Hot, Roasted and Intense! Getting to "Why"? in the global coffee culture through mobile qualitative...

transcript

Proudly supported by Kantar, the Leader in Mobile Marketing Research

January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

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Hot, Roasted, and Intense: Getting to Why in Global Coffee Culture through Mobile Qualitative

Civicom Marketing Research Services What We Do

Civicom Mobile Research – Past MRMW Events

• MRMW 2012 – Europe

Getting to “WHY?”- using mix and match mobile technologies to gain heuristic insights in the moment

• MRMW 2012 – North America

Lather, Rinse, Repeat - Getting into the Shower and other Private Places with Mobile Qualitative

What is Mobile Qual? Why Is It Important?

• Delivers a Deeper Understanding of What Drives Decisions

• Provides a Rich, In-depth Glimpse of Consumer Reactions and Thought Processes

• Produces Specific Examples of What the Consumer is Thinking and Saying In-The-Moment

• Exposes Valuable Sentiment That Can Drive Business Development

Civicom Mobile Qual

Takes you closer to the experience in terms of time and distance than anyone else in research.

Meet Bob: Coffee Shop Entrepreneur

• Robert “Bob” Moon

• Successful Chain of Coffee Shops in North America and Europe

• Recently Launched in Asia

The Problem: Poor Results

Not Hitting Targets

Low Customer Traffic Low Sales

Initial Thoughts: Do a Mobile Survey

What is Your Favorite Coffee Beverage in the Coffee Shop?

TOP 1: Mocha Frappuccino

TOP 2: Cappuccino

TOP 3: Caramel Frappuccino

Initial Thoughts: Do a Mobile Survey

Do you see yourself going back to this coffee shop again?

• Yes – 20%

• No – 30%

• Maybe – 50%

Mobile Survey But How Can Bob Ask His Customers WHY?

WHY? Why would someone go to a coffee shop?

Why would you visit the coffee shop again?

Why would non-coffee drinkers visit a

coffee shop?

Why do customers like Frappuccino so

Understanding Available Technology Can Bob Overcome the Barriers to Going Mobile?

• Mobile Infrastructure Variances

(LTE, 4G, 3G, WAP, Cellular Service/Reception)

• Internet Speed Differences

• Mobile Internet Availability

Mobile Qual Yes! Bob Can Overcome the Barriers to Mobile!

• Simple

• Easy

• Little to No Learning Curve

• JUST SPEAK

• Works on Any Device

• Involve More Respondents

• If you can make a phone call, you can participate

Mobile Qual: Yes! Bob Can Get the Answers to WHY

Mobile Qual works and drives information in almost any situation: • Gets them talking • Conveys emotional sentiment • Gives context of the experience

• Learn what the experience really was

as it happened • Listen as if you were really there • Get insights you don’t get after

the fact

Mobile Qual

The Answer for Bob

• Access in 96 Countries • Local Toll-Free Numbers • Welcome Greeting in the Local Language • Multi-country Simultaneously • Translation • Transcription • Moderator and Respondent Training • Full Service Hands on Project Management • Recordings Immediately Available Anywhere • Multi-language Support • Small Screen Size Not a Factor

Mobile Qual 1,2,3

Richer Insights

Step 1 •You Ask

Step 2 •They Answer

Step 3 •You Listen

Mobile Qual YOU ASK

Make It Fun and Make Respondents Feel Their Thoughts Are Important By Providing Participation Packets

Mobile Qual THEY UNDERSTAND

• Invite them to an Online Meeting • Discuss Directions

Mobile Qual THEY ANSWER

Send Photos

Send Video

Send Text

Civicom Provides a Local Toll-Free Number They Just Dial and Speak

Mobile Qual YOU LISTEN

Civicom Online Platform

• Recordings in Your Online Account In 10 Minutes

• Posted Transcripts, Photos, Videos and Text

• Data Sorted By Respondent, Date & Time

• Involve Your Clients and Other Members of the Research Team

Mobile Qual Offers Option for Collaboration

Civicom Online Platform

• Online Bulletin Board

• Open Up Board for Comments

• Engage them in an asynchronous focus group discussion

• Place to Ask Respondents Probing Questions

• Respondents to leave comments

Mobile Qual YOU LISTEN

• Optional Physical Data Delivery for Low Bandwidth Countries –

• Recordings, Transcripts, Photos, Videos

• DVDs or External Hard Drive

Mobile Qual Let’s Listen

Name: Risa Age: 22 Occupation: Writer Country: Malaysia Why Coffee Shops? “I like coffee shops because it’s a place where I could be by myself or with friends. I like that it’s cool and it’s not crowded.”

