IFM Panel Book 9/2018

www.ifmresearch.com 1
Credentials
Mobile Market Research
&
Digital Ad Monitoring & Planning

IFM Mobile / Panel Strategic ConsultingSpecialized Custom
 Offer unique mixed
methodology of Mobile /
Cati data collection
 Ad testing / Tracking
 Tactical 24 hour turnaround
research
 Community tracking with
same respondents
 Sampling / promotion
monitoring
 Recruitment for custom via
panel
 30% Plus
response rate
In 24 Housr
 Pre-Post launch campaigns
 Customer satisfaction
 Mystery shopping
 Shopper research and
Retail development
 Trade channel research
 Market forecasting / trend
evolution
 U&A’s / Concept testing
 CLT’s / Home Placements
 Qualitative
- FGD’s
- IDI,s
- Emersion
- Ethnography
 Market entry / feasibility
 Market Sizing / Risk
assessment
 Strategic competitor SWOT
 We utilize multiple source
data to flush out the entire
business issue
- What is the business
problem?
- What do customers
want?
- What actions will deliver
the results
24 years on the ground experience in Cambodia,
Laos, Indonesia, Myanmar, Thailand and Vietnam
60,000
Panel 1.5 M
contacts
ActionableAccurateAdvanced
Digital Ad RoI & Planning
 In Partnership with
Miaozhen Systems’ China’s
Digital Measurement
currency, we now offer
Digital campaign
Monitoring, RoI and
Planning
 250,000 Holistic Panel,
covering Desktop, App, Web
and Mobile
 Planning software allows for
TV / Digital Reaech Curve
maximization
 Able to Track Google
 4 Year Campaign data norms

IFM MOBILE Research
Vietnam’s 1st dedicated mobile
offer; re-shaping research
via technology

Why Mobile Research?
Why Infocus?
The Consumers you need engage are mobile
48
Million
Smartphone
users &
growing
400,000
Consumers / yr
move to
apartments
F2F interviews
can’t reach
70% +
smartphone
ownership
90% + Urban
60% + Rural
20%
of waking
day spent on
smartphone
TRUST
=
Immediate
Mobile
Payment
3 Tiers
recruitment
process.
Call back for
validation
60,000
+
Pre-recruited
Panelists
Nation-wide
30% +
Response
rate via
SMS & Email
invites

Eight key advantages of smartphone research
AFFORDABLE
30% to 60% cheaper
than traditional
FAST
results in hours / days
not weeks
DEMOGRAPHIC
DATABASE
over 100 unique
consumer data points
HIGH QUALITY
negates interviewer
bias, built in security
filters
NATIONAL REACH
urban & rural
mixed methodology
data collection
REAL TIME
MEASUREMENT
measure behaviour,
not perceptions
WEALTHY / VIP’S
interview the hard to
reach, CEO’s, doctors,
Etc.
PENETRATION
urban
80% plus SMARTPHONE
60% personal computer

The Infocus Mobile offer
MYSTERY SHOPPING
Understand in-store
performance and service
levels using mobile. Ideal for
audits and PoS measurement
TACTICAL & IMMEDIATE
RESPONSE (TAIR)
Sometimes you need to have
answer immediately. Gain the
answers in less then 48 hours
We offer custom solutions and syndicated insights with our core focus being…
ADVERTISING & CAMPAIGN
EVALUATION – RAPITEST
Test & validate TVC’s, viral
campaigns and other
marketing materials. Know the
results within 72 hours
CUSTOMER SATISFACTION
Real –time customer
satisfaction scores utilizing
mobile research
U&A / TRACKING
Unique alternative to
traditional U&A and tracking
using Mobile data capture.
Receive your core brand
health measures within days
SPONSORSHIP EVALUATION
SponsorMap™ assesses
influence of sponsorship on
consumers’ attitudes &
behavior changes. Ideal for
event measurement

 Ad Pre / Post-Testing
 All Viral materials
 Talent Evaluation
 Communications Concept Tests
 Product / Concept Tests
 Sponsorship Evaluation
 Positioning Evaluation
 Brand Activation Evaluation
Rapitest has three unique and distinctive features:
1 Compression technology ensuring that add never buffer or stop
2. IP protection to protect you IP as your material CAN NOT BE saved, shared or passed on
3. Works on all mobile devices and we can control screen sizes for viewing
A mobile-based survey tool that delivers high-quality compressed
video or digital images & surveys
Surveys can be shared via SMS to respondents or embedded
in an app, branded or unbranded or emailed if required
?

