An Interview about Consumer Insights and Strategy

As you know, I am one of the official blogger of Market Research Mobile World.  This year, MRMW Asia will take place in Kuala Lumpur. You can view details about the conference page here.

MRMW blogger Denyse interviewed with  Jit Papneja, Senior Manager, Consumer Insights & Strategy, Asia Pacific for Mondelez (Ex-Kraft Foods global snacking & food businesses). He will be speaking on the first morning at this month’s MRMW Asia conference. His presentation is titled “Energising insight through mobile: how Mondelez leverages mobile research to gain actionable insights”. Having worked in the Food & Beverages Industry myself, as well as heading up several Global Insight functions, I was interested to hear more about Jitendra’s experience in Mondelez.

Denyse: Jit, I can imagine how exciting, but also how challenging, it must have been for a global organisation such as Mondelez to decide to use mobile for gaining consumer insights. Tell me about those early days. What were the biggest hurdles?

Jit: By far the biggest challenge was responding to the request for a representative sample. Way back in 2008, I did my very first Mobile research in China. We were launching Oreo strawberry there and we wanted to get a “real-time” evaluation of our IMC (Integrated Marketing Communications). Since the campaign was a true 360 campaign (TVC, In-store, Outdoor, Print etc.), mobile was selected as the device to get 360 feedback in real-time. Obviously, many of us were skeptical about achieving the target sample due to the low penetration of mobile phones in China at that time, as well as how this would skew our sample.

However, we resolved this concern of a representative sample by recruiting consumers in a usual door-to-door recruitment. This ensured that we got the desired quotas as per the target group definition. The success of this study helped us change the perception among stakeholder about the utility of mobile research. In fact, thanks to this mobile research, we arrived at a few revealing insights that we don’t normally get in regular paper interviews. The most surprising insights were the importance of “in-store display” and “word of mouth” in driving the awareness, preference and therefore purchase of this new product. In a regular paper interview, normally TV adverts come as the most important driver of purchase!

Denyse: So since then you have been using mobile to measure consumer product preferences; is this the only area in which you have done this?

Jit: Not really. In Asia Pacific, we have done mobile research to get answers to several information needs. For example:

1. Recording real-time feedback on marketing campaigns, such as the Oreo Strawberry launch example, I mentioned earlier.

2. Decoding the snacking space by using mobile phones to shadow snack purchases. Using the mobile phone, respondents sent the picture of products they bought as well as the promotions they noticed in-store. They also mentioned the pack size, number of packs bought and price paid. Then a telephone interview was conducted to explore the reasons to go to a store, the categories they planned to buy, reasons for store selection and finally reasons for purchase of products / brands. This way, we could get a comprehensive understanding of snacking purchase behaviour.

3. Getting insights on snacking consumption and purchasing behaviour by using a mobile snacking diary. In this case, we transformed the mobile phone into an ‘always on’ research tool that could  be accessed at any time and from any location, by installing an application on respondents’ mobile phones.

Respondents found this interactive tool quite interesting and we received a much better response rate. Overall findings of the snacking category were in line with what we know from other researches that were based on traditional research methodologies. The research delivered greater accuracy through instant feedback on their consumption / shopping habits and top-of-mind motivations. We were also able to understand the snacking and purchasing behaviours by different time periods across the day.

Denyse: Do the insights gained via mobile differ in any way from other methodologies?

Jit: Thanks for asking Denyse; yes they do actually. Mobile offers a better ability to bring insights to life, through the real-time data capture, as well as the photos and verbatim that the respondents can add. It also provides greater accuracy through instant feedback on the consumption / purchase behaviour and top-of-mind motivations of these. However, at the same time, I have to mention that there are also a few limitations. For example the use of mobile limits the amount of information that can be collected during a project and of course you can only gather responses from those who have mobile phones.

Denyse: Jit, having worked for one of the largest and most successful CPG companies in the world for the past five years, you must have witnessed many new marketing and research ideas being tested. Was the use of mobile the most impactful change or have you seen others.

Jit: Yes, I can definitely say that mobile research is one of them. Other innovative tools that have been very impactful are Eye Tracking and Brain wave mapping.

Denyse: WOW, Mondelez is really at the cutting-edge of new methodologies, Jit. What has been your experience of these? Are you planning to incorporate any of them with mobile?

Our pilots on both Neuroscience (brain wave mapping) and Eye Tracking have been very encouraging. Neuroscience helped us assess the true response (that of subconscious mind) to marketing stimuli (packs, advertisements) and Eye Tracking helped us understand the parts of pack and advertisements that matter most to the consumers.

