Presented by Marie Ng, VP Client Solutions Digital, Millward Brown Mobile at Market Research in the Mobile World North America 17 - 18 July 2013, Minneapolis, USA This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry

2. WWW.MRMW.NET
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3. Using mobile to understand
the consumer
brand experience
Presented by: Marie Ng
marie.ng@millwardbrown.com

4. How can we think about mobile research?
2
Sometimes it’s both! We can conduct research ‘about’ mobile, ‘using’
mobile.
Is the research…
2. ‘Using’ mobile
As a research methodology
1. ‘About’ mobile
Understanding mobile as a
marketing channel

5. What is brand experience?
3
Understanding the brand experience is important to round out our
knowledge of brands, and to help us make better creative and media
decisions
• Brand experience is
understanding the way
consumers encounter brands
• Includes paid advertising, but
also product usage,
conversations with friends etc

6. How can mobile help capture the consumer
brand experience?
4
Mobile can help us get closer to consumers while they’re in the moment,
allowing us to get a more granular read on brands
• Previous methodologies help
understand how consumers
think and feel about brands at
a high level; using recall-
based methods
• Mobile can help us
understand vey specific
moments; in the moment, in
real time

7. 5
Key Questions
1. How do brand experiences impact
the way consumers think and feel about
a brand?
2. How can we understand the way
consumers navigate through different
brand experiences?

8. How did this study work?
BRAND SURVEY
ONLINE
EXPERIENCE DIARY
MOBILE
RECRUIT TARGET
AUDIENCE
Total study length: 5 weeks
6
ONLINE
COMMUNITY
1 2 3
1 week
4

9. 7
So what did we find?
1. How do brand experiences impact
the way consumers think and feel
about a brand?
2. How can we understand the way
consumers navigate through different
brand experiences?

10. Brand’s current position
8
• New launch in early 2012
• Challenge is raising awareness and generating trial
29
95 94
10
79
52
Awareness
Trial
34%
Conversion
83%
Conversion
55%
Conversion
*Average Conversion Rate In Study: 72%
Brand X

11. But those that experienced the brand generally had a
good experience
*Results similar across category9
85
13
2
Top 2 Box (Positive) Neutral Bottom 2 Box (Negative)
Feelings Toward Brand
(By All Experiences)
65
13
3
Top 2 Box No Change Bottom 2 Box
Likelihood to Choose Brand Again
(By All Experiences)

12. 10
So what did we find?
1. How do brand experiences impact
the way consumers think and feel about
a brand?
2. How can we understand the way
consumers navigate through
different brand experiences?

13. The online community revealed how different
encounters were influencing consumers decisions
If I am looking to switch products,
reviews and recommendation of friends
is the number one thing I look for
I'll take performance over price and
price over smell
I would check to see if I had any
coupons. When I got to the store I would
consider the coupons along with any sales
and buy whatever seemed to be the best
deal
I don't buy my products from the salon, but
do rely heavily on the recommendations of
my stylist
[In reference to TV ads]
- every one of them is
about pretty girls with
pretty hair that shines
and moves in a slow
movement, I would like
to see something
totally new to get me
going in

14. 30%
22%
16%
12%
20%
We identified groups of people who encountered the
category in similar ways
12
5. Social shoppers
Shopping, coupons, hairdresser
advice. Value expert advice, main
household purchaser, manages
budget and careful about spending
2. Deal hunters
3. Classic
entertainment
Predominantly experienced the
category in the shower/bath
Rely heavily on product experience,
and on-pack information
1. Product enthusiasts
Online, social, mobile.
Younger and less affluent
Very social either online or real life
conversation
4. Digital Savvy
% of consumers
Learn about brands on TV and
through product usage.
Shopping and in-person
conversation

15. But not all encounters are created equal – some are
more memorable than others
13
I Used It In The Shower/bath 51% 61%
While Shopping 8% 20%
Online (online advertising, brand website) 0% 23%
On Social Media 2% 17%
Conversation With A Friend Or Family Member 1% 15%
Conversation With A Hairdresser/stylist 9% 8%
Mobile Ad 1% 2%
Magazine Ad 3% 5%
Radio Ad 0% 2%
Outside Billboard 1% 2%
Mailing Leaflet 3% 3%
TV Ad 3% 18%
Coupon 9% 6%
Percentage of respondents who had ‘very positive’ experiences for each encounter.
Deal Hunters Digital Savvy

16. Mobile can help understand not just where
encounters are happening, but also WHEN
14
0
20
40
60
80
100
120
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Numberofencounters
Deal Hunters Digital Savvy

17. Mobile can help understand not just where
encounters are happening, but also WHEN
15
Numberofencounters
Time of day (24 hr time)
0
10
20
30
40
50
60
70
80
90
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Deal Hunters Digital Savvy

18. 2 key takeouts
16
1. Mobile can complement existing
types of research by allowing us to
get more granular insight
2. When designing mobile research,
keep mobile’s role simple – consider
complementing with other
methodologies

19. 17
Thank you.
Presented by: Marie Ng
marie.ng@millwardbrown.com

20. WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR

21. JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry