Texting to Improve', SAMRA 2015 Conference Presentation

By Matt Angus-Hammond, GeoPollangus@geopoll.com

Volunteer,please…

“Africa’s consumer facing industries are expected to grow by more than $400 million by 2020. That would account for more than half the total revenue increase that all businesses are expected to generate in Africa by the end of the decade.”

McKinseymillion$40

0

But Budgets…

$ 4. 21per head

$ 1. 29per head

$ 0. 47per head

$23.45per head

2010 market research expenditure per head

$17.87per head

Meanwhile…

Three timesas many Africans have access to a mobile phone than

postal services

:

3600by the time this

talk is done

new mobile phones

2every secondare bought

answer?So is mobile the

Mobile self completeTraditional face to face

Design

Analysis

Briefing Print

Interview

Quality control Data capture

Mobile CAPI

Mobile is streamlining research

CourierCourier

Analysis

Design Script

Interview

Quality control

Briefing

Analysis

Design Script

Quality control

Send & Reply

Mobile self completion can be conducted on a variety of platforms:

Each has design & sampling implications

IVRMobile

webMxit SMS WeChat

26% of Africans have access to the internet

74% That means

CANNOTbe reached viamobile web

70% of Africans can be reached via sms

44% additional

can be reachedvia sms vs mobile web

That means an

17 African countries have sms

penetrationrates of

90%+

half14.6m of the32.2mmobile phone owners

in South Africa use

voice, sms &

USSD only

Almost

69% of South Africans prefer to receive a text message than

get a phone call

attention?But do we have their

9 000 000 000 000text messages were sent globally in 2013

Yes, that’s nine

TRILLION

90%

of being received

of text messages

are read within

3 minutes

RelationalThe

Vortex

69% of South Africans prefer to receive text based messages than they do a phone call

Three quarters of people admit to using their phone on the toilet

reliable?Is the data collected

Typical timeline: 3-4 days

Work with mobile

operators to recruit & profile

databasesDesign an SMS self complete

surveySend survey

invitations out to respondent

database Respondents reply with free

SMS response(s) Incentivise

respondents on completion

Compile, process & QC the responses

ProcessThe

Data delivered within hours of being collected

n=750 random

Budget: R75 000

Methodology: SMS self-complete

Timeline: 2-3 days

The same 11 questions, adapted for SMS

We compared:

n=25 510 stratified random

Budget: R10 000 000

Methodology: CAPI

Timeline: 2-3 months

A selection of 11 demographic & behavioural questions

ResultsTh

e

Gender

Home language

Mobile spend

Financial Institution

Population

Province

close correlation

(5% or less average error)

There was a

Flown domestically

Education

Internet

Age

TV viewership

There was no correlation

Too young

Too high

Too high

Misunderstood

Too low

When our data was weighted by

dramatically improved

accuracyage & region,

PERFECT MATCHES

Unweighted data Weighted data

i i

Cost effective

Fast

Accurate

RoundUP

Mobile research has the potential to produceresults that are at least as

accuratelyrepresentativeas face to face

2 keys to success

Platform must be simple & accessible

Database must be large & representative

It’s all about the

database, database