insights and innovations – today and the way forward for mobile research from a user’s...

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

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Insights and Innovations

Today and the way forward for research

from a users perspective

November 2014

Shirley Harding

Head Market Research

Standard Bank Group

5 trends driving growth in

Africa

Africa’s dormant resources potential

Africa’s deepening financial sector

A larger, younger, and more affluent

population

Africa’s transformational urban swell

Leapfrogging through technology

Source: Kenya Daily Nation DN2

Africa is Mobile

Mobile phone penetration

Source: GSMA Sub Saharan African Mobile Economy 2013 /The Lions go digital McKinsey & Company 2013

2017

346Million UNIQUE MOBILE SUBSCRIBERS

66%

35%

50%

31% 30% 30%

45% 48%

135%

49%

100%

72%

57% 68%

96% 88%

0%

20%

40%

60%

80%

100%

120%

140%

160%

SouthAfrica

Angola Ghana Kenya Tanzania Nigeria IvoryCoast

Senegal

Unique subscribers GSMA Penetration McKinsey ITU data

Device used to access internet banking

Source: Standard Bank Proprietary survey

The BIG promise of mobile research

sits in self selection/self completion

interviews

BUT

These come with their challenges

Technological Device

type

Data

access

Majority of users are still

on feature phones

Many with limited functionality

2G remains the

predominant connection

Source: GSMA Sub Saharan African Mobile Economy 2013

Technological Device

type

Data

access

Literacy and

Language Literacy Language

Technological Device

type

Data

access

Literacy and

Language Literacy Language

Research

literacy Scepticism

Survey

competence

Panels and lists Not readily

available

Less

Control

But a mobile world means

so much more for

researchers

Device assisted interviews are most viable

Speed

Ease of

interviewing

Quality

Q

Respondent

comfort

An example – market sizing trader markets

An example – market sizing trader markets

An example – young entrepreneurs

Implications of mobile

research for clients

Computer technology enabled

complexity

Mobile technology demands

simplicity

Fewer

Questions

Shorter

brand lists

Data

fusion

Matched

samples

Less

attributes

Shorter

surveys

More Focus

Better Planning

Addressing client needs in

a mobile world

Mobile accessible charting

Reporting via mobile

Project updates App

Phto

Picture scanned from Safaricom calendar: Seeds of success by Mutua Matheka

Na Gode

Asante

Thank you

Ngiyabonga

Obrigada

Zikomo

Shirley Harding

Standard Bank Group

#MRMW

Title Sponsor Silver Sponsors Bag Sponsor

Association & Media Partners

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

#MRMW

Organized by