Energising insight through mobile: How Mondelez International leverages mobile research to gain actionable insights - Mondelez

Proudly supported by Kantar, the Leader in Mobile Marketing Research

January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

Organized by

TM

Thank you to our sponsors!

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Association Partners

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January 30th, 2013

“Energizing insight through mobile:

How Mondelez International leverages mobile

research to gain actionable insights”

Presented by Jit Papneja

Regional Consumer Insights & Strategy, Mondelez International

Agenda:

• Evolution of mobile phones

• Key questions to ponder

• Challenges with mobile research

• Advantages of mobile research

• Learning from mobile researches

Evolution of Mobile Phones - From connecting device to my body part!

Mobile is …. “Medium of COMMUNICATION”

Mobile is ….. “My COMPANION”

Mobile is …… “My IDENTITY”

Mobile is …… “My LIMB”

Source: Consumer Research

There are already more mobile phones than TVs and PCs combined

>5.3B mobile phones

Source: International Telecommunication Union (ITU), 2011

We are out of synch with how consumers spend their time

6

Less than 2 % online media spend in SEA

Country Online Media

Spend (2011)

Indonesia <1%

Malaysia <1%

Philippines <1%

Singapore 6.9%

Thailand 2%

Vietnam <1%

Are we reaching consumers at the right place?

Source: Nielsen SEA digital consumer report , 2011

Source: Google

Singapore consumers are spending 25 hours online per week, more

than all the other media combined.

Most snacking decisions are made

within 5 minutes of entering the store

Source: ARC Worldwide – 2011 Consumer Retail

Study

Mobile is uniquely able to

reach consumers in this

critical window of time

What are the advantages and disadvantages of a

mobile based research?

Traditional research picks up TV advertising but struggles to

give a true read on 360 degree activities. Can mobile research

provide a true picture of 360 IMC?

Can mobile help us reduce the turnaround time and provide

results in near real time?

Can we achieve representative sample in the mobile research?

Does mobile research provide better accuracy of data?

Key Questions to Ponder:

Are we leveraging the power of mobile phones?

Challenges with Mobile Research

• Difficult to get representative sample

- Limited Mobile panels

- Not very robust sample profile

• Limited questions and shorter interview length (max 10 minutes)

- Therefore limited utility, if used only in isolation

• Different OS and devices (iOS, Android, Blackberry, Symbian, Java,

feature phones)

• Costlier than F2F research in some cases

• Limited experience or norms

Advantages of Mobile research

• Better accuracy than F2F research

Largely due to shorter ‘focused’ questionnaire

Self completion by respondents

• Interactive and hence higher involvement of respondents

• Real time data

• Faster turnaround

Automated entry and analysis

• Better participation rates

Fun New experience

• Multimedia feedback (e.g. photo)

Traditional research Mobile research

“There are only two sources of

competitive advantage: the ability to

LEARN MORE about our customers

FASTER than the competition and

the ability to turn that learning into

ACTION FASTER than the

competition.” - JACK WELCH

MDLZ Mobile Research Learnings:

Learning from Mobile researches : • Keep the questionnaire simple and focused

• Mixed Mode Use mobile in conjunction with other methods e.g. F2F, online

• Recruit using traditional ways, unless there is robust mobile

panel

• Optimize questionnaire for the mobile platform / OS

Case studies:

- Real time measurement of 360 IMC campaign

- Mobile diary of snacking behaviour

Case Study I: - Real Time Measurement of

Oreo Strawberry launch

While shopping While watching TV

While consuming the product While surfing the net

Objectives

The study was designed to understand

- how the new 360 campaign was working for Mondelez

International and

- how people were connecting with biscuits

Specifically, we wanted to understand in each case

- What’s working?

- What’s not working?

- How to optimise the activity

Description of the Approach

Participants completed

a Brand Health

questionnaire before

starting the real-time

SMS process. This

contained the usual

tracking measures

plus other metrics

Participants

SMSed the

brands and

experiences

they came

across during

the week.

Every other day

participants

visited SMS diary

to elaborate the

experiences they

have already

SMSed about.

After 7 days of SMS and a

final visit to the diary

participants completed a

Future Brand Direction

questionnaire. This was a

good place to look into

specific ad recall and

diagnostics in more

detail.

Each participant was in the field for one week

Legacy Brand Health Current Brand Experience Future Brand Direction

Seeing in-store and on TV are important for media planning.

Seeing in-store

On TV

Me eating

Conversation

Someone else eating it

Online

Poster/Billboard

On vehicle bodyNewspaper

Magazine

Radio60%

65%

70%

75%

80%

85%

90%

65% 70% 75% 80% 85% 90%

Posi

tivi

ty sc

ore

Purchase intention

Product experiences are

high in positivity and drive

purchase intent.

Purchase intent scores and positivity score – All brands Base: 2,012 texts

average

On TV is high in both

positivity and driving

purchase intent.

Not only is seeing in-store a positive

experience but it encourages purchase

too.

In-store is the key channel, dominating the market (over twice the size of TV).

