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

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What’s next? Creating a win-win-win Gamification in data collection Gamification in analysis & interpretation Gamified reporting & presentation Time to play!

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ESOMAR Workshop on Gamification: Creating a win-win-win (by Annelies Verhaeghe and Tom De Ruyck of InSites Consulting), presented at the ESOMAR 3D Conference in Amsterdam (NL) on Sunday November 4, 2012.

TRANSCRIPT

Page 1: 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!

Page 2: ESOMAR Workshop on Gamification: Creating a win-win-win

Let’s play a game!

Page 3: ESOMAR Workshop on Gamification: Creating a win-win-win

The average age

of a gamer is 34

Page 4: ESOMAR Workshop on Gamification: Creating a win-win-win

The average age

of a gamer is 30

Page 5: ESOMAR Workshop on Gamification: Creating a win-win-win

26% of the gamers are above

50 years old

Page 6: ESOMAR Workshop on Gamification: Creating a win-win-win

26% of the gamers are above

50 years old

Page 7: ESOMAR Workshop on Gamification: Creating a win-win-win

40% of the gamers is female

Page 8: ESOMAR Workshop on Gamification: Creating a win-win-win

47% of the gamers is female

Page 9: ESOMAR Workshop on Gamification: Creating a win-win-win

62% of gamers play with other

gamers in person

Page 10: ESOMAR Workshop on Gamification: Creating a win-win-win

62% of gamers play with other

gamers in person

Page 11: ESOMAR Workshop on Gamification: Creating a win-win-win

Using game mechanics

to solve problems and

engage users

Everybody likes to play

Page 12: ESOMAR Workshop on Gamification: Creating a win-win-win

Qualitative

Research

2

MROCs:

Most popular

emerging method

in GRIT 2012

Page 13: ESOMAR Workshop on Gamification: Creating a win-win-win

Data collection

Analysis & interpretation

Reporting & presenting

The whole

research process

Page 14: ESOMAR Workshop on Gamification: Creating a win-win-win

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

Page 15: ESOMAR Workshop on Gamification: Creating a win-win-win

Phase 1: Data collection

Page 16: ESOMAR Workshop on Gamification: Creating a win-win-win

Team

Question

Individual

Community

“Prove to

me that your

city is better

than every

other city

here”

4 levels

Page 17: ESOMAR Workshop on Gamification: Creating a win-win-win

Team

Question

Individual

Community

4 levels

Page 18: ESOMAR Workshop on Gamification: Creating a win-win-win

Team

Question

Individual

Community

4 levels

Page 19: ESOMAR Workshop on Gamification: Creating a win-win-win

Team

Question

Individual

Community

4 levels

Page 20: ESOMAR Workshop on Gamification: Creating a win-win-win

Riddles

Gamification and Market Research // Communities

Page 21: ESOMAR Workshop on Gamification: Creating a win-win-win

21

Gamification and Market Research

… it works!

Page 22: ESOMAR Workshop on Gamification: Creating a win-win-win

** 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

Page 23: ESOMAR Workshop on Gamification: Creating a win-win-win

Do you think this leads to…

1. More posts?

2. Richer posts?

3. More & richer posts?

Page 24: ESOMAR Workshop on Gamification: Creating a win-win-win

Do you think this leads to…

1. More posts?

2. Richer posts?

3. More & richer posts?

Page 25: ESOMAR Workshop on Gamification: Creating a win-win-win

7x more on topic

arguments

Creative, emotional,

contextual

Think harder,

Think different

Page 26: ESOMAR Workshop on Gamification: Creating a win-win-win

Phase 2: Analysis &

interpretation

Page 27: ESOMAR Workshop on Gamification: Creating a win-win-win

A different perspective

Page 28: ESOMAR Workshop on Gamification: Creating a win-win-win

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.

Page 29: ESOMAR Workshop on Gamification: Creating a win-win-win

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!”

Page 30: ESOMAR Workshop on Gamification: Creating a win-win-win

Crowd interpretation game

Page 31: ESOMAR Workshop on Gamification: Creating a win-win-win

20% additional insights from

the same data

Excitment

The gaming virus hit

RECONNECT with your

consumer

Page 32: ESOMAR Workshop on Gamification: Creating a win-win-win

Are participants the researchers of the future?

Page 33: ESOMAR Workshop on Gamification: Creating a win-win-win

Researchers Gen Y crowd

How do they

perform?

