SKIMspiration blog

Inspiring marketers and insights professionals with the latest industry trends and tips

SKIMspiration blog
Unlock the power of patient engagement in pharmaceutical product launches

Unlock the power of patient engagement in pharmaceutical product launches

By Pauline Piens and Céline Talon on June 19, 2024

Drive innovation and impact by understanding and empowering patients  

In the fast-evolving world of pharmaceuticals, successfully launching a new product requires a profound understanding of the patients who will ultimately benefit from it. This means going beyond traditional clinical research to delve into the emotional and experiential aspects of patients’ journeys.

We are committed to supporting your team to effectively interact with patients for a successful product launch by ensuring their voices are central to the entire process.

In this blog, we’ll explore how understanding and engaging patients can lead to successful pharmaceutical product launches and highlight SKIM’s unique approach.

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Debunking the say-do gap myth in sustainability

Debunking the say-do gap myth in sustainability

By David Voxlin on June 7, 2024

How to truly leverage sustainability as a competitive advantage

In the realm of sustainability marketing, a critical and often frustrating phenomenon exists: the say-do gap.

This gap, representing the disconnect between consumer declarations and their actual purchasing behavior, poses a significant challenge for marketers aiming to capitalize on the growing interest in sustainability.

While consumers increasingly claim to prefer eco-friendly and sustainable products, their actions at the checkout often tell a different story. But is this the full picture?

Read on to understand what’s really going on with the say-do gap and how to truly leverage sustainability as a competitive advantage.

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Five ways sustainability creates value for consumers and brands

Five ways sustainability creates value for consumers and brands

By David Voxlin on June 7, 2024

Increase brand loyalty and competitive advantage with sustainability innovations

Sustainability is reshaping how brands can strategize to attract and retain customers. This shift reflects a broader recognition that sustainability innovations not only contribute to environmental preservation but also deliver substantial value to consumers.

Read on to explore five ways in which sustainability practices are reshaping consumer value and enhancing brand loyalty.

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Forecasting demand for Guide Dogs UK 15 years into the future

Forecasting demand for Guide Dogs UK 15 years into the future

By Stephen Scales on May 21, 2024

Navigating market disruptions with a strategic approach

Rapid advancement in consumer and medical technology along with the disruption of the global pandemic, presented an opportunity for Guide Dogs to reflect and reset the strategic horizon. Guide Dogs wanted to build a more long-term vision and explore how they could effectively adapt to changing demands in the future.  

But how do you forecast the future, and overlay a range of varying disruptive challenges, in a robust data-centric way?

At Quirk’s London, alongside Aileen Bradley, Head of Strategy at Guide Dogs UK, we discussed the approach taken that became the springboard to thinking longer term. Read on to discover how our predictive forecasting tool and scenario planning helped Guide Dogs look to the future. 

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Secrets to optimizing promotion strategies in 2024 

Secrets to optimizing promotion strategies in 2024 

By Jessica Edwards and Ricardo Rodrigues on April 15, 2024

What revenue management teams need to know about shifting consumer behavior in EU

After years of inflation, shoppers are becoming resistant to price increases. If you’re responsible for CPG / FMCG brands, you’ve likely seen consumers jump ship and are feeling the pressure to dial up promotions to increase sales this year.  

But promotions are expensive and can take a big bite out of your profits.   

So how can you create the right promotion strategy to entice consumers back to your brand, without sacrificing your bottom line? 

The key to optimal promotion strategies which drive incremental value is understanding and predicting consumer behavior. The SKIM revenue management practice recently conducted new research to explore these shifting price perceptions in Europe. 

Read on to learn these insights and uncover the promotional “sweet spot” that creates a win-win-win for your company, retailer and consumer.  

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AI’s impact on consumer behavior and how to increase brand value

AI’s impact on consumer behavior and how to increase brand value

By Katharina Graeser on April 8, 2024

New insights on AI reveal consumer preferences, concerns and marketing implications

At a time when generative AI promises revolutionary change across industries, the pressing question is not about the capabilities of AI. Instead, you’re probably asking:

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AI + market research: 6 ways insights professionals are using AI today 

AI + market research: 6 ways insights professionals are using AI today 

By Katharina Graeser on February 28, 2024

How AI can enhance creativity, quality and efficiency in research now

Artificial intelligence is already redefining the norms of data collection and analysis. The technology is surely critical to the continued success of research professionals in delivering precise and actionable insights.  

However, what’s possible now? How and where can you tap into the power of AI to enhance research outcomes this year?  

In a recent webinar, SKIM’s AI expert Nino Hardt and FMCG Director Jessica Rainalter revealed six real-world examples of AI in practice across market research.  

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Unilever’s secret behind winning product claims and brand visuals

Unilever’s secret behind winning product claims and brand visuals

By Kelly Vrachimis on December 13, 2023

How to increase motivation with psychology

Are your product claims and visuals compelling enough to attract, connect and convert consumers?

At IIEX Behavior, Unilever Hair Claims Expert, Sophia Moghadam, shared how the company lifted its claims win rate by 30% by using a proven formula based on consumer psychology. In the session, she explained the revitalized process Unilever followed to improve the effectiveness of brand claims and visuals. Sophia was joined by SKIM’s Brand Communications Lead, Dr. Nikki Westoby, who revealed the secrets to crafting winning claims and the science behind the proven guidelines.

Read on to learn how Unilever used consumer psychology to create product content that converts, and get inspired for your brand communications.

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How KitchenAid revealed the “end-to-end” global consumer journey

How KitchenAid revealed the “end-to-end” global consumer journey

By Kelly Vrachimis on November 6, 2023

To achieve sales and marketing goals, brands need to know how customers make purchase decisions. But another key element of the consumer journey is often overlooked: the post-purchase experience. KitchenAid, a premium kitchen appliances brand, knew they needed to look beyond the point of purchase to uncover opportunities to build customer loyalty and grow their business globally. 

KitchenAid had previously done some shopper research focused on the US, but needed to expand their knowledge and action plans globally, and recognized that a lot has changed in the way people shop and use appliances since they did their initial research, pre-COVID. 

How could KitchenAid make sense of “messy” consumer journeys and experiences and uncover new opportunities to delight their customers?

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How Edrington UK optimized its omnichannel path to purchase strategy

How Edrington UK optimized its omnichannel path to purchase strategy

By Stephen Scales on September 1, 2023

Edrington UK is the sales, marketing and distribution business of internationally renowned spirits company, Edrington. The company’s portfolio includes beloved whiskies and cognacs such as The Macallan, The Famous Grouse and Jim Beam. When the pandemic disrupted consumer behavior and paths to purchase shifted more towards digital channels, Edrington needed a data-driven approach to understand the changes and help prioritize its marketing strategies.

How could Edrington adapt to new shopper journeys, and optimize marketing effectiveness to drive growth in traditional and digital channels?

At Quirk’s London, Edrington UK’s Senior Consumer Insights Manager, Rebecca Ramsay, shared the company’s challenges and outcomes from delving into the new path to purchase. Joining her on stage was Stephen Scales, Director, who led the project at SKIM. Stephen detailed the insights and activation approach used, including the decision journey methodology and how our team helped create impact on Edrington’s future marketing strategies.

If you’re facing similar shifts in consumer behavior and shopper journeys, Edrington’s success story is enlightening and inspiring. Here’s a recap of their talk.

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