Wednesday 16 Sep 2015

How to run choice-based conjoint studies on low tech phones at MRMW EU in London

Advanced mobile research with low tech devices in emerging markets

At MRMW 2013, we presented a case with Vodafone about running choice-based conjoint studies on smart phones in the United States. Earlier this year at MRMW Asia, we presented about high tech research with low tech devices with Nibu, showcasing MaxDiff methodology on feature phones and low-end Androids.

At the 2015 MRMW conference in London, we took it a step further. Robert Dossin, Client Solutions Director at SKIM and Alistair Hill, Co-founder of On Device Research showcased that it is feasible to run choice-based conjoint studies on low tech phones.

Advanced research with low tech devices to low income classes in emerging markets

If you are unable to view the slides on this page or you’d like to download the presentation file, click here to view our slides on SlideShare.

We are here to help you 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.

In order to get useful insights into their 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. We work with On Device as a mobile partner, using On Device’s survey platform across developing countries such as Brazil, South Africa, Indonesia, and Saudi Arabia.

In this presentation, we shared the limitations we faced during survey setup, how we made this work in the end, and shared the results of the study. We showed how these results with feature phone research targeting lower classes in developing countries compared 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.