Page 34: ESOMAR Workshop on Gamification: Creating a win-win-win

Who is best at

generating insights?

1. Researchers

2. Gen Y Crowd

3. Both are equally good

Page 35: ESOMAR Workshop on Gamification: Creating a win-win-win

Who is best at

generating insights?

1. Researchers

2. Gen Y Crowd

3. Both are equally good

Page 36: ESOMAR Workshop on Gamification: Creating a win-win-win

Researchers Gen Y crowd

20-40%

additional

insights!

Page 37: ESOMAR Workshop on Gamification: Creating a win-win-win

Phase 3: Reporting &

Presenting

Page 38: ESOMAR Workshop on Gamification: Creating a win-win-win

Single focus on the

minds

Page 39: ESOMAR Workshop on Gamification: Creating a win-win-win
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Page 60: ESOMAR Workshop on Gamification: Creating a win-win-win

Improving the

flight experience Understanding & listening to frequent flyers

Page 61: ESOMAR Workshop on Gamification: Creating a win-win-win

Phase 1

Insightment

Observation leads to insight discovery

Page 62: ESOMAR Workshop on Gamification: Creating a win-win-win

Insightment

Ideation & Concept Development

Discussions placing insights in perspective

Idea generation by frequent travellers

Phase 2

Page 63: ESOMAR Workshop on Gamification: Creating a win-win-win

Insightment

Ideation & Concept Development

Validation

Phase 3

Quantitative and emotional validation of 4 selected

concepts

Page 64: ESOMAR Workshop on Gamification: Creating a win-win-win

“If we knew what we already know”

Page 65: ESOMAR Workshop on Gamification: Creating a win-win-win

Gamified kick-off

Page 66: ESOMAR Workshop on Gamification: Creating a win-win-win

Ideation by Air France and KLM

Page 67: ESOMAR Workshop on Gamification: Creating a win-win-win

Concept casino

Page 68: 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!

Page 69: ESOMAR Workshop on Gamification: Creating a win-win-win

Objective?

Gamify the

research

process

Page 70: ESOMAR Workshop on Gamification: Creating a win-win-win

A small recap

Game mechanics

Page 71: ESOMAR Workshop on Gamification: Creating a win-win-win

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

Page 72: ESOMAR Workshop on Gamification: Creating a win-win-win

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.

Page 73: ESOMAR Workshop on Gamification: Creating a win-win-win

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

Page 74: ESOMAR Workshop on Gamification: Creating a win-win-win

Leaderboards People attach status to be in

first place. They are constantly

competing with their friends and

family to achieve the highest

rank!

Page 75: ESOMAR Workshop on Gamification: Creating a win-win-win

Leaderboards People attach status to be in

first place. They are constantly

competing with their friends and

family to achieve the highest

rank!

Page 76: ESOMAR Workshop on Gamification: Creating a win-win-win

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

Page 77: ESOMAR Workshop on Gamification: Creating a win-win-win

City Marketing By working together in teams, you

reach a higher goal. Social media

make it possible to see how others

are performing.

Page 78: ESOMAR Workshop on Gamification: Creating a win-win-win

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.

Page 79: ESOMAR Workshop on Gamification: Creating a win-win-win

Nike+ Running App

Set personal goals and keep

track of your improvements.

Page 80: ESOMAR Workshop on Gamification: Creating a win-win-win

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.

Page 81: ESOMAR Workshop on Gamification: Creating a win-win-win
Page 82: ESOMAR Workshop on Gamification: Creating a win-win-win

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

Page 83: ESOMAR Workshop on Gamification: Creating a win-win-win

Explore #6

You like change and adventure, you

enjoy new experiences. Stimulation

and changing environments are your

key drivers.

Page 84: ESOMAR Workshop on Gamification: Creating a win-win-win
Page 85: ESOMAR Workshop on Gamification: Creating a win-win-win

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

Page 86: ESOMAR Workshop on Gamification: Creating a win-win-win

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

Page 87: ESOMAR Workshop on Gamification: Creating a win-win-win

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

Page 88: ESOMAR Workshop on Gamification: Creating a win-win-win

Achievement #1

Power #2

Social #3

Grow #4

Structure #5

Explore #6

Purpose #7

Main motivators

for playing

games.

Page 89: ESOMAR Workshop on Gamification: Creating a win-win-win

Thanks!

Questions?

The game is on!

@annaliezze | @tomderuyck