making surveys more rewarding expierences jon puleston vp innovation gmi interactive
TRANSCRIPT
MAKING SURVEYS MORE REWARDING EXPIERENCES
JON PULESTON VP Innovation GMI Interactive
A NEW PERSPECTIVE ON GAMIFICATION
THE COCEPT“GAMIFICATION” HAS CAPTURED THE IMAGINATION OF THE RESEARCH INDUSTRY OVER THE LAST COUPLE OF YEARS
IT HAS HAS BECOME AN UMBRELLA TERM TO DESCRIBE A WHOLE PANECEA OF TECHNIQUES WE ENVOKE TO IMPROVE RESPONDENT ENGAGEMENT IN SURVEYS
GAMIFICATION
COPY WRITINGEDITING
VISUALISINGART DIRECTING
IN TRUTH IT IS JUST ONE SPECIFIC PART OF THIS PANECEA…
GAMIFICATION
COPY WRITINGEDITING
VISUALISINGART DIRECTING
SO TODAY I DON’T WANT TO TALK SPECIFICALLY ABOUT GAMIFICATION.
I WANT TO THINK ABOUT THE ISSUES THAT THIS TERM HAS BECOME SYNONYMOUS WITH.
TAKE A HELECOPTER VIEW POINT: WHAT ARE WE TRYING TO DO HERE?
I’D LIKE TO THINK OF A BETTER TERM TO DESCRIBE THIS WHOLE PROCESS?
GAMIFICATION
COPY WRITINGEDITING
VISUALISINGART DIRECTING
GAMIFICATIONENTERTAINIFYING
GAMIFICATION
COPY WRITINGEDITING
VISUALISINGART DIRECTING
GAMIFICATIONDEBORIFICATION
I’D LIKE TO THINK OF A BETTER TERM TO DESCRIBE THIS WHOLE PROCESS?
DEBORIFICATION
BORING LESS BORING INTERESTING FUN
-1 0 1 2
A LOT OF WORK DONE IN THIS TERRITORY
WHAT I THINK IT ULTIMATELY ALL BOILS DOWN TO IS…
GAMIFICATION
COPY WRITINGEDITING
VISUALISINGART DIRECTING
GAMIFICATIONREWARDING
MOST SURVEYS ARE SIMPLY NOT VERY REWARDING EXPERIENCES
DECONSTRUCTINIG THE AVERAGE TRACKING STUDY YOU WILL FIND THEY ARE ALL PRETTY MUCH THE SAME:
MOSTLY MADE UP OF 3 CORE ELEMENTS:
ALL VERY UNREWARDING QUESTIONS FOR RESPONDENTS TO ANSWER
1.
2.3.
DECONSTRUCTINIG THE AVERAGE TRACKING STUDY YOU WILL FIND THEY ARE ALL PRETTY MUCH THE SAME:
MOSTLY MADE UP OF 3 CORE ELEMENTS:
AND THE ULTIMATE IMPACT OF THIS IS THEY DELIVER BACK POOR DATA
1.
2.3.
• Tedious: People can’t be bothered to think
What brands come to mind?Are you aware of this brand?Have you seen this ad?Where have you seen it?
ISSUES WITH AWARENESS QUESTIONS
1 or 2 v up to 5 in face to face
100%+ misattribution
50%+ variance simply based on
how you ask
• People lie and sometimes exaggerate (eg. Do you own an ipad!)
• They can’t be bothered to remember• Answers don’t correlate with future behaviour
What brands have you used?When have you used them?
ISSUES WITH USAGE QUESTIONS
Only 70% accurately noted*
*Hofmeyr TNS
Significant answer decay
Important!
• People struggle to differentiate their opinions
How much do you like this?What words do you associate with this brand?Reasons for purchase
ISSUES WITH ATTITUDE QUESTIONS
I am not sure orI quite like it!
I am not interested click max 4 options
ALL ROADS LEAD TO ROME
I CAN’T BE BOTHERED TO THINK
SURVEYS REWARD SPEEDING
ACTION
SURVEY SAVED TIME
SPEEDTHROUGH
IT
TRIGGER REWARD
THINK ABOUT GAMIFICATION AS ONE OF SUIT OF WEAPON THAT CAN BE USED TO REWARD RESPONDENTS FOR INVESTING MORE THOUGHT AND EFFORT IN COMPLETING A SURVEY
TRIGGER REWARD
BEINGTHOUGHTFUL & TRUTHFUL
THE 4 CHALLENGES WE FACE WHEN DESIGNING SURVEY QUESTIONS
1. COMMANDING PEOPLES ATTENTION
2. PERSUADING PEOPLE TO READ THINGS
3. PERSUADING PEOPLE TO THINK
4. MOTIVATING PEOPLE TO RESPOND
AT THIS POINT I WOULD LIKE TO TAKE A SHORT COMMERCIAL BREAK!
