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.
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