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Playing with consumers' behavior (by G-Era.co)
 

Playing with consumers' behavior (by G-Era.co)

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Importance of research, how to approach it and how to create meaningful experience with gamification

Importance of research, how to approach it and how to create meaningful experience with gamification

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  • I believe in gamification. It can change consumer behaviour, change world view, make our life more interesting and even better and especially I believe that gamification can erase all the nonsense advertising clutter, annoying marketing campaigns and change the way businesses interact with their customers.However, the more I read about gamification, the more I study business cases and the more I dig deep into the problems that businesses are trying to solve with the help of gamification, the more I realise that gamifaction is interpreted in a wrong way and as a result used in a wrong way too.I tend to believe that the reason is in the research: market and consumer. So Iwanted to talk to you about importance of research and how we shall approach it. This should give you a food for thought.
  • In gamification nowadays use of behavioral economics is limited
  • Who play
  • why people play games and identified over thirty emotions coming from gameplay rather than storyPeople play not so much for the game itself as for the experience the game creates
  • BUT we are talking about GAMES! Considering that gamification is to create game like experience in business, we don’t really want to create a game but rather efficient CONSUMER ENGAGEMENT strategy. Andgames are not enough. Although It’s alright to use for short-time, to wake up killer in person, but that’s it and most of the gamified applications ARE SHORT TERMIn order to cause affection to your business you need a consistent long-termstrategy. This is a goal formarketing. Marketing strategies aim to cause long-term loyalty andbefore creating strategy they do research
  • Companies are not obviously seeing their customer as a player. So we have our own techniques in business
  • No in-depth analysesOnly studying of our behavior in general and NOT psychology of our behaviorHow can u fight with something if you don’t know the cause??
  • In gamification we research more PERSONAL qualities, personal motivation, personal goals. In marketing it is called “Pen Portrait”. However, it is aimed to find out times and media that we use in order to advertise in the right place in the right time.
  • Eventually we get back to the same model
  • Imagine:Marketer finds out that their target audience color is blue and then they say “let’s make our product blue”. But why do they like blue?What if we make it orange and the effect would be higher than if we make it JUST blue?Same as what if we make it blue and green and that would be totally disgusting for our consumer??The problem with the research is that one may have a lot of information but doesn’t know what to do with it. Thus, information is interpreted and used incorrectly.
  • That WHY question helps to understand consumersin much deeper and more meaningful way
  • Cases example
  • Identified the problem
  • Analysed the issue in a deeper senseLewicki, R. J., McAllister, D. J., and Bies, R. J. “Trust and Distrust: New Relationships and Realities”, Academy of Management Review, (23:3), 1998, pp. 438-458
  • McKnight D. H., C.J. Kacmar and V. Choudhury, 2004: Dispositional Trust and Distrust Distinctions in Predicting High- and Low-Risk Internet Expert Advice Site Perceptions. E-Service Journal: Indiana University Press
  • Here is how to use gamification in consideration with research. NOW we have meaningful experience and we actually can back it up with evidences from psychological theories and we have 90% confidence that our gamification will work BECAUSE we can explain WHY.
  • Considering the fact that gamification is misinterpreted and disapproved by the companies we need to persuade them otherwise. However, we cannot use term gamification anymore. Whereas Big Door and Bunchball are talking about LOYALTY I would like to dare promote gamification further on a more meaningful level. Thus, I called it BehavioralGamification, which includes loyalty as well.
  • We are launching G-Portal, where you will be able to find more behavioural theories and interesting talks. Follow us on twitter and watch for updates! =)

Playing with consumers' behavior (by G-Era.co) Playing with consumers' behavior (by G-Era.co) Presentation Transcript

  • Playing with consumers’ behavior By Nikita Kakuev @Nkakuev @Gamify_Me
  • Gamification
  • Gamification = Behavioral Economics Game Design +
  • Gamification = Behavioral Economics + Game Design
  • Lazzaro, N: Why we play. (http://www.xeodesign.com/research.html)
  • Yu-Kai Chou: Octalysis Framework (www.yukaichou.com)
  • Small Piece of us!
  • Market research!
  • Understanding consumer behavior vs Understanding the consumer
  • What is the problem? How to solve it?
  • Research technique for gamification?
  • Create Player/Customer Profile!
  • What players are like? What to use?
  • What players/consumers are like? Why? What to use?
  • “If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” - A. Einstein
  • Why
  • How to get people invest into wealth management platform online?
  • Problem: Trust issues
  • Solution: Embedding social features to the website
  • Trusting stance: “I usually trust people until they give me a reason not to trust them” – Badges/points with the context of reputation – Leaderboards based on success rate of particular investors or investment advisers
  • Behavioral Gamification
  • NIKITA KAKUEV @NKAKUEV @GAMIFY_ME GAMIFYME@G-ERA.CO WWW.G-ERA.CO WWW.BEHAVIORALGAMIFICATION.TUMBLR.COM