infocus mekong research credentials 2016 s

www.ifmresearch.com 1

Credentials

Mobile Market Research & Integrated Strategic Consulting

= Actionable Insights

http://www.ifmresearch.com/

https://www.linkedin.com/company/infocus-mekong-research-ifm

https://www.facebook.com/IFMresearch/




mailto:[email protected]



Infocus Mekong Research is Vietnam’s first dedicated mobile phone market research provider, with a mission to provide insights that are focused, faster and more cost effective.

Infocus was born out of client’s desire to access actionable insights and business driven issue based research…“faster, better and cheaper”.

With over 20 years of expertise in the Mekong Region, we have partnered with MDI & POD Research to provide; advanced mobile research technology, Integrated multiple source analysis andrapid decisions & clear action plans., to help your business grow.

Who we are?










Our differentiatorsWe focus on 2 core deliverables; Mobile Panel Market Research and Integrated Strategic Research, and have partnered with like-minded companies, who have established businesses with a true point of difference and a long and successful track record.

IFM MOBILE / PANELConsumers at our finger tips

30,000 & growing pre-recruited panellists with over

190 data points.

STRATEGIC CONSULTANCY

Rapid decisions & clear action plans by identifying the business

issue & customer needs and using multiple data sources.

Focused - Faster - Efficient










IFM MOBILE PANELVietnam’s 1st dedicated mobile offer; re-shaping research via technology










Actionable insights via Mobile

Smart phones are becoming ubiquitous in Vietnam, exceeding 50% penetration (80% urban) and the average Vietnamese consumer spending more than 3 hours per day on their smartphone.

We know that the current state of the development of the research industry doesn’t reflect this opportunity. Thus, we have created solutions to address this reality. While consumers are more difficult to reach, especially the affluent who are busy or not at home, limiting traditional data collection - we provide clients with insights that are much more focussed, faster and more cost efficient, with high quality results.










We don’t believe in ‘device agnostic’We believe that the approach to research must be reviewed and customised to suit mobile in a way that makes sense to consumers: shorter surveys that hold relevance & allow for in-the-moment feedback - We are mobile phone research

Mobile specific – fits all phone screens Simple – key is to have clear and easy to follow

instructions (limit to 10 attributes max) Wide Reach – Flexible across phone types (feature &

smartphones) as well as operating systems, making wide demographic reach cost effective and fast

Short survey’s – ideal is 7-10 minutes Bunching – can send longer survey’s in increments of

2 to 3 mini surveys Insightful – Encouraging top of mind open-ended

responses – extremely diagnostic.

Mobile research does and don’ts










Swift, economical & actionable

AFFORDABLEEconomies of scaleHigh effectiveness

FASTResults in daysDaily updates

Live tweaking strategiesOnline reporting

CONVIENIANT & SAFEState of the art mobile technologyVideo compression = no buffering

Security = no leakages can not be viewed again/ forwarded, protecting your IP

HIGH QUALITYNegates interviewer bias

Built in quality control filtersPhysical call back validation

Willing & well paid respondents

SCALABLE:From monthly to yearly

Dipstick and weeklyTailor your specific needs.

With IFM Panel we are able to reach more relevant consumers, faster, more cost effectively, avoid interviewer bias and help focus on key questions which lead to actionable insights.










Mobile offer

RAPITEST: ADVERTISING & CAMPAIGN EVALUATION

Test & validate TVC’s, viral campaigns and other marketing materials. Know the results within 48 hours.

Video compression technology -quick and uninterrupted viewing

Security - cannot be viewed again nor sent onwards,

300 Plus validated surveys in 24 hours

MYSTERY SHOPPING

Understand in-store performance and service levels using mobile.

In-store pictures, video capture Bill harvesting and purchase

records Real time shopping behavior Able to provide brand, category,

price, promotion data Fast turn-around time, perfect for

In-store campaign measurement

TACTICAL & IMMEDIATE RESPONSE (TAIR)

Sometimes you need to know things quicker. Gain the answers to your marketing questions in less then 72 hours.

Turn around up to 15 questions within 72 hours / nation-wide

Pre-screened & recruited respondents (increasing speed / reducing cost)

Utilizing IFM Mobile Panel we make things happen as never before. Adding more value to research we provide information faster with more approachable price range.










Mobile offer

CUSTOMER SATISFACTION

Real –time customer satisfaction scores utilizing mobile research

Measures actual satisfaction, not perceived memory

Allows for detailed overview of transactions (Banking, Insurance, Automotive)

SPONSORSHIP EVALUATION

SponsorMap™ assesses influence of sponsorship on consumers’ attitudes & behavior changes. . Ideal for immediate event measurement

Know emotional connection metrics across properties

Recognise the impact on desired brand KPIs

U&A / TRACKING

Unique alternative to traditional U&A and tracking work with Mobile data capture. You can receive your core brand health measures within days

Results updated on to your own portal dashboard.

Up to 15 questions / 20 minutes , Knowing demographics we make

things even more efficiently. Bunching: can send longer surveys

in groups of 2-3

We empower research making it more efficiently with use of state-of-the-art mobile technology.










A mobile-based survey tool that delivers high-quality compressed video or digital images & surveysRapitest is ideal for testing your marketing materials, from print to TVC’s.

Surveys can be shared via SMS to respondents or embedded in an app, branded or unbranded or emailed if required

Ad Pre / Post-Testing Talent Evaluation Communications Concept

Tests Product / Concept Tests Sponsorship Evaluation Positioning Evaluation Brand Activation Evaluation










Active & Managed Mobile PanelRobust - Representative -High net worth










What is ?

IFM Panel is a pre-recruited active, managed and representative smartphone panel, which includes over 190 core consumer data points for FMCG, services, Durables and demographics.

