5. Ericsson Internal | 2014-05-11 | Page 2
being a market researcher
your dream job?
Till Mobile Market Research came along!
Mine as well…
6. Ericsson Internal | 2014-05-11 | Page 3
Our journey
35%
25%
15%
50%
40%
35%
15%
10%
5%
25%
20%
20%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008-09 2010-2011 2012
Mobile Qual
Behavioural Data
Mobile Surveys
Online Survey
Quant-F2F
Traditional Qual
The changing face of market research!
Share of MR Investments by Methdology at Ericsson
* Investment mix shown is for developing/emerging markets
7. Ericsson Internal | 2014-05-11 | Page 4
Why open the pandora’s
box?
Key
Performance
Indicators
Mobile
Behavourial
data
Source: Ericsson ConsumerLab
DDDM
Data Driven Decision Making
Is our dark data a consumer
intelligence goldmine?
Social
analytics
8. Ericsson Internal | 2014-05-11 | Page 5
0
20
40
60
80
100
120
140
160
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4
Video Streaming Browsing Shopping
Mobile behaviorial data
from a panel of 5000 users
in india
TotalTimespentonapps(mins/day)
Shopping on
the couch
Source: Ericsson ConsumerLab RINA Mobile Broadband Network Performance study, 2013
Late night
impulse
viewing
MORNINGS ARE
THE NEW PRIME
TIME
9. Ericsson Internal | 2014-05-11 | Page 6
Sometimes obvious trends
in data can lead us astray
10. Ericsson Internal | 2014-05-11 | Page 7
0
20
40
60
80
100
120
140
160
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4
Video Streaming Browsing Shopping
Who, When and what is being
used across the day? But is
that all?
TotalTimespentonapps(mins/day)
Source: Ericsson ConsumerLab Mobile Broadband Network Performance study, 2013
WHY?
Late night
impulse
viewing
11. Ericsson Internal | 2014-05-11 | Page 8
So then were mobile
survey’s able to fill this
gap?
Only 12% claim
they stream videos early
morning…primarily
Bollywood videos
12. Ericsson Internal | 2014-05-11 | Page 9
The early morning ritual
in asian households
If you cant visit the
temple, bring the
temple to your screen
at home!
Television as a
spiritual tool
or can it be the smartphone?
13. Ericsson Internal | 2014-05-11 | Page 10
Exploring the
alternative reality
Even the young had their spiritual antennas up! watched
videos early morning but were reluctant to accept this!
6.30 AM
14. Ericsson Internal | 2014-05-11 | Page 11
0
20
40
60
80
100
120
140
160
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4
Video Streaming Browsing Shopping
When and what apps are
used across the day? But is
that all?
TotalTimespentonapps(mins/day)
Source: Ericsson ConsumerLab Mobile Broadband Network Performance study, 2013
WHY? WHY? WHY?
WHY?
WHY?
WHY?
15. Ericsson Internal | 2014-05-11 | Page 12
Our investments today
35%
25%
15%
50%
40%
35%
15%
10%
5%
25%
20%
20%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008-09 2010-2011 2012
Mobile Qual
Behavioural data
Mobile Surveys
Online Survey
Quant-F2F
Traditional Qual
Share of MR Investments by Methdology at Ericsson
* Investment mix shown is for emerging markets
40%
10%
5%
15%
20%
10%
2013-2014
16. Ericsson Internal | 2014-05-11 | Page 13
So then as mobile
Market research grows..
PREDICTION OF THE DAY: Every 3 in 5 market
researchers will use stress-relieving
gadgets/apps by 2016
The PIP: A Biosensor that Helps You
Relax Through Play.
17. Ericsson Internal | 2014-05-11 | Page 14
1. The value of confusion! Great breakthroughs usually
emerge after times of dissolution, chaos, and
confusion.
2. Exciting future emerging for qualitative researchers as
you are the saviours of understanding consumer
context!
3. Dark data at organizations is turning the conventional
market research model upside down.
Where are we headed?
It is going to be messy!!
18. Ericsson Internal | 2014-05-11 | Page 15
Give me back my life!
Twitter: @JasmetSeth
19.
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Association & Education Partners
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