View
46
Download
2
Category
Tags:
Preview:
Citation preview
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
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
Recommended