Download - Betty Adamou - Cutting Edge of NewMR 2015
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
The Gargantuan Differences between
Games & Gamifica6on for Research
Be;y Adamou Research Through Gaming Ltd 22nd September 2015
#NewMR 2015 Corporate Sponsors
#NewMR 2015 Supporters
Schlesinger Associates Keen as Mustard
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
To develop a theore-cal framework that explains the impact that
game mechanics and game elements have on
par-cipant engagement, emo-on and data quality when applied as
fully-‐fledged Game (ResearchGame) or as a Gamified Survey
PhD
www.researchgames.org.uk
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
Why is it important to know the differences between
Games & Gamifica8on for research?
1. To help you iden8fy which methodology would be most effec8ve for your project/clients’ project
2. To help the research community develop processes and best prac8ces pertaining to the needs of each methodology
3. Each methodology will drive different interac8ons and research results, affec8ng business decisions.
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
What happens if we don’t understand and learn the differences?
1. Con8nued mislabeling of Game and Gamifica8on in MR
leads to miseduca8on and confusion (mislabeling already worryingly frequent in published papers)
2. Can impact the learning of students who are tomorrow’s researchers (I’ve already seen this happen!)
3. If researchers don’t know the difference, then neither will clients. And if we can’t educate our clients, then who will?
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
James Newman Rilla Khaled Pippin Barr Rommel Romero
DEFINITIONS ARE DIFFERENT (although contested)
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
“No typical element (e.g., goals, rules)
on its own cons8tutes a game (...) only assembled together do
they cons8tute a game”.
-‐ Deterding et al (2011b, p.3)
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
“The use of game mechanics and game elements in non-‐game contexts”
-‐ Gabe Zichermann -‐ Sebas1an Deterding
What is Gamifica-on?
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
Gamifica-on is the REPURPOSING OF GAMES to gain the ENGAGEMENT that games can create, for ac-vi-es that AREN’T GAMES.
-‐ Be<y Adamou -‐ I said this just now.
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
DESIGN PROCESS
1. DON’T UNDERVALUE THE DESIGN! 2. Games for Research is a design approach from the
outset. You design the game WITH the research objec8ves from the start.
3. Gamifying a survey tends to happen a&er the survey has been created. Gamifica8on is a ‘tack on’ more than a design embedded with the research, as in a game.
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
How is Gamification typically used in Market Research to date?
Rewording the way ques-ons
are asked
Adding graphics (oSen unrelated to
the research content)
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
DO ‘X’ GET ‘Y’
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
Gamification will always hit a glass ceiling
of engagement and fun
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
Whole mind AND BODY INTRINSIC
Engagement
GAMES
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
“Extrinsic mo-vators in exchange for comple-ng a task
isn’t always foolproof” -‐ Ariely, Kamenica, & Prelec, 2008; Kamenica, 2012
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
Through intrinsic engagement, people can be more collabora-ve, crea-ve, produc-ve, innova-ve and spend more -me – even
doing voluntary ac-ons.
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
TWO DISTINCT INTERACTIONS
Games Gamification
PLAY TAKE PART
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
WHEN WE PLAY We
stimulate the mind
We boost
creativity & collaboration
We increase
our abilities to
problem-solve
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
DATA: OUTCOMES & RESULTS WILL BE DIFFERENT ! !
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
FINAL WORDS
1. Stop mislabeling! 2. Study & learn 3. Prac8ce the approach of both methodologies with
different projects 4. There is no single correct methodology. One is not “beger”
than the other. The methodology you choose should be driven by your research needs!
5. Ask yourself, if engagement and emo8on is what you want, which methodology will achieve this best?
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
Thank You!
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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015
Q & A
Ray Poynter The Future Place
MarMna Olbertova Brand Curator
#NewMR 2015 Corporate Sponsors
#NewMR 2015 Supporters
Schlesinger Associates Keen as Mustard
Lenny Murphy Greenbook