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The Emerging Market Specialist

August 2012

ARGENTINA

BRAZIL

CHINA INDONESIA

INDIA MEXICO

RUSSIA

SOUTH AFRICA TURKEY

TAIWAN

Launching shortly …

POLAND CHILE PHILLIPINES SOUTH KOREA


Borderless Access : Overview

An online research force with a decade’s experience and proven track record of delivering world-class panel services and an unprecedented reach in researching complex/diverse audience in EMERGING MARKETS

Proprietary online panels – Argentina, Brazil, China, India, Indonesia, Mexico, Russia, South Africa, Taiwan and Turkey

50+ Custom panel build projects in developed & emerging markets

Established network of online panel providers in over 65 countries with access to over 100 million individuals

Strong technology orientation towards capability in innovative online research solutions customized to client needs

Head office in India’s first LEED Platinum* certified Business Park to ensure world class infrastructure

Foremost online panel company to have passed the global audit Grand Mean Project™ conducted by Sample Source Auditors, USA

Only company within the emerging markets to be listed as preferred vendor for several Honomichl research companies and CPG/Tech firms

Professional Memberships & Affiliations Awards & Certifications


And touches key phases of the online research process

Privacy Engagement Identity

Validation Sampling Methods

Monitoring Behavior

Our Framework Is Built Around The Consumers’ Point Of View


Borderless Access Suite of Services

Access Panel Creation

Best In Class Services for Quality Sample

Problem Definition

Research Design

Sample Acquisition

Data Analysis

Reporting

Custom Panel Creation

Desk Research to ensure right sample is picked

Survey Programming & Data Analysis


InstaBid – Access emerging market panels from your smartphone

Get latest panel book • Learn more about our panels in emerging markets and receive panelist

profiles on a wide range of parameters

Access anytime , anywhere • Get instant, accurate & up to date information directly on your mobile

devices. InstaBid is available for • iPhone & iPad • Android devices • Blackberry

Call/Email via InstaBid • Ready to commission a project? Email or call us via InstaBid. No need to

share the project specifications as the same is already available with the RFF/PM team

Choose from a wide range of sample • With InstaBid, you can customize your quotes for sample across 10+

emerging markets

Get instant bids • Get information on sample feasibility, cost per interview for your chosen

project specification

First ever mobile application for market researchers to get sample feasibility & cost across emerging markets INSTANTLY.

Watch the story behind InstaBid mobile app

Scan to learn more & download directly to your phone

Available on

http://www.youtube.com/watch?v=LS65VhEgMLs&feature=player_embedded


Services & Solutions: Panel Services

In-depth understanding of the census population vs. online population for each

market

Dynamic targeting capability with over 25+ selection

parameters

Adherence to stringent quality standards & best

practices in market research

World renowned panel management software to

maintain Panel Health

Engaged desk research teams to gather information

for each market

We offer entrée to insights from the most complex and culturally diverse consumers

in EMERGING MARKETS

Built-in Regular Survey Quality Checks

Industry Leading Member Retention Rates

Strong Incentive Systems

Triple Opt-in Registration

Recruitment-by Invitation Only

Market and culture sensitive approach that ensures optimum recruitment and involvement

Mobile Number &

Social Media Profile

Verification


Borderless Access Reach - Proprietary + Partner Panels

Partner Panels

Proprietary Panels


Borderless Access: Proprietary Panel Size

* Panels representative of key internet demographics of overall population

Poland

Launching soon

Philippines

Launching soon

South Korea

Launching soon

Total Panel Size 1 Million+

Argentina

60,000+

Brazil

150,000+

China

150,000+

India

350,000+

Mexico

150,000+

Russia

150,000+

South Africa

60,000+

Indonesia

60,000+

Turkey

30,000+ Taiwan

30,000+

Chile

Launching soon

Total Panel Size 1.2 Million+


Easy Access to Niche Audience Panels BA has the capabilities to create niche panels based on the industry requirements

Borderless Access pioneered development of specialist panels in Argentina, Brazil, China, India, Indonesia, Mexico, Russia, South Africa and Turkey. Each panel’s profiling is mapped to specific dynamics thereby giving us quick access to reach niche audiences for different verticals.

