Monday, October 21, 2013

Live From #TMRE13: Dunkin’s Mobile Research Experience Journey

At TMRE 2013 this afternoon in Nashville, TN, Joe St. Hilaire-Bona, Manager, Consumer & Business Insights and Rebecca Zogbi, Vice President, Global Consumer & Business Insights, Dunkin Brands, Inc. talked to us about their mobile research journey.

Zogbi and Hilaire-Bona looked at their consumers and figured out what makes them special. Dunkin Brands, which consists of two brands Dunkin Donuts and Baskin Robins, are very much on-the-go consumer brands, so that attracts a very on-the-go consumer, which mobile is enabling.

Today, mobile is here to stay - set to overtake fixed Internet access by 2014. Mobile has changed the world in a lot of ways as it allows people to connect, provides information at your fingertips, available entertainment, allows multi-tasking, gives more freedom, and is convenient. Over the last 10 to 15 years, attention spans have shrunk. As people become more pressed with time, how do we engage them?

Mobile is a worldwide phenomenon as it allows people to do more with less time and remain connected at all times. If you don’t have your phone for even an hour, you are likely to miss a lot. In fact, this idea has created "Nomophobia," a new phobia known as the fear of leaving your cell phone somewhere and not having it with you.

Zogbi and Hilaire-Bona needed to understand how Dunkin Brands can fit into their consumers’ mobile lives. So, the company came out with the Dunkin app and mobile games to consequently engage with their consumers on-the-go.  Zogbi and Hilaire-Bona developed a Beta test to help them better understand the possibilities. They found they able to keep out survey questions and able to keep the time at a reasonable length.

However, the more questions we got answered, we found out the more we didn’t know. As more respondents began to use mobile, they started to get answers. They even found people responded faster on a mobile device versus a laptop. So, the more you are asking consumers to remember, the more mobile can help.

All in all, mobile becomes a more critical option depending on who you are targeting. It is however, no surprise that mobile skews to a younger demographic. You want to think about your total sample.

About the Author: 

Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at Follow her at @AmandaCicc.

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