Abstract:

ABInBev China commissioned MobileMeasure (MM) Consulting to understand the new age connected youth and their passions. They wanted to discover the existing and emerging target market segments in China and identify their interests, passions and events. Given the penetration of mobiles (>100%) in three key Tier 1 cities and (>90%) in three Tier 2 cities, mobile as the primary data collection tool was ideal. MM used multiple mobile touch points to reach these savvy youth consumers to engage and delve deep into their passions. In both cases, the survey was made to engage respondents in specific locations and reduce fieldwork completion times. The results helped the client target specific passions, interests and events that the target audience was interested in.