This was my final deliverable for my Market Research class at Boston University. We had a little more than a month to conduct 2 focus groups, send out well-thought out surveys, and then synthesize our findings to meet the scope requirements of our client. You can see how they\’ve transformed the original game here: http://thetaplab.com/
Gamification is a process of using game thinking and mechanics to engage users. This concept can be applied to both customer facing applications and employee facing applications in the company’s business model. Enterprise architects must be ready to manage a variety of “player types” (achievers, socializers, explorers and killers) and deployment scenarios. BBVA Innovation Edge' is the first corporate iPad magazine focused on innovation. Each edition features articles, analysis and huge information about a particular theme. The main purpose of the magazine is to express the new trends and the upcoming technologies that may impact to the financial industry.
The Connected Economy: Insights from the networkBazaarvoice
As marketers, we’re used to speaking in the millions and billions. We’re excited by these magnitudes — not frightened by them. Big Data has conditioned us to dig through mountains of noise until we strike signal, until we recognize patterns that tell us what we want to know.
Big numbers make it tempting to speak in abstractions, but it has never been more important to recognize that behind each data point is a person. Those signals are human signals, and those patterns tell us about how real consumers live their lives. The responsibility as marketers possessed of this data is to use it to serve those that supply it, the end consumers that buy our products and tell us how to make them better.
We’ve created this booklet to share some of what we’ve learned about consumers around the world — their attitudes and beliefs, preferences, behaviors, and more — from the billions of conversations that flow through our system every year.
Gamification is a process of using game thinking and mechanics to engage users. This concept can be applied to both customer facing applications and employee facing applications in the company’s business model. Enterprise architects must be ready to manage a variety of “player types” (achievers, socializers, explorers and killers) and deployment scenarios. BBVA Innovation Edge' is the first corporate iPad magazine focused on innovation. Each edition features articles, analysis and huge information about a particular theme. The main purpose of the magazine is to express the new trends and the upcoming technologies that may impact to the financial industry.
The Connected Economy: Insights from the networkBazaarvoice
As marketers, we’re used to speaking in the millions and billions. We’re excited by these magnitudes — not frightened by them. Big Data has conditioned us to dig through mountains of noise until we strike signal, until we recognize patterns that tell us what we want to know.
Big numbers make it tempting to speak in abstractions, but it has never been more important to recognize that behind each data point is a person. Those signals are human signals, and those patterns tell us about how real consumers live their lives. The responsibility as marketers possessed of this data is to use it to serve those that supply it, the end consumers that buy our products and tell us how to make them better.
We’ve created this booklet to share some of what we’ve learned about consumers around the world — their attitudes and beliefs, preferences, behaviors, and more — from the billions of conversations that flow through our system every year.
My project, Macrocosm, represents my desire to find a way to leverage mass-collaboration and computer technologies to allow every day people to participate in solving complex problems. Macrocosm is a simulation game, similar in style to SimCity, which takes gaming technology and focuses it on real-world scenarios. The game would be used by corporations, NGOs and governments to simulate their various climate change challenges and the proposed strategies for dealing with them. Players will compete to solve these challenges, and their solutions will allow the sponsoring organizations to test how well their proposed strategies work in combination and in complex environments over time. This will allow these organizations to produce more robust and workabe strategies, educate the public and include the public in the problem-solving process.
Gamification for Your Brand the Promises and The Pitfalls by Jon Barlow, Senior Creative Technologist, Capstrat from the Triangle AMA Digital Marketing Training Camp on Feb 29, 2012. www.triangleama.org
Gamification: Why it’s important and what it means for your product by Rajat Paharia SVPMA Monthly Event July 2011
Go to link below for notes from this event
http://svpma.org/2011/08/july-2011-event/
Content marketing is high on brands' marketing agendas. But making content that can connect isn’t easy. The best content seamlessly integrates brands into the lives of their consumers.
Marketing expertise needs to shift from channels and disciplines to specific sub-cultures, hobbies & interests. In this type of environment leveraging gaming culture can be hugely influential.
Health care providers that want to offer games to their customers must do so without violating federal patient privacy regulations -- a requirement that can make it difficult to target games to the patients who will benefit most from them. Even companies that are not subject to those regulations are finding themselves under pressure to protect players' most personal data
Seminar will outline the size, scope and reach of casual gaming worldwide as well as the role casual games play in people’s lives. We will lead a conversation on the benefits of integrating gaming into your marketing or content strategy and briefly discuss Exent’s long history in this market. We will then review the various ways site owners and marketers have “Gamified” themselves including, but not limited to, Advergaming, content plays, advertising programs, and social gaming. We will end with a look at the future of gaming and its implications.