31%

14%11% 10% 9%

6% 5%3% 2% 2% 1% 1% 1%

0%

5%

10%

15%

20%

25%

30%

35%Touchpoints Share - All brands

Base: 2,012 texts

Touchpoint share – All brands

Base: 2,012 texts

Interestingly, seeing the brands/product itself in-store creates high positivity scores.

-21% -19% -18% -20%

54% 57%38% 40%

21% 22%45% 40%

-3%-2%

-1%-40%

-20%

0%

20%

40%

60%

80%

100%

Seeing brand and/or product

itself in store

Sales promoter sampling it at

supemarket

LCD display in the store

Games in store

Positivity by Seeing in-store- All brandsBase Size: 615 texts

Very Positive

Fairly Positive

Neutral

Fairly Negative

Very Negative

Although smaller touchpoints, the LCD display and

games receive an extremely positive reaction and sales promoters perform strongly too.

Project Assessment What worked well?

- The 360 degree and ‘real’ nature of the data

- The ability to make detailed understanding about every element of

the marketing mix

- The opportunity to get an early read and optimise where needed

What worked less well?

- There were less norms than for more established approaches.

- There was room to develop the analytics capability using the mobile

survey data and other face-to-face survey data to better identify

which activity is driving which brand metric.

Comparison with other approaches

• There was nothing else that time that provided this type of data.

Brand tracking would have lacked the detail and speed of insights.

Other 360 degree approaches were based on recall and modelling

and not real time data collection.

Conclusion for market understanding • In-store is a particularly important touch point in this market

– The taste of the product triggers positivity and purchase intent.

This makes it important to have high visibility in store to

encourage impulse purchase.

– Eye catching packaging is also important as a way to

communicate with consumers and attract attention.

– LCD and activities in store should be encouraged. They can

attract attention and create family bonding / activities.

– Sales promoters can influence product trial and educate

consumers

Case Study II: - Mobile Diary of Snacking Behavior

Understand snacking behavior:

• Understand snack purchasing &

consumption occasions

• Understand the emotions at the

point of buying and eating snacks

• Identify the motivations behind

snacking occasions

Two Goals of the Study

22

Test new methodology:

• Is there an advantage of a

mobile based research

tool?

• Can we leverage the

approach in other markets?

Mobile Diary Approach

Transforming the mobile phone into an‘always on’research tool that can be accessed at any time and from any location, by installing an application on respondents’ mobile phones

Closed-ended questions, spontaneous evaluations and photos

Snacking consumption and snacking purchases

Covering both weekend & weekday, lasted for 7+ days

Diary (10+ days)

32 respondents

Diary (7-9 days)

14 respondents

1438 Snack

Consumption

Occasions (including in-

the-moment purchases)

210 Snack

Purchasing

Occasion (not for

immediate

consumption)

A total of 1648 Snack related occasions recorded amongst 46 consumers over a period of 7-14 days

Consumption and Purchasing Occasions

24

Key insights on snacking consumption and purchasing behavior…

• Product variety is king to fulfill the array of needs that consumers are seeking to fulfill.

• Fruit leads the snack list.

• Snacking occasions evoke positive emotions

• Key snacking consumption & purchasing motivations are based on needs around ‘Sharing’, ‘Sweet Treat’, ‘Relaxation’ & ‘Satisfy Cravings’

• There are other specific triggers that come into play during specific moments

– Freshen breath in the mornings & lunch time

– Nutritionals in the mid-afternoons

– Next day breakfast purchases in the late afternoons/early evenings

• Significant purchases observed were unplanned

25

• Snacks are bought in advance, and the majority – for “me” occasions.

• Snacks are purchased in Supermarkets/Discounters, with convenience stores playing important role during the weekdays.

• Shopping for snacks is a positive experience.

• A large share of snacks purchases is driven by impulse.

• Promotion is an impactful tool that encourages purchase.

26

Key insights on In-Store behavior…

Overcomes recall issues and

delivers greater accuracy

through instant feedback on

their consumption/shopping

habits & top-of-mind motivations

Ability to bring quantitative results

to life, through the real-time

photos and verbatim captured by

respondents

Ability to understand the snacking

& purchasing behaviors by

different time periods

Overall findings are in line with

what we know from traditional

F2F research.

In order to run analysis by

consumer/shopper segments, we

would need a larger sample

Key benefits of the mobile

diary approach

Design considerations

for future studies

Depth will be better achieved

through a focused diary task (e.g.

only on specific categories)

Open-ended photo/text question

should be more specific (e.g.

package specific, in-store display

etc.)

Our view on the methodology

27

Technology limitations: different

OS (Operating software)

Finally, Coming Back to Questions:

What are the advantages and disadvantages of a

mobile based research?

Traditional research picks up TV advertising but struggles to

give a true read on 360 degree activities. Can mobile research

provide a true picture of 360 IMC?

Can mobile help us reduce the turnaround time and provide

results in near real time?

Can we achieve representative sample in the mobile research?

Does mobile research provide better accuracy of data?

Are we leveraging the power of mobile phones?

Thank You

Q & A

Thank you to our sponsors!

Title Sponsor Platinum Sponsor Gold Sponsors

Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor

Association Partners

Media Partners

Proudly supported by Kantar, the Leader in Mobile Marketing Research

January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

Organized by

TM