IRLife 2 21 Understanding Khmer (Digital) Lifestyle and Their Communication and Digital Touchpoint Consumption A Syndicated Study among General Population | 2021
Prepared for | CLIENT’S COMPANY Key Contact | CLIENT’S CONTACT PERSON Prepared by | Chan Kongkea Date | MMMM dd, YYYY vx
Research Ltd. complies with ESOMAR Code on Market and Social 1Indochina Research. Our most senior managers hold individual
IRL Proposal IRLife 2021 v1 09062021
PROPOSAL FLOW
IRLife, what is it?
How is this done?
How does the analysis look like?
how much is the shared cost?
Who would be working with you?
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IRL Proposal IRLife 2021 v1 09062021
Research Background and Objectives
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IRL Proposal IRLife 2021 v1 09062021
Introducing
It is a market research to scope out the LIFESTYLE of Khmer as well their MEDIA and DIGITALCONSUMPTION, including their MOBILE PHONE APP USAGE .
It is an ANNUAL SYNDICATED STUDY where Clients share the cost of doing the research. Hence, this is a cost-efficient approach given the comprehensive information of the study
IRLife Since this is a syndicated study, IRL owns the study materials and the findings • IRL drafted and finalized the questionnaire. Client feedback was not obtained. • IRL reserves the right to publish the data and findings with third party entities without approval from the subscribers of the study
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WHAT IRLife CAN PROVIDE TO YOU?
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To provide inputs for a lifestyle-based approach in brand marketing
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To find out most effective communication and digital touchpoints to aid the customer journey (brand reach, brand appeal, brand conversion, brand retention and brand advocacy)
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COMMUNICATION TOUCHPOINTS COVERAGE TRADITIONAL PLATFORMS Above-the-line*
TRADITIONAL PLATFORMS Below-the-line
DIGITAL PLATFORMS
PEOPLE PLATFORMS
TV
Out-of-home**
Internet/Websites
Influencer
Radio
Brochure
Online/Console/ Mobile Gaming
Word-of-mouth
Newspaper
Cinema
Social Media
Magazine
SMS
Chatapps
Ride-hailing/ Delivery apps
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*Includes both traditional and online platforms **Includes billboards, store outlet materials, street posters IRL Proposal IRLife 2021 v1 09062021
INFORMATION TO BE OBTAINED, p1
1 Lifestyle and Mobile App Consumption
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2 Touchpoint Consumption General Behavior
3 Impact of Touchpoint to Consumption Behavior
4 Demographics
IRL Proposal IRLife 2021 v1 09062021
INFORMATION TO BE OBTAINED, p2
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Lifestyle statements (maximum of 20 statements, agreement scale)* Mobile app usage o IRL staff to take pictures of the smartphone of the respondent o Apps with active usage Household facility ownership
• Incidence of touchpoint usage (past 30 days) • Frequency of touchpoint usage • Attention given per touchpoint used (regularly, occasionally, rarely, totally ignore) • Average amount of time spent in a week per touchpoint • Likelihood to experience in the next 30 days
*Priority to be given on product categories of Clients **Maximum of 10 product categories ***Brandlist to be provided by Clients IRL Proposal IRLife 2021 v1 09062021
INFORMATION TO BE OBTAINED, p3
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TV Day of week usually watch TV Duration of watching in weekday/weekend TV channels watched regularly/yesterday Places of watching TV Devices used for watching TV Usual time of watching TV Preferred genre of TV shows OUT-OF-HOME Type of OOH ads seen in past 30 days Recall of OOH locations/vehicle type Recall of category/brand usually seen in OOH
• • • • • • •
• •
RADIO Day of week usually listen to radio Duration of listening in weekday/weekend Radio channels listened regularly/yesterday Places of listening to radio Devices used for listening to radio Usual time of listening to radio Preferred genre of radio shows BROCHURE Where usually receive brochures Recall of category/brand usually advertised in brochure
• • • •
• • • •
• •
NEWSPAPERS Newspaper brand regularly read Devices used for reading news Usual time of day in reading newspaper Preferred genre of newspaper content
MAGAZINES Magazine brand regularly read Devices used for reading magazines Usual time of day in reading magazines Preferred genre of magazine content SMS Recall of how many SMS ads received in past week Recall of category/brand usually advertised in SMS
