integrating intelligence delivering inspirational insights for innovation - orc international
TRANSCRIPT
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
Title Sponsor Gold Sponsor Silver Sponsors
Bag Sponsor Workshop Host
Sponsor
Event App
Partner
Networking Reception
Partner
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
Integrating Intelligence
Delivering Inspirational Insights for Innovation
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ON THE MENU
2014 ORC International Proprietary and Confidential 3
DIGESTING CURRENT DATA BUT LOOKING FOR MORE
GUT BASED
RESEARCH
RESEARCH
BASED GUT
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INPUTS FROM ACADEMIA: TRACKING SINGAPOREAN VALUES
Dr. Siok Kuan Tambyah
2014 ORC International Proprietary and Confidential 5
INPUTS FROM 50+ MARKETERS: UNDERSTANDING SINGAPORE
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INFORMATION OVERLOAD
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HOW GOOD IS MOBILE DATA?
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ONLINE VS MOBILE
ONLINE MOBILE
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TAXI
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MOBILE APP RESPONDENTS MORE LIKELY TO RESPOND WITHIN THE HOUR OF EXPERIENCING THE SERVICE
2014 ORC International Proprietary and Confidential 11
MOBILE APP: HIGHER VARIATION IN RESPONSES
Variance in Satisfaction scores, across all services:
Online
Mobile App
Mean rating
3.22 3.27
Ind
exe
d s
co
res
Mobile App 130
Online 100
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VARIATION IN RESPONSES
High frequency services Food (Coffee shop, hawker centre, food court),
Transport (MRT / Bus / Taxi)
Variance in Satisfaction scores (Indexed scores, with Online at 100)
Low frequency services Banking, Fine dining, gas station, shopping,
medical, health and well-being
135 130 125 100 100 100
Higher frequency
services
All services Lower frequency
services Mobile app Online
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MOBILE LUNCH DIARY
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DEBUNKING THE MYTH OF MOBILE APATHY
Engaged respondents talk more…not less.
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VERBATIM OVERLOAD: FOOD FOR THOUGHT!
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DEEPER UNDERSTANDING OF VERBATIMS THROUGH MULTI-MEDIA DATA USING PICTURE COLLAGES
Usual
Lunch Rice
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BLOATED WITH DATA
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INTEGRATION
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QUESTIONS??
INTEGRATING INTELLIGENCE TO FUEL
INSPIRATIONAL INSIGHTS
Inputs from
research and
other sources
Workshop facilitated
by us
Sparks creativity and
integrates intelligence
Clear direction
for
marketing
Title Sponsor Gold Sponsor Silver Sponsors
Bag Sponsor Workshop Host
Sponsor
Event App
Partner
Networking Reception
Partner
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net