Baskin-Robbins
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.
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.
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?
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.
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.
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.
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.
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 Design, Customers 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 aciccatelli@iirusa.com. Follow her at @AmandaCicc.
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 Design, Customers 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 aciccatelli@iirusa.com. Follow her at @AmandaCicc.