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LEVEL 1Introduction
LEVEL 1: IntroductionDefinition             “                 mechanics that make                  The integration of the ...
LEVEL 1: IntroductionContents                        Enjoyment   Completion   Return rates  Engagement                    ...
LEVEL 2Enjoyment
LEVEL 2: EnjoymentConsumption diary                     Ave. happiness (out of 10)                                        ...
LEVEL 2: EnjoymentOnline surveys                                   Enjoyment                                   +26%   Inte...
“LEVEL 2: EnjoymentSpill-over effects       Really liked the chat, where                         people discussed the show...
LEVEL 2: EnjoymentPitfalls                     “                     …slightly facile…                                    ...
LEVEL 3Completion Rates
LEVEL 3: Completion RatesConsumption diary               Completion rate              UK (non-gamified)         USA (gamif...
LEVEL 3: Completion RatesRe-wording  “   How would you describe      yourself?                    “                       ...
LEVEL 3: Completion RatesIncreased drop-outs                            Source: Downes-Le Guin, et al, 2011
LEVEL 4Return Rates               Source: TNS
LEVEL 4: Return Rates  Coming back for moreReturning & asking formore questions and tocontinue chatting                   ...
LEVEL 4: Return Rates                                                Conjoint analysis                                    ...
LEVEL 5Response Lengths
Framing as a challenge      Framing for creativity“                              “  Imagine you are on                    ...
Responded faster                            Results comparable                            Reduced data variation          ...
LEVEL 6Nature of Responses
LEVEL 6: Nature of Responses                                 Quality of responses“Imagine you are ondeath row…            ...
LEVEL 6: Nature of Responses                          Quality of responses“Imagine that you area DJ creating aplaylist. Wh...
LEVEL 6: Nature of Responses                                 Quality of responsesAn independent group ofrespondents consis...
Level 6: Nature of ResponsesConsistency between         approaches    15% deviation in the    nature of responses    betwe...
Level 6: Nature of Responses                         Consistency between “ Can you guess…?                                ...
FINAL BOSS BATTLE:Setup Considerations
FINAL BOSS BATTLE:Setup considerations
FINAL BOSS BATTLE:Conclusions
FINAL BOSS BATTLE:                                Is it a fad?““In some ways it is a fad - adding pointsand badges in tack...
FINAL BOSS BATTLE:Gamification can benefit our industry… “   “   A double shift in focus and framing:     (1) from usabili...
FINAL BOSS BATTLE:Conclusions
CONGRATS!!!You defeated the Final Boss
Gamification in Market Research
Gamification in Market Research
Gamification in Market Research
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Gamification in Market Research

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This deck collects mini-case studies of gamification approaches applied specifically to market research

Published in: Business, Health & Medicine
  • Nice use of a game theme to present the topic! Now that's creative thinking !
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Gamification in Market Research