We would love to incorporate these with mobile but at this moment, it seems a little difficult since both eye tracking and brain wave mapping need customized tools and infrastructure. However I am sure, as technology evolves, there will be a mobile interface as well.

Denyse: Thanks for that Jit. It must be great to work in such a dynamic and forward-looking environment. Speaking of which, my final question for you today is what do you see as the biggest opportunities and challenges for the industry in the coming years, as we all become more mobile?

Jit: I would summarise them in 3 areas:

1. Real-Time: We will need to significantly reduce the turnaround time and deliver insights in near real-time to make a business impact. Mobile can play a very important role in this.

2. Innovation: Keep innovating and bringing in new and better tools to get the pulse of the consumer, shopper and customer in this digital era.

3. Social Media: In a mobile world, Word of Mouth (WOM) or consumer reviews will play a more important role. Today, many consumers first search for reviews before deciding to buy a product / brand. The challenge for marketers is to listen to social media continuously and decode their contents to arrive at meaningful, actionable insights.

Market Research Mobile World Asia Pasific 29-31 January 2013, Kuala Lumpur

I am honored to share this event since I am one of the official blogger of MRMW- Market Research Mobile World Asia Pasific 2013. If you follow MMA which is the premier global non-profit trade association representing all players in the mobile marketing value chain, you may hear about Market Research Mobile World too.

Mobile has a strategic position in our lives. To take a deeper look at mobile market in Asia, lets check how MRMW explains:

Smartphone adoption and usage continues to soar in Asia. According to the recent Mobile Planet study (2012), smartphones are becoming increasingly indispensable to Asian consumers. 54% of smartphone owners from China would rather give up their TV than a smartphone. In Japan 100% of smartphone owners use their mobile device to research products or services. These mobile trends provide businesses with an exceptional opportunity to rethink how to reach the new mobile consumers, interact with them and generate insights for marketing, branding and new product development.

The Market Research in the Mobile World will be an exciting and impactful event comprising of presentations from distinguished experts around the world and wide-ranging contributions on the current state-of-the-art and the future of mobile insight generation in Asia-Pacific markets.

Succesfull iPad Marketing Streategies

Just 22% of the top 50 retailers in the country have an iPad app. Yet the iPad is the fastest-growing consumer computing device on the planet. Why haven’t brands embraced it as quickly as they have the iPhone?

Clearly, brands have been slow to launch apps for this device – and other tablets – for a combination of reasons. Many marketers have already sunk millions into creating iPhone apps and assume these apps will works just fine on the iPad. Sometimes, this strategy works. After all, some apps offer an almost identical experience on the iPhone as the iPad. But to really get maximum marketing impact, brands do need to create iPad-specific apps that take advantage of the tablet’s larger screen and tap into the unique frame of mind of an iPad user.

There are some hurdles to overcome, like where to start, and whether a brand should go with a native app, a web-based app, or a hybrid app? The short answer is that a lot of this depends on the company. But there are some basic best practices to keep in mind when coming up with how to market your business on the iPad. Here are five tips.

1. Content is King, Context is Queen

People are only interested in the things they are interested in. This means marketers should use the iPad to reach target audiences based on their specific interests. The first step is to not create a one-size-fits-all app and then flood app users with tons of irrelevant content. Instead, plan for user segmentation so the content you deliver to individual users appeals to their interests, needs, and wants. It’s the same segmentation methodology brands are using for email marketing, just applied into the iTunes distribution model. Aside from letting users choose what type of content they want to view, always give them ways to revise their selections.

2. Invest in the Right User Experience

You can create fantastic content, but if users have a bad app experience, they won’t continue to launch the app. That’s why it’s critical to invest in UX testing as you develop iPad apps. Take a look at how Flipboard created a great user experience for content aggregation, or how an iPad app like Collarbone displays content and photography.

3. Focus on the Long Term

An iPad app is like a baby: It needs constant care and feeding. You can’t launch it and forget it. Invest in maintenance, content updates, testing, and optimization. The best way to ensure your iPad publishing app gains and maintain users is to create an editorial team much like magazines do. Hire writers, photographers, videographers, editors, and other creative types to constantly focus on it. They can be freelancers or contractors, or in-house, but everyone must meet regular deadlines. And there will always be iOS updates, so ensure you continue to optimize your app in that way as well.

4. Open the Door to Adjacency

Consumers may love your brand, but they also love other brands. Think about other, non-competitive companies also in your category. These partners can help enlarge the audience for your app if you keep them close. iPad publishing apps are a great potential advertising platform for partner brands. For example, if you develop a monthly iPad magazine full of branded content, let adjacent brands advertise within your iPad magazine to generate increased partnerships and/or ad revenue.

