Focusing specifically on hard to reach target groups in the Asian market, we looked at the validity of replacing traditional CAPI methods with a mobile survey for claims communication research. Robin broke down for which target groups mobile is already a valid alternative; considering the lower costs and faster results time using mobile conjoint.

1. expect great answers
Faster time to insight with
Mobile research in Asia
But how do results hold up?
Robin de Rooij
New Venture Director SKIM Singapore
March 5th 2014, Singapore, MRMW Asia Conference
photo: sprklg

2. 2 Case study on mobile research, performed together with Unilever, using
MaxDiff scaling, often used in communications screening, and claims research.

3. 3
Different target groups
photo: Stephen Buresphoto: YL Tan
Different target groups (e.g. people in urban vs. rural areas) communicate,
and as such need to be reached out to by brands, differently.

4. 4
Threat Opportunity
www
Mobile can help us more easily reach people we couldn’t reach before

5. But where are we?
5
REACH
TIME TO INSIGHT
Now?
As mobile reach increases, we expect time to insight and costs to go down.
How broad is our reach and how representative are results for our target groups?

6. 6
What to say?
Suppose we look at this OMO laundry detergent for hand washing, targeted
mainly at lower income households in Vietnam. What to say to drive sales?

7. 7
12 choice tasks 3 choice tasks
CAPI Mobile
20min.
5min.
Mobile surveys not only have a different screen display, they also require different
research design: Fewer choice tasks for faster surveys, as people are on the move.

8. 8
CAPI Mobile
$$$$3weeks $$1week
Timing on mobile is much faster, and costs are lower, despite the need for a
larger sample due to shorter questionnaire and less observations per respondent.

9. 9
Top 5 claims is mostly the same
Claim 1, Benefit 1
Claim 2, benefit 1
Claim 3, benefit 1
Claim 4, benefit 1
Claim 5, benefit 1
Claim order is different, but all top 5 claims focus on the same benefit area
CAPI study:
12%
10%
10%
10%
10%
Mobile study:
10%
11%
6%
13%
10%

10. Major differences in samples
10
28% 70%
$$ $$
30
38% 84%
30% 65%
CAPI Mobile
1
Potential reason for these different results may be in sample difference. Not expected
this effect to be from way of administering the survey, as we did not see these
differences in previous studies, where we had similar samples for Mobile VS CAPI.

11. 11
CAPI Mobile
Preferences ≠
Preferences ≠
30
Preferences ≠ 30
vs
1 1
30
1
To be able to eliminate the effect of sample, we looked at a similar subgroup in
Mobile and CAPI. Unfortunately, not enough of this subgroup in CAPI to compare.

12. So where are we?
12
REACH
TIME TO INSIGHT
Future
We believe that Mobile is the future. We will continue doing validation studies.
Need to improve our ability to reach mobile sample, together with strong partners.

13. Young & highly educated singles
13
Critically consider each market
Can’t reach all target groups
Technically possible
Technically it's possible. However, Mobile does not yet allow to reach all target
groups in all markets. For each study, be critical on this before you go mobile.

14. r.derooij@skimgroup.com
@Robin_de_Rooijexpect great answers
Robin de Rooij
New Venture Director SKIM Asia
m.kalivianakis@skimgroup.com
@Kalivianakis
Mini Kalivianakis
Global Business Director