![Page 1: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/1.jpg)
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by
![Page 2: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/2.jpg)
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
![Page 3: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/3.jpg)
Stephen Boadi (PZ Cussons Africa)
MRMW;
A Brand Owner’s Perspective
![Page 4: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/4.jpg)
PZ Cussons & Our Brands • Dates back to 1800s
• Have operations in Ghana, Kenya and Nigeria but
our brands are available in all markets in Africa
![Page 5: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/5.jpg)
Importance of MR to our Brands
• Brand Health Check
• NPD – Concept Testing
• Product Testing
• Communication Idea Testing
• Understanding Consumer behaviour
• Understanding Competitive Landscape
• Media Planning
![Page 6: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/6.jpg)
Our Society has changed
• Communication
• Lifestyle
• Alternatives to traditional/Face 2 Face/Phone Calls
(online, Mobile etc.) offer more
![Page 7: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/7.jpg)
At PZC, we embrace Mobile for Success
Why Mobile?
![Page 8: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/8.jpg)
More & More Web Traffic from Mobile
![Page 9: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/9.jpg)
Mobile is King… i. We need to be in that space to observe and listen
in (Cussons Baby, Recipes of Life)
ii. Mobile allows us unprecedented access to the
lives of our consumers, to learn for the benefit of
our brands
iii. Immediate access to user-generated content, the
actual voice of the consumers while they are in the
moment, where it matters most to marketers.
![Page 10: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/10.jpg)
Mobile is King… iv. There isn’t a more economical way of recruiting
people to take part in a survey than addressing
them with an invitation by e-mail, SMS, QR code or
through (mobile) websites
v. Easy to target respondents
vi. Rapid response hence quicker turnaround
vii.Mobile guarantees automation, hence less
interference
![Page 11: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/11.jpg)
How have we embraced
Mobile?
![Page 12: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/12.jpg)
• Social Engagement & Listening
– Cussons Baby
– Recipes of Life
• Web Survey
– Imperial Leather; (Everyday Luxury Wash to Care)
• Quick Survey (Mobile Web, USSD etc.)
• IVR
– Knorr, A Soup in Every Stew
![Page 13: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/13.jpg)
Social Listening & Engagement Process
Create Social Platforms
(Mobile friendly)
Generate, Curate and Listen to Conversation
Analyse Conversation Sentiments
![Page 15: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/15.jpg)
Web Survey Process
Design of Web form
(Responsive design)
- Selection of Data
- Invitation to participate
Completion of Survey
Reward (Samples, Discount Vouchers etc.)
Data Analysis & Reporting
![Page 16: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/16.jpg)
Quick web survey process
Notes:
• Max 4/5 questions
• Quick to complete
• Design for all browsers
• Designed for all OS
![Page 17: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/17.jpg)
Some ‘must haves’ 1. Very relevant database and accurate data
selection
2. Designed for all/most dominant OS
3. Designed for all/dominant browsers
4. Responsive design
5. Open and transparent to participant
a. Purpose
b. Data Usage (including location information)
c. Reward mechanics
6. Guarantee data protection and security
7. Clarity of invitation
8. Clarity of questions
![Page 18: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/18.jpg)
9. Downloadable or web-based apps should be bug-
free
10. Should not alter the settings of the device
11. Only collect information for which the participant
has given consent
Some ‘must haves’
![Page 19: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/19.jpg)
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
![Page 20: Mobile Market Research - a brand owner's perspective - PZ Cussons](https://reader034.vdocument.in/reader034/viewer/2022052621/55843166d8b42a785e8b5281/html5/thumbnails/20.jpg)
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by