Webinar "Understanding millennials requires adapting the research approach"

•

1 like•1,042 views

In this 30-minute SKIM webinar on February 2, 2017 we shared with you what we learned about millennials from a mobile research-based study we conducted in the telecom industry. Click here for more info https://goo.gl/j3zXf8 Insights: • New research technologies designed for the smartphone, e.g. “swiping” MaxDiff • Rational vs emotional: which statements drive decisions amongst millennials • How different styles of visualization influence millennials’ decision making

Business

Understanding millennials requires
adapting the research approach
Julia Görnandt & Nijat Mammadbayli | February 2017

Why is this
relevant?
How we did it:
Methodology
What we found:
Results
So what?
Conclusions
Agenda

Case study Telecom: A fast changing industry
TELECOM INDUSTRY
MORE
DATA
MORE MINUTES
& LESS MONEY
$
NEW PLAYERS
INTO THE
MARKET

Millennials as Market Researchers
Atlanta
London
Rotterdam
Cori | Atlanta
Patricia | London
Joyce Julia Nijat
Rotterdam

Conventional MaxDiff New SwipeDiff
MaxDiff 2.0

Real truth
Emotional truth
Rational truth
Bridging rational & emotional drivers

System 1
Fast, Intuitive,
Automatic
Generates impressions,
feelings and judgments
at a non-conscious level
Relies on heuristics
or rules of thumb
Tends to be more
associative in nature
System 2
Slower, Deliberate,
Effortful
Used for problem solving
and decision making at
a conscious level
Skeptical in nature,
monitors system 1
Tends to be more
logical and rational
“System 1 runs the show. That’s the one you want to move.” – Daniel Kahneman

In the webinar, we only include the swiping part. However, in this video you
will see all features that Unspoken has.

Key differences for millennials
Be connected,
be yourself,
be fun
Open to
disruptors
Receptive to
visuals

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

So what?
Keep the
basics right
Open to
other brands
Use strong
visualizations
Adjust our
methodologies

Try it yourself
http://tinyurl.com/SKIM-Unspoken
Thank you for joining us

What's hot

Realeyes enables brands, publishers and agencies make profitable marketing decisions by measuring human emotions via webcam in real-time. Realeyes at I-COM, April 2014, Seville: "It's an honour to win both the audience vote and the official judges selection but, more importantly, it validates how we're helping marketers to make better decisions," says Mihkel Jaatma, Realeyes' CEO. "The industry is obsessed with automation, numbers and targeting whilst the creative quality is often overlooked. Yes, programmatic allows hitting the right people at the right time but if the ad itself is poor its wasted money and damaging to the brand. Emotion analytics, which offers the scale and speed of programmatic media, avoids this, improving the quality and distribution of your creative"

Realeyes

Humanize the Reader: Innovations from Neuroscience - Tech Forum 2016 - Diana ...

BookNet Canada

Data is Worthless if You Don’t Communicate It

TanayKarnik1

Why is sales getting harder?

John Golden

How to Analyze Survey Data | SoGoSurvey

Sogolytics

Big data hype (and reality)

Shesha

BIG DATA PROBLEM

Sushant Kumar

Emotion measurement can identify which ads sell

Realeyes

How Apps Create Return on Investment (ROI) for Analytics

Riaktr

Bioscoop creëert sterke emotionele betrokkenheid volgens NCM

brightfish_be

Map Your Way To Success With AnyRoad Atlas

AnyRoad

Insights of why you should love statistics by shesha

Shesha

Marketers and Big Data

Tanya Gupta

The eternal appeal of storytelling is easily explained: our brains are wired to follow narratives. As such, we can engage an audience of any size when we manage to grip them with a compelling story that unravels over time through an emotive plot. The application of storytelling skills is widespread in the marketing industry, as brands seek to make connections with consumers. 70% of consumers prefer getting to know brands through articles rather than ads, so it’s an effective strategy to pursue.

The Evolution of Brand Storytelling

PerfectSense

Data is worthless if you don't communicate shesha

Shesha

Week3 day3slide

RohitKar2

Big data hype (and reality)

Tarang Jain

Mobile: Get It or Get Out

Social Media for Nonprofits

This is the full slidedeck of our Memefication of Insights Eat 'n Learn Smartees, hosted in London on Tuesday 7 October 2015 by Tom Goderis (Managing Director, InSites Consulting UK) , Tom De Ruyck (Managing Partner InSites Consulting) and Anouk Willems (Head of Insight Activation Studios). The presentation elaborates on how to create a culture of innovation and what the characteristics are of future-proof organizations, illustrated by a Dorel case study.

