You want to make better decisions based on insights into your customers’ decision behavior. In developing countries, this means connecting with specific target groups that can only be reached on mobile devices. In particular, teenagers and those in lower social classes of emerging markets represent a key target market for multinationals, as their role in their countries increases as they get older and more influential.
How to predict choice of lower income consumers
Presented by:
Robert Dossin, Client Solutions Director Europe
Mike Mabey, VP Client Solutions Americas
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About the webinar
In order to get useful insights into decision-making, we are pushing the boundaries using mobile technology to perform complex surveys with trade-off and conjoint techniques. It is imperative that this method works just as well on low-end Android devices/phones and 2G networks with limited bandwidth as it works for smart phones and 3/4G networks.
We have taken our best-in-class approach to conjoint design and made it suitable to test on feature phones across developing countries such as Brazil, South Africa, Indonesia, and Saudi Arabia.
In this webinar, Robert and Mike shared the limitations we faced during survey setup, how we made this work in the end, and the results of the study. We showed how these results with feature phone research targeting lower classes in developing countries compare to smart phones and traditional interviews. In addition, we presented the views of this important young generation on health issues and particular on pain medication.