• • • •
• • • • • • •
CINEMA Favorite genre of movies Favorite actors/ actresses Favorite cinemas Recall of category/brand usually advertised in cinemas GAMING Preferred gaming genre Games currently playing Devices used for playing games Spending on gaming in past week Payment mode Type of gaming ads seen yesterday Recall of category/brand usually advertised in games
INTERNET/WEBSITES • Activities in internet • Websites usually accessed to • Devices used for accessing internet • Duration of accessing internet in weekday/ weekend • Usual time of accessing internet • Incidence of online shopping • Online shopping platform used • Products bought online • How much spent in last shopping experience? • Payment mode • Type of internet ads seen yesterday • Recall of category/ brand usually advertised in internet/websites
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• • • • • • •
SOCIAL MEDIA Social media brands usage Activities in social media Duration of accessing social media in weekday/ weekend Devices used for accessing social media Incidence of buying from social media sites Products bought How much spent for last shopping experience? Payment mode Type of ads seen in social media Recall of category/brand usually advertised in social media
IRL Proposal IRLife 2021 v1 09062021
INFORMATION TO BE OBTAINED, p4
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• • • •
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CHATAPPS Chatapp brands usage Activities in chatapps Duration of accessing chatapp in weekday/weekend Reasons for using chatapp Devices used for accessing chatapps Type of ads seen in chatapps Recall of category/brand usually advertised in chatapps
RIDEHAILING/DELIVERY APPS • Ride-hailing/ delivery brands usage • Devices used for accessing ride hailing/delivery apps • Transport type usually used for ride-hailing • How much spent in last ridehailing/delivery? • What products bought? • Payment mode • Recall of category/brand usually advertised in ridehailing/delivery apps
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INFLUENCER Most followed influencers Reasons of following the influencer Recall of category/brand usually linked to influencer**
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Impact of ads on brand awareness, brand consideration, brand usage, brand repeat usage and brand advocacy* Attitudes towards ads*
• • • • • • • • •
Gender Age Personal Income Household Income Working Status Specific Job Marital Status Presence of kids Monthly Household Budget Allocation
WORD-OF-MOUTH Usual sources of word-of-mouth • Topics usually talked about • Recall of category/brand usually talked about with other people** • WOM related to the client brands** •
*To be asked per product category **To be asked with subscribers of the study IRL Proposal IRLife 2021 v1 09062021
Research Design
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RESEARCH METHODOLOGY
Quantitative Usage & Attitude Study
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SAMPLE SIZE & AREA COVERAGE Nine provinces
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50% urban; 50% rural
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Sample Size: N 1,500*
DESIGN & METHODOLOGY
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Face-to-face tablet assisted interview using structured questionnaire in Khmer language using Qualtrics as the survey software Multi-stage random sampling with soft quota controls at household level to determine the probability respondent
Fieldwork date June 21- July 9, 2021 Report delivery September 2021
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Province
SAMPLING FRAME
Sample size
Capital
300
Plain
300
Tonle Sap
300
Coastal
300
Plateau & Mountain
300
TOTAL
1,500
*Margin of error of sample size at 95% confidence level is + or – 4% *Done in the following provinces Capital (Phnom Penh), Plain (Kampong Cham and Prey Veng), Tonle Sap (Battambang and Siem Reap), Coastal (Sihanoukville and Kampot), Plateau & Mountain (Kratie and Kampong Speu)
• Provinces were selected based on population count including the top 2 most populous provinces per region • Disproportionate sampling was used to have readable base per province and for urban and rural representation • The data was weighted using nest weight method to ensure a good representation of the sampling to the general population and category users. • Three variables were included in the nest weighting process including age, area and province.