We have a strong IT Panel allowing clients to target based on company employee size, number of PC’s, designation, occupation, industry and annual revenue of the company

Our Auto Panel is profiled to allow clients quick & easy access to panellists who own two or four-wheelers

The profiling attributes include brand of four wheeler owned, segmented by – small, mid-sized, luxury and SUVs as well as old/new purchase

Profiling basis mobile phone ownership and usage is constantly updated to cater for today’s evolving market place

The profiling attributes include mobile brands, smart phone user ship, usage etc.

Our Healthcare panel is currently profiled for Indian panellists and allows us to target respondents with different ailments. viz. Eating disorders. Allergies. Heart diseases, Migraine are few among the list.

Profiling on this aspect allows us to accurately target panellists according to their finance portrait

This segment can be targeted by decision making criteria, online banking usage, financial products owned

HEALTHCARE

MOBILE

AUTO

IT

TRAVEL FINANCE

This profile helps in identifying travellers who often travel by air for either business or leisure purposes

The same is further profiled by number of business / leisure trips, class of air travel and more


Sample Integrity Is Critical To Achieve Data Quality

• To deliver sample integrity, we must :

– Recruit panelists through methods to minimize sample bias

– Prevent fraudulent respondents who try to “game the system” from joining panels

– Validate the identity of panelists to ensure that they are who they say they are

We take our obligations very seriously…

Identity

Validation


Borderless Access: Assurance To Quality

Panel response quality is the USP of our business model and we have cultivated a system to ensure Quality-comes-first

‘Best in class’ recruitment policy

– Our panel is drawn from multiple sources and are recruited using a broad array of techniques to select unique and responsive members

– Our recruitment is by-invitation only; from an array of more then 1000+ targeted affiliate sites

– All members have double-opted in our panel

Legitimate respondents

– Validation checks run periodically on the respondent’s historical data to find anomalies and validate their responses, ensuring that the panelists are who they say they are

– Survey frequency controls to limit the number of surveys any respondent receives , thus abstaining a respondent from becoming a “professional survey taker”

Digital Fingerprinting Tool

– Proprietary digital fingerprinting tool to help improve the data quality by accurately identifying and flagging duplicate survey respondents

0%

5%

10%

15%

20%

25%

30%

Borderless Access-Q Scale

Others

<10%

30%

Panelists Rejected on Standard Quality Tests


Panel Management Platform

We possess deep experience of all the online research software tools. In-fact, we are licensee to multiple tools - from basic to enterprise level – NEBU, Confirmit, NetMR, QuestionPro etc.

There is an established, systemic, documented process to ensure error-free programming.

Our hosting servers confirm to 99.99% uptime standards.

Our panel management tool Dub Knowledge is hosted by NEBU in a secure & safe environment with continuous and adequate back-ups of the data.

Functionally, NEBU helps in the following manner to ensure the appropriate management of our panelists -

NEBU captures information like participation history, date of entry, source etc. We maintain such records for internal analysis of respondent activity.

Inactive panelists are periodically phased out of receiving surveys

Similarly active survey takers are moved to a "cool off" area and are not invited for surveys for at least a month or more.


Personalized Account Management For Clients

SPOC (single point of contact) for all engagements including project bid, project launch, execution, feasibility & testing

24 hour coverage for all working days (Monday – Friday). Additional coverage on holidays and weekends (on request)

3600 review feedback captured proactively from clients and key stakeholders

Dedicated Team Structure for Clients

YOU

Account Lead Client

Servicing Lead (SPOC offering dedicated support for all account management needs) India

(Level 1 escalation point) Bangalore or US

Senior Account Executive

(Responsible for bidding & project feasibility) India

Project Manager

(Manage execution of projects) India


Borderless Best Practices

Recruitment from representative sources including top domains

Multi modal verification for every panelist

Mobile number verification for over 83% of panelists

Physical address capture & verification for over 76% of panelists

Digital Fingerprinting

Internal processes audited by one of ‘The Big Four’ accountancy & consultancy services firms

Multimodal & customized panelist preferred & guaranteed incentive system


Engagement Model to Build Panels

Build Operate Transfer Model

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The Borderless Panel Advantage

SMS reminders for unparalleled response

rate in live surveys

Capturing the social media buzz to enhance

panelist profile information

Differential mode of recruitment which

provided material for Case study for the largest

publisher in the world

Constant panelist engagement which shows

minimal drop out rate from our panel

Panel representative of the nuances in the

population

Case Studies

Challenge

Survey on IT Decision Makers

Introduction

Approach

Outcome

• Our client required to understand the brand preference for its own as well as competitor brand in PCs (including laptop and notebook) .

