THE COCEPT“GAMIFICATION” HAS CAPTURED THE IMAGINATION OF THE RESEARCH INDUSTRY OVER THE LAST COUPLE OF YEARS
IT HAS HAS BECOME AN UMBRELLA TERM TO DESCRIBE A WHOLE PANECEA OF TECHNIQUES WE ENVOKE TO IMPROVE RESPONDENT ENGAGEMENT IN SURVEYS GAMIFICATION COPY WRITING EDITING VISUALISING ART DIRECTING
IN TRUTH IT IS JUST ONE SPECIFIC PART OF THIS PANECEA… GAMIFICATION COPY WRITING EDITING VISUALISING ART DIRECTING
SO TODAY I DON’T WANT TO TALK SPECIFICALLY ABOUT GAMIFICATION. I WANT TO THINK ABOUT THE ISSUES THAT THIS TERM HAS BECOME SYNONYMOUS WITH.
TAKE A HELECOPTER VIEW POINT: WHAT ARE WE TRYING TO DO HERE?
I’D LIKE TO THINK OF A BETTER TERM TO DESCRIBE THIS WHOLE PROCESS? GAMIFICATION COPY WRITING EDITING VISUALISING ART DIRECTING GAMIFICATION ENTERTAINIFYING
GAMIFICATION COPY WRITING EDITING VISUALISING ART DIRECTING GAMIFICATION DEBORIFICATION I’D LIKE TO THINK OF A BETTER TERM TO DESCRIBE THIS WHOLE PROCESS?
DEBORIFICATION BORINGLESS BORINGINTERESTINGFUN 012 A LOT OF WORK DONE IN THIS TERRITORY
WHAT I THINK IT ULTIMATELY ALL BOILS DOWN TO IS… GAMIFICATION COPY WRITING EDITING VISUALISING ART DIRECTING GAMIFICATION REWARDING
MOST SURVEYS ARE SIMPLY NOT VERY REWARDING EXPERIENCES
DECONSTRUCTINIG THE AVERAGE TRACKING STUDY YOU WILL FIND THEY ARE ALL PRETTY MUCH THE SAME: MOSTLY MADE UP OF 3 CORE ELEMENTS: ALL VERY UNREWARDING QUESTIONS FOR RESPONDENTS TO ANSWER 1. 2.3.
DECONSTRUCTINIG THE AVERAGE TRACKING STUDY YOU WILL FIND THEY ARE ALL PRETTY MUCH THE SAME: MOSTLY MADE UP OF 3 CORE ELEMENTS: AND THE ULTIMATE IMPACT OF THIS IS THEY DELIVER BACK POOR DATA 1. 2.3.
Tedious: People can’t be bothered to think What brands come to mind? Are you aware of this brand? Have you seen this ad? Where have you seen it? ISSUES WITH AWARENESS QUESTIONS 1 or 2 v up to 5 in face to face 100%+ misattribution 50%+ variance simply based on how you ask
People lie and sometimes exaggerate (eg. Do you own an ipad!) They can’t be bothered to remember Answers don’t correlate with future behaviour What brands have you used? When have you used them? ISSUES WITH USAGE QUESTIONS Only 70% accurately noted* *Hofmeyr TNS Significant answer decay Important!
People struggle to differentiate their opinions How much do you like this? What words do you associate with this brand? Reasons for purchase ISSUES WITH ATTITUDE QUESTIONS I am not sure or I quite like it! I am not interested click max 4 options
ALL ROADS LEAD TO ROME I CAN’T BE BOTHERED TO THINK
SURVEYS REWARD SPEEDING ACTION SURVEY SAVED TIME SPEED THROUGH IT TRIGGER REWARD
THINK ABOUT GAMIFICATION AS ONE OF SUIT OF WEAPON THAT CAN BE USED TO REWARD RESPONDENTS FOR INVESTING MORE THOUGHT AND EFFORT IN COMPLETING A SURVEY TRIGGERREWARD BEING THOUGHTFUL & TRUTHFUL
THE 4 CHALLENGES WE FACE WHEN DESIGNING SURVEY QUESTIONS 1.COMMANDING PEOPLES ATTENTION 2.PERSUADING PEOPLE TO READ THINGS 3.PERSUADING PEOPLE TO THINK 4.MOTIVATING PEOPLE TO RESPOND
AT THIS POINT I WOULD LIKE TO TAKE A SHORT COMMERCIAL BREAK!
