Mobile research with low tech devices

Bringing High Tech

research to Low

Tech devices MaxDiff on feature phones

and low end Androids

Robin de Rooij | SKIM

2014

100%

50%

0%

2012 2014 2016 2018 2020

25%

80%

2022

Mobile

reality =

Smartphone penetration

developing markets

Slow phones

Small 4” screens

Affordability

Source: ITU Nov 2014

100%

50%

0%

India Nigeria Indonesia US

Mobile

reality =

3G / 4G network

penetration

Slow networks

11%

17%

34%

> 70%

Source: GSMA Q42014

biNu’s cloud

services

virtualisation &

caching

compression

intelligence

2 Million

monthly

active users

200 Countries in total

35% Android users

Invite to participate in research

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Smooth in seconds,

lasts for weeks

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with a sharp blade ?

?

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Learning 1

sample

Specific target group

Low social class

Typical

Smartphone

➔

➔

-

➔

2x

1x

➔

➔

➔

➔ ➔

✔

✔

Learning 2

design

Feature phone Design 1

-

2x

1 ➔

✘ ➔

Feature phone Design 2

-

3x

1

➔ ✔

➔

Learning 3

length

“Tjadwtwd

Jtwmdtm”

SA

India

CAPI

$ $ $

20 min

2 weeks

Mobile

$ 5 min

2 weeks

Learning 4

costs & timing

For hard to reach target group

Use for tactical purposes - test a small

number of essential claims

Use for quick insight, not for extensive

stories

Sample shouldn’t be too challenging or

specific - should fit the sample available

Use feature phones to target only the

lower social classes - either as only

target, or part of a bigger study

Recommendations

Robin de Rooij Director Asia Pacific

[email protected]

T +65 6597 2800

M +65 8571 3818