at Market Research in the Mobile World Africa 2014 November 5-6, 2014 Cape Town This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://mrmw.net/

1. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by

2. Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
#MRMW

3. Leveraging longitudinal
communities for in-the-moment
Alana Dell
alana.dell@yum.com
product insights
Ryan Versfeld
ryanv@mdindaba.com

4. 2
The brief

5. Profile KFC menu products by consumer & occasion

6. 4
In-the-moment
insights through
mobile communities

7. 5
Always with you, always on,
always connected

8. 6
However, research needs to adapt to mobile,
rather than mobile adapting to research

9. 7
Immediate access to a panel of respondents
Ability to follow up on survey responses with qual tasks
Co-creation of client material and bringing the consumer
voice into the organisation
Taps into existing social networking and IM behaviours
when run via a mobile platform

10. 8
Reflecting how consumers already use their mobiles…
…while also respecting the design nuances of
individual OS ecosystems

11. 9

12. 10
Forming a holistic
view of the
consumer through
longitudinal data

13. 11
Current research
techniques tend
to treat the
respondent like a
one-night stand…

14. Ask them how they are feeling & for their opinion
Let them talk… and listen!
Do activities that they are interested in
12
We rather suggest that brands build a medium-term
relationship with consumers…
Surprise them – keep the
fire / spontaneity alive
Always consider their
perspective
…as a result, gather better research results and build
stronger brand commitment

15. 13
But, relationships require
maintenance and upkeep
Consumers need to be regularly engaged to
remain active in a community
Engagement taps into a social benefit, and
many consumers actually start looking
forward to the engagement messages!
Through engagement, we get anecdotal
insights into consumers that provide an
ethnographic context around their
purchase behaviour

16. 14
Unsolicited comments…
“Friends decided to
have a kfc-study
session…it clearly
went well ;)”

17. Forming a longitudinal view
15
Demographic
profiling survey
Qualitative chat
discussion
Consumption diary
Photo qual task
Exploratory
qualitative follow-up
Advertising
evaluation survey
of the consumer
Week 1: 5 min Week 2: 10 min
Week 3: 2 min
Week 3: 3 min
Week 4: 5 min Week 4: 10 min

18. Jane Doe case study: challenging market research constraints
Who is she?
37 years old
White
High income
Lives with her
parents
Where does she live? What phone does she use?
Somerset West, WC
Jane Doe’s habitual behaviour in the QSR category is unique, and
warrants closer exploration…
16

19. Jane logged 39 diary entries over a period of one month
1 2 2 1
1
1 1 3 1
1 1 2 1 1 1
2 3 1 2 2
1 3 1 2
2
17

20. Jane is a heavy category user and her category
behaviour is highly routinised
Number of visits by type of outlet
30
Most of the time, where she wants to eat is
McDonald’s: 80% of her QSR purchases
are from McDonald’s
8
1
Take-aways/fast food Supermarket Garage shop
18

21. Only two of Jane’s 39 purchases were from KFC
One toasted chicken
and mayo sandwich
with coffee for breakfast
on a Monday morning
Four Colonel burgers
(burger only) on a
Sunday night for herself
and her parents
19

22. A typical day in the life of Jane begins with breakfast at
McDonald’s
Breakfast usually involves coffee, a
McDonald’s McMuffin and chips…
…purchased at the drive-through
on her way to work
…and eaten at her desk while she
catches up on emails on her
laptop
20

23. Jane buys sandwiches and subs from supermarkets for lunch,
with biltong being chosen as a mid-afternoon snack
What does she buy when she visits supermarkets?
Lunch-time
Mid-afternoon snack
Dinner-time
21

24. What else have we anecdotally learnt about Jane Doe?
Favourite payday treat?
Fish and chips
22
Favourite sauce with fries?
Spur Pink Sauce
What inspires her?
“My mom. The lady who taught me
how to be a good person. She’s
done everything for me and I
would do anything for her.”
Favourite comfort food?
“Mac & cheese, carbonara, lasagne,
spaghetti bolognaise.... pizza!!!! My
moms tomato stew, pea soup or veggie
soup. You could die happy after eating
a bowl of my moms veggie soup.”
What is she craving right now?
“A deep dish of piping hot lasagne or a
big pork schnitzel covered in creamy
lemon butter. Followed by dessert. Any
dessert. As long as there is ice cream
with it.”
Favourite snack?
Savoury and salty in summer
(especially biltong and chips).
Steaming cup of hot chocolate
in winter

25. 23
Delivering value
beyond traditional
insights

26. Research not just as a tool for data,
but as engagement for insight and for building relationships with the
brand

27. Relevance
get to the heart of what matters to people
25

28. 26

29. 27
Thank you!

30. Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
#MRMW

31. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by