purposeful mobile by wendy mansbridge of confirmit - presented at insight innovation exchange latam...
Post on 21-Oct-2014
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Purposeful Mobile
Thoughts on Mobile Research
Wendy Mansbridge
Sales Director
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.Phil Lockyer ;-)
More than an alternate collection channel
Insights you can’t capture any other way
One Size doesn’t fit all
Confusing fragmented landscape
Get It right or fail
Immediate, personaltimely, relevant
Honor & Consider History & Methodology
MR is not marketing
Fundamental Premise
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Two Situations to Consider
Accidental Mobile On their terms
Purposeful MobileNew approaches & opportunities
Exploiting the technology to capture richer insights
Valuing the respondent
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
“My receipt invited me to take a survey – why did I get bounced out?? Thanks for almost valuing
my opinion”
“I can’t see all of the 3rd and 5th questions. They are cut off and
some are squished”
“Your logo is pink, shouldn’t it be red. Thought you would like to
know.”
Accidental Mobile
Smart boredom
In the cracks of their day
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Why Does it Matter?Are You Eroding Brand Equity?
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Technology is not the Barrier
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Accidental Mobile
How are we doing?
62% No smartphone policy
23% Detect & disallow
15% Adjust for smartphones
0% Route to another survey
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
New Approach to Current ChallengeAfrica & Middle East
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Time for reflection…
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Over a hundred years of experience
A long history, some landmarks...
★ 1900 Heineken imported its first beer
★ 1923 DRC, the first brewery
★ 1946 Entering Nigeria
★ 2003 Entering Egypt
★ 2007 South Africa, greenfield brewery, now operational
★2010 Acquisition of SONA Nigeria
★2011 Acquisition of Harare and Bedele (Ethiopia)
Total African footprint
★ 20 countries
★ 34 breweries (consolidated)
★17breweries (managed)
★ 4 soft drink plants
★ 2 malteries
★ 2 packaging plants (1 glass, 1 plastic)
★ 2 wineries
★ 1 distillery
★ Export to virtually all countries
BREWERY FOOTPRINT
CONSOLIDATED
MANAGED
Heineken has deep roots in Africa
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Battleground – Emerging Growth Markets
-0.0% -1.0%+0.9%
+2.9%
+4.1%
+5.4%
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Answering the business driver questions:
…a lot of important outlets, but…
What are the top volume outlets?
What are the most popular pack types in channel X?
How does our prices compare with the competition in channel Y?
Is our distribution sufficient for each channel?
How many outlets are suitable for a trade promotion of brand X? Which?
Which brand should we promote in which outlet?
… and the list of questions goes on …
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
The Approach
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
The Approach
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Segmentation Check Map
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Coverage Check Map
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Outlet Concentration Map: Kinshasa
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Key Insights
Volume Density -Heat Map
Communes like Ngaba and Kalamu have relatively high volume density but have relatively low number of outlets.
Outlet and Volume Density-Kinshasa
Outlet Density -Heat Map
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Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Sales Routing
Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Results Acted Upon
Copyright © 2013 Confirmit. All Rights Reserved. Confirmit Confidential.
Wendy Mansbridge