moa innovation award: gamification in mrocs by insites consulting
TRANSCRIPT
Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.com
MOA Innovation Award
Gamification in MROCs
by InSites Consulting
@tomderuyck
@eliasveris
Nice to meet you Elias Veris – Senior Research Innovator
Tom De Ruyck – Head of Research Communities
Why are we nominated for an innovation award?
The top ten buzzwords:
Mobile
Gamification
Analytics
Innovation
Communities
Social media
MROC
Co-creation
Shopper
Behavioural
Gamification:
trending topic
1
xxx
Using game mechanics
to solve problems and
engage users
Everybody likes to play
Qualitative
Research
2
MROCs:
Most popular
emerging method
in GRIT 2012
xxx
Data collection
Analysis & interpretation
Reporting & presenting
3
The whole
research process
That’s nice and all, but what does it deliver?
Generating insights to grow the ketchup category
Improving the transfer flight experience
Co-creating the club of the future
Discovering hot trends in cool cities
Making the R&D plant customer centric
Phase 1: Data collection
xxx
Team
Question
Individual
Community
“Prove to
me that your
city is better
than every
other city
here”
4 levels
xxx
Team
Question
Individual
Community
4 levels
xxx
Team
Question
Individual
Community
4 levels
xxx
Team
Question
Individual
Community
4 levels
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?
xxx
7x more on topic
arguments
Creative, emotional,
contextual
Think harder,
Think different
Phase 2: Analysis &
interpretation
Crowd interpretation: interpretation of data by “ordinary” consumers
Right people
Curated data
3 phases
Gamified
procedure:
Limited timespan
Points for good
answers
Researchers Gen Y crowd
How do they
perform?
Who is best at
generating insights?
xxx
1. Researchers
2. Gen Y Crowd
3. Both are equally good
Who is best at
generating insights?
xxx
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
Engage
Positive disruption
and conversations
xxx
Inspire
Energized rich
workshop
xxx
Activate
Make research
used
xxx
Activate
Live the results
Impact on 3 levels:
Eager to learn
Research is used & lived
Energized rich workshop
Conversations about
research
How many clients on average talk about
market research after a gamified reporting?
1. 12%
2. 35%
3. 55%
4. 80%
1. 12%
2. 35%
3. 55%
4. 80%
How many clients on average talk about
market research after a gamified reporting?
More and richer data through gamified MROCs
Crowd interpretation makes research truly
uncover hidden gems
Optimized research communication at client side
drives conversation long after we are gone
Research becomes an impactful experience for all
stakeholders involved
Thanks!
Questions?
The game is on!
@eliasveris | @tomderuyck