Embed Size (px)
DESCRIPTION
at Market Research in the Mobile World Africa 2014 November 5-6, 2014 Cape Town This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://mrmw.net/
Citation preview
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
Stephen Boadi (PZ Cussons Africa)
MRMW;
A Brand Owner’s Perspective
PZ Cussons & Our Brands • Dates back to 1800s
• Have operations in Ghana, Kenya and Nigeria but
our brands are available in all markets in Africa
Importance of MR to our Brands
• Brand Health Check
• NPD – Concept Testing
• Product Testing
• Communication Idea Testing
• Understanding Consumer behaviour
• Understanding Competitive Landscape
• Media Planning
Our Society has changed
• Communication
• Lifestyle
• Alternatives to traditional/Face 2 Face/Phone Calls
(online, Mobile etc.) offer more
At PZC, we embrace Mobile for Success
Why Mobile?
More & More Web Traffic from Mobile
Mobile is King… i. We need to be in that space to observe and listen
in (Cussons Baby, Recipes of Life)
ii. Mobile allows us unprecedented access to the
lives of our consumers, to learn for the benefit of
our brands
iii. Immediate access to user-generated content, the
actual voice of the consumers while they are in the
moment, where it matters most to marketers.
Mobile is King… iv. There isn’t a more economical way of recruiting
people to take part in a survey than addressing
them with an invitation by e-mail, SMS, QR code or
through (mobile) websites
v. Easy to target respondents
vi. Rapid response hence quicker turnaround
vii.Mobile guarantees automation, hence less
interference
How have we embraced
Mobile?
• Social Engagement & Listening
– Cussons Baby
– Recipes of Life
• Web Survey
– Imperial Leather; (Everyday Luxury Wash to Care)
• Quick Survey (Mobile Web, USSD etc.)
• IVR
– Knorr, A Soup in Every Stew
Social Listening & Engagement Process
Create Social Platforms
(Mobile friendly)
Generate, Curate and Listen to Conversation
Analyse Conversation Sentiments
Web Survey Process
Design of Web form
(Responsive design)
- Selection of Data
- Invitation to participate
Completion of Survey
Reward (Samples, Discount Vouchers etc.)
Data Analysis & Reporting
Quick web survey process
Notes:
• Max 4/5 questions
• Quick to complete
• Design for all browsers
• Designed for all OS
Some ‘must haves’ 1. Very relevant database and accurate data
selection
2. Designed for all/most dominant OS
3. Designed for all/dominant browsers
4. Responsive design
5. Open and transparent to participant
a. Purpose
b. Data Usage (including location information)
c. Reward mechanics
6. Guarantee data protection and security
7. Clarity of invitation
8. Clarity of questions
9. Downloadable or web-based apps should be bug-
free
10. Should not alter the settings of the device
11. Only collect information for which the participant
has given consent
Some ‘must haves’
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by