• The target group was TDMs and BDMs from among various employee size companies with hard quotas on 1-19, 20-499 and 500+

• The targeting criteria includes respondents from Non-IT industries only and requires firms who have purchased PC for their organization in the last 12 months OR who intend to purchase PC for their firm in the next 12 months.

• The sample required was 300 per wave with an exclusion of sample from the immediate preceding wave

• The approach was to initially deploy identified sample as well as to conduct recruitment exercises covering the available targeting parameters.

• Additionally, as this is a niche audience, a thorough track on the sample out-go was maintained to avoid quota-fulls

• The challenge includes delivering response from Non-IT industries with quotas by job-title/industries/employee size

• Exclusion of sample from the immediate preceding wave and managing the data fall-in to maintain consistency with previous waves.

• The outcome has been – successful deliverables by quotas as well as maintenance of data

trends.

Study Type: Sample Only Tracker Study

Geography: India and China

Sample size: 1200 completes (300 per wave) per market

Target group: ITDM’s, and BDM’s

Challenge

Survey on Mid-Senior Level Decision Makers

Introduction

Approach

Outcome

• Our client - a leading research consultancy, required to target respondents across BRIC nations (Brazil, Russia, India and China) from Mid and Senior level positions who have decision making authority for technology in their company.

• The targeting criteria included respondents between employee size 200-999 and 1000+ • The respondents required to know their IT budgets and their preference of IT purchase for the

upcoming year.

• Sample was deployed to our already identified target group of mid-senior level decision makers. • As the target audience required targeting niche DM’s from 1000+ employee size as well, we

adopted a unique approach where-in we sent a SMS alert on our panellists mobile phone requesting them to take the survey and hence boost the response rate within our available DM panel.

• We worked out a combination of incentives, that would work the best for this kind of an audience.

• The challenge was to target respondents from large enterprises and deliver quotas among employee size per market

• The respondents required to provide their IT budgets (estimates) failing which they would terminate from the survey and hence would impact the overall incidence rate.

• Managing quotas by level of employees and giving a decent mix by job-titles was a challenging option

• The Length of the interview was 35 minutes and the challenge was to get the DMs spare the time to complete it accordingly

• The sample size was successfully managed with the required quotas as well as on time. We

have bagged a similar project from this client that will commence mid-year.

Study Type: Sample Only Adhoc Study

Geography: BRIC nations

Sample size: 500 completes per market

Target group: Mid and Senior level DM’s

Challenge

Survey on IT Decision Makers

Introduction

Approach

Outcome

• Our client wanted to find out how the TDMs, BDMs, ITI and IW employed with mid to enterprise level companies feel about various technology aspects in the firm. The target group was as follows:

• TDM’s – Technical decision makers in an organization with 250+ PC’s • BDM’s – Business decision makers in an organization with 250+ PC’s • IT Implementers – Someone who services/manages desktop PC’s in an organization • I-Workers (Information Workers) – Knowledge workers who use a PC at work (to

manipulate information, data, documents, etc.) in an organization with 250+ PC’s

• Keeping in mind the strict quality measures, we needed an extra-ordinary response rate from our target. Given the limited costs, we worked out a combination of incentives that would motivate a panellist to take the survey as well as maintain his engagement levels through-out the survey. Thus, meeting all quality parameters required.

• Additionally, focused sampling and new recruitments were simultaneously carried out to satisfy all quotas requirement. Continuous tracking on completes count per quotas facilitated deployment of adequate targeted samples and thus subdued the shortfalls for any particular segment.

• Managing completes among an assortment of business audience as well as implementation of stringent quality assessment tools in the survey was a big challenge. The survey was technologically well laid out as it included features of screening respondents on account of straight line answers in mere few questions, speedy response than the average and practice of cheater check questions.

• Client was extremely pleased with our efforts as all completes were managed without any

inconsistency in fallout throughout the study period.

