unspoken: skim's mobile implicit research innovation
TRANSCRIPT
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
Paul Jansen
Based in New York
Contact us
skimgroup.com
@SKIMgroup
SKIMgroup
SKIMgroup