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Games vs Surveys - A Case Study - Hall & Partners, Upfront Analytics

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  • 1. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
  • 2. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  • 3. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  • 4. Brand-Tracker Data from Survey Questions and Game Play Laurie Viseé & Joe Marks
  • 5. THE PRYZ MANOR • Highly rated, fun-first games • A demographically & behaviorally representative player population  75,000+ downloads  2,000+ players every day • Games gather different kinds of data:  Slice of Life – preferences  Name Dropper – awareness & attitude  The Salon – survey-style questions  Speed Stampede – responses to visual stimuli  Odd Relations – in-home ethnography  Bluff & Bluster – numeric estimation & prediction  The Vault – price estimation & prediction • On-line dashboard for real-time data access Available for download from Google Play
  • 6. GATHERING DATA VIA REAL GAMES • Parlor games & board games have entertained generations • Key game elements: comparison description estimation prediction top-of-mind responses • The same tasks are required in surveys and focus groups, so maybe games can be used to gather market data?
  • 7. NAME DROPPER ATTRIBUTE-LIST QUESTIONSvs. Robocop: is entertaining is exciting is new is boring is fast-paced is funny will win awards is old is dramatic has a memorable tag line American Express: has earned my trust has high interest rates is an ethical company is convenient to use is fast has helpful customer service takes security seriously has a platinum card Player 1 Player 2
  • 8. SLICE OF LIFE SURVEY QUESTIONSvs. Where are you more likely to eat at next: McDonald’s or Subway? Time is more important to me than money: strongly disagree disagree agree strongly agree
  • 9. THE GAMES ARE FUN • 80% of game play is ‘just for fun’ • MR content is embedded seamlessly in the play experience Love it! Awesome game and love the real prizes! ★★★★★ Keri Anne Hudson Great game Me an my husband have lots of fun playing this game it keeps you on your toes. ★★★★★ Tracy Deal The Pryz Manor Very addictive you SHOULD download and PLAY!!!! Great Game!!!! ♥ ★★★★ calvin allison
  • 10. SUPERIOR RETENTION RATES
  • 11. DOES IT WORK AS A RESEARCH TOOL? • Validation of a new research platform is a lengthy process and we are just starting • This presentation: a between-subjects study on consistency between survey questions and game play • Future validation studies: Additional games Demographic representativeness Behavioral representativeness System 1 vs System 2 responses Actionable data
  • 12. SEARCH-ENGINE REPUTATION 0 25 50 75 100 %ofRespondents Google Bing Yahoo! 0 25 50 75 100 %ofRespondents Google Bing Yahoo!
  • 13. SEARCH-ENGINE PERFORMANCE 0 25 50 75 100 %ofRespondents Google Bing Yahoo! 0 25 50 75 100 %ofRespondents Google Bing Yahoo! $100 of consumer electronics bought with: $100 of consumer electronics bought with: $100 of consumer electronics bought with:
  • 14. 0 25 50 75 %ofRespondents Google Yahoo! Bing SEARCH-ENGINE AWARENESS 0 25 50 75 100 %ofRespondents Google Bing Yahoo! 0 20 40 60 80 100 %ofRespondents Google Bing Yahoo!
  • 15. SEARCH-ENGINE ATTITUDES
  • 16. CONCLUSIONS • MR-relevant mobile games can be as entertaining and engaging as any other mobile games • Within our system the responses obtained via survey questions and game play are consistent and complementary • Next up: more games, more validation
  • 17. QUESTIONS?
  • 18. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  • 19. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  • 20. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by

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