unspoken: skim's mobile implicit research innovation
TRANSCRIPT
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Swipe right, swipe left
Paul Janssen
VP at SKIM, US
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The worldaround us is changing
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The industry is changing and redefining the truth
rational truth
real truth
emotional truth
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System 1
• Fast
• Intuitive
• Automatic
• Emotional
• Non - conscious
System 2
• Slow
• Deliberate
• Effortful
• Rational
• Conscious
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Implicit Association Test
HAPPY
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How can we benefit from implicit techniques, while being practical and actionable as well?
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Introducing…
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LikeDon’t Like
Categorize stimuli through an intuitive and fun swiping exercisethat relies heavily on system 1 processes
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Swipe DirectionBinary variable that indicates
the absolute likeability of the stimuli
(measures affect towards the stimuli)
Reaction TimeTime it takes to complete one task
from the moment the stimulus appears
(measures conviction)
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People make trade-offs at moment of truth like a shelf or a website
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Product ChoicePaired comparison that
evaluates product preference
(measures purchase decision)
Reaction TimeTime it takes to complete one task
from the moment the stimulus appears
(measures conviction)
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Simulator
Input Output
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Identifying the reasons why
“The lemons and ice,
makes it seem extra
refreshing and
supports the
sentence below”
“I like that Radler is
refreshing, I like the
sentence”
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Messages
& Ads
Idea & Concept
Screening
Segmentation
& Trackers
Application Areas
Packaging
Design
Pricing &
Line-ups
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Thank youfor joining us
Try it yourselfhttp://tiny.cc/skim-swipe
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17
Scott Garrison
Based in London
Paul Jansen
Based in New York
Contact us
skimgroup.com
@SKIMgroup
SKIMgroup
SKIMgroup