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Gamification     An interactive introduction               Anneleen Boullart               Research Consultant, InSites Co...
#MktAlumni
Who we are?Some things you need toknow about us.                      #MktAlumni
Nice to meet youAnneleen Boullart, Research ConsultantI am 25 years old, and happy to be part of the InSitesteam for more ...
Nice to meet youTimo Vandemaele, Research ConsultantI am 24 years old, giving everything of myself forInSites Consulting f...
Fact sheet   Market research agency   15 years of experience and know-how   Pioneer and innovator in online methods   ...
Today’s buzzword?                    Gamification                           #MktAlumni
Source: http://www.theesa.com/facts/gameplayer.aspLet’s play a game!                                                      ...
The average age of a gamer is    34                       #MktAlumni
The average age of a gamer is    30                       #MktAlumni
26% of the gamers are above         50 years old                              #MktAlumni
26% of the gamers are above         50 years old                              #MktAlumni
40% of the gamers is female                         #MktAlumni
47% of the gamers is female                         #MktAlumni
62% of gamers play with other      gamers in person                                #MktAlumni
62% of gamers play with other      gamers in person                                #MktAlumni
Games are part of our      lives…                        … everyone plays!                                    #MktAlumni
GamificationWhat is it and why wouldyou use it?                       #MktAlumni
#MktAlumni
Gamification  Using game elements in adifferent context                    #MktAlumni
“Weve gone from being exposed to about500 ads a day back in the 1970s to as manyas 5,000 a day today.” (2009)         Jay ...
Objective       The process of using        game thinking and        game mechanics to         ENGAGE users !             ...
MotivationsWhy does Gamificationwork?                        #MktAlumni
#1 AchievementYou challenge yourself by settingachievable deadlines, you strive forsuccess and you like to master askill ....
Achieve your financial goals!      People need to set themselves a specific financial      goal for which they want to sav...
#2 PowerYou like to influence peopleand events, you want to beseen as a leader, you areconscious about your image.You are ...
Leaderboards   People attach status to be in   first place. They are constantly   competing with their friends and   famil...
Leaderboards   People attach status to be in   first place. They are constantly   competing with their friends and   famil...
#3 Social       You have a strong desire to belong to a       group or family, you seek relationships       and approval. ...
City MarketingBy working together in teams, youreach a higher goal. Social mediamake it possible to see how othersare perf...
#4 Grow          You love to gain knowledge          and sharpen your mind. You          want to develop yourself to the  ...
Nike+ Running AppSet personal goals and keeptrack of your improvements.                              #MktAlumni
#5 StructureYou like safe and predictableenvironments, you seek orderand certainty and you don’t likesurprises. And you ar...
#MktAlumni
Live action puzzle  Everyone wants to complete a puzzle. No  one wants to make half the puzzle and  then quit. Coca Cola Z...
#6 Explore             You like change and adventure, you             enjoy new experiences. Stimulation             and c...
#MktAlumni
Unique fan experience    BING cooperated with Jay-Z to develop a    game where fans could collect Jay-Z’s    biography ‘De...
You have a soft spot for charity, youare altruistic and you like to make adifference. You like to give your lifemeaning. Y...
Q-Music stimulates its listeners            The listeners of Q-Music collect money for            charity based on a game ...
#1   Achievement   Main motivators#2   Power         for playing                   games.#3   Social#4   Grow#5   Structur...
But Timo & Anneleen…You work in a market research agency?                                 #MktAlumni
Shouldn’t you…do market research?!                       #MktAlumni
Gamification and Market ResearchWhat is a community?      How can we use gamification in a community?                     ...
Gamification and Market Research// Communities#1 Badges                                   #MktAlumni
Gamification and Market Research// Communities#2 Riddles                                   #MktAlumni
Gamification and Market Research              … it works!                                   #MktAlumni                    ...
Gamification and Market Research// Communities#3 Ideation* Based on insight platforms retrieved from earlierresearch or in...
Times more insights                  #MktAlumni
Gamification and Market Research// Surveys                      Imagine you need to fill in                        this ki...
