moments of mobile - will evolution translate into revolution?

Hello

BONJOUR

HOLA

HALLO

NAMASTE

© 2017 Borderless Access

Hello

BONJOUR

HOLA

HALLO

NAMASTE

MOMENTS OF MOBILE 26th Oct 2017


Let the game begin



People Are Always Connected in

Today’s Digital and Complex World

This has created a visible shift in research as well


% of Surveys done using Digital Methods

27% 33% 32% 45%2009

% spend by research methods within quant.

54% 57% 45% 65%2017

Source ESOMAR annual report

From Single Source Multiple Sources

Online Real-time engaging

methods


Have we moved at the same pace as consumers ?

Do we have the right methods to measure consumer behaviour in this complex digital world?

Motor-Sport Based Scientific Research


Understanding Cultures and BehavioursBut why?


Understanding the cultural essence enables marketers to engage people with relevant content and grow their business


56M Views

2.4M shares

Real family moments shared


And if not understood, it tampers brand image

Understanding Culture in Detail


It reflects in our Attitude


Books are Sacred to Indians while…


“Think about

that some

more...”

Our Interactions and Communications


“Think about

that some

more...”

Means

“It’s bad, don’t do it!”



“Think about

that some

more...”

Means

“It’s bad, don’t do it!”

“It’s a good idea,

keep developing

it!”


Romance is more subtle in Germany

French are great lovers and very expressive

And our Behaviour


Culture depicts how people interact and behave

Erin Meyer, author of ‘The Culture Map,’ discusses culture in the

Harvard Business Review


Communicate Evaluate

Lead Decide

Trust Disagree

Schedule Persuade

Based on 8 principles by ERIN MEYER

EVOLUTION - A GLOBAL & NEW CULTURE


“Considerable pressure on Gen Z at an early age has led to a greater complexity in being a young person.

They share these pressures with their peers across the world, making them:


Source: Ford Motor Company Media Center

Recent research published by Ford Motors:

Truly, The First Global Generation”

https://www.at.ford.com/content/dam/atford/archive/2014_NA/Dec/Ford-2015-TrendReportBook.pdf

A Survey conducted in Europe, Asia and U.S.A. found that 25% of Gen Z interact daily with peers in other countries.

Borderless communication is affecting the way consumers evolve


Source: Millward Brown Survey

Building a more globalized, Borderless World, where a 15-year-old in Mumbai is far more aware of a local issue in Frankfurt than he is of something in Pune.

Source: Millward Brown Survey

55%

92%

Co

nsu

me

r R

eac

hConsequences of the evolution of digital touch-points

2%10%

18%

Approximate numbers based on internet penetration

Mobile research

PC based online research is born

CATI is bornRadio & TV

Measurements

Beginning of Internet

ATM & Telephone

banking

PC is launched by

IBM

Passive data collection

Smart phone based research

Social & Others

Viewershipdata

Q & A Data Text

Q & A Data Text

PassiveTelemetry

Image/Video

GeoLocation

Web visits

Health Data

0.3% 0.5%


Keeping consumers connected 24x7


Hrs 6AM 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12AM

Du

rati

on

Time of Day

Source: Multi country study done by BA

How can MR cope with this evolution?


Through Real-Time Insights

By blending methods with real behaviour andusing mobile phones to create context &

relevance.

