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MOA Innovation Award: Gamification in MROCs by InSites Consulting

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Mid June 2012 InSites Consulting won the MOA Innovation Award 2012. This prize awarded by MOA (the Dutch Marketing Research Association) recognizes the company which created added value in the past year by learning from consumers in an innovating, positive and striking way. The InSites Consulting case has to do with gamification (= usage of game techniques in order to engage people) in online research communities (MROCs) in the entire research process.

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MOA Innovation Award: Gamification in MROCs by InSites Consulting

  1. 1. MOA Innovation AwardGamification in MROCs by InSites Consulting www.insites-consulting.com Ghent I Rotterdam I London I Timisoara I New York
  2. 2. Nice to meet youElias Veris – Senior Research InnovatorTom De Ruyck – Head of Research Communities tom.deruyck@insites-consulting.com elias.veris@insites-consulting.com @tomderuyck @eliasveris
  3. 3. Why are we nominated foran innovation award?
  4. 4. 1The top ten buzzwords: Mobile Gamification: Gamification trending topic Analytics Innovation Communities Social media MROC Co-creation Shopper Behavioural
  5. 5. Everybody likes to playUsing game mechanicsto solve problems and engage users xxx
  6. 6. 2 Qualitative Research MROCs: Most popularemerging method in GRIT 2012
  7. 7. 3 The whole Data collection research processAnalysis & interpretationReporting & presenting xxx
  8. 8. That’s nice and all, but whatdoes it deliver?
  9. 9. Generating insights to grow the ketchup category Improving the transfer flight experience Co-creating the club of the future Discovering hot trends in cool cities Making the R&D plant customer centric
  10. 10. Phase 1: Data collection
  11. 11. 4 levels “Prove tome that your Questioncity is better than every other city Individual here” Team Community xxx
  12. 12. 4 levels QuestionIndividual TeamCommunity xxx
  13. 13. 4 levels QuestionIndividual TeamCommunity xxx
  14. 14. 4 levels QuestionIndividual TeamCommunity xxx
  15. 15. Do you think this leads to…1. More posts?2. Richer posts?3. More & richer posts?
  16. 16. Do you think this leads to…1. More posts?2. Richer posts?3. More & richer posts?
  17. 17. Think harder, Think different 7x more on topic argumentsCreative, emotional, contextual xxx
  18. 18. Phase 2: Analysis & interpretation
  19. 19. Crowd interpretation:interpretation of data by “ordinary” consumers Right people Curated data 3 phases
  20. 20. Gamified procedure:Limited timespanPoints for good answers
  21. 21. How do they perform?Researchers Gen Y crowd
  22. 22. Who is best at generating insights?1. Researchers2. Gen Y Crowd3. Both are equally good xxx
  23. 23. Who is best at generating insights?1. Researchers2. Gen Y Crowd3. Both are equally good xxx
  24. 24. 20-40% additional insights!Researchers Gen Y crowd
  25. 25. Phase 3: Reporting & Presenting
  26. 26. Single focus on the minds
  27. 27. Engage Positive disruption and conversations
  28. 28. Inspire Energized rich workshop xxx
  29. 29. Activate Make research used xxx
  30. 30. Activate Live the results xxx
  31. 31. Impact on 3 levels: Eager to learnEnergized rich workshopResearch is used & lived Conversations about research
  32. 32. How many clientson average talk aboutmarket research after a gamified reporting?1. 12%2. 35%3. 55%4. 80%
  33. 33. How many clientson average talk aboutmarket research after a gamified reporting?1. 12%2. 35%3. 55%4. 80%
  34. 34. More and richer data through gamified MROCs Crowd interpretation makes research truly uncover hidden gemsOptimized research communication at client side drives conversation long after we are goneResearch becomes an impactful experience for all stakeholders involved
  35. 35. Thanks!Questions?The game is on! @eliasveris | @tomderuyck

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