![]() ![]() Setup: Subjects were taken to a room where they tasted various pizzas and took notes during the process to answer survey questions later. Project Mission 2:Identify the most popular recipes for a new pizza product line launch. This increases the quality of answers dramatically. They then pick each word with greater care. By limiting the sentence to only seven words, the subject sees this activity as a challenge. Rules have an incredible ability to increase engagement for even the most mundane activities. Why is the Gamified version better? Rules. Gamified version: Describe Brand A in seven words or less. ![]() Question 3: How would you describe Brand A? The desired result (a more insightful answer) is achieved. By giving respondents a team to play for, they are more likely to think deeply, and personally, about the question. Why is the Gamified version better? In this case, we are using the competition aspect of Gamification to increase engagement. How do you articulate your brand’s value over the competition? Gamified version: You have just been appointed as the Vice President of Marketing for Brand A and given a budget of $100,000 to increase customers and steal market share from Brand B. Question 2: What are the shortcomings of Brand A relative to Brand B? On the other hand, the Gamified version has a story, a context, and is personalized to the respondent’s life. Why is the Gamified version better? The first version is not personal and lacks context. Which mobile phone company would you recommend them to sign up with and why? Gamified version: You moved to New Zealand five years ago, and your childhood friend is coming to study at university. Question 1: What’s your favorite mobile phone brand in New Zealand? Project Mission 1: To understand how international (foreign) students perceive different mobile phone brands in New Zealand. Lets take this opportunity to revisit some of the those questions and see how we can Gamify them to increasing engagement and response rates: In the past five years, the market research industry has incorporated this feedback into its methodologies, and has undergone major changes with many new tools, including concepts like Gamification. Subjects feel like they are being politely interrogated with generic questions, with no personalization or effort made to increase their engagement. However, the surveys and research questions are often boring for participants. Many students like the idea of giving feedback and the opportunity to shape a new product or service. Remember those university days when you signed up to become a subject for a market research project to top up your weekly income? It’s probably one of the easiest ways to gain extra cash. Here is a simple, functional way to improve market research surveys through Gamification. While there is much discussion on how Gamification can be applied to market research, there is a lack of best practices and resources to aid researchers in increasing focus group engagement and depending market insights through game characteristics. ![]() In our previous post, we articulated what Gamification is, and what market researchers need to know about it. Competition, rules, rewards, feedback mechanisms, socialization, and personalization – most games have one or more of these characteristics that make them enjoyable, and addictive. While the type of game changes, the fundamentals remain the same. As we grow older, we are transfixed by quizzes and crosswords on our way to work note the rise of Sudoku, and the ongoing popularity of the New York Times Crossword Puzzle. Games play an important role throughout our lives – during childhood toys fascinate us, while our teen years are characterized by competing and strategizing with friends on video games, sports, and the most painful game of all – popularity. ![]()
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