IIeX EU 2017 - How new mobile research techniques can create better insights
2 likes921 views
The document discusses new mobile research techniques that enhance consumer insights by utilizing engaging and interactive methods such as swiping exercises. It emphasizes the limitations of traditional research methods and showcases various modules for gathering data on consumer preferences and decision-making. Additionally, it includes case studies demonstrating the effectiveness of these innovative approaches in understanding brand communications and consumer behavior.
IIeX EU 2017 - How new mobile research techniques can create better insights
- 1. Swipe right, swipe left Mini Kalivianakis - Client Solutions Director & Partner How new mobile research techniques can create better insights Sophie Zimmermann - Research Manager 1
- 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
- 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 9
- 10. Product Choice Metric 1 (using conjoint style simulator approach) Reaction Time Metric 2 A B 10 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” 11 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 ? 13
- 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 16 ? 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
- 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 23