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Trust
Trust is two way
•  People must trust the researcher to be a valid
professional.
•  The researcher must trust the people to be
honest.
•  Fundamental to all relationships, not just
market research.
Identity
•  Key to establishing TRUST.
•  People invest time in identity- Facebook,
LinkedIn, etc.
•  People are themselves, use their real names.
•  Social media relies on REAL World relationships
with real world people
•  People care about what friends and contacts
think of content they post.
Reach
•  How do you get a relevant sample set in the
right demographic, geographic, etc.
•  Traditional research - hard to do, expensive,
problems with sample, response rates, etc.
•  Recruitment methods need to be chosen to
reach appropriate target group.
•  Platforms only become valid when they have
critical mass of users.
Reward
•  People must have a reason to press the share
button - must have reward, eg prizes.
•  Prizes in games are not a lottery - by making it a
game person can affect whether they win.
•  Different rewards for different types of
participation - eg. animation for voting, and
prizes for ideas.
Coffeemat Challenge
Case Study:
Coffeemat Challenge
Case Study:
Coffeemat Challenge
Case Study:
Other Applications
•  Can be applied to crowd-sourced Idea
generation, survey design, SMM campaigns, or
SM Platforms.
•  Structure for thinking through what you are
doing.
•  Essential for success of all above to get it right
at all stages.
•  Gaming = reward. Gaming is crucial to the
Social Web and everything that happens on it.
Questions?

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Nigel legg gaming - 2011

  • 1.
  • 2. Trust Trust is two way •  People must trust the researcher to be a valid professional. •  The researcher must trust the people to be honest. •  Fundamental to all relationships, not just market research.
  • 3. Identity •  Key to establishing TRUST. •  People invest time in identity- Facebook, LinkedIn, etc. •  People are themselves, use their real names. •  Social media relies on REAL World relationships with real world people •  People care about what friends and contacts think of content they post.
  • 4. Reach •  How do you get a relevant sample set in the right demographic, geographic, etc. •  Traditional research - hard to do, expensive, problems with sample, response rates, etc. •  Recruitment methods need to be chosen to reach appropriate target group. •  Platforms only become valid when they have critical mass of users.
  • 5. Reward •  People must have a reason to press the share button - must have reward, eg prizes. •  Prizes in games are not a lottery - by making it a game person can affect whether they win. •  Different rewards for different types of participation - eg. animation for voting, and prizes for ideas.
  • 9. Other Applications •  Can be applied to crowd-sourced Idea generation, survey design, SMM campaigns, or SM Platforms. •  Structure for thinking through what you are doing. •  Essential for success of all above to get it right at all stages. •  Gaming = reward. Gaming is crucial to the Social Web and everything that happens on it.