Joe Marks - 2014 UGA MMR Research Summit Speaker Presentation
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Joe Marks - 2014 UGA MMR Research Summit Speaker Presentation
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Joe Marks - 2014 UGA MMR Research Summit Speaker Presentation
- 1. Using Mobile Games to Investigate Consumer Perceptions Joe Marks
- 2. MARKET RESEARCH IN A MOBILE WORLD • Land-line and on-line surveys are in trouble
- 3. MARKET RESEARCH IN A MOBILE WORLD • Land-line and on-line surveys are in trouble • Mobile is perceived as the likely savior: >50% of all digital media time spent in mobile apps
- 4. MARKET RESEARCH IN A MOBILE WORLD • Land-line and on-line surveys are in trouble • Mobile is perceived as the likely savior: >50% of all digital media time spent in mobile apps • But competition for mobile eyeballs is fierce: >1,000,000 apps available <30 apps accessed in a given month
- 5. GATHERING DATA VIA REAL GAMES • Parlor games & board games have entertained generations • Key game elements: comparison preference description estimation prediction top-of-mind responses • The same tasks are required in surveys and focus groups, so maybe real games can be used to gather market data?
- 6. THE PRYZ MANOR • 90,000+ downloads from Google Play • Demographically & behaviorally representative Awesomeness! I installed this on a whim, now I am addicted. Goodbye Candy Crush, hello Pryz Manor! (Actual player quotes) Love it!! I never rate apps but this one ROCKS!!!! Fun games and real prizes!!! I play all the time!! Keep up the great work!! Awesome app with constant support. I've played this game multiple times every day since I downloaded it. It is fun, informational and you win REAL prizes. … I've recommended it to all my friends and family.
- 7. NAME DROPPER Player 1 Player 2 • A 2-player guessing game • Brand awareness and attitude
- 9. SLICE OF LIFE & THE VAULT • A prediction game • Brand preference • Prize redemption • Brand preference, pricing
- 10. WE CAN ASK SURVEY QUESTIONS TOO What does this ad make you think of? I expect to do __ % of my holiday shopping online this year. I expect to shop at Target __ times this month. What would you buy at Target? Clothes Hardware Kitchenware Food Electronics Furniture Target is a really generous company...
- 11. How much do you spend on an average visit to Target? Target A Barbie in front of a computer Target GiftCard held to the forehead Speed Stampede Odd RelationsBluff & Bluster GAMES IN DEVELOPMENT
- 12. EXAMPLE DATA
- 13. A survey question about charitable intent: “I would be willing to donate this amount annually to support Wikipedia:$0, $1, $5, $10, $50.” DONATING TO WIKIPEDIA Amount $0 $1 $5 $10 $50 % of respondents (N = 293) 57% 9% 12% 15% 7%
- 14. A survey question about charitable intent: “I would be willing to donate this amount annually to support Wikipedia:$0, $1, $5, $10, $50.” Willingness to donate to Wikipedia in the Slice of Life game. DONATING TO WIKIPEDIA Amount $0 $1 $5 $10 $50 % of respondents (N = 293) 57% 9% 12% 15% 7% Slice of Life data $10 cash vs $50 to Wikipedia (N = 1,446) $30 cash vs $50 to Wikipedia (N = 428) $50 cash vs $50 to Wikipedia (N = 426) % choosing the $50 donation 14% 4% 2%
- 15. A survey question about charitable intent: “I would be willing to donate this amount annually to support Wikipedia:$0, $1, $5, $10, $50.” Willingness to donate to Wikipedia in the Slice of Life game. Actual donation rate is ~1%. DONATING TO WIKIPEDIA Amount $0 $1 $5 $10 $50 % of respondents (N = 293) 57% 9% 12% 15% 7% Slice of Life data $10 cash vs $50 to Wikipedia (N = 1,446) $30 cash vs $50 to Wikipedia (N = 428) $50 cash vs $50 to Wikipedia (N = 426) % choosing the $50 donation 14% 4% 2%
- 16. LOWE’S vs HOME DEPOT Brand identities are often confused N1 = 475, N2 = 457 No significant differentiation in attitude 0 5 10 15 20 25 30 Lowe's Home Depot 0 2 4 6 8 10 12 14 16 18 20 Lowe's Home Depot
- 17. THE SIGNIFICANT DIFFERENTIATOR: CUSTOMERS • Home Depot is still perceived as the place for serious DIY N = 453 0 10 20 30 40 50 60 70 Cash $10 Lowe's $50 Home Depot $50 Master Craftsman Handyman Barely Competent Danger to Self
- 18. 0 5 10 15 20 25 30 35 40 $5B WORTH OF MARKETING GETS YOU… Selection % for auto-insurance taglines and spokespeople in Name Dropper (~N = 404)
- 19. One Slice of Life game tells the story of shampoo choice as we age HAIR CARE AS WE AGE 0 5 10 15 20 25 30 35 40 smooth, silky strengthening moisturizing clean, shiny volumizing color-treated 13-17 18-24 25-34 35-44 45-54 55-64 N= 406
Editor's Notes
- The Pryz Manor is a new way of gathering market intelligence through entertaining game play on mobile devices. It is an app on the Google Play store and the beta version has been downloaded more than 90,000 times. In this presentation we show some initial data that we gathered on consumer perceptions of hotel brands (esp Sheraton) and on-line travel aggregators (OTAs).
