How new mobile research techniques create better insights
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This document introduces new mobile research techniques developed by SKIMgroup to provide better marketing insights. It describes three modules that use swiping, trade-offs, and heat maps to gather subconscious consumer preferences and reasons for choices in an engaging, gamified format. This allows understanding what attracts and converts customers while traditional methods focus only on rational responses. Examples are given of how the techniques can be applied to areas like brand communications, line optimization, and children's research. Feedback from users found the mobile methods more interactive and interesting than standard surveys.
How new mobile research techniques create better insights
- 1. Swipe right, swipe left Sarah Cunliffe How new mobile research techniques create better insights Patricia Dominguez 1
- 4. Mobile world
- 8. Chloe, 26 Marketing Jason, 30 Writer Matt, 28 Lawyer
- 9. @SKIMgroup
- 10. @SKIMgroup
- 13. Mobile world The subconsciousGamification
- 14. Traditional methods do not meet the current needs 14 Tend to focus only on the rational part Are not the most suitable for mobile phones Are long and not engaging for respondents
- 15. 15 So what?
- 16. Swipe Trade-off Feedback A B LikeDislike 16 3 New Mobile Technologies
- 17. LikeDislike Module 1. Screen stimuli through an intuitive and fun swiping exercise Swipe Direction Metric 1 Reaction Time Metric 2 17
- 18. Product Choice Metric 1 (using conjoint style simulator approach) Reaction Time Metric 2 A B 18 Module 2. People make trade-offs between two concepts
- 19. 19 “The lemons and ice, makes it seem extra refreshing and supports the sentence below” “I like that Radler is refreshing, I like the sentence” Module 3. Identifying the reasons why through heat maps and open-ends
- 20. 20
- 21. Brand Communications Line Optimisation Digital Banners Packaging Segmentation Promotions Variant & Idea Screening ? 21 Application Areas
- 22. 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 22
- 23. Swipe Identify the “consideration set” of shoppers – Which products do they consider purchasing? Trade-off Uncover preferences within the “consideration set” – Which product is finally bought? Case Study: Line Optimisation A B 23
- 24. Swipe Which products do children like/ dislike? Feedback Understand the choices made by using heatmaps Case Study: Research with children 24 ? LikeDislike
- 25. 25
- 26. 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
- 28. Give it a go! http://tinyurl.com/Unspoken-SKIM Any questions?
- 29. Sarah Cunliffe Research Manager Based in London s.cunliffe@skimgroup.com Patricia Dominguez Senior Research Analyst Based in London p.dominguez@skimgroup.com Contact us skimgroup.com @SKIMgroup SKIMgroup SKIMgroup 29