Games vs Surveys - A Case Study - Hall & Partners, Upfront Analytics

•

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Merlien Institute

May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by

Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW

Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW

THE PRYZ MANOR
• Highly rated, fun-first games
• A demographically & behaviorally
representative player population
 75,000+ downloads
 2,000+ players every day
• Games gather different kinds of data:
 Slice of Life – preferences
 Name Dropper – awareness & attitude
 The Salon – survey-style questions
 Speed Stampede – responses to visual stimuli
 Odd Relations – in-home ethnography
 Bluff & Bluster – numeric estimation & prediction
 The Vault – price estimation & prediction
• On-line dashboard for real-time data access
Available for download
from Google Play

GATHERING DATA VIA REAL GAMES
• Parlor games & board games
have entertained generations
• Key game elements:
comparison
description
estimation
prediction
top-of-mind responses
• The same tasks are required in
surveys and focus groups, so
maybe games can be used to
gather market data?

NAME DROPPER ATTRIBUTE-LIST QUESTIONSvs.
Robocop:
is entertaining
is exciting
is new
is boring
is fast-paced
is funny
will win awards
is old
is dramatic
has a memorable tag line
American Express:
has earned my trust
has high interest rates
is an ethical company
is convenient to use
is fast
has helpful customer service
takes security seriously
has a platinum card
Player 1
Player 2

SLICE OF LIFE SURVEY QUESTIONSvs.
Where are you more
likely to eat at next:
McDonald’s or Subway?
Time is more important
to me than money:
strongly disagree
disagree
agree
strongly agree

THE GAMES ARE FUN
• 80% of game play is ‘just for fun’
• MR content is embedded seamlessly in the play experience
Love it! Awesome game and love
the real prizes!
★★★★★ Keri Anne Hudson
Great game Me an my husband
have lots of fun playing this game
it keeps you on your toes.
★★★★★ Tracy Deal
The Pryz Manor Very
addictive you SHOULD
download and PLAY!!!!
Great Game!!!! ♥
★★★★ calvin allison

DOES IT WORK AS A RESEARCH TOOL?
• Validation of a new research platform is a lengthy
process and we are just starting
• This presentation: a between-subjects study on
consistency between survey questions and game play
• Future validation studies:
Additional games
Demographic representativeness
Behavioral representativeness
System 1 vs System 2 responses
Actionable data

SEARCH-ENGINE REPUTATION
0
25
50
75
100
%ofRespondents
Google Bing Yahoo!
0
25
50
75
100
%ofRespondents
Google Bing Yahoo!

SEARCH-ENGINE PERFORMANCE
0
25
50
75
100
%ofRespondents
Google Bing Yahoo!
0
25
50
75
100
%ofRespondents
Google Bing Yahoo!
$100 of
consumer electronics
bought with:
$100 of
consumer electronics
bought with:
$100 of
consumer electronics
bought with:

0
25
50
75
%ofRespondents
Google
Yahoo!
Bing
SEARCH-ENGINE AWARENESS
0
25
50
75
100
%ofRespondents
Google Bing Yahoo!
0
20
40
60
80
100
%ofRespondents
Google Bing Yahoo!

CONCLUSIONS
• MR-relevant mobile games can be as entertaining and
engaging as any other mobile games
• Within our system the responses obtained via survey
questions and game play are consistent and complementary
• Next up: more games, more validation

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Presented at Total Customer Experience, February 2015, by: • Jordan Girman, group user experience director, EA • Shane Johnston, lead experience planner, EffectiveUI Personas and journey maps are becoming more commonplace these days, as companies realize the value of understanding their customers beyond their age, gender and income. Getting a clear picture of customers’ needs, goals, motivations and attitudes plays a critical role in designing products and solutions that resonate with your audience. But what happens after the project is complete and the personas are delivered? In many cases, they may live in posters on the wall, or in a PowerPoint presentation in a file. How do companies make sure that their investment in this important research actually serves its purpose? EA conducted a large ethnographic research project with user experience agency EffectiveUI, where 25 NHL and UFC gamers were observed playing their respective games and interviewed on expectations, perceptions and motivations. The result was a set of comprehensive persona profiles that clearly define EAs audiences for these specific games. Through the lens of EA’s experience, this session will cover how to embark on a persona project within a large corporate culture, as well as how to keep personas alive beyond the deliverable and make them prevalent within the organization.

