Ramada Hotel Singapore October 1 & 2, 2014

#QUAL360

Organized by

#QUAL360 Ramada Hotel Singapore Oct 1 & 2, 2014

Platinum Sponsor Silver Sponsors

Association & Education Partners

Media Partners

Leveraging mobile media to

replace traditional data collection methods

Middle East, North Africa and Pakistan

By Vaibhav Arora

#Qual360 #AsiaPacific #2014 #Singapore #Merlien #AMRB #MENA

1

# Diary placement is a false

reality.

Low to No participation

Claimed vs. Actual responses

Filled by others – ethical

concerns?

Even lower success rates in

MENA owing to lower

engagement

2

# Doing MR in MENA is

difficult.

Cultural and Religious

Restrictions

Privacy is key in Arab society

NO to Ethnographies, Fish-Eye,

etc. – limited to traditional

methods!

3

4 Let’s marry the two.

Smartphone penetration is one of the

highest in the region. Nearly three-

quarters of the region owns one! (Source)

Social/Mobile Media such as

Whatsapp and Instagram continue to

be strong globally and regionally

Mobile media is on the

rise. #

How does this work? #

Recruiter Respondent Moderator

Respondents are assigned a pre-task to share

pictures through existing mobile applications

(Whatsapp/Instagram) to be later used as

stimulus for a F2F discussion

5

6

Helps in culturally

restrictive societies. #

Seen as a private 1-to-1 channel

(as against video::broadcasting)

greater trust

Respects privacy - doesn’t intrude

the personal space

Share pictures without ‘fear’ of

judgment/embarrasment, e.g. blur

photos before sharing

7

Helps in culturally

restrictive societies. #

CASE IN POINT: Major non-alcoholic

beer brand wanted to understand the

dating game in KSA

Through this, understood dating game

as a ‘prowl’ where the woman is the

prey rather than the prize and where

the man is the ‘hunter’ rather than the

seducer

Insight weaved into communication

8 Intimate/Private Pictures shared by men in Saudi Arabia – e.g. use of personal care

products that are ‘too feminine’ and seen as a taboo in the society

Helps in culturally

restrictive societies. #

Allows to gain insights into the consumers’ lives

where observations and ethnographies are not

possible due to cultural restrictions.

9

Helps in recording

consumption occasions #

Share pictures at the point of

consumption – closer to actual

behavior

Mimics actual behavior – non

disruptive vs. recording in diaries

Engaging medium contributes to

greater participation vs. diaries

10

Helps in recording

consumption occasions #

Visuals used as stimulus in F2F –

high respondent recall and

enriched data

Time/Location recorded - allow

moderator to conduct part

analysis and prepare specific

probes

o E.g. In-home vs. Out-of-home,

11

Helps in recording

consumption occasions #

Captures food consumption occasions with

automatic time stamp leads to higher accuracy

and richness as against traditional diaries.

12

This also brings

efficiencies #

Saves time and costs as this

minimizes/eliminates:

o Multiple visits of recruiter

o Paperwork

o Higher incentives for diaries

o Researcher time-cost involved in

analyzing diaries

Leveraging mobile media to

replace traditional data collection methods

Middle East, North Africa and Pakistan

By Vaibhav Arora

#Qual360 #AsiaPacific #2014 #Singapore #Merlien #AMRB #MENA

13

#QUAL360 Ramada Hotel Singapore Oct 1 & 2, 2014

Platinum Sponsor Silver Sponsors

Association & Education Partners

Media Partners

Ramada Hotel Singapore October 1 & 2, 2014

#QUAL360

Organized by