Study Type: Sample Only Adhoc

Geography: India

Sample size: 600 completes

Target group: ITDM’s, ITI’s, BDM’s & I-workers

• Borderless Access successfully completed the project which involved 4 waves. The study was also extended for several such continuous waves

• Client’s feedback – “The project quotas were quite tough, however Borderless Access was very supportive as always and we managed to close on time. Timing was extremely important for our client”.

Survey on Mobile Phone Owners

Study Type: Tracker Study

Geography: India and China

Number of Waves: 4

Sample Size: 500 completes per wave (per country)

Target group: Consumers who have purchased mobile phones in last 18 months

Introduction

• Our client, a leading global online research service provider had a research requirement where-in the target was Indian consumers who had purchased a new mobile phone in the last 18 months. This was a quarterly tracker and each wave had quotas by age, gender and usage segments. This was an interesting yet challenging quota category. Here, the respondents were categorized into different segment quotas based on their usage of a mobile phone.

Approach

Outcome

• Controlled quota sampling was done to ensure that none of the responses are exhausted due to quota-full. Additionally, we found a relation between the age and certain features that were used in the phone. We observed that certain features were more popular among a certain age group. Therefore sampling was done in a manner which ensured that the given age groups and gender were approached first and then the other groups which were relatively easier to obtain were approached.

Challenge

• The usage segments were based on several mobile usage patterns of the respondents. For instance, the features used predominantly, frequency of changing the mobile phone, usage of mobile phone to receive calls, send messages etc… Identifying and classifying respondents based on about 15 such segments posed as a challenge. The IR of these consumers was seen to be as low as 5%.

Survey on Household Products

Introduction

Approach

Outcome

• One of the leading household products manufacturers wanted to identify the brand preference

and the purchase behaviour of respondents who own or intend to purchase a Mobile Phone,

Refrigerator and Home Theatre System in the next 12 months.

• The study included brand perception for each product category. The respondents qualified for a

particular segment (Refrigerator, home theatre system or mobile) based on their response

internally and then were redirected to the survey accordingly.

• Our approach was to target pre-identified owners of the mentioned products & general

population household income above average to identify purchase intenders of these products.

• We suggested that we obtain a good mix of various options available in the product lines viz. in

home theatre system – 5/ 7 speaker system, wireless systems etc… , Mobile – Smartphone,

Regular, Refrigerator – Bottom Mounted Freezer, Regular refrigerators and their sizes).

• The study established that of the respondents who own and intend the products have good

market knowledge on the brands available, ad recall for major brands, slogan

recognition/brand.

• The study also displayed the number of intenders, intending to purchase the products, their

brand preferences and their purchase behaviour.

Study Type: Full Service

Geography: India, China, Brazil

Sample Size: 1200 completes (400n * 3 segments) per country

Target Group: Consumers who own or intend to purchase a Mobile Phone, Refrigerator and Home Theatre System in the next 12 months.

Blood Glucose Monitoring Device

Introduction

Approach

Outcome

• A healthcare equipment manufacturer wanted to contact patients diagnosed with Diabetes –

Type I or Type II in the past 12 months.

• The objective of this project was to identify the awareness and usage of Blood Glucose Meters

among people diagnosed with diabetics. Further, the research also required to understand the

perception of such devices and any issues/ difficulty they foresee in using these.

• Considering the fact that the given audience could be difficult to find, we suggested target

general population over 18 years and screen them by using a set of masked questions to ensure

that the objective of the study is not apparent in the screening stage itself.

• To ensure that respondents over 50 years are targeted, as this age group has more probability

of being diagnosed with diabetes, we suggested conducting a selective sampling.

• The study helped the client understand the awareness level of the Blood Glucose meters and

also the awareness of the brands available in the market. The study also helped the client

understand the comfort level the respondents have in consulting their doctors about such

equipments.

• The study also resulted in bringing out adults over 25 years across gender who were affected

with diabetes and going through medication.

• This aided the client in establishing the right target and means of targeting the relevant

audience

Study Type: Full Service

Geography: India

Sample Size: 400 completes

Target Group: Patients diagnosed with Diabetes – Type I or Type II in the past 12 months.

Challenge

Survey on Mothers with kids under 18 years

Introduction

Approach

Outcome

• One of our clients had a study to conduct among mothers with kids under the age of 18 years. The objective was to understand the usage & perception of some food brands that the mother’s generally purchase as well as consider healthy for their child. The sample size required to target was N = 1500 completes and the field time was limited. Additionally, there were soft quotas by kid’s age (between 1-17 years) that had to be maintained in this study.

