The world around us is changing rapidly, and the market research industry must adjust accordingly. Key industry trends are the need for speed, the growing proliferation of mobile, and bridging rational and emotional drivers. To fit with these requirements, we are introducing Unspoken™. By combining intuitive mobile techniques with psychological theory and advanced modeling, this mobile-only implicit application opens the door to a new generation of research solutions. Find out more https://goo.gl/H6IbzD

1. Swipe right, swipe left
Mini Kalivianakis - Client Solutions Director & Partner
How new mobile research techniques can create
better insights
Sophie Zimmermann - Research Manager
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2. 2
SKIM: Decision behavior expert
Decision Journey
Modeling
Pricing and
Portfolio
Management
Communication New Product
Development/
Forecasting
Advanced
Market
Modeling

5. Mobile world The subconsciousGamification

6. Traditional methods do not meet the
current needs
6
Tend to focus only on
the rational part
Are not very suitable for
mobile phones
Are long and not
engaging for respondents

7. What’s next?
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8. 3 New Mobile Technologies
Swipe Trade-off Feedback
A B
LikeDislike
8

9. LikeDislike
Module 1. Screen stimuli through an
intuitive and fun swiping exercise
Swipe Direction
Metric 1
Reaction Time
Metric 2
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10. Product Choice
Metric 1
(using conjoint style simulator approach)
Reaction Time
Metric 2
A B
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Module 2. People make
trade-offs between two concepts

11. “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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Module 3. Identifying the reasons
behind the behavior through heat
maps and open ends

12. 12

13. Brand
Communications
Line
Optimization
Digital Banners
Packaging
Segmentation
Trackers Logos
Application Areas
Variant & Idea
Screening
?
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14. Attract
What ad breaks through the
clutter and brings shoppers
to the shelf or website?
Convert
What ad converts shoppers
into buyers at the shelf or on
the website?
Feedback
Understand the reasons
behind the choices through
heat maps & open ends
Case Study: Brand Communications
?A B
14

15. Swipe
Identify the “consideration
set” of consumers – Which
products do they consider
purchasing?
Trade-off
Uncover preferences within
the “consideration set” –
Which product is finally
bought?
Case Study: Line Optimization
A B
15

16. Swipe
Which products do the
children like/ dislike?
Feedback
Understand the choices
made by using heatmaps
Case Study: Research with children
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?
LikeDislike

17. Is there a
difference in
response time
between
millennials and
older
generations?

18. Does it work only with visuals or also
with text?

19. Any
differences in
terms of
outcomes
between
mobile and
traditional
methods?

20. 5
4
3
2
1
Traditional methods
“It really was refreshing and
more engaging than other,
more monotonous, surveys”
“Fun way to take a survey
over just answering
questions”
“Liked that it was interactive
and not just re-reading the
same questions... it kept my
interest”
Engagement is up

21. OK
Gamification
Mobile
Emotional
LikeDislike
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22. Try it yourself!
http://tinyurl.com/Unspoken-SKIM

23. Mini Kalivianakis
Client Solutions Director and Partner
Based in Rotterdam
m.kalivianakis@skimgroup.com
Sophie Zimmermann
Research Manager
Based in Rotterdam
s.zimmermann@skimgroup.com
Contact us
skimgroup.com
@SKIMgroup
SKIMgroup
SKIMgroup
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