1. UnspokenTM is a new mobile-based technology developed by SKIM that uses implicit research techniques to screen and optimize various stimuli like ads, messages, and product concepts. 2. It uses an intuitive swiping exercise and choice comparisons to understand subconscious preferences, then identifies which stimuli will maximize a brand's market share based on choice modeling algorithms. 3. The technology provides improved engagement over traditional explicit survey methods by keeping respondents interested through its interactive mobile interface.

1. Paul Janssen
Vice President at SKIM

2. Today’s digital world
changes the game

3. Attention spans
are shortening

4. rational
truth real
truth
emotional
truth
The subconscious
plays a key role

5. Traditional methods do not meet the
current needs any longer
Tend to focus only on
the rational processes
Are not very suitable for
mobile phones
Are long and not
engaging for respondents

6. What’s next?

7. UnspokenTM is a new technology that blends implicit
research techniques with an engaging mobile interface

8. Ads Messages
Unspoken is designed for screening
and optimizing a variety of stimuli
Variants PromotionsConcepts

9. Swipe Choose Explain
LikeDon’t like

10. LikeDon’t Like
Module 1. Categorize stimuli through
an intuitive swiping exercise that relies
heavily on system 1 processes
Swipe Direction
Metric 1
Reaction Time
Metric 2

11. A B
Product Choice
Metric 1
Reaction Time
Metric 2
Module 2. Compare and consider
different options at the moment of
truth like a store shelf or a website

12. Output
Identifies what stimuli
will maximize our brand’s
preference share vs.
competition at the shelf
Input
Estimated utilities
feed into a simulator
that models brand
preference shares
Advanced algorithms rooted in SKIM’s choice modeling
expertise are used to model market implications
Share
Your Brand 34%
Brand B 22%
Brand C 13%
Brand D 31%

13. Module 3. Identifying the reasons
behind the behavior through heat
maps and open ends is key
“The lemons and ice,
makes it seem extra
refreshing and supports
the sentence below”
“I like that Radler is
refreshing, I like
the sentence”

14. Ads Messages
Brand Communications
Application: brand communications

15. Breaking through the
clutter is a difficult task,
but not an ad’s only task

16. Attraction
What ad breaks through the
clutter and brings shoppers
to the shelf or website?
Conversion
What ad converts shoppers
into buyers at the moment of
truth?
Explain
Understand the reasons
behind the choices through
heat maps & open ends
?A B
Application: brand communications

17. Improve
Drop
Drop Drop
Improve
Improve
Launch
Launch Launch
Conversion
Percentile X Percentile Y
X% Lift
Y% Lift
Attraction

18. Engagement is up
5
4
3
2
1
Traditional methods
“It really was refreshing and
more engaging than other,
more monotonous, surveys”
“Fun way to take a survey
over just answering
questions”
“Liked that it was interactive
and not just re-reading the
same questions... it kept my
interest”

19. OK
Gamification
Mobile
Subconscious
LikeDon’t like
19

20. 20
Paul Janssen
Vice President
p.janssen@skimgroup.com
Sean O’Connor
Implicit Research Specialist
s.oconnor@skimgroup.com
Contact us
skimgroup.com
@SKIMgroup
SKIMgroup
SKIMgroup