RESPONDENT CRITERIA •
Male/Female, age 16 to 65 years old Generation
Inclusive Period
Age
Gen Z
1997 – 2012
16 – 24
Millennials
1981 – 1996
25 – 40
Gen X
1965 – 1980
41 – 56
Baby Boomers
1946 - 1964
57 – 65
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SEC: ABC+C- DEF SEC
HIGH (SEC: AB) MEDIUM (SEC: C+C-) LOW (SEC: DE)
MONTHLY HOUSEHOLD INCOME 801 USD and above 301 – 800 USD Less than 50 – 300 USD
• Soft quotas set in gender, age, SEC and working status as per population split
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Analysis Plan
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ANALYSIS PLAN | GENERAL SEGMENTS TOTAL CAMBODIA
TOTAL
By Touchpoints
TV, Radio, Internet, Mobile, etc.
By Region
Capital vs. Plain vs. Tonle Sap vs. Coastal vs. Plateau & Mountain
By Locality
Total Urban vs. Total Rural
By Age
Gen Z vs. Millennials vs. Gen X vs. Baby Boomers
By SEC
High, Medium and Low Class
By Gender
Males vs. Females
Notes: • Data with at least 30 base will be shown • Significance testing at 95% confidence level will be done to allow for data and segment comparisons • Data weights will be applied based on population and urban-rural split as applicable • Data tables in unweighted and unweighted would be provided • TWO REPORTS AND DATA TABLES would be done per client • Report 1 | Among General Population of 16 – 65 years old • Report 2 | Among Category Users Current progress: All data is being analyzed and report is being written up
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ANALYSIS PLAN | SPECIFIC TO SEGMENTATION
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Lifestyle statements would be asked in the questionnaire with ‘’description’’ rating scale (please see example) K Means Clustering will be used to identify the best groupings of statements to come up with customer segments. Naming of the customer segments will be done taking into account the lifestyle statement descriptions as well as the purchase behaviour habits Iteration of customer segments will be done in the process of coming up with the best segmentation model. Sense checking of the data will be conducted. For this study, IRL thinks that there will be maximum of 4 segments taking into account the 4 common lifestyle dimensions of customers 1) I/Me/Personal 2) We/Us/Interpersonal 3) Active 4) Passive
I enroll myself in skills-enhancing courses and activities to improve myself When off from work, you can find me doing other side-line jobs or managing my business I make sure that I have the most updated and modern models of gadgets and electronics I love travelling and exploring the world My frends describe meas sociable with a wide e network nts of friends and acquaintances em t a t restaurants around I always bring my family to new places sand e l town y est I am confident and self-assuredlifespecially when it comes to my e l skills and knowledge p am an adventure, you can find me When not travelling orSdoing studying English or other workshops or training seminars Most of my apps on my phone are those that are useful for my business/work and keeping me updated My social status is important to me. I like hanging out with people who are outgoing and adventurous I consider myself as a trendsetter I like international brands but cannot find them easily here I buy online from other countries I like to go to night clubs with my friends
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SAMPLE OUTPUT PEN PORTRAIT
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SAMPLE OUTPUT SIZE OF EACH SEGMENT
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SAMPLE OUTPUT PROFILING THE SEGMENTS
Sa
18
le p m
a
lys a n
nly o is
IRL Proposal IRLife 2021 v1 09062021
UNDERSTANDING CONSUMERS
