Skim trends in infographics

A  Presenta*on  from  the  NewMR  Trends  in  Infographics,  Visualisa*on  and  Presen*ng  Event  

28  June  2013  

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Storytelling to explain complex methodologies  

Paula  Coredella  SKIM  

Gerard  Looschilder  SKIM  

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Storytelling To explain complex methodologies

Gerard  Loosschilder  

SKIM

Paolo  Cordella  

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Why do we tell stories?

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

The Curse of the Curly Fries

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

David

Senior Product manager

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

...back in the 80s…

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

...back in the 80s…

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

...back in the 80s… ...and in the 90s…

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

...and today…

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Philip

Junior Product manager

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Easy Fries

Healthy, Young, Awesome

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

The battle

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

David or Philip?

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

The solution

Jennifer

Market Researcher at MIKS

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

The method

MBC

Menu Based Conjoint

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

1$   3$   1$   1.5$  

Make your choice

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

1$   3$   1$   1.5$  

Make your choice

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

1$   3$   1$   1.5$  1.5$  

SKIM  Webinar  “Menu  Based  Conjoint:  A  New  Method”  

Make your choice

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

1$   3$   1$   1.5$  1.5$  

Make your choice

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

0.8$  1$   3$   1.5$  1.5$  1$  

SKIM  Webinar  “Menu  Based  Conjoint:  A  New  Method”  

Make your choice

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

1$   3$   0.8$   1.5$  1.5$  

Make your choice

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

1$   3$   0.8$   1.5$  1.5$  

SKIM  Webinar  “Menu  Based  Conjoint:  A  New  Method”  

Make your choice

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

0.8$  1$   3$   1.5$  1.5$  

SKIM  Webinar  “Menu  Based  Conjoint:  A  New  Method”  

Make your choice

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Insight #1 # People choose Tender Grill with Curly Fries.

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Insight #1 # If Donald King delists Curly Fries….

SKIM  Webinar  “Menu  Based  Conjoint:  A  New  Method”  

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Insight #1 # …people will buy less Tender grill

SKIM  Webinar  “Menu  Based  Conjoint:  A  New  Method”  

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Insight #2 # Curly Fries Lovers …

SKIM  Webinar  “Menu  Based  Conjoint:  A  New  Method”  

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Insight #2 # …they don’t come to Donald King anymore

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

So what?

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

So what?

# Keep Curly Fries at $0.8

Revenue

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

What about me?

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Can we still include Easy Fries?

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Insight #3 # New segment, the “Green” families

SKIM  Webinar  “Menu  Based  Conjoint:  A  New  Method”  

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Insight #3 # New segment, the “Green” families

SKIM  Webinar  “Menu  Based  Conjoint:  A  New  Method”  

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Insight #4 # No cannibalization effects

SKIM  Webinar  “Menu  Based  Conjoint:  A  New  Method”  

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Insight #4 # Two different segments

SKIM  Webinar  “Menu  Based  Conjoint:  A  New  Method”  

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

So what?

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

So what?

# Launch Easy Fries at $1.5

Revenue

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Actionable Insights

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Actionable Insights

#Keep Curly Fries at a lower price

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Actionable Insights

#Keep Curly Fries at a lower price

#Launch Easy Fries at a premium price

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Actionable Insights

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Actionable Insights

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Actionable Insights

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

The End

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

The story helps to explain … what Menu-based Conjoint can do for you

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

The story helps to explain … the pick up rate of items under price scenarios

50%  

30%  

18%  15%  

0  

0.24   0.22   0.23  

Unpriced   @  $0.80   @  $1.20   @  $1.50  

Share  of  preference  of  Curly  Fries   Revenue  index  

In  the  context  of  the  availability  and  pricing  scenarios  of    ALL  other  menu  items  and  their  prices.  Can  change  if  scenarios  of  other  items  change.    

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

The story helps to explain … the pick up rate of items under price scenarios

Revenue

Without going into methodological detail

Keep  Curly  Fries  at    $0.80  

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

The story helps to explain … interaction or cross effects

35%  

25%  

15%  

0.53  

0.33  

0.23  0.15  

CF  available  @  $0.80  

CF  available  @  $1.20  

CF  available  @  $1.50  

CF  not  available  

Curly  Fries  Pref  share  

Curly  Fries  Revenue  index  

Tender  Grill  @  $1.50  Pref  share  

Tender  Grill  @  $1.50  Revenue  index  

The  choice  of  Tender  Grill  depends  on  

the  availability  and  price  of  Curly  Fries  

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

The story helps to explain … interaction or cross effects

Without ever saying it

People  choose  Tender  Grill  with  Curly  Fries,  so  If  Donald  King  

delists  Curly  Fries,  people  will  buy  fewer  Tender  grill.    

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

The story helps to explain … how we help businesses like yours

# Launch Easy Fries at $1.5

Revenue

Without ever saying it

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

The story helps to explain … how we help people like you

Without ever saying it

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Storyteller’s tip 1… Think from a business perspective

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Storyteller’s tip 2… Think from a people’s perspective

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Storyteller’s tip 3… Have a storyline and a plot

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Storyteller’s tip 4 Just write a lot and talk a lot

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Stories are the bridges between problems and solutions

•  We can be trusted with our methodologies and we use them to help our clients

•  Because of our stories, clients understand our methodologies just enough to know that they help them

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Thank you

Gerard  Loosschilder  

SKIM

Paolo  Cordella  

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Q & A

Ray  Poynter  Vision  Cri@cal  University  

Paula  Coredella  SKIM  

Gerard  Looschilder  SKIM  

Loosschilder, Cordella and Ammerlaan, SKIM, Netherlands Session 2: Trends in Infographics, Visualisation and Presenting, 28 June 2013

SKIM

•  We understand and model choice and decision making behavior

•  We deliver actionable insights using cutting edge methodologies

•  Strategic partner in communication, innovation, pricing and portfolio management research

•  Serving clients in consumer goods, healthcare, automotive, telecom and finance