• Aggressive sampling was exercised to guarantee the desired deadline. In addition to usual sampling, more mothers were invited to the survey through the referral system among our panel members to meet the demand of 1500 completes. This exercise generated a good response and it was made sure that the best practices were followed to validate the newly recruited respondents and ensure optimum data quality.

• Additionally, to achieve the maximum response rates the incentives to the respondents was increased and sweepstakes were added were increased without passing the additional costs on to the client.

• For the Indian online population, there are fewer females online and typically have a low response rate. As expected, the survey suffered from a rather low response rate since the targeting frame was narrowed to mothers whose online presence and involvement in surveys is extremely low.

• The efforts not only met the expectations of managing required completes on time but satisfied the client at maximum.

• Client Feedback - “We are very happy with the way Borderless Access approached this study to get all the required completes within the given time frame. Good job”.


Geography: India


Target group: Moms with kids

under 18 years

• Our client was thoroughly satisfied with the results. Our efforts were reflected in improved client experience with increased new business

Survey on Car Owners


Geography: India

Sample Size: 2000 completes

Target group: Car owners who have bought a new car in last 3 years and intend purchasing a new car in next 5 years

Introduction

• Our client had a study that required targeting car owners who’ve bought a new car in the past 3 year as well as intend purchasing another new car in the next 5 years.

• Additionally, there were soft quotas on the time of purchase as well as segments of car. The objective of this study was to understand the usage patterns & attitude of the car owners.

Approach

Outcome

• We initially deployed sample to our identified set of audience - car owners and simultaneously ran an in-depth profiling exercise based on the criteria’s of the study among our B2C audience. This exercise generated a good response and we successfully managed most completes by targeting identified car owners. Additionally, we provided a good spread across various car segments. The remaining sample size was achieved targeting general population with high annual household income and in the process successfully managed completes for the study.

Challenge

• The sample size for this study was large and we had some panelist identified as car owners. The main challenge was to avoid panel burn-out by not sending invitations to the audience that did not fit the criteria. The incidence rate of this study was low. Additionally, there were hard quotas by age, gender and soft quotas by time of purchase and segment of cars

Challenge

Survey on Students from Top 15 Indian Universities

Introduction

Approach

Outcome

• The study required interviewing students pursuing their final year of education from about 15 renowned and premier colleges of India for Engineering & MBA. The client had provided a target list of the colleges/universities during the bid stage itself. The objective of the survey was to understand the company preferences while searching jobs.

• We did a feasibility test at our end to judge the panel incidence rate for this study among students between 18-25 years old. As the IR was low, we additionally did a focused recruitment exercise for the students pursuing Engineering or MBA. Various student websites were sourced for this purpose. This approach was implemented pre-launch of the survey for better response and fast results. The students were required to double-opt-into the panel and were then provided the survey.

• The target respondents who are students currently pursuing final year of education from top 15 colleges of India was a challenging audience to tap online. The challenge was to target specific audience in order to avoid panel burn-out rate and being able to deliver the completes within the frame-time expected. The challenges rouse when the active data was limited.

• We successfully completed this challenging research and exceeded client expectation on all

agreed Service Level Parameters (SLA’s). The incidence rate was expected to be low, but with

accurate targeting we were able to achieve the desired sample size with high quality.


Geography: India


Target group: Students in the final

year pursuing Engineering OR MBA

courses from selected universities.


The Emerging Market Specialist

Dushyant Gupta

Office: +91 804 931 3800 Mobile: +91 988 615 4999 Fax No: +91 804 931 3899 [email protected] www.borderlessaccess.com

Questions ?

E-mail : [email protected]

Jason Tiffer


Vice President – Sales

Office: +1 818 358 4633 Mobile: +1 310 955 6902 Toll Free: +1 866 614 8047 [email protected] www.borderlessaccess.com

US UK INDIA

Connect with us on


Senior Vice President Matthew Hurst AVP – Sales (Europe)

Office: + 44 203 586 7374 Mobile: + 44 789 907 5378 Fax No: + 91 804 931 3899 [email protected] www.borderlessaccess.com


mailto:[email protected]

http://www.borderlessaccess.com/




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