longitudinal panels in the mobile world - kwp comtech
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October 8 – 11 2013, London
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The original, premier event for the Mobile Marketing Research Industry
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Longitudinal
Panels in the
Mobile World
DOMINIC SUNNEBO
Global Strategic Insight Director
Longitudinal
“A RESEARCH STUDY THAT INVOLVES REPEATED
OBSERVATIONS OF THE SAME VARIABLES OVER
LONG PERIODS OF TIME”
ITS HARD ENOUGH TO GET PEOPLE
TO AGREE TO MOBILE RESEARCH
IN THE FIRST PLACE.
SO WHY DO WE INSIST ON GOING
BACK TO THE SAME GROUP OF
PEOPLE?
A host of methodological benefits helps…
Familiarity If panelists know what’s expect of them, they prepare.
Trends Longitudinal panels have a lower margin of error for
trended data.
Recall Interviewing the same consumers regularly means you
don’t have to ask them to recall old events
Speed No need to re-ask core information, just changes
Ability to quickly identify hard to reach segments based
on previous behaviour
…but analytics tops the list
Purchase You purchase a
device.
1
Usage You use that
device
2
Satisfaction How you feel
about that device
3
Loyalty Do you buy the
same brand again
or switch to
another brand
5 Consideration
What you’re
considering for your
next device
4
Longitudinal
gives you the
ability to
influence
consumers
before they’ve
made their
purchase
Purchase You purchase a
Device
1
55
9
36 Online
Telesales
Instore
12
88
Prepaid
Contract
22
18
12 11
11
11
15
O2 T-Mobile E-Plus 1&1 BASE
77
23
€254
NPS 49
Age 34
Samsung Galaxy S2 Q2 2011 Buyers
0
10
20
30
40
50
60
70
80
90
100
1 month post purchase 1 year post purchase 2 years post purchase
Usage You use that
device
2
SEE LISTEN PLAY INTERACT BROWSE CONNECT FIND
After an initial usage surge, consumers become
less engaged towards the end of the S2 lifecycle
Poor battery life after 15 months means that
owners avoid using more advanced functions
such as streaming video, which drags down
satisfaction
Satisfaction How you feel
about that device
3
-50
-40
-30
-20
-10
0
10
20
30
40 Net Satisfied/Dissatisfied Owners by Function
NPS 24 (-25)
However poor battery life did not jeopardize
the overall experience, with almost 9/10
consumers planning to buy another Samsung
Consideration What you’re
considering for your
next device
4
89%
4%
2%
2%
1%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Undecided
Please tell us your preferred brand for your next handset purchase
By knowing early what consumers want next, the
marketing focus can be honed in time Consideration
What you’re
considering for your
next device
4
81%
79%
78%
77%
67%
58%
56%
49%
35%
26%
21%
21%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Size of Screen
Battery Life
Quality of the camera
Speed of processor/GPU
4G Capability
Customisation
Resolution of Screen
Quality of materials
Sounds quality
Quality of keyboard
Durability
Storage Capacity
Dual SIM Capability
What are the most important attributes you are looking for in your next Smartphone?
We then know how to best spend retail/consumer
marketing budgets in order to ensure the right
messaging to these consumers
Consideration What you’re
considering for your
next device
4
76%
64%
55%
18% 16% 13% 12% 12%
3% 1% 0%
10%
20%
30%
40%
50%
60%
70%
80%
When it comes to purchasing your next handset, which sources are you most likely to consider in order to make your choice?
By knowing consumers thoughts throughout the
consumer journey, it is possible to take action to
influence consumers before they make their
purchase.
Loyalty Do you buy the
same brand again
or switch to
another brand
5
89%
4%
2%
2%
1%
2%
90%
5%
4%
1%
0.3%
0
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Undecided
Preference Share
Actual Share
Understand cause
& effect
Influence before
not after
Plan
marketing/retail
budget effectively
React faster
Longitudinal allows analytics which
are key to understand changes in
behaviour…
© Kantar Worldpanel
Sizing the Impact of Change
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000 Usage Pre Switch (Android) Usage Post Switch (iPhone)
© Kantar Worldpanel
Understanding Customer Movement
© Kantar Worldpanel
Uncovering Real Customer Value
£46
-£41 -£44 -£45
-£75
-£134
-£157
-£200
-£150
-£100
-£50
£0
£50
£100
Apple Samsung HTC Nokia Sony LG BlackBerry
Increase/Decrease in Tariff Spend over course of 24 month contract vs. Previous device
HTC Proprietary and Confidential 18
Making the Right Strategic Decisions
12 Month Featurephone Upgrade Opportunity
66m 189m
Targeting Featurephone
upgraders at the
low/mid-end is key to long
term growth at the
high-end
38 20 18
51
44 34
12 36
48
1st Smartphone
2nd Smartphone
3rd Smartphone
$199+
$50-$198
Under $50
Smartphone Acquisition cost (%)
…but Longitudinal comes with limitations.
Avoiding bias Need to avoid any kind of educating/influencing
questions
Compliance If the same panelists don’t respond, longitudinal is
impossible
Cost Panelist loyalty can be more expensive
Labour More operational management to keep panelists
engaged
One of the biggest challenges for Kantar & the
industry as a whole remains compliance and
mobile is key to this.
Poor compliance means
longitudinal research is impossible.
Contact and more information
http://www.kantarworldpanel.com/comtech
+44 (0) 208 967 4616
@KWP_ComTech
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TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS
WORKSHOP SPONSORS SILVER SPONSORS
PREMIERE SPONSOR
APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR
WWW.MRMW.NET
MEDIA & ASSOCIATION PARTNERS
October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry