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.

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

2. Let’s play a game!

3. The average age
of a gamer is 34

4. The average age
of a gamer is 30

5. 26% of the gamers are above
50 years old

6. 26% of the gamers are above
50 years old

7. 40% of the gamers is female

8. 47% of the gamers is female

9. 62% of gamers play with other
gamers in person

10. 62% of gamers play with other
gamers in person

11. Everybody likes to play
Using game mechanics
to solve problems and
engage users

12. 2
Qualitative
Research
MROCs:
Most popular
emerging method
in GRIT 2012

13. The whole
Data collection research process
Analysis & interpretation
Reporting & presenting

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

15. Phase 1: Data collection

16. 4 levels
“Prove to
me that your Question
city is better
than every
other city Individual
here”
Team
Community

17. 4 levels
Question
Individual
Team
Community

18. 4 levels
Question
Individual
Team
Community

19. 4 levels
Question
Individual
Team
Community

20. Gamification and Market Research
// Communities
Riddles

21. Gamification and Market Research
… it works!
21

22. Gamification and Market Research
// Communities
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.
** 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…

23. Do you think
this leads to…
1. More posts?
2. Richer posts?
3. More & richer posts?

24. Do you think
this leads to…
1. More posts?
2. Richer posts?
3. More & richer posts?

25. Think harder,
Think different
7x more on topic
arguments
Creative, emotional,
contextual

26. Phase 2: Analysis &
interpretation

27. A different perspective

28. 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.

29. 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!”

30. Crowd interpretation game

31. 20% additional insights from
the same data
Excitment
The gaming virus hit
RECONNECT with your
consumer

32. Are participants the researchers of
the future?

33. How do they
perform?
Researchers Gen Y crowd

34. Who
is best at
generating insights?
1. Researchers
2. Gen Y Crowd
3. Both are equally good

35. Who
is best at
generating insights?
1. Researchers
2. Gen Y Crowd
3. Both are equally good

36. 20-40%
additional
insights!
Researchers Gen Y crowd

37. Phase 3: Reporting &
Presenting

38. Single focus on the
minds

60. Improving the
flight experience
Understanding & listening to frequent flyers

61. Phase 1
Insightment
Observation leads to insight discovery

62. Phase 2
Ideation &
Concept Development
Insightment
Discussions placing insights in perspective
Idea generation by frequent travellers

63. Phase 3
Ideation &
Concept Development
Validation
Insightment
Quantitative and emotional validation of 4 selected
concepts

64. “If we knew what we already know”

65. Gamified kick-off

66. Ideation by Air France and KLM

67. Concept casino

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

69. Objective?
Gamify the
research
process

70. A small recap
Game mechanics

71. #1 Achievement
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.

72. 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.

73. #2 Power
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.

74. Leaderboards
People attach status to be in
first place. They are constantly
competing with their friends and
family to achieve the highest
rank!

75. Leaderboards
People attach status to be in
first place. They are constantly
competing with their friends and
family to achieve the highest
rank!

76. #3 Social
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.

77. City Marketing
By working together in teams, you
reach a higher goal. Social media
make it possible to see how others
are performing.

78. #4 Grow
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.

79. Nike+ Running App
Set personal goals and keep
track of your improvements.

80. #5 Structure
You like safe and predictable
environments, you seek order
and certainty and you don’t like
surprises. And you are
sometimes a bit compulsive.

82. Live action puzzle
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.

83. #6 Explore
You like change and adventure, you
enjoy new experiences. Stimulation
and changing environments are your
key drivers.

85. Unique fan experience
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.

86. 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

87. Q-Music stimulates its listeners
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)

88. #1 Achievement Main motivators
#2 Power for playing
games.
#3 Social
#4 Grow
#5 Structure
#6 Explore
#7 Purpose

89. Thanks!
Questions?
The game is on!
@annaliezze | @tomderuyck