Memefication of Insights Eat 'n Learn Smartees

InSites on Stage

What's hot (19)

Realeyes

Humanize the Reader: Innovations from Neuroscience - Tech Forum 2016 - Diana ...

Data is Worthless if You Don’t Communicate It

Why is sales getting harder?

How to Analyze Survey Data | SoGoSurvey

Big data hype (and reality)

BIG DATA PROBLEM

Emotion measurement can identify which ads sell

How Apps Create Return on Investment (ROI) for Analytics

Bioscoop creëert sterke emotionele betrokkenheid volgens NCM

Map Your Way To Success With AnyRoad Atlas

Insights of why you should love statistics by shesha

Marketers and Big Data

The Evolution of Brand Storytelling

Data is worthless if you don't communicate shesha

Week3 day3slide

Big data hype (and reality)

Mobile: Get It or Get Out

Memefication of Insights Eat 'n Learn Smartees

Viewers also liked

Webinar "Brand driver analysis - extract more juice from your brand tracking ...

SKIM

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

IIeX EU 2017 - How new mobile research techniques can create better insights

SKIM

Developing and Testing Product Claims

SKIM

Everyone agrees that market research nowadays must be mobile-friendly due to the new reality of how mobile devices have become the center of our daily routines. Yet, how this goes beyond a mobile view only is not always clear. This is why we developed Unspoken™, our new mobile research method with a purpose to accurately predict how your consumers behave and decide. We presented this fresh approach to engaging mobile surveys at the biggest Netherlands' Marketing & Insights Events (MIE)' 17, which was held on February 1-2, 2017.

Unspoken™: Swipe left, swipe right - The only way is mobile

SKIM

Webinar "Insight Acceleration: From 6 weeks to 22 hours of research"

SKIM

PMRC USA 2017 - Mobile Forecasting in the Age of Personalized Medicine

SKIM

Presented by: Wessel Roose, Research Manager, and Patricia Dominguez, Senior Research Analyst Alex Xiaoguang Zhu, Manager, and Sanjay Sugarek, Manager By taking a journey view, the check-in experience can be evaluated above individual touch-points, revealing underlying expectations. Hence, marketers should go beyond traditional metrics to determine and understand customer experience within the context of customer journey. In this month's webinar, we shared insights from our decision journey mapping studies showing the tremendous value when understanding customer experience from this perspective. Find out more at http://skimgroup.com/webinar-customer-journey-mapping.

Customer journey: what keyless check in teaches us

SKIM

Bringing big data to life

SKIM

Presented by Robert Dossin, Client Solutions Director Europe at SKIM | Rotterdam In the context of purchasing skin care products, we asked 500 consumers in the US, 400 in Germany, and 400 in South Korea how they would rank different sources of information on key dimensions such as Honesty, Expertise and Trustworthiness. Many results are counter intuitive! We already knew that Baby Boomers do not trust information on Facebook or Twitter, but did you know that Millennials equally rely on product reviews compared to their elderly generations? This and many more facts about the different generations were presented at the Healthy Ageing conference in Amsterdam. Strategic marketers in health markets can learn and understand how to be more aligned with this growing target group and close the gap between – young marketer – and old (and healthy) consumer!

Different generations, Different purchase decisions

SKIM

In a world of proliferating choices, how do you get customers to choose your product? Providers in telecom and technology industries do not only struggle with rapidly changing markets and fierce competition, but also with increasingly demanding customers who have a multitude of options at their fingertips. Do you give your customers full freedom of choice allowing them to create their individual product or do you present them with selected predefined packages?

Freedom of choice: How to make your product fit for a market full of choices

SKIM

Presented by: Emily Toomey, ‎Lead Manager, Social Media & Digital Advertising Insights at AT&T Mike Mabey, VP Client Solutions Americas at SKIM Three years ago, AT&T and SKIM began a partnership and journey towards shorter timelines for research. At that time, it was typically taking 6 weeks to conduct message tests, concept tests and print ad tests. It started with a simple urgent request: AT&T needs to test new messages, and needs recommendations for message to use in 3 weeks in order to give the creative team enough time to create the ads. Could we do it? At that time, every project was ad hoc custom work. So this seemingly simple but challenging request from AT&T started SKIM and AT&T on a 3-year and continuing journey to streamlining research and insights processes. And today, we have cut the 3-week timeline even more drastically and can deliver message test insights within 24 hours. We discussed the steps, challenges, processes and changes clients should consider in order to deliver insights faster. We also showed the templates and processes we are using to achieve fast turnaround.

