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Research papers

Can machines be emotional?

We know emotions play an important role in consumer decision making but how do we access them at scale? SKIM and J&J teamed up to investigate!

Catalogue: Fusion 2019
Authors: Marcel Slavenburg, Judith Suttrup, Samantha Bond
Company: SKIM
November 10, 2019


5 trends shaping customer insights in 2020

On average marketers depend or rely on data for only 11% of all customer related decisions. Instead of basing decisions on data, marketers rely on previous experiences, intuition and their colleagues. If market insights are not available when needed,...

Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Dirk Huisman, Robin de Rooij
Company: SKIM
June 15, 2015

Research papers

The game-changing generation

Millennials are adopting new technologies and changing buying behaviors, resulting in challenges that brands need to tackle. Understanding Millennials required adapting the research approach: conducting the survey on smartphones, and more...

Catalogue: Congress 2016: #WOW
Authors: Patricia Dominguez, Joyce van Heeswijk, Julia Goernandt, Cori Deutsch, Nijat Mammadbayli
Company: SKIM
September 22, 2016

Research papers

Uncovering the unspoken word

In today's fast-paced digital world time is precious, speed is of the essence and attention spans are short - yet expectations of market research have never been greater. This is why we have to adjust, challenge existing norms and come up with...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Paul Janssen, Robin de Rooij, Marina Georgieva
Company: SKIM
May 9, 2017

Research papers

Decision making does not always require expensive surveys

SKIM Market and Policy Research was founded in 1979 as an industrial market research company and befriended the PC rather early. Thanks to the enthousiasm of the researchers at SKIM and good contacts with Sawtooth, the American developers of software...

Catalogue: Seminar 1990: How To Cope With Data Overload
Author: H. J. Kranenberg
Company: SKIM
June 15, 1990

Research papers

Creative lab

Being close to the target group is crucial for every business. However, too often marketing decisions are made far away and a long time after key insights were identified through market research. also, multinationals often find it challenging to...

Catalogue: Qualitative 2012: Informing Strategic Decision Making And Action
Authors: Eva Kulla, Henrike Reinhardt
Company: SKIM
November 8, 2012