when mobile mr makes you go topsy turvy - ericsson
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May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW
Organized by
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW
When mobile MR makes you go topsy turvy!
Jasmeet Sethi Ericsson ConsumerLab
Ericsson Internal | 2014-05-11 | Page 2
being a market researcher your dream job?
Till Mobile Market Research came along!
Mine as well…
Ericsson Internal | 2014-05-11 | Page 3
Our journey
35% 25%
15%
50%
40%
35%
15%
10%
5%
25%
20%
20%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008-09 2010-2011 2012
Mobile Qual
Behavioural Data
Mobile Surveys
Online Survey
Quant-F2F
Traditional Qual
The changing face of market research!
Share of MR Investments by Methdology at Ericsson
* Investment mix shown is for developing/emerging markets
Ericsson Internal | 2014-05-11 | Page 4
Why open the pandora’s box?
Key Performance Indicators
Mobile Behavourial data
Source: Ericsson ConsumerLab
DDDM Data Driven Decision Making
Is our dark data a consumer
intelligence goldmine?
Social analytics
Ericsson Internal | 2014-05-11 | Page 5
0
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5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4
Video Streaming Browsing Shopping
Mobile behaviorial data from a panel of 5000 users in india
To
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ime
sp
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t o
n a
pp
s (
min
s/d
ay)
Shopping on the couch
Source: Ericsson ConsumerLab RINA Mobile Broadband Network Performance study, 2013
Late night impulse viewing
MORNINGS ARE THE NEW PRIME TIME
Ericsson Internal | 2014-05-11 | Page 6
Sometimes obvious trends in data can lead us astray
Ericsson Internal | 2014-05-11 | Page 7
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5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4
Video Streaming Browsing Shopping
Who, When and what is being used across the day? But is that all?
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sp
en
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min
s/d
ay)
Source: Ericsson ConsumerLab Mobile Broadband Network Performance study, 2013
WHY?
Late night impulse viewing
Ericsson Internal | 2014-05-11 | Page 8
So then were mobile survey’s able to fill this gap?
Only 12% claim
they stream videos early
morning…primarily
Bollywood videos
Ericsson Internal | 2014-05-11 | Page 9
The early morning ritual in asian households
If you cant visit the
temple, bring the
temple to your screen
at home!
Television as a
spiritual tool
or can it be the smartphone?
Ericsson Internal | 2014-05-11 | Page 10
Exploring the alternative reality
Even the young had their spiritual antennas up! watched
videos early morning but were reluctant to accept this!
6.30 AM
Ericsson Internal | 2014-05-11 | Page 11
0
20
40
60
80
100
120
140
160
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4
Video Streaming Browsing Shopping
When and what apps are used across the day? But is that all?
To
tal T
ime
sp
en
t o
n a
pp
s (
min
s/d
ay)
Source: Ericsson ConsumerLab Mobile Broadband Network Performance study, 2013
WHY? WHY? WHY?
WHY?
WHY? WHY?
Ericsson Internal | 2014-05-11 | Page 12
Our investments today
35% 25%
15%
50%
40%
35%
15%
10%
5%
25%
20%
20%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008-09 2010-2011 2012
Mobile Qual
Behavioural data
Mobile Surveys
Online Survey
Quant-F2F
Traditional Qual
Share of MR Investments by Methdology at Ericsson
* Investment mix shown is for emerging markets
40%
10%
5%
15%
20%
10%
2013-2014
Ericsson Internal | 2014-05-11 | Page 13
So then as mobile Market research grows..
PREDICTION OF THE DAY: Every 3 in 5 market researchers will use stress-relieving gadgets/apps by 2016
The PIP: A Biosensor that Helps You
Relax Through Play.
Ericsson Internal | 2014-05-11 | Page 14
1. The value of confusion! Great breakthroughs usually
emerge after times of dissolution, chaos, and
confusion.
2. Exciting future emerging for qualitative researchers as
you are the saviours of understanding consumer
context!
3. Dark data at organizations is turning the conventional
market research model upside down.
Where are we headed?
It is going to be messy!!
Ericsson Internal | 2014-05-11 | Page 15
Give me back my life!
Twitter: @JasmetSeth
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW
May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW
Organized by
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