The Smartphone research process
Identify profile
via IFM data base
1 3
Script questionnaire
/ screening criteria
2
Pilot with clients live
via smartphone / PC
Send survey by
SMS / Email4 5 Completed survey’s
enter IFM portal
Q.C. survey’s
call back validation
7
Send Mobile
top-up Incentive
8 Analyze & Report
Recruit additional sample
(if required)
Portal
@
9
6

 Infocus shall use IFMPanel members to conduct the survey using smartphone data collection.
The process
 Respondents are selection from the IFM panel data base (n = 60,000 Plus) based on respondent criteria.
Screening
 Data base pre-screening plus additional in-survey screening to meet client needs and screen out unwanted / sensitive
respondents (ie; competitors / industry insiders).
Interviewing
 Once questionnaire is approved and piloted, IFM sends out three times the number of invitations to the survey, based on a 30%
response rate.
 Typically Respondents complete the survey within 2-3 hours, but does depend on incidence, respondent type and questionnaire
length, which will reduce response.
Quotas
 IFM is able to control quotas of both number of interviews conducted and when and sample composition.
Q.C.
 IFM survey tool includes trap questions, logic filters and time sequence controls to ensure accuracy and legitimacy of response
during the survey. If incomplete, conducted too fast, survey’s are cancelled and replaced by new sample.
 Once completed, IFM staff review survey logic and may either call back respondents, or SMS respondent to clarify responses
where needed. Again if irregularities occur, the interview is cancelled and replaced by new sample.
Q.C stages
 time stamps / logic test / Trap questions / Physical call back if required
Methodology

Active & Managed Mobile Panel
Robust - Representative
High-Net-Worth

Typically, panels are not very representative nor accurate, as there is usually a lack of quality
control and panel validation.
To ensure robustness
of data &
representation, we
use multiples
sources to recruit
respondents.
100% VALIDATION
Call back to any panellist if
responses do not link to
previous data. 3 strike rule –
three non-compliant
responses, panellist is
removed
Repeat for each survey
Each survey repeats “trap
questions” to validate
responses. Also measure
time to validate proper
completion.
Each individual respondent
assign unique ID code.
Cannot complete survey
twice.
RECRUITMENT
High quality control & validation
CONSTANT QUALITY CHECK
On average we screen out
about 20% of all registered
panelists and provide
human
contact with each valid
respondent to ensure
validation and participation.
Average panellist has done
three survey’s before
inclusion in client surveys.
personal & contact data,
demographics
ownership / usage.

Demographic inclusion
Personal Demographics Mobile phone Income Durables
100% of all information for entire data base
Name Employment status Smartphone ownership Family Income Electronics
Email Company Type Preferred mobile number Personal Income Communications
Gender Employee’s Position Smartphone brand Media habits Transportation
Age Employee Industry Monthly mobile bill Media Habits Property
Marital status Education Preferred Media channels
Children > 20 Purchase decision maker Daily media consumption
# of children High end decision maker Daily Media Frequency
FMCG Services
Taste Enhancers Alcohol / Spirits / Beer Life insurance Real estate
Packaged food Dairy / Milk health insurance ATM card
Snacks Personal care Home insurance Credit card
Beverages Household care Car insurance Debit card
Coffee / Tea Females Only Bank Account Other
30 plus demographics, 60 plus FMCG category usage and over 50 ownership categories

