SKIM names Maura Coracini as Managing Director, Latin America
SKIM has named Maura Coracini as Managing Director, Latin America. Based in the São Paulo area.
With automation and machine learning being talked about a lot, Lightspeed and SKIM got together to let Human and Machine test a real research problem. The task was simple: design the perfect holiday.
The two approaches were quite different. SKIM turned to automation to solve the challenge using conjoint analysis to build their perfect holiday. While Lightspeed took a traditional approach, surveying panelists with a gamified survey, using imagination not algorithm for their perfect holiday.
We invited you to see the results and help settle the debate: ‘Humans or Machines?’ which is better?
Presenters: Patricia Dominguez – SKIM and Alex Wheatley – Lightspeed
Insights from “Human vs Machine: Only a game can choose the winner”
Here is a short intro to our paper:
“How do the latest gamified crowd co-creation techniques stack up against the most advanced conjoint methodology when it comes to designing the perfect product offering? Can a group of humans playing a game create a better product than an AI computer algorithm?
To find out Lightspeed’s innovation team who have been pioneering this new co-creation methodology challenged SKIM, a research company who are world renowned experts in conjoint research to a research-off!
Both were set the same product design challenge, we would then use our own specialist research techniques to develop their perfect product solution and these would then be subject to a head to head comparative consumer test to see which was the best.”
