The document outlines Tom Ewing's presentation titled "Surveys are Videogames" given at a session chaired by Dan Foreman. The presentation discusses how research projects can incorporate elements from video games, such as building worlds, sustaining interest, encouraging interaction, and rewarding imagination, to engage participants. It also covers challenges like ensuring gameplay is more interesting than mechanics and managing expectations when gamifying research.

1. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
SURVEYS ARE VIDEOGAMES

2. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
“GAME” IS THE NEW
“SOCIAL”

3. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
IS EVERYTHING A “GAME
MECHANIC”?

4. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
WE ARE ALREADY EXPERTS

5. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
OK, HOW ARE RESEARCH
PROJECTS LIKE GAMES?

6. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
BUILDING WORLDS

7. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
SUSTAINING INTEREST

8. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
ENCOURAGING
INTERACTION

9. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
SETTING GOALS

10. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
REWARDING IMAGINATION

11. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
TELLING STORIES

12. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
CHEATING AND
COMPETITIVENESS

13. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
WHAT EVERY GAME HAS IN
COMMON

14. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
CAN vs OUGHT

15. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
LINES AND BOXES

16. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
COMPLETION vs
EXPLORATION

17. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
LEVELLING UP

18. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
VICTORY CONDITIONS

19. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
GAME MECHANICS AREN’T
INTERESTING

20. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
GAMEPLAY IS INTERESTING

21. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
YOU CONTROL THE
MECHANICS, NOT THE PLAY

22. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
THE PSYCHOLOGY OF THE
PROGRESS BAR

23. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
LOVE THE PLAYER, NOT THE
GAME

24. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
YOU’RE SETTING OUT TO
CHANGE BEHAVIOUR

25. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
REAL LIFE HAS LEVELS TOO

26. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
DIFFERENT PLAYERS HAVE
DIFFERENT STYLES

27. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
AUTHENTICITY AND
AVATARS

28. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
IF WE GAME IT, THEY WILL
PLAY?

29. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
IT’S NOT JUST ABOUT
BUILDING WORLDS

30. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
IT’S ABOUT ANALYSING
WORLDS

31. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
IT’S ABOUT INTERRUPTING
THE WORLD

32. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
IT’S ABOUT TRANSFORMING
THE WORLD

33. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
GAMIFICATION OR
POINTSIFICATION?

34. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
MIND THE EXPECTATION
GAP

35. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
THINK OUTSIDE THE
(SKINNER) BOX

36. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
KEEP AN EYE ON MOBILE

37. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
LEARN THE LESSONS OF
CASUAL GAMING

38. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
RESEARCH AND GAMES IN
PARTNERSHIP

39. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
RESEARCHING A GAMIFIED
WORLD

40. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
“The game designer becomes a model for
the architect, educator, scientist, artist,
scholar, and others who invent and
investigate the world.”
– Frank Lantz and Eric Zimmerman; Rules,
Play and Culture.

41. Tom Ewing, Kantar Operations, UK
Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule = 09:34am to 09:58am (GMT/London)
Q & A
Tom Ewing and
Dan Foreman