SAMPLE OUTPUT INCIDENCE OF USING TOUCHPOINT (% in the Past 7 days)
10
20
30
40
50
60
70
80
RADI O PRIN T
2.5
12
le p m a S
MOBIL E
100
9.5
20
ta a D
1.0
96 76
INTERNET OOH
90
90
TV
0
Average Time Spent Per Week (in hours)
11
30
32
0.5 Base : Total respondents (2,600)
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IRL Proposal IRLife 2021 v1 09062021
UNDERSTANDING CONSUMERS
SAMPLE OUTPUT
Occasionally
15
19
2
5
le p m a S
60 10
58
ta a D
25
25
25
22
15
15
5
0
OOH
INTERNET
20
5730
23
Rarely
20
23
56
MOBIL E
RADI O
TV
Regularly
Totally ignore
PRIN T
ATTENTION GIVEN WHEN TOUCHPOINT IS USED (% in)
25
30
35
How much attention do you pay to the brand messages in/on…? IRL Proposal IRLife 2021 v1 09062021
UNDERSTANDING CONSUMERS
SAMPLE OUTPUT
AGE
MOBIL E
INTERNET
n=2545
n=510
n=311
n=151
n=2575
n=2375
Female Male
52 48
60 40
23 77
35 65
43 57
54 46
50 50
Gen Z Millennials Gen X Baby Boomers
30 26 23 21
20 35 25 20
12 18 30 40
15 20 40 25
15 10 30 45
45 25 25 5
30 29 20 21
ABC1 C2DE
18 72
8 92
25 75
58 42
52 48
40 60
Phnom Penh Kandal Prey Veng Takeo Battambang Siem Reap Banteay Meanchey Kampot Sihanoukville Koh Kong Kampong Speu
10 14 16 5 6 16
25 5 11 8 9 10
10 15 9 5 8 6
5 10 4 7 6 9
21 5 12 6 12 9
35 4 8 9 3 5
32 5 6 5 7 8
8 9 14 5 2
4 13 9 11 13
5 7 5 9 4
6 7 12 4 4
9 5 9 8 2
SEC
AREA
21
OOH
RADI O
TV Total Sample n=2600
PROFILE
GENDER
PRIN T
PROFILE OF TOUCHPOINT USERS
4 6 9 5 5
5 7 8 3 8
le p m a S 20 80
ta a D
IRL Proposal IRLife 2021 v1 09062021
UNDERSTANDING CONSUMERS
SAMPLE OUTPUT LIFESTYLE ACTIVITIES (% in)
LIFESTYLE ACTIVITIES IN THE PAST MONTH
WHERE TRAVELLED?
Shopping
65
Travelling
53
le p m a S
Watching movies
22
ta a D
64.00 %
39
Going to the gym
Sports
Internationa l
36.00 %
55
Eating out with friends
Local
36
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UNDERSTANDING TOUCHPOINTS
SAMPLE OUTPUT ALL ABOUT TV WATCHING (% in)
ACTIVITIES WHILE WATCHING TV
TV
Chatting using messaging apps
73
Watch videos online
55
Play video games
50
Read news / articles in the internet Preferred TV Stations
Total
Sample Size
2545 37 23
le p m a S
ta a D
48
Eating
39
Work/study
39
PAYING ATTENTION TO ADS?
11 9
36.00% Yes
No
64.00%
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IRL Proposal IRLife 2021 v1 09062021
UNDERSTANDING TOUCHPOINTS
SAMPLE OUTPUT ALL ABOUT SURFING THE INTERNET (% in)
INTERNET CONNECTION
TOTAL n=2600
Mobile Data MOBILE DATA (NET)
100 100
Data in MSP Mobile data in MSP plan Plan
100100
Additional data outside MSP Plan
Free wifi
Free Wi-Fi
Paid wifi At Home
Additional mobile data outside MSP plan
Paid Wi-Fi At home At the office
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URBAN n=780
At the office 2
23
14 45
RURAL n=1820
100
le p m a S 100
ta a D
GADGET OWNERSHIP
INTERNET
TOTAL n=2600
32
55
35
20
19
20
18
18
18
1
3
IRL Proposal IRLife 2021 v1 09062021
UNDERSTANDING TOUCHPOINTS
SAMPLE OUTPUT ALL ABOUT SURFING THE INTERNET (% in) MOBILE APPS USED
INTERNET
le p m a S
ta a D
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IRL Proposal IRLife 2021 v1 09062021
UNDERSTANDING TOUCHPOINTS EFFICIENCY
SAMPLE OUTPUT | COMMUNICATION TOUCHPOINT EFFICIENCY Among all respondents, n=1500 (%) TOP 5 Social media Chatapp Out-of-home TV SMS
Awareness
Movie Word-of-mouth
Familiarity
Appeal
le p m a S
ta a D
Conversion
Retention
Advocacy
Gaming Influencer Internet/ website
LOWEST
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Radio
TP4. How often have you used/seen/heard/read/done (PIPE IN TOUCHPOINT IN TP3)? (SA) TP6. Impact of Ads in each touchpoint to the brands. Done via cross-tabulation analysis of reach, frequency and attention of each communication touchpoint per customer journey step
Includes TPs that have at least 30 base for all customer journey steps IRL Proposal IRLife 2021 v1 09062021
