Presented by Mark Shepard, Director, Internet Survey Solutions - Toluna at Market Research in the Mobile World Asia-Pacific 30-31 January 2013, Kuala Lumpur, Malaysia This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET

2. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

3. Your consumers are mobile, are you?
Market Research in the Mobile World
Jan 30, 2013
Mark Shepard
Director, Toluna Japan 1

4. Overview
1. Who are Toluna?
2. What is representative?
3. New Kids On The Block
4. Where does mobile fit as a methodology?
5. Mobile, the challenges & Opportunities we face now?
6. How can it be used effectively as part of marketing research?
7. Our vision for the future of Asia, Online and Data Collection
8. Concluding statement
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5. Who are
3

6. What is representative?
• We are accustomed where possible to utilize three major methodologies to meet our
research goals:
• The decision largely comes down to perceived quality, price and speed.
• There is however one thing they all have in common…when it comes to being
representative they are all flawed from the start.
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7. New Kids On The Block
• Aside from having a limited audience from the start are the ‘mainstream’
methodologies looking in the right places for your audience?
• In the age of empowered consumerism arguably one of the biggest mistakes is not to
engage with your consumers and brand advocates in their environment and on their
terms.
• Whether it be one of Mobile, Communities (MROC’s) or Social Media (or all) the
future of data collection will be in a new space. Even as a global panel provider we at
Toluna recognize an important truth, online as we knew it is gone.
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8. Mobile as a methodology?
• Over the past 8 years we have been asked more times than are countable…
“Where are you with mobile?”
• Well, mobile as a data collection conduit apart from the latest ‘bells & whistles’ hasn’t
changed since…2003!
• Although with the emergence of WAP, Smartphones, Flash & HTML 5 we can present
a lot more than ever before on that little screen (not so little now) the basic principles
and challenges remain the same.
You may not necessarily agree…so what do we mean?
• For the past 10 years we have been running SMS based surveys
• For the past 5 years we have been running WAP based surveys
• Now we can do all of this but with media, gamification and GPS solutions
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• The solutions have always been there to run them. But…

9. How do you reach your
audience?
Page7

10. Mobile fieldwork
• When we refer to ‘Mobile’ data collection we mean undertaking current online
surveys on a mobile ready device…such as
• Are these really ‘mobile surveys’? and are they really representative?
• The answer to both is largely no!
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11. The challenges & opportunities for mobile?
• We often hear in terms of mobile…
“how do I condense a 15 minute questionnaire into 5 minutes or less”
• Our question here is actually, why would you want to?
Mobile is not a replacement or substitute methodology.
• Outside of an effective tool to replace Polling, Omnibus and other top level collections it
won’t replace anything you are already running now.
• It is and can be a complimentary medium that can enhance your existing products…
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12. Using mobile as part of your Marketing Research…now
• At Toluna we have found Mobile to be an excellent tool to improve multiple offerings
to our clients through:
• Online Polling via the Toluna.com IOS & Android applications
• Client developed applications with Toluna functionality for Polling
• Multi-Modal Omnibus such as MultiMind
• Real-Time diaries utilized within branded online communities
• On the go chat rooms
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13. Mobile: Ad Testing
Case Study Background: An MR agency wanted to understand the excitement
around the Olympics, and for those who were going to watch, conduct a follow-up
study during the Olympics testing awareness of who were the 2012 Olympics
sponsors.
• Over $2 billion was • Toluna suggested • The data captured
Results
Action
Challenge
spent on the the company by Toluna showed
Olympics; did high conduct mobile that while high
anticipation before survey for first engagement with
the Olympics and wave of study to Olympics by
engagement be able to engage watching
during the the same increased
Olympics raise respondents awareness of
recall of the during the some of the
sponsors Olympics – sponsors, brands
preferably while of non-sponsors
they were were also
watching identified as being
sponsored
/ 11

14. Mobile: Product Usage Test
Case Study Background: A Toluna client wanted to survey respondents daily, and ask
about their usage of a test product.
• A Toluna client • Toluna suggested • The data was
Results
Action
Challenge
wanted to the company captured in real-
understand conduct the time, upon usage,
product usage by survey via rather than waiting
administering a TolunaMobile. for users to wait for
daily diary study - Respondents were an emailed survey
asking recruited to opportunity.
respondents to participate, mailed Responses were in
provide feedback the test product, the moment and
about a deodorant and asked to text a more authentic
they were testing. short-code after than those
using the product received after the
daily. fact.
/ 12

15. Mobile Outdoor Advertising
Case Study Background: A Toluna client wanted to Combine Communities and Mobile to
provide On the go insight
/

16. Our Vision for Asia and beyond…
• Internet usage is changing, and so is online data collection…arguably there is not
better place to start than right here in Asia if we want to be ‘representative’
• What we know is…
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17. What does the future look like?
open, social space
closed, research fully integrated with
only community brands’ social media
marketing activity

18. Concluding statement
• Mobile, as well as Social Media and the other ‘New Kids’ are here to stay.
• We need to embrace them…for what they are, not what we think they are
• We cannot continue…data collection in the same way with the same rules
• With the sheer volume of population in Asia…how can we not adapt
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19. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

20. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET