The document summarizes a presentation given at the Mobile Marketing Research World conference from October 8-11, 2013 in London. The presentation discusses the benefits of longitudinal mobile research panels, which involve repeated observations of consumer behavior over long periods of time. This allows researchers to better understand trends, recall, familiarity with the research process, and speed of insights. Most importantly, longitudinal research enables analyzing the entire consumer journey from purchase to usage to satisfaction to future considerations and loyalty. This level of insights can help marketers influence consumer decisions at each stage. However, longitudinal research also faces challenges related to participant compliance, avoiding bias, costs, and ongoing panel management.

1. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET

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3. MEDIA & ASSOCIATION PARTNERS
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4. Longitudinal
Panels in the
Mobile World
DOMINIC SUNNEBO
Global Strategic Insight Director

5. Longitudinal
“A RESEARCH STUDY THAT INVOLVES REPEATED
OBSERVATIONS OF THE SAME VARIABLES OVER
LONG PERIODS OF TIME”

6. ITS HARD ENOUGH TO GET PEOPLE
TO AGREE TO MOBILE RESEARCH
IN THE FIRST PLACE.
SO WHY DO WE INSIST ON GOING
BACK TO THE SAME GROUP OF
PEOPLE?

7. A host of methodological benefits helps…
Trends
Longitudinal panels have a lower margin of error for
trended data.
Recall
Interviewing the same consumers regularly means you
don’t have to ask them to recall old events
Familiarity
If panelists know what’s expect of them, they prepare.
Speed
No need to re-ask core information, just changes
Ability to quickly identify hard to reach segments based
on previous behaviour

8. …but analytics tops the list
Longitudinal
gives you the
ability to
influence
consumers
before they’ve
made their
purchase
Purchase
Usage
You purchase a
device.
You use that
device
1
2
Loyalty
Do you buy the
same brand again
or switch to
another brand
Satisfaction
How you feel
about that device
5
3
Consideration
What you’re
considering for your
next device
4

9. Samsung Galaxy S2 Q2 2011 Buyers
Purchase
You purchase a
Device
23
1
Age 34
77
NPS 49
15
O2
T-Mobile
E-Plus
1&1
BASE
11
€254
11
11
12
22
12
36
Online
Prepaid
Telesales
Contract
18
88
Instore
9
55

10. After an initial usage surge, consumers become
less engaged towards the end of the S2 lifecycle
Usage
You use that
device
2
1 month post purchase
SEE
100
90
80
70
60
50
40
30
20
10
0
1 year post purchase
LISTEN
PLAY
2 years post purchase
INTERACT
BROWSE CONNECT FIND

11. Poor battery life after 15 months means that
owners avoid using more advanced functions
such as streaming video, which drags down
satisfaction
40
30
20
10
0
-10
-20
-30
-40
-50
Satisfaction
How you feel
about that device
3
Net Satisfied/Dissatisfied Owners by Function
NPS 24
(-25)

12. However poor battery life did not jeopardize
the overall experience, with almost 9/10
consumers planning to buy another Samsung
Consideration
What you’re
considering for your
next device
4
Please tell us your preferred brand for your next handset purchase
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
89%
4%
2%
2%
1%
Undecided
2%
100%

13. By knowing early what consumers want next, the
marketing focus can be honed in time
Consideration
What you’re
considering for your
next device
4
What are the most important attributes you are looking for in your next Smartphone?
0%
10%
20%
30%
40%
50%
60%
70%
90%
81%
Size of Screen
79%
Battery Life
78%
Quality of the camera
77%
Speed of processor/GPU
67%
4G Capability
58%
Customisation
56%
Resolution of Screen
49%
Quality of materials
35%
Sounds quality
26%
Quality of keyboard
Durability
21%
Storage Capacity
21%
Dual SIM Capability
80%
2%

14. We then know how to best spend retail/consumer
marketing budgets in order to ensure the right
messaging to these consumers
Consideration
What you’re
considering for your
next device
4
When it comes to purchasing your next handset, which sources are you most likely to consider in order to make your choice?
80%
70%
60%
76%
64%
55%
50%
40%
30%
20%
10%
0%
18%
16%
13%
12%
12%
3%
1%

15. By knowing consumers thoughts throughout the
consumer journey, it is possible to take action to
influence consumers before they make their
purchase.
0%
10%
20%
30%
40%
50%
60%
70%
Loyalty
Do you buy the
same brand again
or switch to
another brand
5
80%
90%
89%
90%
4%
5%
2%
4%
2%
1%
1%
0.3%
Undecided
2%
0
Preference Share
Actual Share
100%

16. Influence before
not after
Understand cause
& effect
Plan
marketing/retail
budget effectively
React faster

17. Longitudinal allows analytics which
are key to understand changes in
behaviour…

18. Sizing the Impact of Change
1,400,000
Usage Pre Switch (Android)
Usage Post Switch (iPhone)
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
© Kantar Worldpanel

19. Understanding Customer Movement
© Kantar Worldpanel

20. Uncovering Real Customer Value
£100
£50
Increase/Decrease in Tariff Spend over course of 24 month contract vs. Previous device
£46
£0
-£50
-£41
-£44
-£45
-£75
-£100
-£134
-£150
-£157
-£200
Apple
Samsung
HTC
Nokia
Sony
LG
BlackBerry
© Kantar Worldpanel

21. Making the Right Strategic Decisions
12 Month Featurephone Upgrade Opportunity
Smartphone Acquisition cost (%)
12
36
66m
189m
$199+
48
51
44
38
20
34
18
$50$198
Under
$50
1st
2nd
3rd
Smartphone Smartphone Smartphone
Targeting Featurephone
upgraders at the
low/mid-end is key to long
term growth at the
high-end
18 HTC Proprietary and Confidential

22. …but Longitudinal comes with limitations.
Compliance Avoiding bias
If the same panelists don’t respond, longitudinal is
impossible
Need to avoid any kind of educating/influencing
questions
Cost
Labour
Panelist loyalty can be more expensive
More operational management to keep panelists
engaged

23. Poor compliance means
longitudinal research is impossible.
One of the biggest challenges for Kantar & the
industry as a whole remains compliance and
mobile is key to this.

24. Contact and more information
dominic.sunnebo@kantarworldpanel.com
+44 (0) 208 967 4616
http://www.kantarworldpanel.com/comtech
@KWP_ComTech

25. TITLE SPONSOR
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SILVER SPONSORS
PREMIERE SPONSOR
GOLD SPONSORS
WORKSHOP SPONSORS
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PREMIERE SPONSOR
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NETWORKING SPONSOR

26. MEDIA & ASSOCIATION PARTNERS
WWW.MRMW.NET

27. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET