Playing Games With Your Customers: Using gamification in concept development

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Using innovative methods in qualitative research to create competitive advantage …

Using innovative methods in qualitative research to create competitive advantage

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  • 1. Playing Games with your Customers Susan Abbott Abbott Research + Consulting Lesley Parker Senior Manager, Advertiser Segments Yellow Pages Group &
  • 2. the context
  • 3. 74% of Canadians have used an online or print directory in past month 1 9.9 million unique online visitors quarterly 2 Google search partner Source: (1) 2006 Canadian Directory Usage Study -  Ad Hoc Research (2) comScore Media Metrix, Q4 2007.  Includes YPG, Trader and LesPAC.
  • 4. What’s been happening since 1908?
  • 5. … plus more
  • 6.
  • 7.  
  • 8. a lot of research
  • 9. a lot of ideas
  • 10. Why not try something different?
  • 11. A customer workshop
  • 12. Three activities  Homework  Re-design basic communication  Buy-a-feature game
  • 13. Statement captures what we already know Detail about the challenge Some of the ideas the internal team generated to “prime the pump”
  • 14.  
  • 15. Buy-a-feature game
  • 16.  
  • 17. Pitching idea to the rest of the group – why we need to buy this feature Should I contribute my last $10 or not? Master list of features to keep track
  • 18.  
  • 19. Key learning
  • 20. The client experience of this process
  • 21. At the end of the day, objectives were met … and priorities were set
  • 22. Buy-in from the project team goes up
  • 23. The presence of the project team is not really a problem
  • 24. It’s a lot of work … for both client and researcher
  • 25. A fire alarm is very disruptive
  • 26. What else would you like to know?
  • 27. Susan Abbott Abbott Research & Consulting Phone: 416-481-7409 E-mail: [email_address] www.abbottresearch.com Lesley Parker Senior Manager, Advertiser Segments Phone: 416-412-5655 E-mail: [email_address] www.ypg.c om Monique Brûlotte Senior Manager, Marketing Research Phone: 514-934-2603 E-mail: [email_address] www.ypg.c om