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. Something fishy is going on
in the world of mobile research
Jared Patel (Sea Harvest)
Adhil Patel (TNS)

4. Sea Harvest
• Sea Harvest is a 50 year-old South African fishing company, based primarily
in Saldanha Bay
• Fully vertically integrated company with over 2500 Employees
• Sea Harvest is the biggest frozen fish brand in retail in South Africa in terms
of market share for last 5 years
• Sea Harvest can be found in well over 2000 retail stores around South Africa
• A huge challenge is maintaining forward share, and monitoring presence on
shelf at all times, including point of sale, pricing and promotion awareness

5. Market research needs to work harder:
3
• Faster
• Cost effective
• More accurate
• More versatile
I don’t need “research”
I need useful information, and I don’t care where it
comes from

6. Mobile research landscape
5
USSD/SMS Mobile Internet/ WAP Application (App)
Passive Click tracking Location and usage tracking, ad
Source: Patel & Versfeld, Mobile Research: iFuture or iFlop? (SAMRA Conference 2011)
exposure, audio sampling
Active Survey Survey, panel Diary, survey, polls, scanning,
photos, video (ethnography)
Social Rate Share Collaborate,
compete
(Mobile MROC)

7. Apps gave the flexibility and cost effectiveness needed
6
• Intuitive survey layout
• Questions
• Pictures
• Closer to the moment
• Speed

8. Cheap shop audits
7

9. Getting closer to the moment

10. When preparing the meal creatively, did the kids enjoy
it more?
9
“They provided input into the concept and
how it came out, they did seem to enjoy it
more and had fun”
“It was interesting to see how a simple
creative addition to a quick meal can turn it
into something more interesting when you
have an imagination.”
“Rather than just waiting for dinner, the
kids actually helped out this time. A lot of
thought went in, but just as easy to
prepare. The kids have been watching
MasterChef.”

11. The overall level of brand engagement differs across
categories
How willing category users are to engage with brands
Source: TNS Connected Life 2014
C6. Categories willing to engage with brands
Base: Category purchasers (54,775) | Travel (12.860) | Baby care (6,903) | Personal care (20,273) | Automotive (6,105) | Technology (26,286) | Financial services (14,244) | Household care
(17,243) | Personal hygiene (32,775) | Alcoholic drinks (14,803) | Food and drink (43,507)
54
43 41 39 39
34
30
27
23 23
Travel Baby care Personal care Automotive Technology Financial
services
Household
care
Personal
hygiene
Alcoholic
drinks
Food and
drink
%
94

12. #BLURREDLINES

13. 12
In home
test
Shop audit
Shop along
Pre-shop
questionnaire Intervention Follow up

14. 13

15. Summary
14
Mobile can get you closer to the moment, but
you’ve got to design for mobile, not just squeeze
your traditional questionnaire.
The old definitions (qual vs quant, marketing
vs research) become less relevant in the
new world of mobile.
Improved capabilities of mobile devices will
make it tantalizingly easy for brands to
encourage behaviour change through direct
engagements with consumers.

16. Something fishy is going on
in the world of mobile research
Jared Patel (Sea Harvest)
Adhil Patel (TNS)

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

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