March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net

Title Sponsor Gold Sponsor Silver Sponsors

Bag Sponsor Workshop Host

Sponsor

Event App

Partner

Networking Reception

Partner

March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net

Association and Media Partners

March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net

1

Speakers: Yee Mei, Chan

Millward Brown

Alistair Hill

On-Device Research

Pairing up the Beauty with the Beast M O V I N G B R A N D T R A C K I N G

S U C C E S S F U L L Y T O T H E

M O B I L E W O R L D

Tracking Studies Can Be Quite A Monster To Tame

2

Continuous sampling

Representative of the market

Turnaround Speed is crucial

A billion things to ask the respondent

Mobile Is Attractive, But Very Tricky To Make It Work

3

Lack of panels in developing markets

(where we need mobile the most!)

Fragmented technologies and

infrastructure

Limited screen size (to fit in the billion

questions)

Shortened patience when on the mobile

(the medium is the message)

Sparks Can Still Fly If They Can Connect

4

Sample access can be managed with help

of Dynamic Recruitment

“Short” survey window can be stretched

to become long enough

With the right technology in place,

turnaround findings in 2-3 days and not

2-3 weeks.

Data Quality on mobile is impressive

On Device Research is a mobile technology company that

provides access to consumers for mobile research

To make this happen we use:

• Advanced mobile survey technology

• A network of mobile publishers for programmatic media buying

• Consumer panels

So far we have undertaken projects in

62 countries And

Over 15 million people have taken one of our mobile surveys

Sampling via mobile = Reach is key to data quality

7

Population

= Millions

Mobile Internet

Users = Millions

The wider your ability to

sample the ‘universe’,

the better the

representativeness of

your mobile data.

Not everyone wants to be on a panel, but they will happily take your survey if it’s short

9

36%

64%

64%

36%

Thailand India

Dynamically Recruited Sample

Want to join Don't Want to join Panel

Dynamic Recruitment via Publisher Network Respondent takes mobile survey

Publisher network contains 1000’s of sources:

Mobile social networks, games, apps, IM services, news sites, portals, etc.

Respondents either take survey there and then or are recruited into a panel.

What is Dynamic Sampling? (or River Sampling)

11

The way that mobile ads work ensure random exposure to visitors to mobile apps and sites.

Imagine if we could simultaneously knock on as many doors as we do face to face fieldwork.

Research on Research, Panel vs Dynamic

12

• Comparable data for dynamic vs panel

• Only if best practice guidelines followed

• Vital to make it convenient for the average person to tell you what they think.

88% 82%

Panel Dynamic

Completion Rates

4.49

4.16

Panel Dynamic

Average Survey Completion Time

Proportion of those who fell for trap question is similar between Panel and Dynamic (if the survey is short)

13

6%

9%

11%

15 question - Panel 15 Question - Dynamic 40 question - Dynamic

Fell for trap question

Don’t forget we take steps to clean the data before delivery, checking for:

• Speeders

• Straight liners

• Failed Trap Questions

• Automatic data cleaning coming in Q2 2014

Get the free report from ondeviceresearch.com/blog

We are the pioneers of

survey “chunking” on

mobile – splitting

traditional 20 minute

surveys into

several phases to help

you meet your project

requirements.

SMS INVITE #1 SMS INVITE #2

1st CHUNK

2nd CHUNK

DAY 1 DAY 2

Mobile Survey Chunking

Research on Research on Survey Chunking

15

• Survey chunking allows for good quality data from mobile surveys, whilst also

collecting enough data to satisfy client needs

9%

4% 4%

30-QUESTION SURVEY 15-QUESTION SURVEY 2-CHUNK 30-QUESTION SURVEY

Fell for trap question

Sparks Can Still Fly If They Can Connect

16

Sample access can be managed with help

of Dynamic Recruitment

“Short” survey window can be stretched

to become long enough

With the right technology in place,

turnaround findings in 2-3 days and not

2-3 weeks.

Data Quality on mobile is impressive

Data Quality On Mobile Is Impressive

17

Brand usage data lines up better against

actual market share compared to d2d

0.760

0.780

0.800

0.820

0.840

0.860

0.880

0.900

0.920

0.940

0.960

Malaysia India

D2D Mobile

Correlation of tracking data with retail audit brand share.

Malaysia data: across 10 brands in Deodorant. India data: across Top 4 brands in Confectionery.

Better access to higher income households

Wider geographical coverage

No undue influences from interviewers

Data Quality On Mobile Is Impressive

18

Ad evaluation data is consistent despite

the screen size

TVC RECOGNITION - MOBILE

60%

39%

57%

0%

20%

40%

60%

80%

TVC 1 - Brand E TVC 2 - Brand B TVC 3 - Brand F

TVC RECOGNITION – DOOR TO DOOR

63%

22%

41%

0%

20%

40%

60%

80%

TVC 1 - Brand E TVC 2 - Brand B TVC 3 - Brand F

Turnaround Results In 2-3 Days Instead Of 2-3 Weeks

19

Script program to extract data straight into

dashboard.

If respondents are glued to their mobile devices,

so are our clients!

Barrier To Wider Adoption Is More Mind Than Matter

20

End Clients think:

- Guinea Pig,

- Trend Breaks,

- How am I going to sell this in internally?

Researchers think:

- Cost,

- Speed,

- Accuracy

Remember CAWI? Will History Repeat Itself?

21

Title Sponsor Gold Sponsor Silver Sponsors

Bag Sponsor Workshop Host

Sponsor

Event App

Partner

Networking Reception

Partner

March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net

Association and Media Partners

March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net

March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net