Surveying happiness across the world

According to the 2016 update of the World Happiness Report, satisfaction with life in Asian countries is slightly higher than in African countries, but lower than in the Western world. We considered these findings a great opportunity to put our new mobile survey sampling tool to the test. TTC Mobile conducted a survey to measure happiness and quality of life in Kenya, Nigeria, Vietnam and Indonesia.

The art of reaching new markets
Over the next 15 years nearly three-quarters of the world’s GDP growth will come from emerging markets, but reaching consumers in these markets in a cost-effective way remains quite an art. PC and broadband penetration in emerging markets is low, but mobile phones can be found anywhere and users usually have a prepaid account. This is why in 2015, TTC Mobile joined forces with MetrixLab to cooperate on a mobile survey sampling tool.

TTC Mobile and MetrixLab recently conducted a pilot study to demonstrate the mobile solution that we have developed. The topic of our study is happiness and quality of life, a theme that is relevant for all people on our planet.

Mobile survey sampling method
For our pilot study, the tool enabled us to capture happiness levels and underlying drivers in Kenya, Nigeria, Vietnam and bigIndonesia, within only a week. The recruited participants all subscribed to our Questionista panel. The survey contained questions from the World Happiness Report. Apart from being asked to rate specific aspects of their lives, the participants were also asked what specifically makes them happy and how they would increase their happiness levels if they had the power to change anything.

Happiness and Quality of Life in Emerging Markets
According to the 2016 update of the World Happiness Report, the satisfaction with life in Asian countries is slightly higher than in Kenya and Nigeria, but significantly lower than in the Western World. Our pilot study shows exactly the same findings for the African and Asian countries that we surveyed. If we compare these findings with the scores of the Western World, both continents score significantly lower as well. Moreover, our findings show that in Kenya and Nigeria happiness is mostly determined by the education people receive, their relationships with their family and God and personal achievements. However, in Indonesia and Vietnam happiness seems to be more determined by love, helping others and being surrounded by family and friends. Especially in Nigeria, less corruption and more jobs are seen as ways to increase happiness levels. In Indonesia and Vietnam, people would start to help others more often and would have better access to higher education.

Capturing tastes, preferences and opinions of the next billion consumers
Our mobile survey sampling consists of a dedicated network of mobile partners to send SMS invites to mobile phone users and transfer airtime incentives (prepaid top-up) to our panel members directly after survey completion. The survey platform is agnostic as to what device or browser type panel members are using. They can reach the platform on both feature and smartphones. We develop surveys that are data-friendly and can easily be set out in areas with low bandwidth mobile internet. To ensure that our panel members are real and unique, we capture more than 20 data points (digital fingerprinting).

Working with our joint venture partner MetrixLab
MetrixLab, part of the Macromill Group, is a global provider of consumer insights and marketing analytics solutions. The partnership between TTC Mobile and MetrixLab has led to the recruitment of high quality mobile panelists and profiled databases. The combination of the two companies is of great value due to the expertise of MetrixLab in market survey research and TTC Mobile’s years of experience in providing reach and audience engagement in emerging markets.

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