research goes mobile - researchnow & luma research

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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Who is this?

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Of users expect the mobile experience to

be better than or equivalent to using a

laptop or desktop computer

85%

Of US mobile web users only access the

web from their mobile devices

25% Sources: Harris Interactive & Tealeaf, On Device Research & Mobithinking

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We are now symbiotic with the internet

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And user interface

is improving ...

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But let’s be realistic ...

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…appreciate the

role of mobile

in consumer

life...

…and understand

the implications for

our industry...

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Goal to explore feasibility,

practicality, reliability and value of

mobile ad testing.

Research in Practice – Luma Advertising Testing

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2011

the kindergarten era for app-based

surveys initial research was done

using static advertising

2012

the primary years with developments

in mobile technology video advertising

was tested

Two Phases of Parallel Testing

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2 x N=200 2 x N=200

Re-thinking –

a 5 minute questionnaire

2 x N=200 matched samples across

Smartphone or Desktop completion

2011 Study in UK and Australia

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Smartphone Survey –

56% completed out of working hours

Online Desktop Survey –

21% completed out of working hours

Key Finding – Time of Day

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Key Findings – Brand Bonding Completely Consistent

Source: add+impact® Quick Check Brand Bonding ratings

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Smartphone as a data collection platform does not have a direct

impact on brand feelings measurement

Key Implication along the way…

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Key Finding- Some inconsistency on attention ratings

Source: add+impact® Quick Check Attention ratings

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Two video ads

Same 5 minute

questionnaire

plus opt in post

survey passive

data collection

2 matched samples

of N=104 and

N=107 across

Smartphone or

Desktop

N= 30 opted into

the passive data

collection – an

encouraging result!

2012 Phase Two Study in Australia

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Smartphone Survey –

90% completed out of working hours

Online Desktop Survey –

60% completed out of working hours

Key Finding – Time of Day mainly out of hours

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Source: add+impact® Quick Check Brand Bonding ratings

Key Finding – Brand Bonding Completely Consistent again

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Source: add+impact® Quick Check Attention ratings

Key Finding – Attention now Consistent… even when we drilled down further

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Attention Elements – Kleenex

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Attention Elements – McDonald’s

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Untouched Potentials Entertained Committed

Mobile

Mobile

Online

Online

Proportion Committed

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There are some encouraging

consistencies when comparing Online

to Mobile….

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Passive data collection

is the next

dimension….

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…what about methodological

development…?

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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