8% 9%

CumulativeResponse rate9%

Multi-mode adaptive invitations to maximise the RR

Email

9% 9% 10% 9%11%

9% 8%

6%8% 7% 8%

6%

9% 9%

0%

5%

10%

15%

20%

25%

30%

Mon Tue Wed Thur Fri Sat Sun

Average responses per day using all other methods



Email

SMS+Email

Email



10% 11% 12% 12% 12%10% 10%

7% 8% 9% 8% 7%

10% 11%

0%

5%

10%

15%

20%

25%

30%


11%9%



Email

SMS+Email

Push notifications

Email

SMS+Email



10% 10% 11% 11% 12%9% 9%

9%7% 6%

8% 8%11% 12%

0%

5%

10%

15%

20%

25%

30%


10%9%



Email

SMS+Email

Push notifications

Whatsapp/Social

Email

SMS+Email

Push notifications



12% 12%14% 13% 13%

11% 11%

10%8% 8% 9% 9%

12% 13%

0%

5%

10%

15%

20%

25%

30%


12%10%



Email

SMS+Email

Push notifications

Whatsapp/Social

Adaptive Invites

Email

SMS+Email

Push notifications

Whatsapp/Social



21% 22%

25%23%

26%

22%

19%16%

14%16% 15% 14%

21%

22%

9% 9% 10% 10% 10% 10% 10%

0%

5%

10%

15%

20%

25%

30%


22%17%



Email

SMS+Email

Push notifications

Whatsapp/Social

Adaptive Invites

Email

SMS+Email

Push notifications

Whatsapp/Social



21% 22%

25%23%

26%

22%

19%16%

14%16% 15% 14%

21%

22%

9% 9% 10% 10% 10% 10% 10%

0%

5%

10%

15%

20%

25%

30%


22%17%


Indians socialize on weekends and hence lower response

Germans spend their weekends mainly at home with family

Understanding geo movements & cultures

• Longer Travel distance to places for self-indulgence.

Hence prefer sedans and SUVs

• Travel more to social and public places so Parking and Traffic are critical factors.

Hence prefer compact cars

Where: Top places visited apart from work and home

~ 39 km ~ 18 km

Why

Germany India

Attending functions/ Celebrations / festivals

Meeting friends / families

Temple Cinema

Visiting parents /friends

Shopping / Grocery / Markets

Bakery / Grocery

PubsWeekend getaways

Outdoor sports

Average distance travelled in a day across a year


New age study in Germany & India to understand their behaviour & decision making

Germany

India

Men, 18-55 years old

Car Intenders or bought in last 1 month

Target Group

Smartphone Users monitored passively and engaged actively

Posts

Survey responses in sync with The Culture Map

Number of text posts per day/ per respondent

1 3

5 13

Pictures

Number of media posts per day/ per respondent


Behaviour captured using search history is more closer to market reality than claims


Willingness to buy electric vs gasoline cars

88%

86%

93%

95%

Claimed response

Gasoline brands / make

Electric brands / make

Gasoline brands / make

Electric brands / make

Real-Behaviour Using Search

Shows lower interest in buying electric cars vs the survey responses

11%

9%22%

16%16%

22%

11%

9%

Online behaviour is able to depict offline movementMarketing at right time and right channel at right time enhances marketing ROI

Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun

Visited the DealerKeyword Search Related to Cars


Path to purchase : similar yet so different

Attention via Ads / Street Intercepts /

friends and relatives

Online research / compared cars online / Car websites

Reviews and Social media Visited dealer to check final price, offers and finance options

Compared online Final buying process in consultation with family

Spoke to friends and family Visited showrooms for test drives, quotations and

offers


Consideration basket : Differences due to culture ?


Explored



Explored

Considered



Explored

Considered

Decided

Engaging methods of data collection generate insights taking into account local & global culture

Relatively linear path with lower brands in exploration and

consideration set

Online is the major influencer in decision making for Germans

Reflects un-expressive and confrontational culture into responses

with lower and direct responses

The path is more complicated

Online along with family & friends are bigger influencers in India

More expressive and likes to share info



Innovation led research to make a Bigger Impact


Understanding real behaviour needs new arrays of methods

These methods are more efficient & work across markets

Generating deeper insights leading to more actionable decision making

In a digitally connected world with people getting cross-cultural exposure

There are less defined geographical boundaries

Resulting in opportunity for innovative data capturing methods


The Existing Culture Map


Expressive

Un-Expressive

Confrontational Avoids Confrontation

India

Germany

Source: The Culture Map by Erin Meyer

The Futuristic Cultural Map - Diminishing Geographical Boundaries


Networked

Stand-Alone

Multi-Touch Immersed Single-Device

Germany

India



Networked

Stand-Alone


India

Germany

India



Networked

Stand-Alone


Germany

India

moments of mobile - will evolution translate into revolution?

Data & Analytics