AT&T’s insight acceleration: from 6 weeks to 22 hour research

SKIM

Presented by: Wessel Roose, Research Manager based in Rotterdam As a service provider, for example if your brand is a financial institution or telecom company, you may try to increase your revenue by cross-selling additional services to your current customers. One way to achieve this is offering multiple services in a “bundle” and making the bundle attractive to customers by offering it at a discount. At our Research & Results workshop, we shared how to define bundles and optimize revenue by bundling. This is a new approach using our Menu Based Conjoint (MBC), our innovative method specifically designed for markets where the purchase choice is based on a menu. Find out more at http://skimgroup.com/menu-based-choice-modeling.

Bundling - a new approach using Menu Based Conjoint

SKIM

When physicians get emotional

SKIM

We were thrilled to share with you a good news: Our Unspoken™ story was nominated for the Paper of the Year Award at the Insight Show 2017 and that we presented it at the main stage with 200+ audience. During our Unspoken™ presentation, we shared with you about how the “natural” mobile research techniques we developed can capture both rational – emotional drivers in decision-making and increase participants’ engagement. Find out more https://goo.gl/5t4z7Q

How new mobile research techniques create better insights

SKIM

Presented by Paul Janssen, VP North America Find out more at http://skimgroup.com/webinar-implicit-research-technique. Have you been wondering what the new generation of mobile research will look like? Or how we can better capture both the conscious and subconscious processes of the brain by leveraging big implicit research techniques in an efficient and actionable way? In this webinar Paul Janssen, VP North America at SKIM and one of the people behind our latest innovation, will introduce Unspoken ™, a new technology that combines a breakthrough implicit research technique with an engaging mobile interface. By leveraging native mobile swiping and tapping techniques consumers are given an intuitive user experience that helps connect with their natural behavior. Advanced algorithms rooted in SKIM's choice modeling expertise, then use the recorded choices and reaction times to model outcomes that are more reflective of the instinctual behavior consumers display in market. Unspoken ™ can be used for a variety of applications like screening variants, packs and promotions. However, the main focus of the webinar will be on brand communications. More specifically, we will explore how we can use Unspoken ™ to identify which ads or messages break through the clutter and convert shoppers into buyers once they have arrived at the moment of truth like a shelf or website.

Launching a breakthrough innovation: Unspoken™

SKIM

Presented by: Robert Dossin, Client Solutions Director Europe With the odds stacked against a new product in a complex, competitive market, one pharma client needed insights that traditional market research methods just couldn’t touch. Which patients? What type? How many? What the brand team didn’t expect was an approach that captured prescribing intent with such precision that it turned round conventional thinking and elevated a ‘simple forecast’ to a robust, compelling evidence base for a winning strategic direction. Powering fresh momentum, confident decisions, more impactful customer engagement and better informed physicians, the ‘in-the-moment’ clarity of mobile forecasting proved the albeit unanticipated driving force that ensured a successful launch. SKIM is an international customer insights agency. We guide our clients with their product communication and portfolio management decisions in the healthcare industry. We are uniquely placed to debate the issues around decision dilemmas because we understand the way customers make choices.

The only way is mobile: Drug forecasting in the age of personalized medicine

SKIM

Optimizing the OMNI in Omnichannel

SKIM

Customer satisfaction can be measured across the consumer journey, each point being evaluated and rated by customers on how satisfied they are at that specific point in time. However, with the consumer journey becoming so intricate and interconnected through numerous channels, looking at these individual points in isolation is no longer accurate and can be deceiving. Hence, marketers should go beyond traditional metrics to determine and understand customer experience within the context of consumer journey. We shared insights from our journey mapping studies as we see tremendous value when understanding customer experience from this perspective.

A view of the customer experience through the consumer journey

SKIM

Customer journey mapping

Erik Roscam Abbing

Viewers also liked (19)

Webinar "Brand driver analysis - extract more juice from your brand tracking ...

