To buy or not to buy: Uncovering
consumers’ ‘moment of truth’.
daemon MRA conducts a multi-methodology mobile phone research project on
behalf of an international client, collecting insights across four global markets.
Challenge
One of Daemon MRA’s international clients were looking
to engage with Australian consumers regarding their
mobile phone purchasing habits to discover what the
‘moment of truth’ or decision tipping point is when
purchasing a new mobile. This project was part of
a larger international project covering four markets,
with a difficult and very detailed recruitment specification.
Daemon MRA worked closely with the client to ensure
all local aspects of the project were carried out in
accordance with international guidelines and within
the client’s timeline.
Daemon MRA – Case Study
Methodology
There were three different aspects to the methodology
used for this project:
• Intercept survey;
• In-depth interviews; and
• Focus Groups.
The intercept survey was conducted via CAMI
(computer assisted mobile interviewing) in shopping
centres. 300 respondents were required to complete
a 20 minute survey and they were recruited based on
gender, age, brand, store type and pre or post paid
criteria. To ensure recruitment targets were achieved,
roaming licences for shopping centres were obtained
and interviewers were trained on how to discreetly
discern appropriate respondents to ensure the most
cost effective and efficient method of capturing peoples
unbiased responses.
Eight in-depth interviews were conducted with sales
personnel from the various mobile phone sellers including
operator stores. All interviews were carried out by a local
moderator to ensure the international client obtained
as much insight as possible and also to minimise the
misinterpretation of individual’s comments. Two focus
groups were also conducted with consumers who had
purchased a new mobile phone in the last month.
Results
Qualitative research outcomes were discussed with the client
after each interview to create a richer understanding of the
data to ensure there would be no cultural misunderstandings.
The data collected during the CAMI survey was delivered to
the client as per the schedule. The client’s expectations were
surpassed in terms of insights delivered and they also gained
a very detailed picture of how mobile phones are purchased
within Australia and what an individuals ‘moment of truth’ is.
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