BORING !But you also can do it in another way. Here are some tactics to gamify     your survey…                           ...
#1 Non linearity                   #MktAlumni
#2 Instant share results                  #MktAlumni
#3 Type feedback at the end                    #MktAlumni
Gamification in surveys leads to a better user                 experience!                                                ...
Key learningsWhat you should rememberabout Gamification!                     #MktAlumni
#1 Keep it simple                    #MktAlumni
#2 Be relevant                 #MktAlumni
#3 Make it shareable                       #MktAlumni                       Ideation Tool
#4 Include a reward                      #MktAlumni
#5 Keep updating                   #MktAlumni
© SAP 2009 / Page 62   #MktAlumni
Let’s keep in                                                     touch!                                                  ...
Let’s keep in                                                     touch!                                                  ...
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Gamification: an interactive introduction (by Anneleen Boullart & Timo Vandemaele)

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Gamification: an interactive introduction by Anneleen Boullart & Timo Vandemaele, presented to the Hogeschool Gent Marketing Alumni on October 18, 2012 in Ghent (BE).

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  1. 1. Gamification An interactive introduction Anneleen Boullart Research Consultant, InSites Consulting Timo VandemaeleResearch Consultant, InSites Consulting
  2. 2. #MktAlumni
  3. 3. Who we are?Some things you need toknow about us. #MktAlumni
  4. 4. Nice to meet youAnneleen Boullart, Research ConsultantI am 25 years old, and happy to be part of the InSitesteam for more than a year now. Before that I havebeen studying Communication Sciences at theUniversity of Ghent and afterwards, I obtained aMaster in Marketing Management at VlerickManagement School. I believe in the power of opencommunication, innovation and engagement. LikeTimo, I’m also part of the Media & Entertainmentteam. Anneleen@insites-consulting.com @AnneleenBoullar http://be.linkedin.com/in/AnneleenBoullart
  5. 5. Nice to meet youTimo Vandemaele, Research ConsultantI am 24 years old, giving everything of myself forInSites Consulting for just more than a year now.Before that I have been studying Applied Economicsin Ghent and afterwards, I obtained a Master inMarketing Management at Vlerick ManagementSchool. I am passionate about making consumersgenerate value for companies, with a specific focus onsupporting growth of Media & Entertainment brands. Timo@insites-consulting.com @TimoVandemaele http://be.linkedin.com/in/TimoVandemaele
  6. 6. Fact sheet Market research agency 15 years of experience and know-how Pioneer and innovator in online methods Covering any marketing domain Fully independent Ghent, Rotterdam, London, Timisoara, New York 125 passionate employees Proprietary research panel in +25 countries Most awarded agency by ESOMAR #MktAlumni
  7. 7. Today’s buzzword? Gamification #MktAlumni
  8. 8. Source: http://www.theesa.com/facts/gameplayer.aspLet’s play a game! #MktAlumni
  9. 9. The average age of a gamer is 34 #MktAlumni
  10. 10. The average age of a gamer is 30 #MktAlumni
  11. 11. 26% of the gamers are above 50 years old #MktAlumni
  12. 12. 26% of the gamers are above 50 years old #MktAlumni
  13. 13. 40% of the gamers is female #MktAlumni
  14. 14. 47% of the gamers is female #MktAlumni
  15. 15. 62% of gamers play with other gamers in person #MktAlumni
  16. 16. 62% of gamers play with other gamers in person #MktAlumni
  17. 17. Games are part of our lives… … everyone plays! #MktAlumni
  18. 18. GamificationWhat is it and why wouldyou use it? #MktAlumni
  19. 19. #MktAlumni
  20. 20. Gamification Using game elements in adifferent context #MktAlumni
  21. 21. “Weve gone from being exposed to about500 ads a day back in the 1970s to as manyas 5,000 a day today.” (2009) Jay Walker-Smith, Yankelovich Consumer Research #MktAlumni
