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MOA Innovation Award: Gamification in MROCs by InSites Consulting

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Mid June 2012 InSites Consulting won the MOA Innovation Award 2012. This prize awarded by MOA (the Dutch Marketing Research Association) recognizes the company which created added value in the past …

Mid June 2012 InSites Consulting won the MOA Innovation Award 2012. This prize awarded by MOA (the Dutch Marketing Research Association) recognizes the company which created added value in the past year by learning from consumers in an innovating, positive and striking way. The InSites Consulting case has to do with gamification (= usage of game techniques in order to engage people) in online research communities (MROCs) in the entire research process.

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  • 1. MOA Innovation AwardGamification in MROCs by InSites Consulting www.insites-consulting.com Ghent I Rotterdam I London I Timisoara I New York
  • 2. Nice to meet youElias Veris – Senior Research InnovatorTom De Ruyck – Head of Research Communities tom.deruyck@insites-consulting.com elias.veris@insites-consulting.com @tomderuyck @eliasveris
  • 3. Why are we nominated foran innovation award?
  • 4. 1The top ten buzzwords: Mobile Gamification: Gamification trending topic Analytics Innovation Communities Social media MROC Co-creation Shopper Behavioural
  • 5. Everybody likes to playUsing game mechanicsto solve problems and engage users xxx
  • 6. 2 Qualitative Research MROCs: Most popularemerging method in GRIT 2012
  • 7. 3 The whole Data collection research processAnalysis & interpretationReporting & presenting xxx
  • 8. That’s nice and all, but whatdoes it deliver?
  • 9. Generating insights to grow the ketchup category Improving the transfer flight experience Co-creating the club of the future Discovering hot trends in cool cities Making the R&D plant customer centric
  • 10. Phase 1: Data collection
  • 11. 4 levels “Prove tome that your Questioncity is better than every other city Individual here” Team Community xxx
  • 12. 4 levels QuestionIndividual TeamCommunity xxx
  • 13. 4 levels QuestionIndividual TeamCommunity xxx
  • 14. 4 levels QuestionIndividual TeamCommunity xxx
  • 15. Do you think this leads to…1. More posts?2. Richer posts?3. More & richer posts?
  • 16. Do you think this leads to…1. More posts?2. Richer posts?3. More & richer posts?
  • 17. Think harder, Think different 7x more on topic argumentsCreative, emotional, contextual xxx
  • 18. Phase 2: Analysis & interpretation
  • 19. Crowd interpretation:interpretation of data by “ordinary” consumers Right people Curated data 3 phases
  • 20. Gamified procedure:Limited timespanPoints for good answers
  • 21. How do they perform?Researchers Gen Y crowd
  • 22. Who is best at generating insights?1. Researchers2. Gen Y Crowd3. Both are equally good xxx
  • 23. Who is best at generating insights?1. Researchers2. Gen Y Crowd3. Both are equally good xxx
  • 24. 20-40% additional insights!Researchers Gen Y crowd
  • 25. Phase 3: Reporting & Presenting
  • 26. Single focus on the minds
  • 27. Engage Positive disruption and conversations
  • 28. Inspire Energized rich workshop xxx
  • 29. Activate Make research used xxx
  • 30. Activate Live the results xxx
  • 31. Impact on 3 levels: Eager to learnEnergized rich workshopResearch is used & lived Conversations about research
  • 32. How many clientson average talk aboutmarket research after a gamified reporting?1. 12%2. 35%3. 55%4. 80%
  • 33. How many clientson average talk aboutmarket research after a gamified reporting?1. 12%2. 35%3. 55%4. 80%
  • 34. More and richer data through gamified MROCs Crowd interpretation makes research truly uncover hidden gemsOptimized research communication at client side drives conversation long after we are goneResearch becomes an impactful experience for all stakeholders involved
  • 35. Thanks!Questions?The game is on! @eliasveris | @tomderuyck

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