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press kit 2013Bite-sized mobile research

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Company Overview

We use a custom-built technology platform to design and deliver short,

tailored consumer surveys over mobile devices to reach informed decisions.

Full analytics and insight are produced with unprecedented speed and clarity

to deliver to clients in as little as 24 hours. With over 15 million

questions answered in 26 countries, we have quickly become the

leading mobile research company in China and Asia. We can help your

company unlock consumer thinking and form greater decisions in the

world's most challenging, dynamic and high-growth markets.

Decision Fuel is a disruptive mobile platform in the consumer market research industry.

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Clients & Partnerships

Korea

PRCTaiwan

IndiaThailand

Malaysia

Indonesia

Singapore

Hong Kong

Australia

NZ

Japan

Vietnam

Philippines

• Trusted insights for full range of clients• Successful research in all major Asian markets• Full-scale surveys in countries as diverse as Brazil, Kenya,

South Africa, and France• Platforms without delay in any market around the world

Making a Global Impact

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Why use Mobile for Market Research?

Mobile is “Always On”

Instantly reach target consumers, collect data in as little as 24 hours

Survey consumers “in-the-moment” to gather more accurate insights

Ubiquitous Technology Additional Capabilities

Collect timely feedback to make immediate decisions

Reach more representative survey respondents

Mobile penetration in developing markets is much higher than broadband (i.e. 83% vs. 42% in China)*

Engage traditionally hard-to-reach consumers (youth, consumers in lower tier cities, etc.)

Mobile phone numbers are unique identifiers tied to real people

*Source: CNNIC Report 2012 4

Mobile specific features provide unique applications

Target data collection by neighborhood using hyper-catchment (1sq km) location-based mobile technology

Collect real-time, event-triggered, “in-the-moment” insight

Collect real-time images

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What We Provide

Our Panel OfferingChina – 30,000 members and growingIndonesia – 25,000 members and growingPhilippines – recruitment underwayIndia – recruitment underwayMalaysia – recruitment underway

The quickest path from idea to insight.

Software as a ServiceClients who sign up for a subscription can access the platform themselves directly and use our customizable survey templates to quickly create and collect insights from target consumers selected from our panel.

Respondents take surveys using their

mobile devices

Results are available immediately and can be

monitored in real time via built-in analytics tools

Companies have specific questions about consumer

behavior and sentiment

Using the intuitive platform pre-loaded with survey templates, clients create

and deploy surveys to target consumers

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Case Study

Goal

Product Application

Results & Impact

To better understand the behavior, motivations, and drivers of morning beverage consumption in a number of key cities in China

600 surveys conducted between 6am and 11pm, consumption behavior data in 30 minute slices

Highlighted key differences in consumption behavior and preferences between key cities, genders, and early vs. late risers

Goal

Product Application

Results & Impact

Gather “in the moment” consumer insight and feedback on product to optimize marketing strategy

In-store tasting surveys as well as pre/post-campaign promotional brand awareness

Identified primary usage occasions and optimal distribution channels

Dr. OetkerEstablished European Food Brand

ClientMarketing Agency for Leading Instant Coffee Brand

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Case Study

Goal

Product Application

Results & Impact

Compare the aftersales service levels of Samsung vs. iPhone in hand-held products in Singapore

Specific targeting of users of Samsung HHP and iPhone through mobile advertising platform

Strengths and improvements in aftersales services identified for the client

Goal

Product Application

Results & Impact

Understand the usage and oral care pattern of respondents in the Philippines

Respondents recruited via Decision Fuel mobile panel and mobile advertising platform

Identified mobile advertising as an effective channel for delivering oral care messages and influencing purchase intent

SamsungLeading Mobile Phone Manufacturer

ColgateLeading Personal Healthcare Product Company

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Case Study

Goal

Product Application

Results & Impact

Understanding usage of a specific mobile phone feature

Surveyed 2000 smartphone users, support in survey design, identified and provided respondents for client’s focus group

Combining quantitative and qualitative research provided the client with a comprehensive view of consumer behavior

Goal

Product Application

Results & Impact

Understand actual potential impact the food scandal would have on KFC amid social media buzz and intense media coverage

Provided half a dozen surveys and monthly tracker

Provided info on general fast-food consumption behavior, level of impact scandal would have on KFC’s business, revealed expectation of future consumption by demographics

The project closed very smoothly. Two global SVPs from the client said “good job,” which is very rare in my 4-year history with them. - Founder, design consultancy

Design consultancy for leading global mobile phone manufacturer

ClientVarious Investment FirmsClient

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Case Study

Goal

Product Application

Results & Impact

Insight on the impact of specific media channels

Identification of segment preferences, 6-question survey targeting specific demographic

Developed compelling evidence to shape media mix and print ad strategy

This is very insightful. It will enable us to refine our media planning and media mix for key product lines in China. - Director of Nike Sportswear Division, China

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Case Study

Goal

Product Application

Results & Impact

To understand mobile web usage habits across global markets

sample size of over 20,000 across 20 countries and surveys in multiple languages, near universal deployment across mobile devices, extensive analytics and segmentation analysis

Market-by-market insight on mobile media use and attitudes to new services, Segmentation analysis identified clear consumer archetypes

With the insights gained from this work we will now run a roadshow to educate and engage key advertisers and agencies all across Asia.- Inmobi VP of Marketing

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Media & Awards

2012 Mobile Marketing Association Smarties Award Winner for “Global Mobile Campaign” in partnership with Inmobi

“In a survey by Decision Fuel and On Device Research in November 2012, 67 percent of mobile Internet users in the U.S. who were surveyed claimed that they only or mostly used mobile, rather than desktop, for accessing and browsing the Internet.”- Business2Community

“Sometimes, there is value in bite-sized pieces of data and information, especially if it can scale… Decision Fuel offers a ‘fresh approach to market research’ by offering its enterprise customers cost-effective campaigns that will help in the decision making process. ” - e27.co

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Contact Us

ShanghaiBldg A, Unit 506 218 Xiangyang South Road, Huangpu District, Shanghai, 200031China Tel: +(86) 21 6136 9316 

QuicklinksEmail: info@decision-fuel.comWebsite: www.decision-fuel.comLinkedIn: www.linkedin.com/company/ decision-fuel

Hong Kong801 & 802 Western Centre 46-50 Des Voeux Road West Hong Kong Tel. +(852) 8191 3481

Patrick CorrCo-founder

Colin MarsonCo-founder

Min YooCountry Manager, China

Benj RobertsChief Technology Officer

Patrick has 14 years experience as an advisor, manager, and senior executive in media and consumer companies throughout Asia and Europe. Corr is an engineer by training, holding M.A. and M.Engineer from University of Cambridge.

Colin has spend the past 12 years working as both consultant and participant across a variety of consumer facing industries in Asia and Australia. During this time, he has managed over 30 substantial consumer research projects across 15 Asian, African, and Western markets. Colin has an M.B.A. from INSEAD.

Over the past decade, Min has had a wide-ranging career across greater China. He has worked for established organizations like the Economist Intelligence Unit and started up several successful food and beverage businesses. Min is a proud University of California at Berkeley alumnus.

Benj has spent close to the last 14 years building and managing high performance software services at a senior level across a variety of industries, including finance, logistics, and telecommunications, most recently at Morgan Stanley and Deutche Bank.