Game Thinking - The Business of Gaming (Gamification)Stephen Gay
Companies can leverage game thinking (gamification) to delight customers, increase usage and achieve business goals. The following deck is an overview of my research on the topic of gamification and game thinking. Enjoy!
My project, Macrocosm, represents my desire to find a way to leverage mass-collaboration and computer technologies to allow every day people to participate in solving complex problems. Macrocosm is a simulation game, similar in style to SimCity, which takes gaming technology and focuses it on real-world scenarios. The game would be used by corporations, NGOs and governments to simulate their various climate change challenges and the proposed strategies for dealing with them. Players will compete to solve these challenges, and their solutions will allow the sponsoring organizations to test how well their proposed strategies work in combination and in complex environments over time. This will allow these organizations to produce more robust and workabe strategies, educate the public and include the public in the problem-solving process.
Gamification for Your Brand the Promises and The Pitfalls by Jon Barlow, Senior Creative Technologist, Capstrat from the Triangle AMA Digital Marketing Training Camp on Feb 29, 2012. www.triangleama.org
Gamification: Why it’s important and what it means for your product by Rajat Paharia SVPMA Monthly Event July 2011
Go to link below for notes from this event
http://svpma.org/2011/08/july-2011-event/
Content marketing is high on brands' marketing agendas. But making content that can connect isn’t easy. The best content seamlessly integrates brands into the lives of their consumers.
Marketing expertise needs to shift from channels and disciplines to specific sub-cultures, hobbies & interests. In this type of environment leveraging gaming culture can be hugely influential.
Health care providers that want to offer games to their customers must do so without violating federal patient privacy regulations -- a requirement that can make it difficult to target games to the patients who will benefit most from them. Even companies that are not subject to those regulations are finding themselves under pressure to protect players' most personal data
Seminar will outline the size, scope and reach of casual gaming worldwide as well as the role casual games play in people’s lives. We will lead a conversation on the benefits of integrating gaming into your marketing or content strategy and briefly discuss Exent’s long history in this market. We will then review the various ways site owners and marketers have “Gamified” themselves including, but not limited to, Advergaming, content plays, advertising programs, and social gaming. We will end with a look at the future of gaming and its implications.
Game Thinking - The Business of Gaming (Gamification)Stephen Gay
Companies can leverage game thinking (gamification) to delight customers, increase usage and achieve business goals. The following deck is an overview of my research on the topic of gamification and game thinking. Enjoy!
Similar to Location Based App Market Research (20)
Game Thinking - The Business of Gaming (Gamification)
Location Based App Market Research
1. Team 3 (L A R P )
u lcus hee an
Fred Lu, Matthew Alcus, Peter Rhee, Victor Pan
Presents
work.play.sleep
2. Agenda
Background
Management Problems
Research Problem
Research Methodology
Focus Groups, Online Questionnaires
Research Conclusion
3. work.play.sleep.
• Corporate belief: to develop an array of awesome
applications that sync with a mobile lifestyle.
• “blur the lines between work, play, and sleep”
• Releases a location-based mobile game which allows
you to own virtual property.
4. Competitive Environment
• App market is saturated with location-based programs
• Marketing research data in high demand
5. Management Problems
During alpha-testing…
A competitor took the idea
The name Duality…
Was taken
Management needed to find out…
Who was interested in their app
What to improve on after alpha testing
How to reach their target audience
6. Research Problems
Management Research Problem
Problem
Who was interested in Define work.play.sleep target
their app market
Determine the optimal mediums to
How to reach their communicate product benefits to
target audience the target market
What to improve on Determine in-game upgrades with
after alpha testing greatest added value to consumers
Find a good name for Generate a list of potential game
the game titles
7. Research Methods
Research Problem
Methodology
Define work.play.sleep target
market
Determine the optimal Focus Group
mediums to communicate
product benefits to the target
market
Determine in-game upgrades Questionnaires
with greatest added value to
consumers
Generate a list of potential
game titles
8. Focus Group
Only invited alpha-testers of Duality
Focused on game improvements and word of mouth
processes
Alpha testers had difficulty generating creative names
Indicated points to strengthen and clarify on the survey.
9. Online Questionnaire
Convenience sampling through online
questionnaires, N=140
Timely
Cost efficient
Client believed information would be “good enough”
Respondents mostly ages 18-26, 51/49 M:F ratio, and
mostly lived in Boston
Incidence rate of 35.7% after mortality
Results are subjective to sampling frame
error, measurement bias, and non-response bias
10. Findings: Target Market
What is Your Current Occupational or Educational Status?
