This document discusses the principles of gamification and its potential use in online research. It begins by providing context about the growing interest in gamification from both clients and suppliers. It then outlines some common problems with online surveys, such as low response rates and drop out. The document proposes that gamification, which involves using game mechanics in non-game contexts, could help address these issues by intrinsically motivating participants. Examples of game mechanics that could be applied include achievements, leaderboards, and levels. The presentation concludes by showcasing some soft gamification tools that apply a playful design to surveys.

1. WWW.NORSTAT.DE
THE PRINCIPLES
OF GAMIFICATION
CHRISTOPH IRMER
NORSTAT SUMMER LOUNGE
JUNI 2014

2. WWW.NORSTAT.DE
02
„Der Mensch spielt nur,
wo er in voller Bedeutung
des Wortes Mensch ist,
und er ist nur da ganz
Mensch, wo er spielt.“
Friedrich Schiller - Über die
ästhetische Erziehung des
Menschen

3. VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
03
THE GAMIFICATION BUZZ
3%
9%
6%
18%
2012 2014
Client Supplier
11%
36%
25%
38%
2012 2014
UNDER CONSIDERATIONIN USE
RESEARCH GAMIFICATION…
SOURCE: GRIT Report 2012 / 2014

4. WWW.NORSTAT.DE
04
THE GAMIFICATION BUZZ
0%
3%
18%
28%
15%
22%
10%
18%
27%
28%
14%
23%
28%
37%
48%
0%
0%
9%
11%
14%
14%
17%
17%
17%
20%
23%
26%
29%
37%
49%
Not fashionable
It's boring
Too expensive
We are not capable of doing it
Too many risks involved
Time constraints
Locked into current approach
Too hard to organise
Technological limitations
Budgetary constraints
Blockers within the company
Fear of trying something new
Unproven
Lack of proof it works
Lack of knowledge
Client Supplier
WHAT IS HOLDING YOU BACK FROM USING RESEARCH GAMIFICATION?
SOURCE: GRIT Report 2013

5. VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
05
___________
WHAT IS
WRONG WITH
ONLINE
RESEARCH?
___________
WHY COULD
GAMIFICATION
BE A SOLUTION?
___________
WHAT IS
RESEARCH
GAMIFICATION?
AGENDA

6. WWW.NORSTAT.DE
06
WHAT IS WRONG WITH ONLINE RESEARCH?
RESPONSE RATES
DROP OUT RATES
DATA QUALITY
SATISFICING BEHAVIOUR
PANEL RECRUITMENT

7. VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
07
WHAT IS WRONG WITH ONLINE RESEARCH?
8
10
15
25
38
45
55 56
58 59
61
65
67
69
74
83 84
0 1 1
3 4 5
10
16
22 21
27
31 32
38
36 35
38
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013*
internet penetration
% online interviews

8. WWW.NORSTAT.DE
08
WHAT IS WRONG WITH ONLINE RESEARCH?

9. VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
09
WHAT‘S THE PROBLEM WITH ONLINE SURVEYS?
2005200620072008200920102011
THE EVOLUTION OF…
ONLINE SURVEYS

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010
WHAT‘S THE PROBLEM WITH ONLINE SURVEYS?
QUALITY OF SURVEY
EXPERIENCE
CHANCE TO
BE SURVEYED
everywhere & at any time
relevance & design

11. VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
11

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WWW.NORSTAT.DE
WHAT‘S THE PROBLEM WITH ONLINE SURVEYS?
CHANCE TO
BE SURVEYED
everywhere & at any time
relevance & design
QUALITY OF SURVEY
EXPERIENCE
relevance & design
QUALITY OF SURVEY
EXPERIENCE

13. 13
WWW.NORSTAT.DE
___________
WHY COULD
GAMIFICATION
BE A SOLUTION?
WHAT IS GAMIFICATION?

14. VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
14
WHAT IS GAMIFICATION?
PLAY AS A PREPARATION
FOR THE UNEXPECTED:
LEARN TO SWITCH AND
IMPROVISE BEHAVIOURS

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WWW.NORSTAT.DE
WHAT IS GAMIFICATION? A DEFINTION
GAMIFICATION
IS THE USE OF
GAME MECHANICS
IN NON-GAME CONTEXTS

16. VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
16

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WWW.NORSTAT.DE
WHAT IS GAMIFICATION? GAME MECHANICS

18. VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
18
RESPONSE RATES
DROP OUT RATES
DATA QUALITY
SATISFICING BEHAVIOUR
PANEL RECRUITMENT
DOES GAMIFICATION MAKE A DIFFERENCE?
GET RID OF INCENTIVES
PREVENT DROP OUTS
PRESERVE DATA QUALITY
SUSTAIN ATTENTION
ENGAGE WITH RESPONDENTS
INTRINSIC MOTIVATION

19. VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
19

20. VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
20

21. VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
21

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WWW.NORSTAT.DE

23. 23
WWW.NORSTAT.DE
BRAND
BUZZER

24. VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
24
SOFT GAMIFICATION – PLAYFUL SURVEYS

25. VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
25

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WWW.NORSTAT.DE
_______
CHRISTOPH IRMER
christoph.irmer@norstat.de
+49 (89) 5480 194-10