gamification in market research
Post on 19-Sep-2014
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DESCRIPTION
This deck collects mini-case studies of gamification approaches applied specifically to market researchTRANSCRIPT
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
