This document introduces new mobile research techniques from SKIM to gain insights into consumer decision making and behavior. It discusses how traditional rational-focused methods are insufficient for today's mobile world and the importance of understanding both rational and emotional drivers. SKIM's new mobile technologies leverage gamification, intuitive swiping exercises, and open-ended explanations to model decisions, understand brand perceptions, and screen products and ideas in a more engaging mobile-native format. A case study example shows how the techniques can be used to evaluate which advertisements are most effective at attracting and converting consumers.

1. Swipe right, swipe left
Mini Kalivianakis - Client Solutions Director & Partner
Breakthrough implicit mobile research techniques
Jet Bouman-Kruithof - Research Manager
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2. About Mini
About Jet
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3. 3
SKIM: Decision behavior expert
Decision Journey
Modeling
Pricing and
Portfolio
Management
Communication New Product
Development/
Forecasting
Advanced
Market
Modeling

4. 2020:
games will
change
Mobile world
Need for speed
The sub conscious
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Gamification
2020

5. The mobile
world and new
digital reality
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6. 6
Gamification

7. rational
truth
real
truth
emotional
truth
The sub conscious
plays a key role
Measuring purely rational processes is
no longer good enough. Instead, bridging
rational and emotional (sub conscious)
drivers is key to accurately predicting
how consumers really behave and decide.
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8. 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

9. What’s next?
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10. 3 New Mobile Technologies
Swipe Choose Explain
A B
LikeDon’t like
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11. 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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12. 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 moment of truth like a
shelf or a website

13. “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

14. 14

15. Brand
Communications
Line
Optimization
Digital Banners
Packaging
Segmentation
Trackers Logos
Application Areas
Variant & Idea
Screening
?
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16. 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

17. Attraction
What ad breaks through the
clutter and brings shoppers
to the shelf or website?
Conversion
What ad converts shoppers
into buyers at the moment of
truth?
Explain
Understand the reasons
behind the choices through
heat maps & open ends
Case Study: Brand Communications
?A B
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18. 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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19. OK
Gamification
Mobile
Emotional
LikeDon’t like
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20. Try it yourself
http://tinyurl.com/SKIM-Unspoken

21. Mini Kalivianakis
Client Solutions Director & Partner
Based in Rotterdam
m.kalivianakis@skimgroup.com
Jet Bouman-Kruithof
Research Manager
Based in Rotterdam
j.kruithof@skimgroup.com
Contact us
skimgroup.com
@SKIMgroup
SKIMgroup
SKIMgroup
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