gamification: an interactive introduction (by anneleen boullart & timo vandemaele)
TRANSCRIPT
Gamification An interactive introduction
Anneleen Boullart Research Consultant, InSites Consulting
Timo Vandemaele Research Consultant, InSites Consulting
#MktAlumni
Who we are?
Some things you need to
know about us.
#MktAlumni
Nice to meet you Anneleen Boullart, Research Consultant
@AnneleenBoullar
http://be.linkedin.com/in/AnneleenBoullart
I am 25 years old, and happy to be part of the InSites
team for more than a year now. Before that I have
been studying Communication Sciences at the
University of Ghent and afterwards, I obtained a
Master in Marketing Management at Vlerick
Management School. I believe in the power of open
communication, innovation and engagement. Like
Timo, I’m also part of the Media & Entertainment
team.
Nice to meet you Timo Vandemaele, Research Consultant
I am 24 years old, giving everything of myself for
InSites Consulting for just more than a year now.
Before that I have been studying Applied Economics
in Ghent and afterwards, I obtained a Master in
Marketing Management at Vlerick Management
School. I am passionate about making consumers
generate value for companies, with a specific focus on
supporting growth of Media & Entertainment brands.
@TimoVandemaele
http://be.linkedin.com/in/TimoVandemaele
Fact sheet
Market research agency
15 years of experience and know-how
Pioneer and innovator in online methods
Covering any marketing domain
Fully independent
Ghent, Rotterdam, London, Timisoara, New York
125 passionate employees
Proprietary research panel in +25 countries
Most awarded agency by ESOMAR
#MktAlumni
Today’s buzzword?
Gamification
#MktAlumni
Let’s play a game!
Source: http://www.theesa.com/facts/gameplayer.asp
#MktAlumni
The average age
of a gamer is 34 #MktAlumni
The average age
of a gamer is 30 #MktAlumni
26% of the gamers are above
50 years old
#MktAlumni
26% of the gamers are above
50 years old
#MktAlumni
40% of the gamers is female
#MktAlumni
47% of the gamers is female
#MktAlumni
62% of gamers play with other
gamers in person
#MktAlumni
62% of gamers play with other
gamers in person
#MktAlumni
Games are part of our
lives…
… everyone plays!
#MktAlumni
Gamification
What is it and why would
you use it?
#MktAlumni
#MktAlumni
Gamification Using game
elements in a
different context
#MktAlumni
“We've gone from being exposed to about
500 ads a day back in the 1970s to as many
as 5,000 a day today.” (2009)
Jay Walker-Smith, Yankelovich Consumer Research
#MktAlumni
Objective
The process of using
game thinking and
game mechanics to
ENGAGE users !
#MktAlumni
Motivations
Why does Gamification
work?
#MktAlumni
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
#MktAlumni
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.
#MktAlumni
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
#MktAlumni
Leaderboards People attach status to be in
first place. They are constantly
competing with their friends and
family to achieve the highest
rank!
#MktAlumni
Leaderboards People attach status to be in
first place. They are constantly
competing with their friends and
family to achieve the highest
rank!
#MktAlumni
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
#MktAlumni
City Marketing By working together in teams, you
reach a higher goal. Social media
make it possible to see how others
are performing.
#MktAlumni
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.
#MktAlumni
Nike+ Running App
Set personal goals and keep
track of your improvements.
#MktAlumni
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.
#MktAlumni
#MktAlumni
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
#MktAlumni
Explore #6
You like change and adventure, you
enjoy new experiences. Stimulation
and changing environments are your
key drivers.
#MktAlumni
#MktAlumni
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
#MktAlumni
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
#MktAlumni
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
#MktAlumni
Achievement #1
Power #2
Social #3
Grow #4
Structure #5
Explore #6
Purpose #7
Main motivators
for playing
games.
#MktAlumni
But Timo & Anneleen…
You work in a market research agency?
#MktAlumni
Shouldn’t you…
do market research?!
#MktAlumni
Gamification and Market Research
What is a community?
How can we use gamification in a community?
#MktAlumni
Gamification and Market Research // Communities
#1 Badges
#MktAlumni
#2 Riddles
Gamification and Market Research // Communities
#MktAlumni
47
Gamification and Market Research
… it works!
#MktAlumni
** 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…
#3 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
#MktAlumni
Times more insights
#MktAlumni
Imagine you need to fill in
this kind of survey…
Gamification and Market Research // Surveys
#MktAlumni
BORING !
But you also can do it in
another way. Here are
some tactics to gamify
your survey…
#MktAlumni
#1 Non linearity
#MktAlumni
#2 Instant share results
#MktAlumni
#3 Type feedback at the end
#MktAlumni
Gamification in surveys leads to a better user
experience!
Average satisfaction
7,0
All of the below:
7,9
Instant share results (7,4)
Type feedback @ end (7,6)
Non linearity (7,7)
#MktAlumni
Key learnings
What you should remember
about Gamification!
#MktAlumni
#1 Keep it simple
#MktAlumni
#2 Be relevant
#MktAlumni
Ideation Tool
#3 Make it shareable
#MktAlumni
#4 Include a reward
#MktAlumni
#5 Keep updating
#MktAlumni
© SAP 2009 / Page 62 #MktAlumni
Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.com
@TimoVandemaele
http://be.linkedin.com/in/TimoVandemaele
Let’s keep in touch!
@AnneleenBoullar
http://be.linkedin.com/in/AnneleenBoullart
Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.com
@TimoVandemaele
http://be.linkedin.com/in/TimoVandemaele
Let’s keep in touch!
@AnneleenBoullar
http://be.linkedin.com/in/AnneleenBoullart