Responsibilities, Timelines and Investment
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RESPONSIBILITIES Below outlines the partnership scheme between Client and IRL: CLIENT
• Signed Purchased order / Contract • Pay invoice according to IRL terms
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INDOCHINA RESEARCH CAMBODIA
• • • • • • • •
Project set-up Project management Questionnaire development and translation Fieldwork and quality controls Respondent tokens Data processing Analysis and report writing End deliverables o Data Tables in Excel (weighted and unweighted) o General Population Report in PowerPoint
IRL Proposal IRLife 2021 v1 09062021
TIMELINES
Contract signed
WEEK 1 Day 1
Submission of Data and Report (PPT)
WEEK 1 Day 2- Day 3
Report presentation
Final report (PPT) submission
WEEK 2
WEEK 2
Day 4- Day 6
Day 7-10
Note: Report and data tables will be sent out to Happio Team no more than 2 working days after contract signing or PO release
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INVESTMENT n =1,500 Base Cost • Powerpoint Reports (General Population) • Data Tables in Excel (General Population)
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Cost in USD per client 6,500
The above cost excludes 10% VAT Validity: This quotation shall remain valid for 30 days from the above date. Payment terms: Payment will be done as below: o 100% after submission of deliverables o All payments should be done within 15 days from date of invoice
IRL Proposal IRLife 2021 v1 09062021
Team Members
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TEAM MEMBER PROFILE
Date of Birth Nationality Education
FRANCIS PALOMARES JR. General Manager Francis is a solid researcher with 22 years of market research experience (local and regional). He is a generalist researcher specializing in Brand, Communications and Media studies. His expertise covers Brand Strategy, Consumer Insighting, New Product Development, Brand Monitoring and Shopper studies. He has done Qualitative, Retail Audit, Home Panel, Digital and Neuroscience studies. His category experience spans to various sectors such as telecommunications, real estate, FMCGs, banks, luxury items, gaming, leisure, media, among others.
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Countries of Work Experience Membership of Professional Associations Languages Spoken
March 10, 1977 Filipino Bachelor of Arts in Mass Communications Major in Communication Research, 1999 University of the Philippines Quezon City, Philippines Philippines, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand, Vietnam ESOMAR (European Society for Opinion and Marketing Research) Filipino (native), English (fluent)
General Manager (January 2018 – Present) Relevant Work Deputy General Manager (March – December 2017) Experience INDOCHINA RESEARCH (CAMBODIA) Research Director Consultant (July – March 2016) THINKSCAPE RESEARCH SERVICES (PHILIPPINES) Quantitative Research Director (January – June 2016) INSIGHTASIA (PHILIPPINES) Quantitative Research Director (September 2011 – December 2015) IPSOS (PHILIPPINES AND VIETNAM) Quantitative Account Director (September 2007 – August 2011) MILLWARD BROWN (PHILIPPINES AND HONG KONG)
IRL Proposal IRLife 2021 v1 09062021
TEAM MEMBER PROFILE
Date of Birth Nationality Education Countries of Work Experience Languages Spoken
KHIM SOTHEARY Senior Research Manager Sotheary has 12 years of experience in market research. She has worked on multiple categories including financial services, tobacco, FMCG, telco and other industries. Sotheary has extensive experience across study types from usage studies, segmentation, brand health tracking and shopper studies.
