Mastery Is the Message: Engaging Young Audiences Through Video Games
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Workshop ESOMAR: Gamification in MROC projects
- What’s next? Creating a win-win-win – Gamification in data collection – Gamification in analysis & interpretation – Gamified reporting & presentation Time to play!
- Let’s play a game!
- The average age of a gamer is 34
- The average age of a gamer is 30
- 26% of the gamers are above 50 years old
- 26% of the gamers are above 50 years old
- 40% of the gamers is female
- 47% of the gamers is female
- 62% of gamers play with other gamers in person
- 62% of gamers play with other gamers in person
- Everybody likes to play Using game mechanics to solve problems and engage users
- 2 Qualitative Research MROCs: Most popular emerging method in GRIT 2012
- The whole Data collection research process Analysis & interpretation Reporting & presenting
- That’s nice and all, but what does it deliver?
- Phase 1: Data collection
- 4 levels “Prove to me that your Question city is better than every other city Individual here” Team Community
- 4 levels Question Individual Team Community
- 4 levels Question Individual Team Community
- 4 levels Question Individual Team Community
- Gamification and Market Research // Communities Riddles
- Gamification and Market Research … it works! 21
- Gamification and Market Research // Communities Ideation * Based on insight platforms retrieved from earlier research or in an earlier stage of the same project, the Ideation Tool challenges participants to come up with new ideas for problems or needs. ** To match the iterative and non-linear nature of idea generation, the Ideation Tool allows participants to post multiple ideas to the ideation challenges. Participants can comment to improve the idea, resulting in a change of status, from mining to rough diamond, polished diamond and eventually a diamond ring…
- Do you think this leads to… 1. More posts? 2. Richer posts? 3. More & richer posts?
- Do you think this leads to… 1. More posts? 2. Richer posts? 3. More & richer posts?
- Think harder, Think different 7x more on topic arguments Creative, emotional, contextual
- Phase 2: Analysis & interpretation
- A different perspective
- Crowd interpretation is the analysis of research data by a group of research participants in order to obtain richer, more accurate interpretation of data that leads to insights.
- OBSERVER INTERPRETER INSIGHTING “The only performance thatg got a 5 star rating by the ‘morgen’ (newspaper). If you look for a minute or 5 on the ground, you can easily find a free newspaper…very handy!”
- Crowd interpretation game
- 20% additional insights from the same data Excitment The gaming virus hit RECONNECT with your consumer
- Are participants the researchers of the future?
- How do they perform? Researchers Gen Y crowd
- Who is best at generating insights? 1. Researchers 2. Gen Y Crowd 3. Both are equally good
- Who is best at generating insights? 1. Researchers 2. Gen Y Crowd 3. Both are equally good
- 20-40% additional insights! Researchers Gen Y crowd
- Phase 3: Reporting & Presenting
- Single focus on the minds
- Improving the flight experience Understanding & listening to frequent flyers
- Phase 1 Insightment Observation leads to insight discovery
- Phase 2 Ideation & Concept Development Insightment Discussions placing insights in perspective Idea generation by frequent travellers
- Phase 3 Ideation & Concept Development Validation Insightment Quantitative and emotional validation of 4 selected concepts
- “If we knew what we already know”
- Gamified kick-off
- Ideation by Air France and KLM
- Concept casino
- What’s next? Creating a win-win-win – Gamification in data collection – Gamification in analysis & interpretation – Gamified reporting & presentation Time to play!
- Objective? Gamify the research process
- A small recap Game mechanics
- #1 Achievement You challenge yourself by setting achievable deadlines, you strive for success and you like to master a skill . You value positive feedback in order to feel accomplished. You have a need to finish things you started.
- Achieve your financial goals! People need to set themselves a specific financial goal for which they want to save. They can add money to their account by themselves, by asking & sharing with friends or by collecting deals.
- #2 Power You like to influence people and events, you want to be seen as a leader, you are conscious about your image. You are attached to your status.
- Leaderboards People attach status to be in first place. They are constantly competing with their friends and family to achieve the highest rank!
- Leaderboards People attach status to be in first place. They are constantly competing with their friends and family to achieve the highest rank!
- #3 Social You have a strong desire to belong to a group or family, you seek relationships and approval. You like sharing with others and listen well.
- City Marketing By working together in teams, you reach a higher goal. Social media make it possible to see how others are performing.
- #4 Grow You love to gain knowledge and sharpen your mind. You want to develop yourself to the maximum. You like feedback because it gives you the opportunity to improve.
- Nike+ Running App Set personal goals and keep track of your improvements.
- #5 Structure You like safe and predictable environments, you seek order and certainty and you don’t like surprises. And you are sometimes a bit compulsive.
- Live action puzzle Everyone wants to complete a puzzle. No one wants to make half the puzzle and then quit. Coca Cola Zero was aware of people’s need for structure and achieved great viewer results with this insight.
- #6 Explore You like change and adventure, you enjoy new experiences. Stimulation and changing environments are your key drivers.
- Unique fan experience BING cooperated with Jay-Z to develop a game where fans could collect Jay-Z’s biography ‘Decoded’ before release date by searching every single page all over the world.
- You have a soft spot for charity, you are altruistic and you like to make a difference. You like to give your life meaning. You believe in a higher cause. #7 Purpose
- Q-Music stimulates its listeners The listeners of Q-Music collect money for charity based on a game to travel as much kilometers as possible. (combination of the need for purpose and the need to explore)
- #1 Achievement Main motivators #2 Power for playing games. #3 Social #4 Grow #5 Structure #6 Explore #7 Purpose
- Thanks! Questions? The game is on! @annaliezze | @tomderuyck