High School
Student
2%
Working
Professional
20%
College Student
78%
Client was interested in the behavior of college
students and working professionals
11. Findings: Target Market
Gender vs Purchase Intent
60.00%
53%
50.00%
48.89%
40.00%
34%
Percentage
31.25%
30.00%
Males
Females
20.00%
10.00%
4.44%
3.13%
0.00%
Definitely Will Buy Probably Will Buy Total
Purchase Intent
Male respondents reacted more positively to the game
concept than female respondents
12. Findings: Target Market
48.78% City dwellers expected the App Market
66.67% Non-city dwellers expected WOM
13. Findings: Target Market
What types of applications do you download,
if any?
100%
86%
62%
52% 52%
33% 37% 37%
28% 30%
2%
Social Networking, Music, Utilities, and News
application ads are easier to reach gamers
14. Findings: Best Communication Mediums
Word of Mouth and availability in the App Market are the key
drivers to finding and downloading apps.
15. Findings: Best Communication Mediums
Real (7)
City (29)
RealCity
Empire (8)
City Tycoon
Metro Empires
Cityopoly
Urban Empires
Real-Estate Empire Tycoon (4)
Metro (9) Hometown Tycoon
Metro Empires City Tycoon
Metro Tycoon Real Estate Tycoon
Metropoly Metro Tycoon
Metropolize
Participants generated keywords related to game
concept through name suggestion.
16. Findings: Best In-game Upgrades
Players should be able to… Strongly Agre Neither Disagree Strongly I N
Agree e Agree Disagree Don’t
Disagree Know
purchase in-game money with 12 15 11 15 2 54
real money
1
purchase point packages in the
game.
1 18 15 9 11 2 54
buy in-game items that attack
and defend with real money
1 14 16 11 12 2 54
purchase items that increase the
property value with real money.
2 16 15 8 13 2 54
customize the upgrades of
properties important to me.
12 26 12 4 1 1 55
customize in game character 15 22 10 5 3 1 55
getdiscounts and coupons from
stores checked in
19 19 12 2 1 3 53
get recognition for in-game
achievements
11 14 25 4 1 1 55
Values 5 4 3 2 1 0
17. Findings: Best In-game Upgrades
The level you agree/disagree that… Mean St. Deviation 95% St. Error
Players should be able to purchase in-game money with real money 2.50 1.19 0.32
Players should be able to purchase point packages in the game. (e.g. $1 2.80 1.16 0.31
for 500 in-game currency, $2 for 1000 and so on for in-game upgrades
and items)
Players should be able to buy in-game items with real money. (Items 2.65 2.87 0.77
are used to defend from or attack other players)
Players should be able to purchase items that increase the value of 2.74 1.23 0.33
their property with real money.
Being able to customize the upgrades of my properties would be 0.93 0.25
3.80
important to me.
Having more customizations of my in game character would be important 1.13 0.30
3.75
to me.
Getting discounts and coupons to stores I check into would be important 1.11 0.30
4.00
to me.
Being recognized for my in-game achievements would be important to me. 0.96 0.25
3.55
(e.g. rankings or awards)
In-game improvements that involved real money were not popular
Participants wanted more game-play and function upgrades
18. Findings: Best In-game Upgrades
The more you play, the more you think it is unfair that players
can “cheat” by spending more money.
19. Findings: Best In-game Upgrades
Upgrades vs Purchase Intent
Model Summary
Being able to customize
Std. Error of the
Model R R Square Adjusted R Square Estimate
character, upgrades of
1 .424a .180 .170 .690
properties, and having in-
a. Predictors: (Constant), 10. Please choose the level in which you agree or game achievements
disagree with the following statements.-Being able to customize the upgrades
of my properties would be important to me.
impacted purchase intent
Coefficientsa
Standardized
Very little of
Unstandardized Coefficients Coefficients purchase intent
Model B Std. Error Beta t Sig. can be
1 (Constant) 2.063 .155 13.295 .000
explained by
10. Please choose the
level in which you agree upgrades
or disagree with the
following statements.-
Being able to customize .255 .058 .424 4.439 .000
the upgrades of my
properties would be
important to me.
a. Dependent Variable: 12. Based on your answer in Question 10, what would be your purchase intent?
20. Findings: Potential Game Titles
Recommendations Title should have keyword(s) that
1.MyCity help memory retention of the
2. Metropoly game
3. Mad Props (Property)
21. Research Conclusion
Genders have different levels of interest
Management in the game.
Problem Demographics impact consumer search
processes. (Urban vsRural)
Research
Problem In-game improvements that involved real
money will not popular be popular in
general, especially to heavier gamers.
Methodology
Incorporate more customizability on
Findings character avatars, property upgrades,
and improve achievement board.
Names like MyCity help consumers
identify and relate to a hard to get
concept.