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