esomar workshop on gamification: creating a win-win-win

What’s next?

Creating a win-win-win

– Gamification in data collection

– Gamification in analysis &

interpretation

– Gamified reporting & presentation

Time to play!

Let’s play a game!

The average age

of a gamer is 34

The average age

of a gamer is 30

26% of the gamers are above

50 years old

26% of the gamers are above

50 years old

40% of the gamers is female

47% of the gamers is female

62% of gamers play with other

gamers in person

62% of gamers play with other

gamers in person

Using game mechanics

to solve problems and

engage users

Everybody likes to play

Qualitative

Research

2

MROCs:

Most popular

emerging method

in GRIT 2012

Data collection

Analysis & interpretation

Reporting & presenting

The whole

research process

That’s nice and all, but what does it deliver?

Phase 1: Data collection

Team

Question

Individual

Community

“Prove to

me that your

city is better

than every

other city

here”

4 levels

Team

Question

Individual

Community

4 levels

Team

Question

Individual

Community

4 levels

Team

Question

Individual

Community

4 levels

Riddles

Gamification and Market Research // Communities

21

Gamification and Market Research

… it works!

** To match the iterative and non-linear nature of

idea generation, the Ideation Tool allows

participants to post multiple ideas to the ideation

challenges. Participants can comment to improve

the idea, resulting in a change of status, from

mining to rough diamond, polished diamond and

eventually a diamond ring…

Ideation

* Based on insight platforms retrieved from earlier

research or in an earlier stage of the same project,

the Ideation Tool challenges participants to come

up with new ideas for problems or needs.

Gamification and Market Research // Communities

Do you think this leads to…

1. More posts?

2. Richer posts?

3. More & richer posts?

Do you think this leads to…

1. More posts?

2. Richer posts?

3. More & richer posts?

7x more on topic

arguments

Creative, emotional,

contextual

Think harder,

Think different

Phase 2: Analysis &

interpretation

A different perspective

Crowd interpretation is the analysis of research data by a group of research participants in

order to obtain richer, more accurate interpretation

of data that leads to insights.

OBSERVER

INTERPRETER

INSIGHTING

“The only performance thatg got a 5 star rating by the ‘morgen’ (newspaper). If you look for a minute or 5 on the ground, you can easily find a free

newspaper…very handy!”

Crowd interpretation game

20% additional insights from

the same data

Excitment

The gaming virus hit

RECONNECT with your

consumer

Are participants the researchers of the future?

Researchers Gen Y crowd

How do they

perform?

Who is best at

generating insights?

1. Researchers

2. Gen Y Crowd

3. Both are equally good

Who is best at

generating insights?

1. Researchers

2. Gen Y Crowd

3. Both are equally good

Researchers Gen Y crowd

20-40%

additional

insights!

Phase 3: Reporting &

Presenting

Single focus on the

minds

Improving the

flight experience Understanding & listening to frequent flyers

Phase 1

Insightment

Observation leads to insight discovery

Insightment

Ideation & Concept Development

Discussions placing insights in perspective

Idea generation by frequent travellers

Phase 2

Insightment

Ideation & Concept Development

Validation

Phase 3

Quantitative and emotional validation of 4 selected

concepts

“If we knew what we already know”

Gamified kick-off

Ideation by Air France and KLM

Concept casino

What’s next?

Creating a win-win-win

– Gamification in data collection

– Gamification in analysis &

interpretation

– Gamified reporting & presentation

Time to play!

Objective?

Gamify the

research

process

A small recap

Game mechanics

You challenge yourself by setting

achievable deadlines, you strive for

success and you like to master a

skill . You value positive feedback

in order to feel accomplished. You

have a need to finish things you

started.

Achievement #1

Achieve your financial goals!

People need to set themselves a specific financial

goal for which they want to save. They can add

money to their account by themselves, by asking

& sharing with friends or by collecting deals.

You like to influence people

and events, you want to be

seen as a leader, you are

conscious about your image.

You are attached to your

status.

Power #2

Leaderboards People attach status to be in

first place. They are constantly

competing with their friends and

family to achieve the highest

rank!

Leaderboards People attach status to be in

first place. They are constantly

competing with their friends and

family to achieve the highest

rank!

You have a strong desire to belong to a

group or family, you seek relationships

and approval. You like sharing with

others and listen well.

Social #3

City Marketing By working together in teams, you

reach a higher goal. Social media

make it possible to see how others

are performing.

Grow #4

You love to gain knowledge

and sharpen your mind. You

want to develop yourself to the

maximum. You like feedback

because it gives you the

opportunity to improve.

Nike+ Running App

Set personal goals and keep

track of your improvements.

Structure #5

You like safe and predictable

environments, you seek order

and certainty and you don’t like

surprises. And you are

sometimes a bit compulsive.

Everyone wants to complete a puzzle. No

one wants to make half the puzzle and

then quit. Coca Cola Zero was aware of

people’s need for structure and achieved

great viewer results with this insight.

Live action puzzle

Explore #6

You like change and adventure, you

enjoy new experiences. Stimulation

and changing environments are your

key drivers.

BING cooperated with Jay-Z to develop a

game where fans could collect Jay-Z’s

biography ‘Decoded’ before release date by

searching every single page all over the world.

Unique fan experience

Purpose #7

You have a soft spot for charity, you

are altruistic and you like to make a

difference. You like to give your life

meaning. You believe in a higher

cause.

#7 Purpose #7

The listeners of Q-Music collect money for

charity based on a game to travel as much

kilometers as possible. (combination of the

need for purpose and the need to explore)

Q-Music stimulates its listeners

Achievement #1

Power #2

Social #3

Grow #4

Structure #5

Explore #6

Purpose #7

Main motivators

for playing

games.

Thanks!

Questions?

The game is on!

@annaliezze | @tomderuyck