IF YOU THINK ABOUT THESE CHALLENGCES THESE ARE EXACTLY THE SAME AS THE CHALLENGES THE ADVERTISING INDUSTRY FACES WHEN DESIGNING ADVERTISTING MESSAGES
This is a message I want you to read and think about and respond to. And I want you to read this bit And this bit And this bit too This is a message I want you to read and think about and respond to. And I want you to read this bit And this bit And this bit too SURVEY QUESTION
This is a message I want you to read and think about and respond to. And I want you to read this bit And this bit And this bit too This is a message I want you to read and think about and respond to. And I want you to read this bit And this bit And this bit too COULD EQUALLY BE AN ADVERT
THE MORE THE AD IS LIKED*, THE HIGHER THE RECALL * LIKED = DELIVERED A REWARD
THE WEAPONS OF ADVERTISERS: 1.VISUAL SURPRISES TO GAIN ATTENTION & TRIGGER THINKING PROCESSES 2.PLEASING AESTHETICS TO ENCOURAGE VIEWING 3.ALLOWING PEOPLE TO DREAM & FANTISISE 4.ASKING THE CONSUMER TO PLAY MICRO GAMES IN THE FORM OF MENTAL PUZZLES 5.SEXUAL TITLATION GAMIFICATION IS AN IMPORTANT PART OF MANY OF THESE ADVERTS BUT AT THE HEART OF IT IS ALL ABOUT REWARD DELIVERY
EXAMPLES OF REWARD WEAPONS WE AS RESEARCHERS CAN USE… Deliver aesthetic pleasure Delivering Surprises Providing respondents with something new to think about The ability to set questions up as mental puzzles Setting questions up as challenges We can validate their opinions We can give them an opportunity to express themselves
LOOKING AT SURVEY GAMIFICATION AS A PROCESS OF REWARD DELIVERY
MENTAL PUZZLE Describe yourself Describe yourself in EXACTLY 7 words 2.4 Descriptors 85% Answered 4.5 Descriptors 98% Answered
THE PLEASURE OF COMPETING Can you guess what brand this is? Can you tell us what brand this is? 40% say they don’t know People will play for hours And every answer is a best guess Rewarding The truth Rewarding The truth
AWARENESS USAGE ATTITUDES ARE YOU AWARE OF THIS BRAND? GUESS THE BRAND! HAVE YOU BOUGHT THIS BRAND? PREDICT WHAT BRAND YOU WILL BUY NEXT WHAT WORDS DO YOU ASSOCIATE WITH THIS BRAND? GUESS WHAT WORDS ARE ASSOCIATED WITH THIS BRAND WITH A SMALL TWIST OF PERSPECTIVE & CREATIVITY ALL THE QUESTIONS IN TRACKING STUDIES COULD BE TURNED INTO MORE REWARDING EXPERIENCES: e.g.
SPONTANEOUS BRAND AWARENESS 1+ minutes of thinking time (we have had to impose a time limit) More than twice as many brands recalled Bonus Rewarding thinking Rewarding thinking
USAGE: HARDER TO GAMIFY LATENT BRAND PREFERENCEIF YOU Had no money Had unlimited budget Wanted to impress your friends What the queen would buy THE LAST TIME…. You went out with friends Drank at home Was on holiday *Fun is a reward in itself There are things that can be done to make it more fun*… VOLUMISING
INTERTWINING USAGE & PREDICTIONS TO MAKE INTO PROXY GAME What do you do? Predictive questions can deliver a reward… Guess what others do? WIN IF YOU GET IT RIGHT +
They won and lost based upon whether their choice matched the opinion of the crowd
BRAND PERSONALITY GAME METRICS 78% of respondents rated the survey 4 starts or higher 93% said they would like to do more surveys like this 97% who started it completed it Though & effort rewarded Though & effort rewarded “The gamified approach pulled out stronger brand personality differences” Deborah Sleep Engage Research
1. THINK ABOUT WHAT TYPE OF REWARDS THERE ARE FROM DIFFERENT THINGS WE DO FOR PLEASURE IN LIFE Gaining aesthetic pleasure - ART Surprise, titillation adventure - SEX Being taken to a different places - CINEMA Discovery of something “new” – NEWSPAPER READING Intellectual stimulation – BOOK READING Metal satisfaction from solving problems - PUZZLING The pleasure of competing – again yourself & others - SPORT The vicarious pleasure of other people succeeding – WATCHING SPORT The satisfaction gained from thinking you are helping someone or doing something for a good cause – CHARITY WORK Having our hunches confirmed - GAMBLING Being able to expressing ourselves - WRITING Being heard - COMMUNICATING Humour - COMEDY Being silly – PLAYING GAMES Making things - Gardening * Note this is random list of thoughts not a comprehensive scientific list of all the types of reward mechanics that exist