Income demographics
SEC
MONTHLY DECALRED
HOUSEHOLD INCOME % OF POP.
IFM PANEL
INCOME
STRATA
GENERAL
INCOME
LEVELS
A+ Above 50,000,001 4.3%
24.3 15.3
A
40,000,001 - 50,000,000 15.4%
30,000,001 - 40,000,000 4.6%
B
25,000,001 - 30,000,000 7.2%
26.6 17.320,000,001 - 25,000,000 19.4%
C 15,000,001 - 20,000,000 11.0%
23.8 30.0D 10,000,001 - 15,000,000 12.8%
E 5,000,001 - 10,000,000 13.6%
25.3 37.4
F
3,000,001 - 5,000,000 7.3%
Below 3,000,000 4.3%
Total 100% 100% 100%
IFM has demographic data on over 60,000 panelist and is hence able to set economic starta,
gender, age, etc, data to target specific consumers, reduce survey time, increase speed and
reduce cost .
LowMiddleHigh

52 48
Gender
Overview n = 60,706 active panelists
Single Married
43 57
Marital status
3%
8%
12%
15%
9% 8% 9%
5% 6% 7%
4%
16%
10%
8%
7%
10%
8% 7%
4%
7%
8%
4%
Agriculture Education IT Sales Retail Finance Construction Hospitality Healthcare HR Marketing
Urban Rural
Age
Industry
13% 23% 14% 43% 7%
16% 28% 23% 20% 12%
18-24 25-29 30-34 35-44 45+
Date updated: 18 Jan, 2018
Education
Highschool> Highschool Vocational Uni Students Uni/Post grads

North Mountains
Pop. 11,595,761
Provinces 910
Red River Delta
Pop. 19,584,287
Total 16,717
Hà Nội 14,812
Hải Phòng 727
Provinces 1,178
North Central
Pop. 10,070,311
Total 1,221
Provinces 1,221
South Central
Pop. 8,764,843
Total 2,688
Đà Nẵng 1,757
Provinces 931
Highlands
Pop. 5,115,135
Total 389
Provinces 431
South East
Pop. 14,067,361
Total 21,715
HCMC 19,962
Provinces 1,753
Mekong Delta
Pop. 17,191,470
Total 1,657
Cần Thơ 638
Provinces 1,019
North Central South
Covers 63 provinces
 5 major urban centres (represents 24 Million or 26% of pop.)
 13 secondary cities (5 million or 5%) & 45 rural areas (64 Million or 69%)
Urban tier cities
IFM Panel segments Vietnam using the official GSO
statistics for urban metro Vietnam, Secondary cities and
rural Vietnam. Rural are all areas which do not fall into
either Metro or Secondary cities.
Panel by Province Number Last
updated November 2017
IFM Panel
89% Urban
11% Rural

Miaozhen Digital Advertising Solutions
Optimal split of TV and Online Video Budgets for
Reach planning based on your optimized TV/Online
Video Channel Mix.
 How to maximize reach with given budget?
 How to minimize budget with fixed reach?
 How my online video campaign performed?
 Delivers Reach vs. Frequency?
 What is in-target impression/click delivery?
 Which channel performed better?
 Which locations have the highest delivery?
X-Reach
Using historical online video viewership data
from campaign tracking to build reach curve
Using OTV reach curve and TV reach curve to
guide next campaign budget allocation
Brand Attitude impact Survey - evaluate brand attitudinal change
• Measure the impact on the key Brand Health
measures (KPI’s) of those consumers exposed &
Aware of the advertising and those who were not
exposed Nor aware.
 Evaluate brand attitudinal change
 Enable equivalent exposure & cost for ROI
diagnostics to compare across media
 Gain purchase persuasion / NPS Scores
Admonitor

