6. • Somewhat misleading phrase – prefer to think of a
process of art direction, copy writing and critical editing
• Thinking of a survey like an advertising agency thinks
about an advert
• Treating it as a piece of entertainment
GAMIFICATION
COPY WRITING
& ART DIRECTION
15. Research objectives
“Traditional” research arm
N=80
Questions framed around
peer review
N=64
“Gamified” research arm
N=125
Questions framed around
a junior colleague
N=61
Physicians
Mix of closed
and open
ended
questions
20 minute
online survey
17. How enjoyable
did you find the
survey?
Very - 9% Very - 17%
How visually
engaging did you
find the survey?
Very - 11%
Very - 47%
Significant
difference
(95%)
Significant
difference
(99%)
VS.
TRADITIONAL GAMIFIED
18. “Much better than
most I have done. I like
the visual element”
What did you like
about it?
Appearance/visuals - 39%
Easy to complete - 13%
Different - 12%
“Novelty was wearing
off towards the end”
“Was a bit silly”
“Stimulating - it
keeps your attention
going for longer.”
GAMIFIED
19. Short - 31%
Simple - 23%
Thought provoking - 18%
“Easy and simple
format”
What did you like
about it?
“Some ratings can
get tedious.”
“It was short and
to the point”
TRADITIONAL
22. Visual questions are quicker to answer but yield the
same results
14% 15%
23%
22%
18% 18%
15% 16%
1% 1%
6%
7%
10%
9%
13% 11%
Traditional Gamified
Brand I
Brand H
Brand G
Brand F
Brand E
Brand D
Brand C
Brand B
Brand A
% of patients currently receiving each treatment
Average:
87seconds
Average:
53seconds
24. Can a simple game mechanic lead to greater feedback?
1 question:
If you only had 40
words to describe
Product X to this
patient/patient’s carer
as a treatment option,
how would you sum
up its benefits vs.
drawbacks?
2 questions:
What are the
advantages of Product
X in a patient like this?
What are the
disadvantages of
Product X in a patient
like this?
VS.
TRADITIONAL GAMIFIED
25. Yes!
Average 19 words
“From clinical evidence and my own
experience, it has been extremely efficacious for
patients and has improved patients symptoms,
kept them out of inpatient settings and helped
them get back a quality of life without too
many side effects.”
Average 14 words
(both questions combined)
Advantage: “Improved compliance”
Disadvantage: “He might not like
taking a regular injection” VS.TRADITIONAL
GAMIFIED
26. But decoration doesn’t always lead to greater depth
The question itself needs to
engage respondents to think
differently – just looking pretty
doesn’t encourage people to
write more
27. Critical peer review leads to revelations around barriers
Q: What do you think
physicians think about
when they are choosing a
Tx?
Q: What are the factors
they may not admit to?
Led to the most useful insights!
More in-depth nuggets of information
GAMIFIED
28. 2
3
4
5
6
7
8
9
Attribute 1 Attribute 2 Attribute 3 Attribute 4 Attribute 5 Attribute 6
Meanscore(1-10)
Brand X Brand A Brand B Brand C Brand D
2
3
4
5
6
7
8
9
Attribute 1 Attribute 2 Attribute 3 Attribute 4 Attribute 5 Attribute 6
Meanscore(1-10)
Product ratings show
clearer differentiation
in the gamified version
TRADITIONAL
GAMIFIED
31. Improvements to accuracy is much harder to prove!
• Physicians we spoke to post survey did say that thinking
in the context of others reflected their own opinions
• Changes to how we asked the rating and ranking scales
demonstrated a clear differentiation
• But does this actually reflect reality
TRADITIONAL GAMIFIED
34. We face challenges in healthcare that do not exist
in consumer
Limited universe of
respondents
Slow processes
Ethics &
compliance
considerations
35. We also pay our respondents
Financial motivation to
complete surveys – we are not
relying on good will
36. Encouraging signs
Worth pursuing – we have learned a lot from
one experiment but have also raised more
questions – more myths to be busted
Some techniques work
better than others?
Gamification is
particularly beneficial in
longer surveys?
Different respondent
types respond
differently to
different gamification
elements?
Creates better
engagement in other
applications i.e.
qualitative research,
workshops?
37. Thank you
Jon Puleston
VP Innovation
Rachel Medcalf
Managing Director
Joanna Thompson
Research Director