- More than half of all digital media time spent is in mobile apps (http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-Apps-Now-Drive-Half-of-All-Time-Spent-on-Digital); there are more than one million apps on the Google Play store (about the same for Apple); the average smartphone user accesses about 27 apps in a given month (http://www.nielsen.com/us/en/insights/news/2014/smartphones-so-many-apps--so-much-time.html)
- More than half of all digital media time spent is in mobile apps (http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-Apps-Now-Drive-Half-of-All-Time-Spent-on-Digital); there are more than one million apps on the Google Play store (about the same for Apple); the average smartphone user accesses about 27 apps in a given month (http://www.nielsen.com/us/en/insights/news/2014/smartphones-so-many-apps--so-much-time.html)
- More than half of all digital media time spent is in mobile apps (http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-Apps-Now-Drive-Half-of-All-Time-Spent-on-Digital); there are more than one million apps on the Google Play store (about the same for Apple); the average smartphone user accesses about 27 apps in a given month (http://www.nielsen.com/us/en/insights/news/2014/smartphones-so-many-apps--so-much-time.html)
- We are using real games to gather data, not gamified surveys. Our games are based on popular parlor games and board games that have proven entertainment value. These games use mechanics such as estimation, comparison, description, prediction and top-of-mind answers. These are precisely the tasks that are needed to peer into a respondent’s emotions and thought processes and generate market-research data.
- Let’s look at our platform in more detail. We soft-launched The Pryz Manor on Android in July 2013. It is rated and reviewed on a par with the best mobile games, with very high stickiness: some of our players have been playing regularly for over a year. We anticipate significant international growth in our player panel when we actively seek publicity in 2015. Next we’ll look at two of our games, Slice of Life and Name Dropper.
- Let’s take one of our first games, Name Dropper, as an example. This is a two player game, played in real time. One player is completing basically the same selection task as they would for an attribute list on a survey, but it is structured as an entertaining game. The other player is responding to the attributes sent by his partner to try and guess a target concept. Data is collected about attribute choices and response times for both players.
- Let’s take one of our first games, Name Dropper, as an example. This is a two player game, played in real time. One player is completing basically the same selection task as they would for an attribute list on a survey, but it is structured as an entertaining game. The other player is responding to the attributes sent by his partner to try and guess a target concept. Data is collected about attribute choices and response times for both players.
- A second game, Slice of Life, presents players with an A/B choice and asks them to predict how the player group will choose. The player with the most accurate prediction wins what he selected. This game can be used to do comparisons and rankings of brands, products, and services.
- In The Salon we can ask standard survey questions from within our app in a way that’s experientially and visually thematic with the rest of the app.
- Speed Stampede: awareness and attitude for visual stimuli Odd Relations: in-home ethnographic study via a scavenger-hunt photo game Bluff & Bluster: numeric estimation and predication game
- Slice of Life more accurately predicted the actual donation rate; survey questions did not.
- Slice of Life more accurately predicted the actual donation rate; survey questions did not.
- Slice of Life more accurately predicted the actual donation rate; survey questions did not.
- Despite extensive advertising, there is little differentiated awareness of different company taglines (with the exception of the colors orange and blue, which are strongly associated with Home Depot and Lowe’s respectively). There is almost no awareness of the exclusive brands offered in-store at Lowe’s and Home Depot; indeed, more respondents think that Martha Stewart is a Lowe’s brand than a Home Depot brand. There is no association between the brands and their respective sports-sponsorship activities. There is no attitude word that was chosen differentially for either brand.
- However, there is one very strong signal in the data: DIY competence (from a Salon question) correlates strongly with a preference for Home Depot (a Slice of Life game offering a $50 gift card to Lowe’s, a $50 gift card to Home Depot, and $10 in cash). A self-proclaimed Master Craftsman is three times as likely to opt for the Home Depot gift card over a Lowe’s gift card.
- Auto-insurance marketing spend: “To reach potential new customers, property-and-casualty insurers' marketing expenditures—overwhelmingly focused on auto insurance—jumped 21% in 2010, to $5.1 billion, rose another 16% in 2011, to $5.9 billion, and were expected to rise again in 2012.” – Wall Street Journal, http://online.wsj.com/news/articles/SB10001424127887324610504578273663202877302
- We used these games to investigate some Unilever products. As part of an inquiry about hair care, we offered players a choice between six TRESemme shampoos in Slice of Life. Looking at the results by respondent age tells the story of how our hair requirements change as we grow older. According to CMI, this data showed much more differentiation than the H&E data, in which attributes stayed relatively flat. The game taps directly into consumer behavior and tells a crisp story.
- In summary, The Pryz Manor is a full-service platform for market research, one that takes full advantage of current technology, is compatible with modern culture, and measures instinctive behaviors and opinions. Thanks for listening!