AdMonitor Benefits
Build norms to maximize / optimize campaign & publisher performance across target
audiences
The biggest
database and
norms in the
industry,
capturing more
than 60% of
the online
campaigns.
Understand how
your digital
campaigns are
performing and
how to do the
best allocation
within Digital
and TV for your
campaigns.
State of the art
Planning tool,
understanding
money
allocation for
Digital and TV.
Google Certified
Tracking partner
We are one of a
few companies,
licensed to
measure Google
sites including
YouTube, Ad
Words and
AdExchange
Holistic Panel
250,000 Plus
Panel
Covers all devices
in Vietnam
•Desktop 150,000
•Mobile 60,706
(only in VN)
•APP 30,000
Web 20,000
Campaign
Norms
Since 2014
AD Monitor &
X Reach
Media
Optimization
Planning Tool
Maximize your digital media spend and identify your targeted R.O.I.

WHY IFM?
 24 years on the ground experience in Vietnam
 Only Mobile SMS based panel in Vietnam (56,000)
 30% response rate within 24 hours delivering instant insights
 Only Digital Ad Monitoring & Planning tool allowing Google tracking
Advanced – Agile - Accurate – Actionable

Senior management team
Ralf Matthaes
CEO / Founder
Ralf has over 24 years of MR experience in Vietnam, as MD of TNS, Kantar Worldpanel, Kantar
Media and regionally for South Asia. Ralf specializes in Market entry and feasibility, Brand
development, Media, Retail and consumer brand connection.
Yoan Sojka
Research Director
Yoan has over 10 Years of experience within the panel industry gained with companies like Survey
Sampling International, Lightspeed Research or Userzoom. He is responsible for helping clients with
mobile research, online data collection or user experience topics.
Ricardo Glenn
Digital Media Director
Ricardo has more than 20 years of experience in Media & Market Research, gained with Kantar
Media , Havas Media, Nielsen, Millward Brown and Epinion. He is responsible IFM / Miaozhen
Digital AdMonitor , X-Reach optimization and several other digital measurement innovations.
Harsh Chimata
Senior BD Manager
Harsh has more than 10 years of experience in the panel industry and research with Toluna, Epinion
and Decision Lab. He is responsible for helping clients with research, mobile research, online data
collection and consulting.
Thu Le
Research Manager
Thu has more than 5 years of research experience from INTAGE & Kantar TNS. This helps her to
specialize in customized/ ad-hoc studies with a wide range of methodologies in consumer research.
Her time at client-side also benefits for product and brand development.
Lan Anh
Data Control Manager
Lan Anh has over 13 Years research background gained with TNS, INTAGE and Epinion. Lan Anh
controls all Questionnaire and Data quality, Quotas , Survey programming and data base integrity.
Son Dang
IT Panel Manager
A Graduate of Masters IT program at Technical University , Son’s Team manages technical panel
management, scripting, logic, and mobile / on-line technical solutions.

Multiple Consumer touch points for maximum reach and analysis
for depth of insight
Mothers Panel
N = 9,562
Rural Panel
N = 6,000
Retailers
N = 11,430
IFM Panel mobile data collection: N = 60,000 Plus
National Face-to-Face Interviewing: (CATI/PAPI) - 500 field force
National Telephone Interviewing: 22 CATI stations in HCMC
Mixed methodology data collection to save cost, time
and maintain highest quality and data integrity
New specialty
Panels for:
Tracking with mobile / F-2-F CATI methods for hard to reach
sample/locations
Multiple
Analysis
available

Key clients
ADVERTISING BANKING BEVERAGES CONSUMER GOODS CONSULTING E-COMMERCE FOODS HEALTHCARE

Ralf Matthaes | Managing Director
Tel: +84-8 2262-7627
Mobile: +84-903-949-531
Website: www.ifmresearch.com
ifmpanel website: www.ifmpanel.com
Email: Ralf.matthaes@infocusmekong.com
4th Floor, 21 Phung Khac Khoan Street, D.1
HCMC, Vietnam
Advanced - Agile - Accurate - Actionable

IFM Panel Book 9/2018

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IFM Panel Book 9/2018