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let’s	
  all	
  play	
  the	
  game!	
  
arthur	
  fletcher	
  
design	
  game	
  
	
   	
   	
  co	
  crea4on	
  tool	
  
ideas	
  genera/on	
  for	
  products	
  and	
  packaging	
  
	
   	
   	
   	
   	
   	
  5	
  years	
  experience	
  
	
   	
  respondents	
  play	
  a	
  game	
  for	
  2	
  hours	
  
2	
  teams	
  of	
  2/3	
  people	
  complete	
  game	
  tasks	
  
analysis	
  phase	
  to	
  iden/fy	
  issues	
  
	
   	
   	
   	
  synthesis	
  phase	
  to	
  develop	
  solu/ons	
  
	
  review	
  phase	
  –	
  to	
  review!	
  
	
   	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  generated	
  some	
  very	
  successful	
  products	
  
design	
  game	
  
highly	
  produc4ve	
  
	
   	
  clients	
  love	
  it	
  
	
   	
  different	
   	
   	
  engaging	
  
	
  fun 	
   	
  hard	
  work	
  
easily	
  the	
  best	
  thing	
  I’ve	
  done	
  in	
  years!	
  
so	
  why	
  not	
  play	
  a	
  game	
  instead	
  
of	
  following	
  a	
  discussion	
  guide?	
  
the	
  pros	
  
	
   	
   	
  more	
  produc4ve	
  
	
   	
   	
   	
  50%	
  more	
  content	
  by	
  volume	
  
	
   	
   	
   	
  75%	
  more	
  content	
  by	
  topic	
  
	
  all	
  par/cipants	
  are	
  fully	
  engaged	
  
	
   	
  more	
  insigh<ul	
  
	
   	
   	
  cogni/ve	
  focus	
  
	
   	
   	
  minimal	
  apprehension	
  blocking	
  
the	
  cons	
  
	
   	
  client	
  acceptance	
  and	
  risk	
  
	
  it’s	
  a	
  game	
  (but	
  isn’t	
  a	
  focus	
  group	
  just	
  a	
  fireside	
  chat?)	
  
not	
  suitable	
  for	
  all	
  qualita/ve	
  assignments	
  
	
  (fine	
  for	
  the	
  majority	
  of	
  standard	
  assignments)	
  
	
   	
   	
  lacking	
  scope	
  for	
  detailed	
  probing	
  
more	
  expensive? 	
  purists	
  wouldn’t	
  like	
  it?	
  
examples	
  
Discussion	
  Guide:	
  ‘What	
  are	
  the	
  sorts	
  of	
  things	
  that	
  frustrate	
  you	
  
when	
  shopping	
  online?’	
  
	
  	
  
Game	
  Play:	
  ‘In	
  the	
  next	
  60	
  seconds	
  I	
  want	
  you	
  to	
  list	
  as	
  many	
  
things	
  as	
  you	
  can	
  that	
  frustrate	
  you	
  when	
  shopping	
  online.	
  	
  The	
  
team	
  with	
  the	
  highest	
  number	
  wins	
  the	
  round’	
  
	
  	
  
Game	
  Play:	
  ‘What	
  are	
  your	
  top	
  3	
  frustra/ons	
  and	
  give	
  3	
  reasons	
  
for	
  each,	
  you	
  have	
  60	
  seconds’	
  
	
  
examples	
  
Discussion	
  Guide:	
  	
  ‘OK	
  so	
  you	
  men/oned	
  security	
  as	
  a	
  big	
  issue	
  
when	
  shopping	
  online,	
  how	
  might	
  this	
  be	
  overcome?’	
  
Game	
  Play:	
  ‘Security	
  has	
  been	
  iden/fied	
  as	
  a	
  major	
  issue	
  when	
  
shopping	
  online.	
  	
  In	
  the	
  next	
  2	
  minutes	
  you	
  need	
  to	
  design	
  a	
  new	
  
security	
  system	
  and	
  give	
  3	
  reasons	
  why	
  it	
  is	
  an	
  improvement	
  on	
  
the	
  current	
  system.	
  	
