SKIMspiration 2015 – “The Decision Age”

An afternoon of inspiration in Rotterdam

We’re excited to announce that SKIMspiration will be held once again on June 4, 2015 at our SKIM office in Rotterdam. Following successful editions since 2010, we are preparing for another inspiring event.

A variety of interactive presentations on trends and innovations in market research will be presented for you and your research colleagues from companies across the Benelux. Scroll down for the program and presentation descriptions.

Interested in joining us? Register here for SKIMspiration 2015!

What: SKIMspiration | an inspiring and comprehensive event
When: Thursday June 4, 2015; 15:00 – 18:00, with drinks to follow
Where: Triggerpoint, Groot Handelsgebouw, Rotterdam
Who: You and your research colleagues in companies across the Benelux

SKIMspiration 2015 – “The Decision Age”

15:15-15:45 Guest arrival

15.45-15:55 Words of welcome from Chairman Dirk Huisman

Track A: Digital in the Decision Age
Track B: Overcome Decision Dilemma

16:00-16:30 Presentations round 1:

A) When physicians get emotional: using mobile devices to capture the truth behind prescribing decisions
By Eelke Roos

B) How to communicate superior value through your product claims
By Scott Garrison and Paul Janssen

16:45-17:15 Presentations round 2:

A) Using virtual environments to optimize the online shopping process
By Mini Kalivianakis & John Ashraf

B) Two ways of making decisions – When utility and regret come together
By Jeroen Hardon & Aaron Hill from Sawtooth Software

17:30-18:00 Presentations round 3:

A) Consumer Decision Journey
By Dirk Huisman

B) Making market research actionable: ensuring that key stakeholders deeply experience and act upon insights
By Nicole Drake & Marcel Slavenburg

18:00-… Drinks

Interested in joining us? Register here for SKIMspiration 2015!

Presentation descriptions

>Round 1.A: When physicians get emotional: using mobile devices to capture the truth behind prescribing decisions
By Eelke Roos

Have you ever wondered why people choose Coke over Pepsi or Bud Light over Coors Light? Or why two brands of pharmaceuticals with similar efficacy and safety measures are prescribed differently? The reasoning behind these types of decision outcomes is often more influenced by emotion than rational thinking. We’ve used mobile technology to overcome the lost time element by employing a Mobile Survey App to get closer to the moment of prescribing which has led to new insights and actions from Big Pharma. Eelke will share how we use System 1 / System 2 theory developed by Daniel Kahneman to establish why prescribing decisions are often driven by emotions which makes conducting research “in-the-moment” so important.

>Round 1.B: How to communicate superior value through your product claims
By Scott Garrison and Paul Janssen

Brands rely more than ever before on strong claims to convince consumers that their products are superior to competition. Marketing executives recognize this and send directives to their teams to create more hard-hitting claims. The most intuitive response is to do this by making comparative claims that directly claim superiority over competitive offerings. But is this really the most effective way to set yourself apart? Our analysis of thousands of claims studies reveals how consumers really perceive value and the way it affects their decision making. By linking these insights to the everyday complexities clients face, Scott and Paul will provide you with a set of actionable guidelines on how to maximize the impact of your product claims.

>Round 2.A: Using virtual environments to optimize the online shopping process
By Mini Kalivianakis & John Ashraf

Sales are increasingly migrating to online retail. In traditional retail, marketers have decades of proven insight to fall back on. Online retail environments are less mature and are more technically driven. Time is extremely limited in the real world of e-commerce. As such, the sales process needs to be short, sweet, and effectively optimized for the digital shelf. Join Mini and John as they explain how, in a research environment, we have the opportunity to experiment with different ways of guiding the consumer through the sales process. By creating virtual online shopping environments that mimic online retail stores such as the Amazon website or the Amazon mobile app we can learn how to optimize the online shopping process, the stores, and the products on display.

>Round 2.B: Two ways of making decisions – When utility and regret come together
By Jeroen Hardon & Aaron Hill from Sawtooth Software

Different from a Random Utility Model (RUM), a Random Regret Model (RRM) assumes consumers take the context of a choice into account: choosing an option that minimizes regret on a few pertinent options, rather than maximizing utility. For some consumers, RRM may better represent how choices are made. Jeroen and Aaron will show how to combine RUM and RRM to yield the best predictive validity.

>Round 3.A: Consumer Decision Journey
By Dirk Huisman

Consumers aren’t what they used to be. Informed and empowered, they decide when and how to engage with your brand. There’s no sales funnel to push consumers through; instead, they take part in journeys. You can either join them or become irrelevant. Welcome to the Age of the Consumer. In this new era, the consumer journey has become less predictable and controllable; misunderstanding this can lead to ineffective marketing spending. In his presentation, Dirk will show how we help you make sense of the journey in the consumer age. You will uncover how consumers build up to their final decisions and what touch points can be best utilized to influence them along this decision journey.

Round 3.B: Making market research actionable: ensuring that key stakeholders deeply experience and act upon insights
By Nicole Drake and Marcel Slavenburg

Sometimes it can be challenging to ensure that insights from complex research studies are heard, internalized, and acted upon. Our session will focus on a case-study of a large, multi-country, multi-phase study, which will illustrate one way of meeting this challenge. In our interactive workshop, we will conduct a mini “walk in the shoes” of the patient immersion session to illustrate our points. We have found that by actively experiencing the challenges that customers face, the global, regional and national brand teams are better able to generate solutions in the form of targeted marketing programs. We will share our immersion approach for bringing research results to life for key stakeholders.

Want to know more? Don’t hesitate to give us a call or drop an email!

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