IF YOU THINK ABOUT THESE CHALLENGCES THESE ARE EXACTLY THE SAME AS THE CHALLENGES THE ADVERTISING INDUSTRY FACES WHEN DESIGNING ADVERTISTING MESSAGES
This is a message I want you to read and think about and respond to.
And I want you to read this bitAnd this bitAnd this bitAnd this bitAnd this bitAnd this bit too
SURVEY QUESTION
This is a message I want you to read and think about and respond to.
And I want you to read this bitAnd this bitAnd this bitAnd this bitAnd this bitAnd this bit too
COULD EQUALLY BE AN ADVERT
SO HOW DO THEY TACKLE THIS PROBLEM?
YOU WOULD NOT QUITE DESCRIBE WHAT THEY DO AS GAMIFICATION…
BUT IT IS A VERY SIMILAR PROCESS CENTRED AROUND REWARDING PEOPLE TO NOTICE, READ, THINK AND RESPOND…
TITILATION= MILD SEXUAL PLEASURE
DOUBLE ENTENDRE= MENTAL PUZZLE
SEXUAL & INTELLECTUAL REWARDS FOR READING THIS MESSAGE
CREATING A SENSE OF WONDER
VISUAL & EMOTIONAL REWARDS FROM LOOKING AT THIS AD
HUMOUR
ENTERTAINMENT REWARD FO READING THIS MESSAGE
MENTAL CHALLENGE
INTELLECTUAL REWARD FOR READING MESSAGE
PUZZLE REQUIRING DECODING
INTELLECTUAL REWARDS FOR READING THIS MESSAGE
VISUAL DECODINGALIGNMENT & SCALING DELIVERS AESTHETIC PLEASURE
AESTETIC & INTELLECTUAL REWARDS FOR READING THIS MESSAGE
A CHANCE TO DREAM & ESCAPE REALITY
EMOTIONAL REWARDS FROM LOOKING AT THIS AD
VISUAL SURPRISE + MENTAL DECODING
VISUAL SURPRISE/HUMOUR + MENTAL DECODING
VISUAL SURPRISEVISUAL PUZZLE
ADVERTISING FAILS IF IT DELIVER IT DOES NOT ADEQUATELY DELIVER REWARDS
NEWS REWARDS YES
BUT ON ALL OTHER LEVELS UTTERLY UNMEMORABLE
CLICHÉ MEANINGLESS DECORATIVE EFFECTS
TAUTOLOGY SO NOTHING TO DECODE
SURPRISE DECODING CHALLENGE
THE MORE THE AD IS LIKED*, THE HIGHER THE RECALL
* LIKED = DELIVERED A REWARD
THE WEAPONS OF ADVERTISERS:
1. VISUAL SURPRISES TO GAIN ATTENTION & TRIGGER THINKING PROCESSES
2. PLEASING AESTHETICS TO ENCOURAGE VIEWING
3. ALLOWING PEOPLE TO DREAM & FANTISISE
4. ASKING THE CONSUMER TO PLAY MICRO GAMES IN THE FORM OF MENTAL PUZZLES
5. SEXUAL TITLATION
GAMIFICATION IS AN IMPORTANT PART OF MANY OF THESE ADVERTS BUT AT THE HEART OF IT IS ALL ABOUT REWARD DELIVERY
EXAMPLES OF REWARD WEAPONS WE AS RESEARCHERS CAN USE…
• Deliver aesthetic pleasure• Delivering Surprises • Providing respondents with something new to think about• The ability to set questions up as mental puzzles• Setting questions up as challenges• We can validate their opinions• We can give them an opportunity to express themselves
LOOKING AT SURVEY GAMIFICATION AS A PROCESS OF REWARD DELIVERY
VISUAL SURPRISES
90%More
MENTAL PUZZLE
Describe yourself
Describe yourself in EXACTLY 7 words
2.4 Descriptors
85%Answered
4.5 Descriptors
98%Answered
THE PLEASURE OF COMPETING
Can you guess what brand this is? Can you tell us what
brand this is?
40% say they don’t know
People will play for hoursAnd every answer is a best guess
RewardingThe truth
AWARENESS
USAGE
ATTITUDES
ARE YOU AWARE OF THIS BRAND? GUESS THE BRAND!
HAVE YOU BOUGHT THIS BRAND?
PREDICT WHAT BRAND YOU WILL BUY NEXT
WHAT WORDS DO YOU ASSOCIATE WITH THIS BRAND?