IIeX EU 2017 - How new mobile research techniques can create better insights

Developing and Testing Product Claims

Unspoken™: Swipe left, swipe right - The only way is mobile

Webinar "Insight Acceleration: From 6 weeks to 22 hours of research"

PMRC USA 2017 - Mobile Forecasting in the Age of Personalized Medicine

Customer journey: what keyless check in teaches us

Bringing big data to life

Different generations, Different purchase decisions

Freedom of choice: How to make your product fit for a market full of choices

AT&T’s insight acceleration: from 6 weeks to 22 hour research

Bundling - a new approach using Menu Based Conjoint

When physicians get emotional

How new mobile research techniques create better insights

Launching a breakthrough innovation: Unspoken™

The only way is mobile: Drug forecasting in the age of personalized medicine

Optimizing the OMNI in Omnichannel

A view of the customer experience through the consumer journey

Customer journey mapping

Similar to Webinar "Understanding millennials requires adapting the research approach"

The strategist: An ever-evolving profession

TP1

Customer Intelligence & Analytics - Part I

Vivastream

Summitup - Powerful beyond imagination

David Bowman

Artificial Intelligence Primer

Imam Hoque

Bimodal IT - Mode 2 Evolution Roadmap v12

Janusz Stankiewicz

The modern enterprise is becoming an increasingly automated environment: technological advancements in AI, Machine Learning and RPA are allowing organisations to strip out layers of inefficiency, optimise process and enhance productivity. Right across the enterprise, operations are changing in line with new automation tools, from low-level administrative tasks to self-regulating Industrial IoT systems and customer service chatbots. This conference will contextualise the role of intelligent automation within the enterprise, looking at how the increasing sophistication of AI, RPA and IoT technologies are transforming operations. The conference is geared towards senior IT and digital leaders, providing an insightful peer-led environment and a crucial forum for knowledge exchange, engagement and high-level networking

Intelligent Automation 2019

Ray Bugg

Futurice hyva tyopaikka

taijau

Perfectly Irrational: the importance of psychological validity in market rese...

Angus Carbarns

Sogeti big data - no more secrets with big data analytics

Rick Bouter

Businesses are inundated with options of vendors who provide analytical products. We're told in no uncertain terms that without real-time analytical capabilities we are being out- strategized, out-advertised and out-personalized with every passing second. "Real-time real talk" is a critical survey of real-time systems and their application in the areas of retail and marketing. We'll cut through the hype and get to the heart of what it means to be real-time, and explore some of the real-time systems being built today in the Nordstrom Data Lab.

real time real talk

Erin Shellman

Dr. Augustine Fou 2012 Creds Deck Short

Dr. Augustine Fou - Independent Ad Fraud Researcher

Simplify your analytics strategy

K. Krishna Chaitanya Rao 🇮🇳

No journey is alike, and neither is the timeline of climbing towards full AI adoption. With varying ranges of technical capability and business readiness, one thing is for certain, you need to see results, and fast! In this webinar, we will explore three client use cases from the manufacturing industry, to oil and gas, to education with examples of successful projects including: Sales Forecasting – We will share sales forecasting and market segmentation techniques in the manufacturing industry. Using historical sales data, we introduce fast and effective signal decomposition and clustering techniques to produce valuable customer insights. Inventory Management – We apply text analytics and natural language processing techniques for advanced and custom automation. This use case saves significant time for inventory managers and analysts by accurately and rapidly classifying their inventory based on each item description. Public Safety – We introduce a computer vision capability that can recognize firearms and trigger alerts. In this use case, we apply real-time object recognition technology for early detection of firearms for school safety. You’ll walk away with modern analytics and AI tools to benefit your organization’s immediate needs no matter where you are on your journey to AI adoption.

Small Investments, Big Returns: Three Successful Data Science Use Cases

Sense Corp

Giving Organisations new capabilities to ask the right business questions 1.7

OReillyStrata

Competitiveness in the age of big data

Satyendra Rana

Information Disclosure Profiles for Segmentation and Recommendation

Bart Knijnenburg

Digital Psychology

Reading Room

Leonard Murphy - Research Industry Transformation: The Shape of Things to Come

BAQMaR

In this fast-paced and informative session, best-selling authors Nathaniel Palmer and Keith Swenson present findings and highlights from their latest book on adaptive case management, debuting this week at the Business Process Forum. Learn the best ways to make sure your process management initiatives keep pace with the mobile and social workforce of the 21st century. Key takeaways of the session include: * Why empowering knowledge workers is the management challenge of the 21st century. * How adaptive case management offers sanity in a Dropbox, App Store, LinkedIn world. * Why decisions must be made with increasing autonomy in unforeseen, unplanned, and impromptu ways. * How mobile computing will crush corporate IT, and what you can do about it.

