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.
On October 23rd, we co-presented with Logitech at TMRE 2013 in Nashville, Tennessee. In this presentation we discussed how there are different approaches to define the optimal product portfolio, taking into account rational and emotional factors in consumer purchase behavior.
Choosing the right course – Coping with ‘consumer logic’ when defining your product road map and portfolio strategy
The beauty and challenge of consumer logic is that rational and emotional drivers are intertwined. For feature rich products with a high involvement factor, emotions make consumers deviate from their rational choice path. The choices consumers make are a consequence of ‘system 1’ and ‘system 2 thinking’: intuition vs. reasoning.
To create strategies for prioritizing features on a product roadmap, the number of products in a portfolio or the optimal pricing of a product, choice experiments need to mimic different shades of reality. SKIM and Logitech will present the pros and cons of different types of choice experiments (feature-focused vs. a more holistic approach) and models that provide insights for product road maps and portfolio strategies.
Julia Vaughan, Customer Insights Manager at Logitech
Joris Huisman, New Venture Director at SKIM in San Francisco
Interested in viewing the presentation? Please contact Joris Huisman.
SKIM Social Media Research expert blogging for TMRE on Twitter
Our Social Media Research Expert, Sourabh Sharma was asked to be one of TMRE’s blogger on Twitter during the event. Take a look at the social event summary on Eventifier or go straight to Sourabh (@Sssourabh) and our SKIM company account (@SKIMgroup) on Twitter. #TMRE13