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Games vs Surveys - A Case Study - Hall & Partners, Upfront Analytics

1. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by

2. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW

3. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW

4. Brand-Tracker Data from Survey Questions and Game Play Laurie Viseé & Joe Marks

5. THE PRYZ MANOR • Highly rated, fun-first games • A demographically & behaviorally representative player population  75,000+ downloads  2,000+ players every day • Games gather different kinds of data:  Slice of Life – preferences  Name Dropper – awareness & attitude  The Salon – survey-style questions  Speed Stampede – responses to visual stimuli  Odd Relations – in-home ethnography  Bluff & Bluster – numeric estimation & prediction  The Vault – price estimation & prediction • On-line dashboard for real-time data access Available for download from Google Play

6. GATHERING DATA VIA REAL GAMES • Parlor games & board games have entertained generations • Key game elements: comparison description estimation prediction top-of-mind responses • The same tasks are required in surveys and focus groups, so maybe games can be used to gather market data?

7. NAME DROPPER ATTRIBUTE-LIST QUESTIONSvs. Robocop: is entertaining is exciting is new is boring is fast-paced is funny will win awards is old is dramatic has a memorable tag line American Express: has earned my trust has high interest rates is an ethical company is convenient to use is fast has helpful customer service takes security seriously has a platinum card Player 1 Player 2

8. SLICE OF LIFE SURVEY QUESTIONSvs. Where are you more likely to eat at next: McDonald’s or Subway? Time is more important to me than money: strongly disagree disagree agree strongly agree

9. THE GAMES ARE FUN • 80% of game play is ‘just for fun’ • MR content is embedded seamlessly in the play experience Love it! Awesome game and love the real prizes! ★★★★★ Keri Anne Hudson Great game Me an my husband have lots of fun playing this game it keeps you on your toes. ★★★★★ Tracy Deal The Pryz Manor Very addictive you SHOULD download and PLAY!!!! Great Game!!!! ♥ ★★★★ calvin allison

10. SUPERIOR RETENTION RATES

11. DOES IT WORK AS A RESEARCH TOOL? • Validation of a new research platform is a lengthy process and we are just starting • This presentation: a between-subjects study on consistency between survey questions and game play • Future validation studies: Additional games Demographic representativeness Behavioral representativeness System 1 vs System 2 responses Actionable data

12. SEARCH-ENGINE REPUTATION 0 25 50 75 100 %ofRespondents Google Bing Yahoo! 0 25 50 75 100 %ofRespondents Google Bing Yahoo!

13. SEARCH-ENGINE PERFORMANCE 0 25 50 75 100 %ofRespondents Google Bing Yahoo! 0 25 50 75 100 %ofRespondents Google Bing Yahoo! $100 of consumer electronics bought with: $100 of consumer electronics bought with: $100 of consumer electronics bought with:

14. 0 25 50 75 %ofRespondents Google Yahoo! Bing SEARCH-ENGINE AWARENESS 0 25 50 75 100 %ofRespondents Google Bing Yahoo! 0 20 40 60 80 100 %ofRespondents Google Bing Yahoo!

15. SEARCH-ENGINE ATTITUDES

16. CONCLUSIONS • MR-relevant mobile games can be as entertaining and engaging as any other mobile games • Within our system the responses obtained via survey questions and game play are consistent and complementary • Next up: more games, more validation

17. QUESTIONS?

18. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW

19. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW

20. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by

Games vs Surveys - A Case Study - Hall & Partners, Upfront Analytics

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