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“Swipe left, swipe right” – Breakthrough implicit mobile research techniques

Date post: 15-Apr-2017
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Page 1: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

Swipe right, swipe leftBreakthrough implicit mobile research techniques

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Page 2: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

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SKIM: Decision behaviour experts

Decision Journey

Modelling

Pricing and

Portfolio

Management

Communication New Product

Development/

Forecasting

Advanced

Market

Modelling

Page 3: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

2020:games will change

Mobile world

Need for speed

The subconscious

3

Gamification

2020

Page 4: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

The mobileworld and new digital reality

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Page 5: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

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Gamification

Page 6: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

rational truth

real truth

emotional truth

The subconscious plays a key roleMeasuring purely rational processes is

no longer good enough. Instead, bridging

rational and emotional (subconscious)

drivers is key to accurately predicting

how consumers really behave and decide.

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Page 7: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

Traditional methods do not

meet the current needs

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Tend to focus only

on the rational part

Are not very suitable

for mobile phones

Are long and not

engaging for respondents

Page 8: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

What’s next?

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Page 9: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

3 New Mobile Technologies

Swipe Choose Explain

A B

LikeDon’t like

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Page 10: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

LikeDon’t Like

Module 1. Screen stimuli through an

intuitive and fun swiping exercise

that relies on system 1 processes

Swipe Direction

Metric 1

Reaction Time

Metric 2

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Page 11: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

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 at the moment of

truth like a shelf or a website

Page 12: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

“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 behaviour through heat

maps and open ends

Page 13: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

Brand

Communications

Line

Optimisation

Digital Banners

Packaging

Segmentation

Trackers Logos

Application Areas

Variant & Idea

Screening

?

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Page 14: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

Case Study

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Business objective: Determine which ad is most effective in

attracting consumers to the shelf and driving conversion once

they get there

Page 15: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

AttractionWhat ad breaks through the

clutter and brings shoppers

to the shelf or website?

ConversionWhat ad converts shoppers

into buyers at the moment

of truth?

ExplainUnderstand the reasons

behind the choices through

heat maps & open ends

Case Study: Brand Communications

?A B

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Page 16: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

Engagement is up

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”

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Page 17: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

OK

Gamification

Mobile

Emotional

LikeDon’t like

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Page 18: “Swipe left, swipe right” – Breakthrough implicit mobile research techniques

Try it yourselfhttp://tinyurl.com/SKIM-Unspoken


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