understanding the new paradigm: how to incorporate mobile research into our industry - singtel &...
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Presented by Melissa Gil, Director, Customer Intelligence, SingTel & Bruce Wells, Managing Director and President, Asia, Vision Critical at Market Research in the Mobile World Asia-Pacific 30-31 January 2013, Kuala Lumpur, Malaysia This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.netTRANSCRIPT
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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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Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners
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Understanding the new paradigm How to incorporate mobile research into our industry
31 January 2013
Bruce Wells Managing Director and President, Asia
Vision Critical
Melissa Gil Director, Customer Intelligence
L!ving Analytics, Group D!gital L!fe
SingTel
Presented by:
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The Engagement Model Has Changed
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Respondents are people
We care about them
We want them to have a
good experience
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Singtel Digital Advisors
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The
SingTel Digital Advisors
Experience
Connecting Brand & Customer
Building Customer Engagement
Through Interesting, Convenient &
Relevant Activities
Resulting in
Better, Iterative &
Continuous Learning
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WHO
SingTel customers
Mainly smartphone owners
WHAT
Branded online
community
Quant and some qual
research focusing on digital
footprint of customers
WHEN
Launched Jan 2012
Setting up the SingTel Digital Advisor Community Panel
Where
Online – via PCs,
mobiles, and tablets
WHY
To engage SingTel
customers
• Obtain timely subscriber
feedback on new and existing
products/ services
• Test advertising/ concepts/ apps
HOW
SingTel database
Incentives include a good mix
of intrinsic and extrinsic
motivators
SingTel Digital Advisors
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SingTel Digital Advisors: Key Facts
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Community Research Ecosystem
App testing Online
discussion groups
U&A Fun & Engagement
Prioritising features
Website testing
Product naming
Recruiting for in-person
Concept testing
Focus groups
Employee surveys
Consumer Behaviour
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Business Impact
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Learnings & Best Practice
App vs. Mobile Web
Usability Design
Understand your Target Audience
Comparison to PC Results
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App Versus Platform
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App Versus Platform
6,500
web-enabled devices
• Many operating systems
• Different input modalities
• Screen size/resolution
• Nuances (Flash?)
• 4 major platforms
• 4 main browsers
• Standard input
systems
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Participating in research
does not have to be monotonous.
The Engagement Model Has Changed
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Participating in research
does not have to be monotonous.
The Engagement Model Has Changed
If you keep people engaged,
data quality will be better.
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Seamless Experience
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Seamless Experience
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One Size Doesn’t Always Fit All
Highlighters and Click Maps
Page Turners
Multi-media
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Convenience > Multi-mode
3.8 4.3 6.4 6.6
11.6
15.7
22.8
• More devices owned and used for surveys,
more studies completed
• Mobile only device owners complete fewest
number of surveys
Stu
die
s c
om
ple
ted
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30% of all completes recorded from mobile devices…
72%
20%
8%
Studies completed on
phone:
45% longer than PCs*
Studies completed on
tablets:
3% longer than PCs*
*Based on random sample of 10 studies from SingTel Digital Advisors panel
Case Study
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Device Used to Complete Survey
48%
13%
4%
20%
6%
2%
6%
65% (two-thirds) are one-
device only respondents
one-third are multi-device
“switchers”
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Understand your target
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Demographic Differences in Sample
14 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
Respondent Age
Online respondents (no mobile device ownership)
Online respondents (own a mobile device)
Mobile respondents
• Younger respondents are more likely to use a mobile device
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Similar Attitudes Except for Tech
% ‘Very
Happy’
% ‘Good/Excellent’
Health
% Use Social
Media Daily
% ‘Others rely on
to be up-to-date
with tech’
32% 31% 30%
76% 67% 64%
61% 42% 37%
70% 51% 38%
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0%
10%
20%
30%
40%
50%
60%
Only PC Only phone Only tablet PC and phone
PC and tablet
Phone and tablet
All three
18-24
25-34
35-44
45-54
55+
Age Difference
• Younger respondents are more phone-
friendly, and more likely to be solely phone
users or mix of PCs and phone
• Older more likely to use PCs and tablets,
less phone-friendly
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Survey Completion Time by Device
An aggregate of data from 10 randomly selected studies
over the past year.
Tablet usage highest in the evenings,
as people sit in front of the TV or
relax and browse on a tablet.
0%
5%
10%
15%
20%
25%
30%
35%
40%
7:00 AM - 11:59 AM
12:00 PM - 4:59 PM
5:00 PM - 10:59 PM
11:00 PM -2:59 AM
3:00 AM - 6:59 AM
Desktop
Phone
Tablet
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Time lapse of survey completion after invite is sent
An aggregate of data from 10 randomly selected studies
over the past year.
Mobile usage heaviest at start of
field (first 2 hours) – likely people
reacting quickly to new emails as
they get them on their phones.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0-1.59hrs 2-5.59hrs 6-11.59hrs 12-24.59hrs 1st day 2nd day More than 3 days
Desktop
Phone
Tablet
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Driven to Engage
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Q & A
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Thank you for your time
Interest to hear more?
Bruce Wells Managing Director and President, Asia
Vision Critical
T: +852 9158 8839
Please Contact Us
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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
![Page 33: Understanding the new paradigm: How to incorporate mobile research into our industry - SingTel & Vision Critical](https://reader035.vdocument.in/reader035/viewer/2022081403/554cf117b4c90513118b4c8b/html5/thumbnails/33.jpg)
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