Tracking studies can be monsters to tame - here's how Millward Brown has moved them successfully from face-to-face to mobile. This presentation was co-presented at the MRMW conference in Singapore in March 2014 by Yee Mei Chan of Millward Brown and Alistair Hill of On Device Research.

1. 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 LY T O T H E
M O B I L E W O R L D

2. 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

3. 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)

4. 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

5. 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

6. 15 million
mobile surveys in
62 countries

7. 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.

9. Not everyone wants to be on a panel
9
36%
64%
64%
36%
Thailand India
Dynamically Recruited Sample
Want to join Don't Want to join Panel

10. 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?

11. 11
The way mobile ads work ensures
random exposure to mobile app and site
users. Imagine if we could simultaneously
knock on as many doors when doing face
to face fieldwork

12. 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

13. Proportion of those who fell for trap question is
similar between Panel and Dynamic in short surveys
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

14. Getthefreereportfrom ondeviceresearch.com/blog
On Device Research is 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
1stCHUNK
2ndCHUNK
DAY1 DAY2
Mobile Survey Chunking

15. 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

16. 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

17. 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

18. Data Quality On Mobile Is Impressive
18
Ad evaluation data is consistent despite
the screen size
TVC RECOGNITION - MOBILE
60%
39%
57%
0%
50%
100%
TVC 1 - Brand E TVC 2 - Brand B TVC 3 - Brand F
TVC RECOGNITION – DOOR TO DOOR
63%
22%
41%
0%
50%
100%
TVC 1 - Brand E TVC 2 - Brand B TVC 3 - Brand F

19. 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!

20. 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

21. Remember CAWI? Will History Repeat Itself?
21

22. Pairing up the Beauty with the Beast
was co-presented at MRMW Singapore
event, March 2014
All mobile fieldwork for Millward Brown for this
project was carried out by On Device Research.
Questions about mobile market research?
Visit: ondeviceresearch.com
Email: alistair@ondeviceresearch.com