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Sarah Cunliffe
How new mobile research techniques create better insights
Patricia Dominguez
1
About Sarah
About Patricia
2
Mobile world
Chloe, 26Marketing
Jason, 30Writer
Matt, 28Lawyer
@SKIMgroup
@SKIMgroup
Mobile world Gamification
Mobile world The subconsciousGamification
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
So what?
Swipe Trade-off Feedback
A B
LikeDislike
16
3 New Mobile Technologies
LikeDislike
Module 1. Screen stimuli
through an intuitive and fun
swiping exercise
Swipe Direction
Metric 1
Reaction Time
Metric 2
17
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
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“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
Brand
Communications
Line
Optimisation
Digital Banners
Packaging
Segmentation
Promotions
Variant & Idea
Screening
?
21
Application Areas
AttractWhat ad breaks through the
clutter and brings shoppers
to the shelf or website?
ConvertWhat ad converts shoppers
into buyers at the shelf
or on the website?
FeedbackUnderstand the reasons
behind the choices through
heat maps & open-ends
Case Study: Brand Communications
?A B
22
SwipeIdentify the “consideration set”
of shoppers – Which products
do they consider purchasing?
Trade-offUncover preferences within the
“consideration set” – Which
product is finally bought?
Case Study: Line Optimisation
A B
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SwipeWhich products do
children like/ dislike?
FeedbackUnderstand the choices
made by using heatmaps
Case Study: Research with children
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?
LikeDislike
25
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
OK
Gamification
Mobile
Emotional
LikeDislike
27
Give it a go!http://tinyurl.com/Unspoken-SKIM
Any questions?
Sarah CunliffeResearch Manager
Based in London
Patricia Dominguez
Senior Research Analyst
Based in London
Contact us
skimgroup.com
@SKIMgroup
SKIMgroup
SKIMgroup
29