  1. LEVEL 1Introduction
  2. LEVEL 1: IntroductionDefinition “ mechanics that make The integration of the games fun and absorbing into non-game platforms and experiences in order to improve engagement and participation ~ The Authors ”
  3. LEVEL 1: IntroductionContents Enjoyment Completion Return rates Engagement rates Response Nature of Consistency Data quality length response Setup considerations
  4. LEVEL 2Enjoyment
  5. LEVEL 2: EnjoymentConsumption diary Ave. happiness (out of 10) 8.0 3.5 UK USA (non-gamified) (gamified) Source: Lumi Mobile
  6. LEVEL 2: EnjoymentOnline surveys Enjoyment +26% Interactive elements Interesting e.g. Drag-and-drop brand selection +27% Rotating attribute lists Easier to answer +13% Source: InTouch
  7. “LEVEL 2: EnjoymentSpill-over effects Really liked the chat, where people discussed the show “ Noticed more details in the show than normally ” “ It was like being a part of a community ” “ Fun to be a part of this new kind of test ” “ Found it funny to rate the TV- show and see the results ” ” Source: TNS Image: http://www.joyandfood.com/wp-content/uploads/2012/05/Beer-beer.jpg
  8. LEVEL 2: EnjoymentPitfalls “ …slightly facile… ” Source: Puleston & Sleep, 2011
  9. LEVEL 3Completion Rates
  10. LEVEL 3: Completion RatesConsumption diary Completion rate UK (non-gamified) USA (gamified) 30% 99% Completed Completed Source: Lumi Mobile
  11. LEVEL 3: Completion RatesRe-wording “ How would you describe yourself? “ In exactly seven words, how would your friends describe ” you? ” 82% 98% Source: Puleston & Sleep, 2011
  12. LEVEL 3: Completion RatesIncreased drop-outs Source: Downes-Le Guin, et al, 2011
  13. LEVEL 4Return Rates Source: TNS
  14. LEVEL 4: Return Rates Coming back for moreReturning & asking formore questions and tocontinue chatting Source: TNS
  15. LEVEL 4: Return Rates Conjoint analysis Stage 1 100%Regular 50% Stage 2 90% Stage 3 87%““I loved it, the whole thing was fun to do (though my diet was nearly ruined as it made me hungry!). It was challenging at times but really made me think and that is never a bad thing. Thank you!” Source: Puleston & Sleep, 2011 Image: http://www.fanpop.com/spots/pizza/images/30424281/title/pizza-photo
  16. LEVEL 5Response Lengths
  17. Framing as a challenge Framing for creativity“ “ Imagine you are on death row… We challenge you… ” ”Ads recalled X3LEVEL 5: Response LengthsRe-wording questions Source: Puleston & Sleep, 2011
  18. Responded faster Results comparable Reduced data variation when respondents could see next attributeLEVEL 5: Response LengthsReduced time Source: InTouch
  19. LEVEL 6Nature of Responses
  20. LEVEL 6: Nature of Responses Quality of responses“Imagine you are ondeath row… ” “Scallops with black pudding and Qualitative cream, rib eye steak with chips and a dolce latte cream sauce, stinking bishop (cheese) difference with 1960 port (year of my birth). Wine would have to be Chateau Lafite 1st Cru Pauillac 2000. I would skip pudding [of] course, I would not want indigestion!” Data Open-endeds, processing text analysis
  21. LEVEL 6: Nature of Responses Quality of responses“Imagine that you area DJ creating aplaylist. Which artistswould you include? ” ½ neutral ½ uncertain Source: Puleston & Sleep, 2011 Image: http://thediggersunion.com/wp-content/uploads/2011/09/Turntable.jpg
  22. LEVEL 6: Nature of Responses Quality of responsesAn independent group ofrespondents consistently ratedthe ideas generated by thegamified group as better
  23. Level 6: Nature of ResponsesConsistency between approaches 15% deviation in the nature of responses between ‘yes’ and ‘no’ questions
  24. Level 6: Nature of Responses Consistency between “ Can you guess…? approaches ”+10 seconds Which one isdeliberation time best? Implicit vs. rational?
  25. FINAL BOSS BATTLE:Setup Considerations
  26. FINAL BOSS BATTLE:Setup considerations
  27. FINAL BOSS BATTLE:Conclusions
  28. FINAL BOSS BATTLE: Is it a fad?““In some ways it is a fad - adding pointsand badges in tacky ways, looking at‘gamification’ as an easy way to make boringthings seem interesting - that is a fad. “ “In three years, we will talk about what is at the core of it - design for motivation - not about the one strategy to get there: getting inspiration from games.”However, the idea of designing business processes ” ~ Sebastian Deterding, researcherso that those who engage in them find them moreintrinsically rewarding - that is a longterm trend”.~ Jesse Schell , CEO Schell Games ”
  29. FINAL BOSS BATTLE:Gamification can benefit our industry… “ “ A double shift in focus and framing: (1) from usability(reducing friction) to motivation (increasing drive), (2) from extrinsic motivation (incentives) to intrinsic motivation (competence, autonomy, relatedness needs). At best, it is a set of lenses and design patterns to improve intrinsic motivation.” ~ Sebastian Deterding , researcher ”
  30. FINAL BOSS BATTLE:Conclusions
  31. CONGRATS!!!You defeated the Final Boss

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