gamification in market research

LEVEL 1Introduction

LEVEL 1: IntroductionDefinition

The integration of the mechanics that make games fun and absorbing into non-game

platforms and experiences in order to improve

engagement and participation

~ The Authors

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LEVEL 1: IntroductionContents

Engagement

Data quality

Setup considerations

Enjoyment

Response length

Completion rates

Nature of response

Return rates

Consistency

LEVEL 2Enjoyment

LEVEL 2: EnjoymentConsumption diary

3.5

8.0

UK(non-gamified)

USA(gamified)

Ave. happiness (out of 10)

Source: Lumi Mobile

LEVEL 2: EnjoymentOnline surveys

Interactive elements e.g. Drag-and-drop brand selectionRotating attribute lists

Enjoyment

+26%

Source: InTouch

Interesting

+27%

Easier to answer

+13%

LEVEL 2: EnjoymentSpill-over effects

Source: TNSImage: http://www.joyandfood.com/wp-content/uploads/2012/05/Beer-beer.jpg

It was like being a part of a community“ ”

Really liked the chat, where people discussed the show“ ”Noticed more details in the show than normally

”“

Found it funny to rate the TV-show and see the results

”“Fun to be a part of this new kind of test“ ”

LEVEL 2: EnjoymentPitfalls

Source: Puleston & Sleep, 2011

…slightly facile…“ ”

Source: Puleston & Sleep, 2011

LEVEL 3Completion Rates

LEVEL 3: Completion RatesConsumption diary

Source: Lumi Mobile

UK (non-gamified)

99%Completed

30%

Completed

Completion rate

USA (gamified)

LEVEL 3: Completion RatesRe-wording

How would you describe yourself?

”“

Source: Puleston & Sleep, 2011

82%

In exactly seven words, how would your friends describe you? ”“

98%

LEVEL 3: Completion RatesIncreased drop-outs

Source: Downes-Le Guin, et al, 2011

Source: TNS

LEVEL 4Return Rates

LEVEL 4: Return RatesComing back for

more

Returning & asking for more questions and to continue chatting

Source: TNS

LEVEL 4: Return RatesConjoint analysis

Source: Puleston & Sleep, 2011Image: http://www.fanpop.com/spots/pizza/images/30424281/title/pizza-photo

Stage 1 100%

Stage 2 90%

Stage 3 87%

Regular 50%

“I loved it, the whole thing was fun to do (though my diet was nearly ruined as it made me hungry!). It was challenging at times but really made me think and that is never a bad thing. Thank you!”

”“

LEVEL 5Response Lengths

LEVEL 5: Response LengthsRe-wording questions

We challenge you…“ ”Ads recalled X3

Source: Puleston & Sleep, 2011

Framing as a challenge

Imagine you are on death row…“ ”

Framing for creativity

LEVEL 5: Response LengthsReduced time Source: InTouch

Responded faster

Results comparable

Reduced data variation when respondents could see next attribute

LEVEL 6Nature of Responses

Imagine you are on death row…“ ”

Data processing

Qualitativedifference

“Scallops with black pudding and cream, rib eye steak with chips and a dolce latte cream sauce, stinking bishop (cheese) with 1960 port (year of my birth). Wine would have to be Chateau Lafite 1st Cru Pauillac 2000. I would skip pudding [of] course, I would not want indigestion!”

Open-endeds, text analysis

LEVEL 6: Nature of ResponsesQuality of responses

Source: Puleston & Sleep, 2011Image: http://thediggersunion.com/wp-content/uploads/2011/09/Turntable.jpg

½ neutral½ uncertain

Imagine that you are a DJ creating a playlist. Which artists would you include?

“”

LEVEL 6: Nature of ResponsesQuality of responses

LEVEL 6: Nature of ResponsesQuality of responses

An independent group of respondents consistently rated the ideas generated by the gamified group as better

15% deviation in the nature of responses between ‘yes’ and ‘no’ questions

Level 6: Nature of Responses

Consistency between

approaches

Level 6: Nature of Responses

Consistency between

approaches

Which one is best?

Can you guess…?“”

+10 secondsdeliberation time

Implicit vs. rational?

FINAL BOSS BATTLE:Setup Considerations

FINAL BOSS BATTLE:Setup considerations

Global compatibility (Flash?)

Difficult to make changes

More relevant to online and

mobile

Limited complexity on

mobile

Bespoke vs. modular

New skills e.g. design,

coding & copywriting

Survey lengths

FINAL BOSS BATTLE:Conclusions

FINAL BOSS BATTLE:Is it a fad?

“In some ways it is a fad - adding points and badges in tacky ways, looking at ‘gamification’ as an easy way to make boring things seem interesting - that is a fad.

However, the idea of designing business processes so that those who engage in them find them more intrinsically rewarding - that is a long term trend”.

~ Jesse Schell , CEO Schell Games

“In three years, we will talk about what is at the core of it - design for motivation - not about the one strategy to get there: getting inspiration from games.”

~ Sebastian Deterding, researcher

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FINAL BOSS BATTLE:Gamification can benefit our industry…

“A double shift in focus and framing:

(1) from usability(reducing friction) to motivation (increasing drive),

(2) from extrinsic motivation (incentives) to intrinsic motivation (competence, autonomy, relatedness needs).

At best, it is a set of lenses and design patterns to improve intrinsic motivation.”

~ Sebastian Deterding , researcher

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”

FINAL BOSS BATTLE:Conclusions

Gamification seems to work…

Gamification can benefit research……but it’s no

“magic elixir”…in subtle and fundamental ways……if carefully

considered in application

CONGRATS!!! You defeated the Final Boss