I just got my cappuccino. The barista called out my name. I felt a little embarrassed that she said my name out a little too loud. Maybe it’s not her. Maybe it’s because there’s not a lot of sound absorbers in the coffee shop. I just feel too self-conscious now. There aren’t a lot of people here right now but I can feel them all staring as I stood up to get my coffee.

Name: Mei Age: 29 Occupation: Teacher Country: China Why Coffee Shops? “Coffee shops make me happy. I like spending time there with friends and enjoying a cup of coffee with frothed milk.”

I can see people lining up and looking at the pastries but I noticed no one’s really buying any. I had my eyes on that chicken wrap but it didn’t have a price so I didn’t get it. I don’t really want to ask them because I don’t want to feel trapped that I have to buy it because I asked… what if it’s so expensive…

Name: Kumar Age: 35 Occupation: Programmer Country: India Why Coffee Shops? “I like coffee shops because of their good coffee. I like treating myself once in a while to a good beverage with the buzz of caffeine. It helps me to think and focus.”

I’m waiting for my friends at the coffee shop. I told them to meet me here. It’s a nice, cool place. The couch is really comfortable. My friends and I love to get together here but we still can’t seem to make a couple of my friends to stop from bringing chai tea they bought from the street to the coffee shop. It’s a little embarrassing but I have to agree that chai tea from the street is 20% of the cost of the only tea they offer and it’s not even that good.

Name: Diane Age: 33 Occupation: Sales Representative Country: Philippines Why Coffee Shops? “Coffee shops belong to my best friend and I… This is the only place we get to really spend time together. It’s been the place where we laughed, cried, argued and talked about everything under the sun.”

I like it here. I love the comfortable seats and it’s cool here. I can see myself staying here for hours reading a good book, watch people or just being with my friends. I’m making a mental note to avoid sitting too near the counter on my next visit. Those coffee machines, grinders and blenders make too much noise. It’s interesting that I can hear the next table’s conversation quite well… It’s a little distracting and now I’m a little worried how many people can hear my conversations…

Name: Kim Age: 30 Occupation: Graphic Artist Occupation: Korea Why Coffee Shops? “Coffee shops serve excellent coffee and pastry. It’s always cool. They’re located in strategic places where there’s a lot of foot traffic so it’s ideal for watching people pass by.”

I need coffee all the time. I’m an independent artist working from home and I think a coffee shop would be a place I’d go to for a change of environment. I think the only thing that’s stopping me from doing that is that the coffee shop doesn’t offer Wi-Fi and there aren’t a lot of available power outlets for customers to use.

Discovering Insights Coffee Shop in a New Market

So Much Data!

How can Bob translate

all these WHY’s into insights?

Advanced Analytics Data Collection to Data Analysis

• Tagging

• Data Extraction

• Text Analytics

• Sentiment Analysis

• Charts And Graphs

Advanced Analytics Tagging

Advanced Analytics Data Extraction

Transcripts Are Broken Down Into Easily Digestible Chunks of Information on Excel

Advanced Analytics Text Analytics

Collection and Document Analysis Translated to 2D or 3D Graphics

Mobile Qual: A-ha! Moments

On the Surface Under the Surface

Place to meet friends OR Be on their own

Moment to connect with others Moment to connect with their thoughts, Reflect on the day, Watch People

Noise Level People value their privacy in public places Peace and quiet

It’s Expensive Value in their Purchase

No Prices Displayed Embarrassment and fear over not having enough money to pay for the product, availability of information.

Product Development Improve the quality of the product – which product, what they can do better and why the improvement is valuable

Space Development Other amenities such as Wi-Fi, Power Outlets, large windows to see more open spaces

The Key: Understanding Sentiment

“Being able to hear the recordings tells us a lot about what they are feeling and thinking. We got much more detail.”

“We were really pleased with the recordings. We got information of more value.”

“We would have never understood what they really meant without hearing what they had to say while in the coffee shop.”

Audio Gives You Much Deeper Understanding Of Sentiment

Sample Applications

• Shopper Insights

• Mall Intercepts

• Retail Analysis

• Eating Habits

• Consumer Products

• Pharma Treatments

• Patient Journeys

• Mystery Shopping

• Event Experience

• Respondent Diaries