July 14, 1980 Cambodia Master degree in Health Social Science, Major in Gender Analysis, 2008, Mahildol University, Thailand. Bachelor of Arts in Sociology, Major in Social Research, 2000, Royal University of Phnom Penh, Cambodia. Cambodia Cambodia (native), English (Excellent), Thai (intermediate)
Relevant Work Senior Research Manager (July 2021 – Present) Experience INDOCHINA RESEARCH (CAMBODIA) Senior Research Manager (March 2020- June 2021) KANTAR CAMBODIA CO LTD Research Manager (July 2008- February 2020) POPULATION SERVICES INTERNATIONAL (PSI CAMBODIA) Research Consultant (2001 - 2007) Multiple development and marketing agencies
She has a master degree in health social science from the University of Mahidol, Thailand and has a bachelor degree in Sociology from the Royal University of Phnom Penh, Cambodia
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TEAM MEMBER PROFILE
Date of Birth Nationality
Education
July 27, 1984 Khmer Associate Degree of Information and Technology, 2007 Build Bright University, Phnom Penh, Cambodia, Bachelor’s Degree in Human Resource Management National University of Management
SOTHEA THIN Field Senior Manager Sothea is a former Project Manager of Indochina Research Cambodia from 2011 – 2016 and returned to IRL recently. His specializations focus on organizing and planning for research projects; supervising and training project team; overseeing fieldwork, quality control measures and providing feedback on any issues encountered in the field; accurately recording their responses; mobilizing project involvement including budget planning, schedule, organization of fieldwork documentation, questionnaire feedback, and recruiting/overseeing recruitment of field researchers and research participants; managing fieldwork logistics, and ensuring quality of data collection for both commercial and social projects.
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Countries of Work Experience Languages Spoken Relevant Work Experience
Cambodia Khmer (native), English (good) Field Manager (February 2019 – Present) INDOCHINA RESEARCH (CAMBODIA) Freelance Field Researcher (2017 – 2019) Various Research Agencies in Cambodia Field Project Manager (2011 – 2017) Fieldwork Supervisor (2007 – 2011) INDOCHINA RESEARCH (CAMBODIA)
IRL Proposal IRLife 2021 v1 09062021
TEAM MEMBER PROFILE Date of Birth Nationality Education
PISEI IM
Membership of Professional Associations Countries of Work Experience Languages Spoken
Data Management Associate Director Pisei is leading our team of data analysts. Her focus is on managing all day to day data processing procedures, including managing databases for both PAPI and CAPI projects, making recommendations for survey design, creating fit for purpose data outputs and generally being a flexible and friendly project team member. She has also been involved in large scale projects for global organizations and is a trusted pair of hands when it comes to cleaning, checking and formatting data, to best suit the needs of the analysis team and the client. She is often running ad hoc cross tabulations to aid further analysis.
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Relevant Work Experience
April 3, 1977 Khmer Bachelor’s degree of Business Administration major in Accounting 2001 National University of Management, Phnom Penh, Cambodia
SPSS Entry and Builder, 2008 Cambodia Khmer (native), English (good) Data Management Associate Director (October 2020 – Present) Senior Data Manager (2019 – September 2020) Data Manager (2015 – 2019) Research Executive (2010 – 2015) Fieldwork Supervisor (2008 – 2010) Quality Controller (2001 – 2008) Part-Time Interviewer (2000 – 2001) INDOCHINA RESEARCH (CAMBODIA)
IRL Proposal IRLife 2021 v1 09062021
If you are interested with this research, please contact any of the following : • Your Business Partner in IRL • Chan Kongkea | +855 99 55 44 69 | career@indochinaresearch.com • Francis Palomares, Jr. | +855 61 555 981
INDOCHINA RESEARCH LTD (CAMBODIA) 37ABC, Street 271, Sangkat Phsar Doeum Thkov, 36 Khan Chamkarmon
Tel : +855 (0)23 215 184 / 362 753 Fax: +855 (0)23 215 190 E-mail: cambodia@indochinaresearch.com Website: www.indochinaresearch.com IRL Proposal IRLife 2021 v1 09062021