unspoken: skim's mobile implicit research innovation

Swipe right, swipe left

Paul Janssen

VP at SKIM, US

The worldaround us is changing

The industry is changing and redefining the truth

rational truth

real truth

emotional truth

System 1

• Fast

• Intuitive

• Automatic

• Emotional

• Non - conscious

System 2

• Slow

• Deliberate

• Effortful

• Rational

• Conscious

Implicit Association Test

HAPPY

How can we benefit from implicit techniques, while being practical and actionable as well?

Introducing…

LikeDon’t Like

Categorize stimuli through an intuitive and fun swiping exercisethat relies heavily on system 1 processes

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)

People make trade-offs at moment of truth like a shelf or a website

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)

Simulator

Input Output

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”

Messages

& Ads

Idea & Concept

Screening

Segmentation

& Trackers

Application Areas

Packaging

Design

Pricing &

Line-ups

Thank youfor joining us

Try it yourselfhttp://tiny.cc/skim-swipe

17

Scott Garrison

Based in London

s.garrison@skimgroup.com

Paul Jansen

Based in New York

p.janssen@skimgroup.com

Contact us

skimgroup.com

@SKIMgroup

SKIMgroup

SKIMgroup