5. Get Your App Found

Consumers don’t just stumble upon apps. You know you’ll have to promote your iPad app. The question is how best to do it among your target audience. One of the best ways to promote apps is through links in paid advertising. For example, tag or promote the brand’s iPad app in print, TV, and display ads. But brands can also gain an audience for their app by promoting it through in-store signage and kiosks, search engine marketing, and social media. The North Face experiences a spike in downloads for their Snow Report and Trailhead apps each time they are featured in a print ad.

The iPad may be a once-in-a-lifetime opportunity for marketers. Brands that can win hearts and minds on the tablet will be ready for the major shift away from the laptop and PC that’s sure to happen in the next decade.

After New iPad, It is Time for New Samsung S III

As always, Apple is leading the smartphone market not only for the sales but also for the strategy and trend they bring together. Samsung has hit huge number of smartphone sales quite beyond of Apple. The Korean chaebol will be lining up a new 10.1-inch Galaxy Tab to complement the handset launch. According to rumors, the tablet will apparently be running a dual-core processor, and will not be the Galaxy Tab 2 10.1  (that is supposedly getting a quad-core upgrade).

It seems strange for Samsung to launch yet another tablet–a focused product lineup may be a better idea for the company instead of making so many slates. A Samsung spokesperson had previously admitted that the company wasn’t “doing very well in the tablet market”.

Samsung has confirmed that the new Galaxy S3 will be launched on May 3 at Earls Court, London – will it be your next Galaxy smartphone though. The Galaxy S 3 will be powered by a 1.4GHz quad-core processor, after Samsung confirmed the Exynos 4 Quad chip would be used in its next Galaxy device.


7 Steps To Getting Paid More And Promoted Faster

There are methods and techniques used by the highest-paid and most successful people in our society to get paid more money for what they do and get promoted faster to higher levels of authority and responsibility.

 Here are 7 ways to get started:

1. Find a High-Growth Industry

You can make more progress toward getting paid more and getting promoted faster in a couple of years in a high-growth industry than you might in five or 10 years in a slow-growth industry.

Once you have identified a high-growth industry, do your homework. Research and find out what companies in that industry are growing the most rapidly. Remember, 20 percent of the companies in any industry make 80 percent of the profits. They have better leadership, better products and services, better technology, and a better future. These are the companies where you want to work.

2. Select the Right Boss

Choosing the right boss is one of the most important decisions that you ever make. It can accelerate your career and enable you get paid more and promoted faster than almost anything else you do. It is not in our hand to choose him or her but it is our hand to control and manage 🙂

You should look upon accepting a job as if you were entering into a marriage, with your boss as your spouse. He or she is going to have an enormous impact on how much you get paid, how much you enjoy your work, how rapidly you get promoted, and every other part of your work life.

When you are looking for a job, you should interview your potential boss carefully to make sure that he or she is the kind of person you would enjoy working with and for. This should be someone whom you would respect and look up to, someone who is friendly and supportive and on whom you can depend to help you move ahead as rapidly as possible. Whenever possible, you should talk to other people who work for that boss.

3. Develop a Positive Attitude

Fully 85 percent of your success in work, no matter how intelligent or skilled you are, is going to be determined by your attitude and your personality. Your overall success, how much you are paid, and how fast you are promoted will be largely determined by how much people like you and want to help you.

Research shows that a positive, cheerful person is more likely to be paid more and promoted faster. This kind of person is more readily noticed by superiors who can accelerate his or her career. In addition, a positive person is supported by his or her coworkers and staff. There seems to be an upward pressure from his or her peers that drives a positive person forward at a faster rate.

4. Create a Positive Image

It is absolutely amazing how many people are held back, year after year, because no one has ever taken them aside and told them how important their external appearance is to getting paid what they are truly worth.

The first rule is that you should always dress for success in your job and in your company. Look at the top people in your industry. Look at the top people in your company. Look at the pictures in newspapers and magazines of the men and women who are being promoted to positions of higher responsibility and pay. Pattern yourself after the leaders, not the followers.

5. Start Earlier, Work Harder, and Stay Later

Develop a workaholic mentality. There is nothing that will bring you to the attention of the important people in your work life faster than for you to get a reputation as a hard, hard worker.

Everybody knows who the hard workers are in every business. The hardest workers are always the most respected in any company of value. They are always paid more and promoted faster for a very simple reason: They are more productive. They get more work done in a shorter period of time. They are more valuable to the company. They set a better example, and are the kind of people bosses are proud of and want to keep more than anyone else.

