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ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
ESOMAR Workshop on Gamification: Creating a win-win-win
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ESOMAR Workshop on Gamification: Creating a win-win-win

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ESOMAR Workshop on Gamification: Creating a win-win-win (by Annelies Verhaeghe and Tom De Ruyck of InSites Consulting), presented at the ESOMAR 3D Conference in Amsterdam (NL) on Sunday November 4, …

ESOMAR Workshop on Gamification: Creating a win-win-win (by Annelies Verhaeghe and Tom De Ruyck of InSites Consulting), presented at the ESOMAR 3D Conference in Amsterdam (NL) on Sunday November 4, 2012.

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  • 1. What’s next?Creating a win-win-win – Gamification in data collection – Gamification in analysis & interpretation – Gamified reporting & presentationTime to play!
  • 2. Let’s play a game!
  • 3. The average age of a gamer is 34
  • 4. The average age of a gamer is 30
  • 5. 26% of the gamers are above 50 years old
  • 6. 26% of the gamers are above 50 years old
  • 7. 40% of the gamers is female
  • 8. 47% of the gamers is female
  • 9. 62% of gamers play with other gamers in person
  • 10. 62% of gamers play with other gamers in person
  • 11. Everybody likes to playUsing game mechanicsto solve problems and engage users
  • 12. 2 Qualitative Research MROCs: Most popularemerging method in GRIT 2012
  • 13. The whole Data collection research processAnalysis & interpretationReporting & presenting
  • 14. That’s nice and all, but whatdoes it deliver?
  • 15. Phase 1: Data collection
  • 16. 4 levels “Prove tome that your Questioncity is better than every other city Individual here” Team Community
  • 17. 4 levels QuestionIndividual TeamCommunity
  • 18. 4 levels QuestionIndividual TeamCommunity
  • 19. 4 levels QuestionIndividual TeamCommunity
  • 20. Gamification and Market Research// CommunitiesRiddles
  • 21. Gamification and Market Research … it works! 21
  • 22. Gamification and Market Research// CommunitiesIdeation* Based on insight platforms retrieved from earlierresearch or in an earlier stage of the same project,the Ideation Tool challenges participants to comeup with new ideas for problems or needs.** To match the iterative and non-linear nature ofidea generation, the Ideation Tool allowsparticipants to post multiple ideas to the ideationchallenges. Participants can comment to improvethe idea, resulting in a change of status, frommining to rough diamond, polished diamond andeventually a diamond ring…
  • 23. Do you think this leads to…1. More posts?2. Richer posts?3. More & richer posts?
  • 24. Do you think this leads to…1. More posts?2. Richer posts?3. More & richer posts?
  • 25. Think harder, Think different 7x more on topic argumentsCreative, emotional, contextual
  • 26. Phase 2: Analysis & interpretation
  • 27. A different perspective
  • 28. Crowd interpretation is the analysis ofresearch data by a group of research participants inorder to obtain richer, more accurate interpretationof data that leads to insights.
  • 29. OBSERVER INTERPRETER INSIGHTING“The only performance thatg got a 5 star rating by the ‘morgen’ (newspaper). If you look for a minute or 5 on the ground, you can easily find a free newspaper…very handy!”
  • 30. Crowd interpretation game
  • 31. 20% additional insights from the same data Excitment The gaming virus hit RECONNECT with your consumer
  • 32. Are participants the researchers of the future?
  • 33. How do they perform?Researchers Gen Y crowd
  • 34. Who is best at generating insights?1. Researchers2. Gen Y Crowd3. Both are equally good
  • 35. Who is best at generating insights?1. Researchers2. Gen Y Crowd3. Both are equally good
  • 36. 20-40% additional insights!Researchers Gen Y crowd
  • 37. Phase 3: Reporting & Presenting
  • 38. Single focus on the minds
  • 39. Improving the flight experienceUnderstanding & listening to frequent flyers
  • 40. Phase 1 InsightmentObservation leads to insight discovery
  • 41. Phase 2 Ideation &Concept Development InsightmentDiscussions placing insights in perspectiveIdea generation by frequent travellers
  • 42. Phase 3 Ideation &Concept Development Validation InsightmentQuantitative and emotional validation of 4 selectedconcepts
  • 43. “If we knew what we already know”
  • 44. Gamified kick-off
  • 45. Ideation by Air France and KLM
  • 46. Concept casino
  • 47. What’s next?Creating a win-win-win – Gamification in data collection – Gamification in analysis & interpretation – Gamified reporting & presentationTime to play!
  • 48. Objective? Gamify the research process
  • 49. A small recapGame mechanics
  • 50. #1 AchievementYou challenge yourself by settingachievable deadlines, you strive forsuccess and you like to master askill . You value positive feedbackin order to feel accomplished. Youhave a need to finish things youstarted.
  • 51. Achieve your financial goals! People need to set themselves a specific financial goal for which they want to save. They can add money to their account by themselves, by asking & sharing with friends or by collecting deals.
  • 52. #2 PowerYou like to influence peopleand events, you want to beseen as a leader, you areconscious about your image.You are attached to yourstatus.
  • 53. Leaderboards People attach status to be in first place. They are constantly competing with their friends and family to achieve the highest rank!
  • 54. Leaderboards People attach status to be in first place. They are constantly competing with their friends and family to achieve the highest rank!
  • 55. #3 Social You have a strong desire to belong to a group or family, you seek relationships and approval. You like sharing with others and listen well.
  • 56. City MarketingBy working together in teams, youreach a higher goal. Social mediamake it possible to see how othersare performing.
  • 57. #4 Grow You love to gain knowledge and sharpen your mind. You want to develop yourself to the maximum. You like feedback because it gives you the opportunity to improve.
  • 58. Nike+ Running AppSet personal goals and keeptrack of your improvements.
  • 59. #5 StructureYou like safe and predictableenvironments, you seek orderand certainty and you don’t likesurprises. And you aresometimes a bit compulsive.
  • 60. Live action puzzle Everyone wants to complete a puzzle. No one wants to make half the puzzle and then quit. Coca Cola Zero was aware of people’s need for structure and achieved great viewer results with this insight.
  • 61. #6 Explore You like change and adventure, you enjoy new experiences. Stimulation and changing environments are your key drivers.
  • 62. Unique fan experience BING cooperated with Jay-Z to develop a game where fans could collect Jay-Z’s biography ‘Decoded’ before release date by searching every single page all over the world.
  • 63. You have a soft spot for charity, youare altruistic and you like to make adifference. You like to give your lifemeaning. You believe in a highercause. #7 Purpose
  • 64. Q-Music stimulates its listeners The listeners of Q-Music collect money for charity based on a game to travel as much kilometers as possible. (combination of the need for purpose and the need to explore)
  • 65. #1 Achievement Main motivators#2 Power for playing games.#3 Social#4 Grow#5 Structure#6 Explore#7 Purpose
  • 66. Thanks!Questions?The game is on! @annaliezze | @tomderuyck

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