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A Presenta*on from the NewMR Trends in Infographics, Visualisa*on and Presen*ng Event 28 June 2013 All copyright owned by The Future Place and the presenters of the material For more informa@on about NewMR events visit hEp://newmr.org For more informa@on about dub visit hEp:// dubstudios.com Storytelling to explain complex methodologies Paula Coredella SKIM Gerard Looschilder SKIM

Skim trends in infographics

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Page 1: Skim   trends in infographics

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

28  June  2013  

All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  For  more  informa@on  about  NewMR  events  visit  hEp://newmr.org  

For  more  informa@on  about  dub  visit  hEp://dubstudios.com  

Storytelling to explain complex methodologies  

Paula  Coredella  SKIM  

Gerard  Looschilder  SKIM  

Page 2: Skim   trends in infographics

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  

Page 3: Skim   trends in infographics

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

Why do we tell stories?

Page 4: Skim   trends in infographics

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

The Curse of the Curly Fries

Page 5: Skim   trends in infographics

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

David

Senior Product manager

Page 6: Skim   trends in infographics

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

...back in the 80s…

Page 7: Skim   trends in infographics

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

...back in the 80s…

Page 8: Skim   trends in infographics

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…

Page 9: Skim   trends in infographics

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

...and today…

Page 10: Skim   trends in infographics

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

Philip

Junior Product manager

Page 11: Skim   trends in infographics

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

Easy Fries

Healthy, Young, Awesome

Page 12: Skim   trends in infographics

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

The battle

Page 13: Skim   trends in infographics

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

David or Philip?

Page 14: Skim   trends in infographics

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

The solution

Jennifer

Market Researcher at MIKS

Page 15: Skim   trends in infographics

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

The method

MBC

Menu Based Conjoint

Page 16: Skim   trends in infographics

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

Page 17: Skim   trends in infographics

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

Page 18: Skim   trends in infographics

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

Page 19: Skim   trends in infographics

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

Page 20: Skim   trends in infographics

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

Page 21: Skim   trends in infographics

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

Page 22: Skim   trends in infographics

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

Page 23: Skim   trends in infographics

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

Page 24: Skim   trends in infographics

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.

Page 25: Skim   trends in infographics

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”  

Page 26: Skim   trends in infographics

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”  

Page 27: Skim   trends in infographics

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”  

Page 28: Skim   trends in infographics

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

Page 29: Skim   trends in infographics

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

So what?

Page 30: Skim   trends in infographics

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

Page 31: Skim   trends in infographics

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

What about me?

Page 32: Skim   trends in infographics

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

Can we still include Easy Fries?

Page 33: Skim   trends in infographics

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”  

Page 34: Skim   trends in infographics

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”  

Page 35: Skim   trends in infographics

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”  

Page 36: Skim   trends in infographics

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”  

Page 37: Skim   trends in infographics

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

So what?

Page 38: Skim   trends in infographics

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

Page 39: Skim   trends in infographics

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

Actionable Insights

Page 40: Skim   trends in infographics

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

Page 41: Skim   trends in infographics

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

Page 42: Skim   trends in infographics

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

Actionable Insights

Page 43: Skim   trends in infographics

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

Actionable Insights

Page 44: Skim   trends in infographics

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

Actionable Insights

Page 45: Skim   trends in infographics

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

The End

Page 46: Skim   trends in infographics

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

Page 47: Skim   trends in infographics

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.    

Page 48: Skim   trends in infographics

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  

Page 49: Skim   trends in infographics

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  

Page 50: Skim   trends in infographics

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.    

Page 51: Skim   trends in infographics

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

Page 52: Skim   trends in infographics

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

Page 53: Skim   trends in infographics

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

Page 54: Skim   trends in infographics

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

Page 55: Skim   trends in infographics

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

Page 56: Skim   trends in infographics

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

Page 57: Skim   trends in infographics

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

Page 58: Skim   trends in infographics

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

Thank you

Gerard  Loosschilder  

SKIM

Paolo  Cordella  

Page 59: Skim   trends in infographics

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  

Page 60: Skim   trends in infographics

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