  22. 22. Objective The process of using game thinking and game mechanics to ENGAGE users ! #MktAlumni
  23. 23. MotivationsWhy does Gamificationwork? #MktAlumni
  24. 24. #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. #MktAlumni
  25. 25. 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. #MktAlumni
  26. 26. #2 PowerYou like to influence peopleand events, you want to beseen as a leader, you areconscious about your image.You are attached to yourstatus. #MktAlumni
  27. 27. Leaderboards People attach status to be in first place. They are constantly competing with their friends and family to achieve the highest rank! #MktAlumni
  28. 28. Leaderboards People attach status to be in first place. They are constantly competing with their friends and family to achieve the highest rank! #MktAlumni
  29. 29. #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. #MktAlumni
  30. 30. City MarketingBy working together in teams, youreach a higher goal. Social mediamake it possible to see how othersare performing. #MktAlumni
  31. 31. #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. #MktAlumni
  32. 32. Nike+ Running AppSet personal goals and keeptrack of your improvements. #MktAlumni
  33. 33. #5 StructureYou like safe and predictableenvironments, you seek orderand certainty and you don’t likesurprises. And you aresometimes a bit compulsive. #MktAlumni
  34. 34. #MktAlumni
  35. 35. 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. #MktAlumni
  36. 36. #6 Explore You like change and adventure, you enjoy new experiences. Stimulation and changing environments are your key drivers. #MktAlumni
  37. 37. #MktAlumni
  38. 38. 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. #MktAlumni
  39. 39. 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 #MktAlumni
  40. 40. 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) #MktAlumni
  41. 41. #1 Achievement Main motivators#2 Power for playing games.#3 Social#4 Grow#5 Structure#6 Explore#7 Purpose #MktAlumni
  42. 42. But Timo & Anneleen…You work in a market research agency? #MktAlumni
  43. 43. Shouldn’t you…do market research?! #MktAlumni
  44. 44. Gamification and Market ResearchWhat is a community? How can we use gamification in a community? #MktAlumni
  45. 45. Gamification and Market Research// Communities#1 Badges #MktAlumni
  46. 46. Gamification and Market Research// Communities#2 Riddles #MktAlumni
  47. 47. Gamification and Market Research … it works! #MktAlumni 47
  48. 48. Gamification and Market Research// Communities#3 Ideation* 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… #MktAlumni
  49. 49. Times more insights #MktAlumni
  50. 50. Gamification and Market Research// Surveys Imagine you need to fill in this kind of survey… #MktAlumni
  51. 51. BORING !But you also can do it in another way. Here are some tactics to gamify your survey… #MktAlumni
  52. 52. #1 Non linearity #MktAlumni
  53. 53. #2 Instant share results #MktAlumni
  54. 54. #3 Type feedback at the end #MktAlumni
  55. 55. Gamification in surveys leads to a better user experience! All of the below: 7,9 Non linearity (7,7) Type feedback @ end (7,6) Instant share results (7,4)Average satisfaction 7,0 #MktAlumni
  56. 56. Key learningsWhat you should rememberabout Gamification! #MktAlumni
  57. 57. #1 Keep it simple #MktAlumni
  58. 58. #2 Be relevant #MktAlumni
  59. 59. #3 Make it shareable #MktAlumni Ideation Tool
  60. 60. #4 Include a reward #MktAlumni
  61. 61. #5 Keep updating #MktAlumni
  62. 62. © SAP 2009 / Page 62 #MktAlumni
  63. 63. Let’s keep in touch! Anneleen@insites-consulting.com @AnneleenBoullar http://be.linkedin.com/in/AnneleenBoullart Timo@insites-consulting.com @TimoVandemaele http://be.linkedin.com/in/TimoVandemaelewww.insites-consulting.comGhent I Rotterdam I London I Timisoara I New York
  64. 64. Let’s keep in touch! Anneleen@insites-consulting.com @AnneleenBoullar http://be.linkedin.com/in/AnneleenBoullart Timo@insites-consulting.com @TimoVandemaele http://be.linkedin.com/in/TimoVandemaelewww.insites-consulting.comGhent I Rotterdam I London I Timisoara I New York
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