Mobile devices are everywhere, and changing everything. As a research industry we have to adjust to this new reality if we want to stay in touch with who our customers really are. By combining intuitive mobile techniques with psychological theory and advanced modeling, SKIM's new mobile-only implicit application opens the door to a new generation of research solutions.

1. Swipe right, swipe left
Paul Janssen
VP at SKIM, US

2. The world
around us
is changing

4. The industry
is changing
and redefining
the truth
rational
truth real
truth
emotional
truth

5. System 1
• Fast
• Intuitive
• Automatic
• Emotional
• Non - conscious
System 2
• Slow
• Deliberate
• Effortful
• Rational
• Conscious

6. Implicit Association Test
HAPPY

7. How can we benefit from implicit techniques,
while being practical and actionable as well?

8. Introducing…

9. LikeDon’t Like
Categorize stimuli
through an intuitive and
fun swiping exercise
that relies heavily on
system 1 processes

10. Swipe Direction
Binary variable that indicates
the absolute likeability of the stimuli
(measures affect towards the stimuli)
Reaction Time
Time it takes to complete one task
from the moment the stimulus appears
(measures conviction)

11. People make
trade-offs at moment
of truth like a shelf
or a website

12. Product Choice
Paired comparison that
evaluates product preference
(measures purchase decision)
Reaction Time
Time it takes to complete one task
from the moment the stimulus appears
(measures conviction)

13. Simulator
Input Output

14. Identifying the reasons why
“The lemons and ice,
makes it seem extra
refreshing and
supports the
sentence below”
“I like that Radler is
refreshing, I like the
sentence”

15. Messages
& Ads
Idea & Concept
Screening
Segmentation
& Trackers
Application Areas
Packaging
Design
Pricing &
Line-ups

16. Thank you
for joining us
Try it yourself
http://tiny.cc/skim-swipe

17. 17
Scott Garrison
Based in London
s.garrison@skimgroup.com
Paul Jansen
Based in New York
p.janssen@skimgroup.com
Contact us
skimgroup.com
@SKIMgroup
SKIMgroup
SKIMgroup