Lifestyle studies provide unique insight into consumer trends in South East Asia

London, UK and Oslo, Norway and New York, NY: August 6, 2013: Confirmit, the leading global solutions provider for Customer Experience, Employee Engagement and Market Research is pleased to announce that SurveyMy, one of the leading online and mobile Market Research companies working across Asia Pacific, is spearheading the use of Confirmit’s customisable mobile research solutions to build in-depth profiles of consumer life in the region.

SurveyMy has successfully completed a series of lifestyle studies in Myanmar, Vietnam, China, Indonesia and most recently in Cambodia. The company uses the Confirmit Mobile app, based on Confirmit’s SODA solution, to gather multimedia images and sounds that document consumer buying preferences, living and working conditions. In highly targeted samples of 10-15 people, respondents either use personal smartphones or tablets, or mobile devices provided by the panel as an incentive, to complete a daily diary. They answer short 15 question surveys; carry out demonstrations and photograph main living spaces or favourite objects in the home that make them particularly happy.

Established in 2009 by a group of online fieldwork experts, SurveyMy has more than 10 years’ experience in building online panels in Asia Pacific and regards itself as a pioneer in the implementation and use of Confirmit for online surveys and mobile surveys in the region.

Mizuno Toshisada, Managing Partner at SurveyMy, explains: “South East Asia is a hugely diverse geographical area, with many different cultures, customers, political and social ecosystems. As a result it is extremely difficult to build a picture of lifestyle drivers and choices, and for brands to identify the best way to market products and services in this region. The ability to carry out lifestyle studies in the format of a multimedia diary that also uses GPS to gather location-based data to map critical variations in geographical data is very important. It has dramatically improved our ability to capture relevant and immediate ‘in the moment’ data. We are able to create highly accurate, real-time profiles of consumer buying habits which are extremely useful for brands that want to increase their presence in the area.

“Confirmit’s mobile solution has enabled us to solve very specific Market Research challenges and, quite simply, our decision to invest in Confirmit was the only logical choice to make,” he adds.

Confirmit’s support for over 17 languages on the Confirmit Mobile app – specifically the availability of Chinese, Thai, Vietnamese and Malay - was a huge advantage and something that other mobile solutions could not match. The breadth of mobile phone operating systems supported was also vital. Android, iOS, Symbian and Windows smartphones are growing in popularity in the area but the market for Blackberry is still very strong in Indonesia so the ability to offer surveys in a multi-OS environment was essential.

Mizuno also explains that as Internet connection is not reliable across all territories in South East Asia, the mobile environment and support for offline access to the Confirmit Mobile app, enables lifestyle diaries to be completed anytime, anywhere. Respondents can successfully answer a questionnaire, regardless of any disruptions to internet connection, which has improved respondent experience and increased response rates.

“Confirmit is a reliable and proven Market Research solution that is recognised and used by the major Market Research companies around the world. Our online and mobile surveys benefit from the combination of this market leading solution and our experienced team of multi-lingual programmers who have in-depth knowledge of Confirmit. We expect this winning combination to lead to continued growth and success for SurveyMy in South East Asia and in Myanmar and Indonesia in particular,” says Mizuno.

Dave King, Executive Vice President of Mobile Solutions at Confirmit added: “There is no doubt that the mobile channel has the potential to dramatically increase the speed, accuracy and depth of ‘in the moment’ feedback from previously hard to reach demographics or geographical regions. We are delighted to be supporting SurveyMy with its deployment of such dynamic and illuminating online and mobile lifestyle studies.”