1. March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

2. Title Sponsor Gold Sponsor Silver Sponsors
Bag Sponsor
Workshop Host
Sponsor
Event App
Partner
Networking Reception
Partner
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

3. Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

4. 1
Speakers: Yee Mei, Chan
Millward Brown
Alistair Hill
On-Device Research
Pairing up the Beauty
with the Beast
M O V I N G B R A N D T R A C K I N G
S U C C E S S F U L L Y T O T H E
M O B I L E W O R L D

5. Tracking Studies Can Be Quite A Monster To Tame
2
Continuous sampling
Representative of the market
Turnaround Speed is crucial
A billion things to ask the respondent

6. Mobile Is Attractive, But Very Tricky To Make It Work
3
Lack of panels in developing markets
(where we need mobile the most!)
Fragmented technologies and
infrastructure
Limited screen size (to fit in the billion
questions)
Shortened patience when on the mobile
(the medium is the message)

7. Sparks Can Still Fly If They Can Connect
4
Sample access can be managed with help
of Dynamic Recruitment
“Short” survey window can be stretched
to become long enough
With the right technology in place,
turnaround findings in 2-3 days and not
2-3 weeks.
Data Quality on mobile is impressive

8. On Device Research is a mobile technology company that
provides access to consumers for mobile research
To make this happen we use:
• Advanced mobile survey technology
• A network of mobile publishers for programmatic media buying
• Consumer panels

9. So far we have undertaken projects in
62 countries
And
Over 15 million people have
taken one of our mobile
surveys

10. Sampling via mobile = Reach is key to data quality
7
Population
= Millions
Mobile Internet
Users = Millions
The wider your ability to
sample the ‘universe’,
the better the
representativeness of
your mobile data.

12. Not everyone wants to be on a panel, but they will
happily take your survey if it’s short
9
36%
64%
64%
36%
Thailand India
Dynamically Recruited Sample
Want to join Don't Want to join Panel

13. Dynamic Recruitment via Publisher Network Respondent takes
mobile survey
Publisher network contains 1000’s of sources:
Mobile social networks, games, apps, IM services, news sites,
portals, etc.
Respondents either take
survey there and then or
are recruited into a
panel.
What is Dynamic Sampling? (or River Sampling)

14. 11
The way that mobile ads work ensure random exposure to visitors to mobile apps and sites.
Imagine if we could simultaneously knock on as many doors as we do face to face fieldwork.

15. Research on Research, Panel vs Dynamic
12
• Comparable data for dynamic vs panel
• Only if best practice guidelines followed
• Vital to make it convenient for the average person to tell you what they think.
88%
82%
Panel Dynamic
Completion Rates
4.49
4.16
Panel Dynamic
Average Survey Completion Time

16. Proportion of those who fell for trap question is similar
between Panel and Dynamic (if the survey is short)
13
6%
9%
11%
15 question - Panel 15 Question - Dynamic 40 question - Dynamic
Fell for trap question
Don’t forget we take steps to clean the data before delivery, checking for:
• Speeders
• Straight liners
• Failed Trap Questions
• Automatic data cleaning coming in Q2 2014

17. Get the free reportfrom ondeviceresearch.com/blog
We are the pioneers of
survey “chunking” on
mobile – splitting
traditional 20 minute
surveys into
several phases to help
you meet your project
requirements.
SMSINVITE#1 SMSINVITE#2
1st CHUNK
2ndCHUNK
DAY1 DAY2
Mobile Survey Chunking

18. Research on Research on Survey Chunking
15
• Survey chunking allows for good quality data from mobile surveys, whilst also
collecting enough data to satisfy client needs
9%
4% 4%
30-QUESTION SURVEY 15-QUESTION SURVEY 2-CHUNK 30-QUESTION SURVEY
Fell for trap question

19. Sparks Can Still Fly If They Can Connect
16
Sample access can be managed with help
of Dynamic Recruitment
“Short” survey window can be stretched
to become long enough
With the right technology in place,
turnaround findings in 2-3 days and not
2-3 weeks.
Data Quality on mobile is impressive

20. Data Quality On Mobile Is Impressive
17
Brand usage data lines up better against
actual market share compared to d2d
0.760
0.780
0.800
0.820
0.840
0.860
0.880
0.900
0.920
0.940
0.960
Malaysia India
D2D Mobile
Correlation of tracking data with retail audit brand share.
Malaysia data: across 10 brands in Deodorant.
India data: across Top 4 brands in Confectionery.
Better access to higher income households
Wider geographical coverage
No undue influences from interviewers

21. Data Quality On Mobile Is Impressive
18
Ad evaluation data is consistent despite
the screen size
TVC RECOGNITION - MOBILE
60%
39%
57%
0%
20%
40%
60%
80%
TVC 1 - Brand E TVC 2 - Brand B TVC 3 - Brand F
TVC RECOGNITION – DOOR TO DOOR
63%
22%
41%
0%
20%
40%
60%
80%
TVC 1 - Brand E TVC 2 - Brand B TVC 3 - Brand F

22. Turnaround Results In 2-3 Days Instead Of 2-3 Weeks
19
Script program to extract data straight into
dashboard.
If respondents are glued to their mobile devices,
so are our clients!

23. Barrier To Wider Adoption Is More Mind Than Matter
20
End Clients think:
- Guinea Pig,
- Trend Breaks,
- How am I going to sell this in internally?
Researchers think:
- Cost,
- Speed,
- Accuracy

24. Remember CAWI? Will History Repeat Itself?
21

25. Title Sponsor Gold Sponsor Silver Sponsors
Bag Sponsor
Workshop Host
Sponsor
Event App
Partner
Networking Reception
Partner
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

26. Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

27. March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net