 PM - 10:59 PM

11:00 PM -2:59 AM

3:00 AM - 6:59 AM

Desktop

Phone

Tablet

Time lapse of survey completion after invite is sent

An aggregate of data from 10 randomly selected studies

over the past year.

Mobile usage heaviest at start of

field (first 2 hours) – likely people

reacting quickly to new emails as

they get them on their phones.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

0-1.59hrs 2-5.59hrs 6-11.59hrs 12-24.59hrs 1st day 2nd day More than 3 days

Desktop

Phone

Tablet

Driven to Engage

Q & A

Thank you for your time

Interest to hear more?

Bruce Wells Managing Director and President, Asia

Vision Critical

E: Bruce.Wells@visioncritical.com

T: +852 9158 8839

Please Contact Us

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