Understanding women’s attitude toward beer in Africa
Mobile survey sampling for Heineken in emerging markets
How we got there
PC and broadband penetration in emerging markets is low, and yet mobile phone penetration is high. MetrixLab partnered with mobile marketing company TTC to conduct mobile survey sampling in emerging markets.
We’ve adapted our online surveys for use via simple browsers and slower network speeds. Respondents are invited to participate via SMS. Those who complete the surveys are rewarded with a prepaid airtime top-up. We use live recruitment testing to expand our coverage country by country.
This research project, which used our new mobile surveying approach and platform, was carried out in just five days. It covered three major African markets: Nigeria, Kenya and South Africa.
Capture the tastes, preferences and opinions of the next billion consumers
- Reach respondents with slower mobile internet connections with data-friendly surveys.
- Benefit from a dedicated network of mobile partner companies that can send SMS invites and transfer airtime incentives to panelists anytime, anywhere.
- Access consumers via both feature phones and smartphones using our device and browser neutral survey platform.
- Connect with real consumers in emerging markets. Digital fingerprinting ensures panelists are genuine and unique.