To drive growth, a plethora of multinational companies have their eyes set on quickly growing markets of Asia and Africa. Gaining a deep understanding of consumers is a pivotal part of realizing that growth. However, when doing research in these regions it can be difficult to reach the right people and get a true understanding of consumer preferences.
In many emerging markets cultural norms lead respondents to answer questions in a manner that will be viewed favorably by others. This leads to response biases like ARS (tendency to agree and rate positively) and SDR (socially desirability responses). New research intuitive mobile research techniques can help reduce these biases and get us closer to identifying real opinions.
In addition, reaching the right target audiences through traditional research often poses a challenge. This is where mobile technology comes in. In most emerging markets like Thailand and China, 70% to 90% of the people access the internet more frequently through mobile devices than desktops. This trend is only going to grow, which makes mobile the ideal way to reach your target audiences in the future.
In this free 30-minute webinar, we shared with you how our newest research method leverages mobile technology to create intuitive exercises and reduce natural urges to comply with social norms.
Uncovering true consumer preferences in emerging markets with mobile research
Presented by: Paul Janssen, VP Brand Communication and Robin de Rooij, Director Asia-Pacific
Although response biases have long been recognized by both academics and practitioners, the reality is that many of us still use research techniques that are very likely to be negatively impacted by these response biases.
For those multinationals aiming to grow their business in the region, having reliable insights that do not suffer from these response biases is crucial in order to truly understand consumer preferences and make the right decisions. To tackle these challenges, you learn:
- How new mobile research techniques can help reduce response biases
- How consumers in several large Asian markets respond to these new and traditional measurement techniques
- How the new mobile research techniques create a significant lift in respondent engagement and improve data quality
- The future of mobile research as the best solution to connect with truly representative samples