1.5 million active and cleaned contacts 100,000 intenders (expressed interest in joining) 30,000 and growing pre-recruited and demographic panel 250 (average) new panelists recruited / day 30% average response rate / survey 300-800 completed survey’s / day 110 plus consumer demographics 80 plus FMCG categories Portal based collection via mobile phone (On-line option)

IFM Panel by the numbers










Typically, panels are not very representative nor accurate, as there is usually a lack of quality control and panel validation.

To ensure robustness of data & representation, we use multiples sources to recruit respondents.

100% VALIDATIONpersonal & contact data, demographics ownership and usage.

Call back to any panelist if responses do not link to previous data. 3 strike rule – three non-compliant responses, panelist is removed

Repeat for each survey Each survey repeats “trap questions” to validate responses

Each individual respondent assign unique ID code. Cannot complete survey twice.

RECRUITMENT

: High Quality Control & Validation

CONSTANT QUALITY CHECK

On average we screen out about 20% of all

registered panelists and provide human

contact with each valid respondent to ensure

validation and participation










Why IFM Mobile Panel? Our online panel is a professionally managed database of consumers. Each member has given their background information and is willing to be invited for mobile based surveys.

A survey is set up and monitored in our online survey system and a link is sent directly via mobile to panel members selected on base of our highly quality background information.

Example of survey

BACKGROUND VARIABLES

GENDER DISTRIBUTION PANELIST BY AGE

5446

18-24 25-29

MaleFemale

GENERAL INFORMATION

Daily recruitment rate 300

Current active panel members 30,000

Response rate 30%+

Provinces with panel members

Unreached provinces

Ho Chi Minh City. 48%

Ha Noi. 28%

Da Nang. 7%

Can Tho. 8%

Panelists Background Geographic Distribution

Gender

Current Occupation

Ages

Employment Status

Education

Children Status

Household & Family Size

Country

Income

A:12B:11

C:15

D:17E:21

F:19<:6 38% IFM

Panel =SEC:ABC

PANELIST BY INCOME [%]

30-39 40-49 50-59 60+

1720

34

1610 3

Census

IFM panel










Strategic Integrated ResearchRapid Decisions & Clear Action Plans

POD MARKET RESEARCH










We provide practical research-driven consultancy services.

We focus on resolving business issues. This is where our point of difference really kicks in. Based on our extensive knowledge of, and experience in, customer, market and financial realms, we can provide relevant, bespoke solutions and pragmatic, applicable actions to a vast array of clients’ business issues.

Our services are based on the complementary insights that stem from primary and secondary research, economic modelling and our wide-ranging commercial experiences.

With our partners Pod Research, we identify the business issues first by engaging with senior management and formulating hypothesis, which drive the investigation and which stakeholders to include from the onset.










Traditional market research often lacks impact

What is thebusiness problem?

What do customers want?

What actions aregoing to deliver that?

Traditional researchfocuses on this stepin isolation

Delivering Customer Research

Lots of data – little insight

Insights not aligned to implementation levers

Results don’t reconcile to other data sources

Little cross-functional input from across the business

Critical data not gathered e.g. to build the business case

Large teams working in silos

Our experience of working with traditional market research firms was highly frustrating

Rapid Decisions & Clear Action Plans

Shaping theBusiness Issues

Market research agencies focus on the customer question in isolation without considering the underlying business issues clients face










Ngoc Ta Thi Boi | DirectorNgoc is a founding member of

Infocus and specializes in data base acquisition, cleaning and control panel management. Ngoc has over 18 years experience gained at TNS Vietnam.

Greg Laski | Managing Partner Greg is an innovative digital & mobile research expert , who has 18 plus years of digital operations systems experience garnered with TNS in 3 different markets (Poland, Germany, Vietnam).

IFM / MDI / POD Management TeamRalf Matthaes | M DRalf is the MD of Infocus. Previously he set up TNS Vietnam, Cambodia, Myanmar, Kantar Media/ Worldpanel, and managed TNS Thailand /Malaysia. He has worked in Vietnam for 22 years and has unrivalled consumer knowledge.

James Fergusson | CEO James is CEO of MDI. Prior to founding MDI, James spent 12 years at TNS where he held avariety of Global and Regional roles including Global Head TNS Digital and Global Head of Emerging Markets.

Nigel Green | PartnerNigel has over 20 years research and analytics experience gained with TNS Conversa, Carter Holt Harvey, Deutsche Bank and The Treasury (NZ), in senior strategic and analytics positions.

Kirsty Smit | DirectorKirsty is an experienced researcher who has consulted to clients across various sectors and global markets. Before joining MDI, Kirsty worked as a Managing Consultant at TNS where she specialised in research optimisation.

Nicolai Schleip | PartnerNicolai has a very diversified strategic background gained over 18 years with PepsiCo, A.T. Kearney, Lansdowne Consulting, Co-founder Sainsbury’s, Head of Strategy and provides marketing and retail strategic consulting.

Ryan Versfeld | DirectorRyan is a mobile and digital expert who joined MDI after six years at TNS, where he managed the largest global mobile study across 54 countries.

Simon Dorris | PartnerSimon has worked as a management consultant for over 18 years for Lansdowne Consulting, Soundview Investment, A.T. Kearney, and bring a wealth of strategic business management expertise to the group.










Ralf Matthaes | Managing DirectorTel: +84-8 2262-7627Mobile: +84-903-949-531Website: www.ifmresearch.comifmpanel website: www.ifmpanel.com

Email: [email protected] Dang Huu Pho Street, Thao Dien, An Phu, HCMC, Vietnam










http://www.ifmpanel.com/


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