The rule is that two extra hours of work each day are all you really need to invest to become one of the most successful people of your generation. You can get these extra two hours by coming in an hour earlier and staying an hour later. In most cases, this will expand your day slightly but it will expand your career tremendously.

This must be your goal as well. Work all the time you work. Do not play on the computer all day, make personal phone calls, read the newspaper, or chat about the latest football game or television program. The average person today works at less than 50 percent of capacity. Only about 5 percent of people in the world of work today actually work the whole time. Everyone else is functioning somewhere below their potential, in many cases far, far below.

6. Push to the Front

One of the most important ways to come out ahead is for you to continually ask for more responsibility. Volunteer for every assignment. Go to your boss at least once every week and ask him or her for more responsibility.

Most people in the world of work do only what is asked of them. But this is not for you. Your job is to keep asking for more, and, whenever you are given a new responsibility, to fulfill it quickly and well. Remember: You want to develop a reputation for being the kind of person who is given the responsibility whenever someone wants to get something done quickly.

7. Ask for What You Want

This is one of the most important success principles you will ever learn to help put your career onto the fast track: The future belongs to the askers. The future does not belong to those people who sit back, wishing and hoping that their lives and their work will become better. The future belongs to those people who step up and ask for what they want. If they don’t get it, they ask again and again until they do.

Ask your boss what you have to do to qualify for an increase. There is no point in your working hard if you don’t know exactly what it is that you have to do to get paid more and promoted faster. Clarity is essential. Go to your boss and ask, and ask again if you are still not clear.

If you want an increase, you must ask for it. And the way you ask is by building a case, as a lawyer would build a case, for your getting the amount that you want to receive. Instead of saying that you need more money, as most people do, you have a different strategy. You put together a list of the jobs that you are now doing and the additional experience and skills you have developed. Show the financial impact of your work on the overall operations of the company and the contribution that you are making as a top employee.

What is your social media strategy ?

#understand  #design  #refine

Businesses are trying to keep up with customers on social media. Whilst we can learn from public mistakes made by big brands like Toyota and McDonald’s we must remember that we’re all still learning. The Social Media MBA will help you understand social media using newly discovered techniques and advanced topics.

Editor Christer Holloman and a selection of global thought leaders guide you through a set of tools to understand, design and refine your strategy.

This book has sections including creativity, branded content and ROI as well as a range of case studies from large corporates such as Dell, Kodak, GlaxoSmithKline and Philips which show how they have applied their social media strategy within certain budgets and whether their campaigns proved to be successful.

How to Make Your Content Go Viral

I am sure this is the question which many social media marketers have been thinking about for a long time : How to make the content go viral.

 We have an internal joke when a client or prospect asks us to help them create something viral.

We say, “Sure! Have two guys kick one another in the privates and it’s sure to go viral!”

The fact of the matter is, you can’t MAKE anything go viral. It’s not about how many shares you can get from your friends and family.

It’s about great creative, great content, and some fairy magic dust.

And, just because two guys kicking one another or cute puppies might work this week doesn’t mean they won’t be overshadowed the following week by a celebrity crying over a sloth.

According to an article in The Atlantic this month, companies are installing every imaginable share button on their content, writing articles, and then praying to the viral Gods that they would become overnight success because of all of the shares.

But then, surprise! An entrepreneur named Uzi Shmilovic examined eight ways Internet giants, such as Facebook and LinkedIn, have used virality as a vehicle for success.

Shmilovic emphasizes using a “Virality Coefficient” — “how many new users on average does one user of your product ‘infect’” — to measure to virality of a piece of information. A coefficient greater than one indicates exponential growth, the type that describes wildly successful Internet campaigns like the Old Spice Guy:

So now everyone is rushing to figure out what their Virality Coefficient is in order to make their videos, podcasts, blog posts, white papers, and more go viral.

The problem, of course, is “making” something go viral isn’t possible. It’s not a mathematic equation. There are human beings with emotions involved. There is nothing mathematical or scientific about that.

And, as much as we like to think everyone uses the social web, it turns out there are plenty of people who don’t. In fact, more people use email than social media, despite the growing number of users at Facebook. Most people create their accounts, spend a few days discovering what everyone is talking about, accumulate some friends, and never return.

I have a better idea. Determine your visionInvest some time (as in years). Work really hard. Build a community. Empower your brand ambassadors. Listen to your critics and detractors. Make changes. And someday, somewhere, you will have something that goes viral.

Everyone will think it was an overnight success because it’s the first time they have heard of you. But you’ll know the real secret.

Hard work, patience, and perseverance trump all.