the art of not relying on recall: the use of pop-up communities for mobile research - freshminds...
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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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The art of not relying on recall:
The use of pop-up communities for mobile research FreshMinds Research @ MRMW
January 2013
Our interest in Communities arose from initial
experiences with Online Focus Groups
Three main trends led us into looking more closely at Communities
The maturing of the
digital environment
Changes in
consumer
involvement with
brands
Emergent cost
efficiencies
But – it was the rise of mobile which brought it all together
We rely on consumers to accurately recall events
Private & Confidential
© 2011 FreshMinds / Page 6
Memory is subject to flaw
And respondents are selective about what they tell us
Mobile can better capture emotional response
Mobile offers a solution to combat both to some degree
So by using mobile within short term pop-up
communities we can..
Assign
specific tasks Collect real
time insights
Control the
research
environment
…and it’s proving to be of real benefit to our clients
Real time
insights
Bringing
consumers
even closer
On-the-go
capture Natural way
to engage
CASE STUDY: SPECIALIST FOOD MANUFACTURER
A specialist food manufacturer finds
its ‘niche’ positioning under threat
from Me-Too offerings and Premium
Own Label
They need to boost the brand
identity and move into other
innovative areas which fit a
strengthened identity
We used an online community to develop concept ideas
Storyboards
..and a creative workshop to refine ideas and optimise concepts
However, it is not all plain sailing
Private & Confidential
© 2011 FreshMinds / Page 14
Mobile also presents its own difficulties
Everyone is
learning
Dealing with
the output
Infrastructure
issues
Not all
phones have
the same
capabilities
So, what have we learnt?
Private & Confidential
© 2011 FreshMinds / Page 16
Make it fun
Keep it simple
Put yourself in their shoes
Going forward...what does the future hold?
The future for Mobile
Increasing
quantitative
use
More
effective
mapping of
customer
journeys
Rethink the
way we
conduct
basic
surveys
A new model
for
understanding
customer
behaviour
Private & Confidential
© 2011 FreshMinds / Page 19
…the future?
Private & Confidential
© 2011 FreshMinds / Page 21
How to find us (if you are ever in London!):
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Tottenham Court Road (Central and Northern line)
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Our contact details:
Bob Dance
Research Solutions Director
020 7692 1022
FreshMinds
229-231 High Holborn
London WC1V 7DA
www.freshminds.co.uk
T: 020 7692 4300
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