  The	
  team	
  with	
  the	
  best	
  solu/on	
  wins	
  a	
  
token’	
  
	
  
examples	
  
Discussion	
  Guide:	
  ‘I	
  have	
  several	
  ideas	
  for	
  new	
  internet	
  security	
  
systems	
  to	
  show	
  you	
  and	
  I	
  want	
  to	
  know	
  what	
  you	
  think	
  of	
  each	
  
one’	
  
Game	
  Play:	
  ‘Here’s	
  an	
  idea	
  for	
  a	
  new	
  security	
  system,	
  what	
  are	
  
the	
  main	
  posi/ves	
  and	
  nega/ves?	
  	
  You	
  have	
  60	
  seconds	
  to	
  list	
  as	
  
many	
  posi/ves	
  and	
  nega/ves	
  as	
  you	
  can,	
  the	
  team	
  with	
  the	
  
highest	
  number	
  wins	
  the	
  round’	
  
so	
  why	
  not	
  play	
  a	
  game	
  instead	
  
of	
  following	
  a	
  discussion	
  guide?	
  
ques4ons?	
  
arthur	
  fletcher	
  

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Arthur fletcher gaming - 2011

  • 1. let’s  all  play  the  game!   arthur  fletcher  
  • 2. design  game        co  crea4on  tool   ideas  genera/on  for  products  and  packaging              5  years  experience      respondents  play  a  game  for  2  hours   2  teams  of  2/3  people  complete  game  tasks   analysis  phase  to  iden/fy  issues          synthesis  phase  to  develop  solu/ons    review  phase  –  to  review!                        generated  some  very  successful  products  
  • 3. design  game   highly  produc4ve      clients  love  it      different      engaging    fun    hard  work   easily  the  best  thing  I’ve  done  in  years!  
  • 4. so  why  not  play  a  game  instead   of  following  a  discussion  guide?  
  • 5. the  pros        more  produc4ve          50%  more  content  by  volume          75%  more  content  by  topic    all  par/cipants  are  fully  engaged      more  insigh<ul        cogni/ve  focus        minimal  apprehension  blocking  
  • 6. the  cons      client  acceptance  and  risk    it’s  a  game  (but  isn’t  a  focus  group  just  a  fireside  chat?)   not  suitable  for  all  qualita/ve  assignments    (fine  for  the  majority  of  standard  assignments)        lacking  scope  for  detailed  probing   more  expensive?  purists  wouldn’t  like  it?  
  • 7. examples   Discussion  Guide:  ‘What  are  the  sorts  of  things  that  frustrate  you   when  shopping  online?’       Game  Play:  ‘In  the  next  60  seconds  I  want  you  to  list  as  many   things  as  you  can  that  frustrate  you  when  shopping  online.    The   team  with  the  highest  number  wins  the  round’       Game  Play:  ‘What  are  your  top  3  frustra/ons  and  give  3  reasons   for  each,  you  have  60  seconds’    
  • 8. examples   Discussion  Guide:    ‘OK  so  you  men/oned  security  as  a  big  issue   when  shopping  online,  how  might  this  be  overcome?’   Game  Play:  ‘Security  has  been  iden/fied  as  a  major  issue  when   shopping  online.    In  the  next  2  minutes  you  need  to  design  a  new   security  system  and  give  3  reasons  why  it  is  an  improvement  on   the  current  system.    The  team  with  the  best  solu/on  wins  a   token’    
  • 9. examples   Discussion  Guide:  ‘I  have  several  ideas  for  new  internet  security   systems  to  show  you  and  I  want  to  know  what  you  think  of  each   one’   Game  Play:  ‘Here’s  an  idea  for  a  new  security  system,  what  are   the  main  posi/ves  and  nega/ves?    You  have  60  seconds  to  list  as   many  posi/ves  and  nega/ves  as  you  can,  the  team  with  the   highest  number  wins  the  round’  
  • 10. so  why  not  play  a  game  instead   of  following  a  discussion  guide?