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

Something fishy is going on in the world of mobile research Jared Patel (Sea Harvest) Adhil Patel (TNS)

Sea Harvest • Sea Harvest is a 50 year-old South African fishing company, based primarily

in Saldanha Bay

• Fully vertically integrated company with over 2500 Employees

• Sea Harvest is the biggest frozen fish brand in retail in South Africa in terms

of market share for last 5 years

• Sea Harvest can be found in well over 2000 retail stores around South Africa

• A huge challenge is maintaining forward share, and monitoring presence on

shelf at all times, including point of sale, pricing and promotion awareness

Market research needs to work harder:

3

• Faster

• Cost effective

• More accurate

• More versatile

I don’t need “research”

I need useful information, and I don’t care where it comes from

Mobile research landscape

5

Source: Patel & Versfeld, Mobile Research: iFuture or iFlop? (SAMRA Conference 2011)

USSD/SMS Mobile Internet/ WAP Application (App)

Passive Click tracking Location and usage tracking, ad

exposure, audio sampling

Active Survey Survey, panel Diary, survey, polls, scanning,

photos, video (ethnography)

Social Rate Share Collaborate,

compete

(Mobile MROC)

Apps gave the flexibility and cost effectiveness needed

6

• Intuitive survey layout

• Questions

• Pictures

• Closer to the moment

• Speed

Cheap shop audits

7

Getting closer to the moment

When preparing the meal creatively, did the kids enjoy it more?

9

“They provided input into the concept and

how it came out, they did seem to enjoy it

more and had fun”

“It was interesting to see how a simple

creative addition to a quick meal can turn it

into something more interesting when you

have an imagination.”

“Rather than just waiting for dinner, the

kids actually helped out this time. A lot of

thought went in, but just as easy to

prepare. The kids have been watching

MasterChef.”

The overall level of brand engagement differs across categories

How willing category users are to engage with brands

Source: TNS Connected Life 2014 C6. Categories willing to engage with brands Base: Category purchasers (54,775) | Travel (12.860) | Baby care (6,903) | Personal care (20,273) | Automotive (6,105) | Technology (26,286) | Financial services (14,244) | Household care (17,243) | Personal hygiene (32,775) | Alcoholic drinks (14,803) | Food and drink (43,507)

54

43 41 39 39 34

30 27

23 23

Travel Baby care Personal care Automotive Technology Financial

services

Household

care

Personal

hygiene

Alcoholic

drinks

Food and

drink

%

94

#BLURREDLINES

12

In home test

Shop audit Shop along

Pre-shop questionnaire Intervention Follow up

13

Summary

14

Mobile can get you closer to the moment, but

you’ve got to design for mobile, not just squeeze

your traditional questionnaire.

The old definitions (qual vs quant, marketing

vs research) become less relevant in the

new world of mobile.

Improved capabilities of mobile devices will

make it tantalizingly easy for brands to

encourage behaviour change through direct

engagements with consumers.

Something fishy is going on in the world of mobile research Jared Patel (Sea Harvest) Adhil Patel (TNS)

#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