Webinar "Swipe left, swipe right – A new method utilizing mobile technology and System 1 & 2"
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Swipe right, swipe left Scott Garrison Communications Platform Manager, EU SKIM Sean O’Connor Implicit Research Expert SKIM
Transcript of Webinar "Swipe left, swipe right – A new method utilizing mobile technology and System 1 & 2"
Swipe right, swipe left
Scott Garrison
Communications Platform Manager, EU
SKIM
Sean O’Connor
Implicit Research Expert
SKIM
2020:games will change
2020
?
Need for
speed
Mobile world
Making sense
of data
The changing role
of customer insights
& analytics
Bridging rational
& emotional
drivers
The needfor speed
The mobileworld and new digital reality
Bridging rational& emotionaldrivers
Real truth
Emotional truth
Rational truth
System 1
Fast, Intuitive, Automatic
Generates impressions, feelings and judgments at a non-conscious level
Relies on heuristics or rules of thumb
Tends to be more associative in nature
System 2
Slower, Deliberate, Effortful
Used for problem solving and decision making at
a conscious level
Skeptical in nature, monitors system 1
Tends to be more logical and rational
“System 1 runs the show. That’s the one you want to move.” – Daniel Kahneman
Implicit Association Test
HAPPY
Affective Priming
HAPPY
How can we benefit from implicit techniques, while being practical and actionable as well?
LikeDon’t Like
Categorize stimuli through an intuitive and fun swiping exercisethat relies on system 1 processes
Swipe DirectionBinary variable that indicates
the absolute likeability of the stimuli
(measures affect towards the stimuli)
Reaction TimeTime it takes to complete one task
from the moment the stimulus appears
(measures conviction)
Metrics
Messages
& Ads
Idea & Concept
Screening
Segmentation
& Trackers
Application Areas
People make trade-offs at moment of truth like a shelf or a website
Product ChoicePaired comparison that
evaluates product preference
(measures purchase decision)
Reaction TimeTime it takes to complete one task
from the moment the stimulus appears
(measures conviction)
Metrics
OutputBrand preference
shares will reveal what
stimuli maximize impact
InputUtilities for stimuli
based on trade-offs
and reaction times
Simulator
Line Optimization
& Pricing
Application Areas
Messages
& Ads
Packaging
Design
Heat maps and feedback address 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”
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Scott GarrisonCommunications Platform Manager, EUBased in [email protected]
Sean O’ConnorImplicit Research ExpertBased in New [email protected]
Contact us
skimgroup.com
@SKIMgroup
SKIMgroup
SKIMgroup
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