Taming The Unpredictable: Real-World Adaptive Case Management

Keith Swenson

CPCU 2016 future of underwriting insurtech

intellectseec

Similar to Webinar "Understanding millennials requires adapting the research approach" (20)

The strategist: An ever-evolving profession

Customer Intelligence & Analytics - Part I

Summitup - Powerful beyond imagination

Artificial Intelligence Primer

Bimodal IT - Mode 2 Evolution Roadmap v12

Intelligent Automation 2019

Futurice hyva tyopaikka

Perfectly Irrational: the importance of psychological validity in market rese...

Sogeti big data - no more secrets with big data analytics

real time real talk

Dr. Augustine Fou 2012 Creds Deck Short

Simplify your analytics strategy

Small Investments, Big Returns: Three Successful Data Science Use Cases

Giving Organisations new capabilities to ask the right business questions 1.7

Competitiveness in the age of big data

Information Disclosure Profiles for Segmentation and Recommendation

Digital Psychology

Leonard Murphy - Research Industry Transformation: The Shape of Things to Come

Taming The Unpredictable: Real-World Adaptive Case Management

CPCU 2016 future of underwriting insurtech

More from SKIM

SKIM Segmentation - Examples of client deliverables

SKIM

Turning tactical discounts into an effective price promotion strategy - EPP P...

SKIM

Mobile Ready Hero Images: Optimizing eContent for faster, easier online shopping

SKIM

Download the presentation here https://hubs.ly/H08VB_40 Our study reveals there is opportunity to turn a corner on negative perceptions. After isolating the most important barriers to address, targeted communication increases attitudinal and behavioral support for refugees. However, we find some barriers are easier to overcome than others, the most effective form of communication depends on the barrier being tackled and outcomes differ in terms of the type of support triggered.

Turning a corner on negative perceptions of refugees in europe

SKIM

How new mobile research can help you uncover true consumer preferences in eme...

SKIM

Co-presenting a webinar on “Long term impact of promotions” with PepsiCo

SKIM

Download this presentation on our website https://goo.gl/EVrXiy We described an approach that fixes the upper level prior based on the data (hence Empirical Bayes) and cross-validation of a scale parameter. This fixed prior eliminates MCMC iterations, making it much faster than standard HB. The Empirical Bayes approach also avoids issues of inadequate convergence and improper scaling that may occur with MCMC.

Iterative Multilevel Empirical Bayes (IMEB): An efficient flexible and robust...

SKIM

"Big simulators with dozens of products: Which conjoint method is most suitab...

SKIM

Download this presentation on our website https://goo.gl/bNrPri In the new omnichannel reality of consumer behaviors, we and Mars Petcare talked about a new framework of uncovering consumer decision journey insights centered around disruption and cross-category learnings when applying this framework. By adopting a designer mentality, we also shared tips and best practices on activating journey insights to create best-in-class consumer experiences.

Co-presented with Mars Petcare on "Disrupting the habitual consumer decision ...

SKIM

SKIMspiration 2015 - Consumer Decision Journey

SKIM

We shared with you our pilot study on "The Patient Journey Evolution" at the 3-day PMRG CONNECT 2017 event. Traditional patient journey research often falls short on actions and serves primarily as a descriptive framework used to generally understand how patients progress from symptoms to treatment. But what if we want to get more from the research? Can patient journey research answer key business questions and ultimately, what do we hope to get out of patient journey research? Can we borrow from work we’re doing in consumer research to inform us? Find out more https://goo.gl/JZpCUH

The Patient Journey Evolution: A case study

SKIM

In this 30-minute webinar on April 6th, 2017 we shared with you various advanced approaches. E.g. what if you want to screen 20, 50, or even 100+ concepts? In addition, we explained how to define a cut-off point that distinguishes the good from the bad. The following points were discussed: - Why limit the number of concepts per screen - Sparse versus Express MaxDiff - Thompson Sampling MaxDiff - Purchase Intent: Anchor versus Dual Response None Find out more https://goo.gl/KUj5zZ

Webinar "How to screen 100+ concepts with MaxDiff"

SKIM

More from SKIM (12)