Using mobile research to capture experiences with brands

Coca-Cola_Mesh Planning

Heval Ceylan, Experience Director at MESH Planning, will take to the stage with Linda Neville, Portfolio Planner at Coca-Cola, to share findings from a mobile research project they worked on last year.

The project used the mobile as one research platform to help Coca-Cola understand the various touch points respondents had with a short list of specific brands. Having completed a pre-questionnaire on brand awareness, image and familiarity online, respondents were then asked to use their mobile phones for the second stage of the project.

Respondents were asked to text whenever they came into contact with one of these brands over a period of a week. They replied to a text containing a code frame using four simple characters. These texts provided information including where they saw the brand, how they felt about the touch point and how that might make them feel about the brand next time.

The mobile approach was recommended because it met a number of the key objectives for this research: it provided research findings in real time, allowing Coca-Cola quickly to make changes in their ongoing “topical” campaign in newspapers as the results were analysed; it was deemed the perfect platform for reaching the target market of 25-49 year old ABC1 respondents and it was able to capture experiences with the brands being measured as they happened, including photos.

There’s lots more to learn from this interesting case study: how MESH Planning were able to integrate the results of mobile research with those from the online platform; how online diaries were used by the respondents to see what they had submitted; how the MESH research team were able to instruct respondents in the methodology throughout the project.

To make sure you don’t miss this ground breaking example of using mobile research, register now for the Mobile Research Conference at http://www.mobileresearchconference.com/index.php/registration

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Head of Program Committee:
Michael Bosnjak, Free University of Bozen-Bolzano, Italy
E-mail: michael.bosnjak@mobileresearchconference.com

Program Management (and contributing authors' contact):
Sonja Stolzlechner, Free University of Bozen-Bolzano, Italy
E-mail: sonja.stolzlechner@mobileresearchconference.com

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Julia Schwarck, Globalpark AG, Germany
E-mail: julia.schwarck@mobileresearchconference.com

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