using gamification to increase participant engagement and data quality in online research...

ASC Winchester 2013

GAMIFICATION

www.insites-consulting.com @sebastienvl www.insites-consulting.com @sebastienvl

www.insites-consulting.com @sebastienvl

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We all play …



Elements of game playing Also called game mechanics. These features play on game dynamics and are what make games so engaging

Game dynamics The motivations that people have in relation to games.


Gamified focus groups


“on your next shop visit, be an anthropologist and observe the creature called the shopper!”

“I challenge you to find the most arguments as to why people like brand X”

“Imagine in alternative universe, you’re visiting the Plantet Brand X. What does it look like, …”

“If brand X would come to live and be a person, just like you and me …”

“If brand X would come to live and be a person, just like you and me …”


“If you’d make a movie about disease X, what would it be like, who plays the lead role, …”

“Tell me whether you are pro or contra and why. Let’s see which group can list the most arguments…”


WHAT ABOUT

MROCs ?



Longitudinal

WHY MROCs?



LET’S MAKE

IT HAPPEN!


Group level

4 LEVELS


Based on insight platforms retrieved from earlier

research or in an earlier stage of the same

project, the Ideation Tool challenges participants

to come up with new ideas for problems or

needs.


harder

Thinking


different

Thinking


WHAT’S

NEXT?


Beyond

data collection

Crowd interpretation is the analysis of research data by a group of research participants in

order to obtain richer, more accurate interpretation

of data that leads to insights.


LET THE GAMES

BEGIN!

using gamification to increase participant engagement and data quality in online research...

Technology

sebastienvl longitudinal

sebastienvl whats

sebastienvl elements

sebastienvl group level

sebastienvl harder thinking

sebastienvl different

brand x

group of research participants