GUESS WHAT WORDS ARE ASSOCIATED WITH THIS BRAND
WITH A SMALL TWIST OF PERSPECTIVE & CREATIVITY ALL THE QUESTIONS IN TRACKING STUDIES COULD BE TURNED INTO MORE REWARDING EXPERIENCES:
e.g.
e.g.
e.g.
SPONTANEOUS BRAND AWARENESS
1+ minutes of thinking time (we have had to impose a time limit)More than twice as many brands recalled
Bonus
Rewardingthinking
PROMPTED BRAND AWARENSS
AWARENESS TASK: ANSER TIME PER QUESTION
Standard Survey Guessing Game with time pressure
1 2 3 4 5 6 7 8 9 10 11 -
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
1 2 3 4 5 6 7 8 9 10 11 -
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Colgate strapline
Aquafresh Arm & Hammer
Colgate packaging
detail
Sensodyne strapline
Mcleans strapline
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Normal Game
Accurate brand recognition
RewardingThe truth
Control statement
Oral B Arm & Hammer McCleans Aquafresh Sensodyne logo0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Normal Game
Miss-attribution to Colgate
ADVERTISING AWARENESS
USAGE: HARDER TO GAMIFY
LATENT BRAND PREFERENCE IF YOU Had no moneyHad unlimited budgetWanted to impress your friendsWhat the queen would buy
THE LAST TIME….You went out with friendsDrank at homeWas on holiday
*Fun is a reward in itself
There are things that can be done to make it more fun*…
VOLUMISING
INTERTWINING USAGE & PREDICTIONS TO MAKE INTO PROXY GAME
What do you do?
Predictive questions can deliver a reward…
Guess what others do?WIN IF YOU GET IT RIGHT
+
PILOT EXPERIMENT
PILOT EXPERIMENT
PILOT EXPERIMENT
PILOT EXPERIMENT
ANSWER TIME
What they doPredict what others
doYou win/lose feedback
Control group just asked what they do
Ans
wer
tim
e (m
illis
econ
ds)
ANSWER TIME COMPARISONS
% OF EXTRA TIME
This game was not
very rewarding
SPONTANOUS WORD ASSOCIATION GAME
1 minute+ v 15 seconds & 10 times as much useful feedback
Rewarding thinking
DUMMY ADVERTISING & BRAND PROPOSITION AWARENESS
Total colour care protection for your clothes
Which brand?
A survey gaming technique devised to tease out respondents perceptions of brands through brand personalisation
First respondents played a game where they had to try and match brands with human personality traits – to get them comfortable with the idea of brand having human characteristics
Once they had managed to do this correctly a few times we took them to the next level…
We then asked them to try and imagine what different human characteristics a brand might exhibit…
Then we got them to play a game where they had to bet on which brand was most likely to exhibit different human characteristics…
We encouraged them to do this as instinctively as they could…
We then presented them with a range of questions like this…
We then presented them with a range of questions like this…
They won and lost based upon whether their choice matched the opinion of the crowd
BRAND PERSONALITY GAME METRICS
• 78% of respondents rated the survey 4 starts or higher• 93% said they would like to do more surveys like this• 97% who started it completed it
Though& effort
rewarded
“The gamified approach pulled out stronger brand personality differences” Deborah Sleep Engage Research
XFACTOR GAME
Source: GMI survey evaluation base = 612 surveys Jan-July 2012
9.2
50%+ more feedback & most popular survey ever measured
RECIPE FOR DESIGNING MORE REWARDING SURVEYS
1. THINK ABOUT WHAT TYPE OF REWARDS THERE ARE FROM DIFFERENT THINGS WE DO FOR PLEASURE IN LIFE
• Gaining aesthetic pleasure - ART• Surprise, titillation adventure - SEX• Being taken to a different places - CINEMA• Discovery of something “new” – NEWSPAPER READING• Intellectual stimulation – BOOK READING• Metal satisfaction from solving problems - PUZZLING• The pleasure of competing – again yourself & others - SPORT• The vicarious pleasure of other people succeeding – WATCHING SPORT• The satisfaction gained from thinking you are helping someone or doing
something for a good cause – CHARITY WORK• Having our hunches confirmed - GAMBLING• Being able to expressing ourselves - WRITING• Being heard - COMMUNICATING• Humour - COMEDY• Being silly – PLAYING GAMES• Making things - Gardening
* Note this is random list of thoughts not a comprehensive scientific list of all the types of reward mechanics that exist
2. STEAL THEM!
3. APPLY THEM IN YOUR SURVEY
REWARDING THE TRUTH
A NEW PHILOSPHY FOR SURVEY DESIGN