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MAKING SURVEYS MORE REWARDING EXPIERENCES JON PULESTON VP Innovation GMI Interactive.

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Presentation on theme: "MAKING SURVEYS MORE REWARDING EXPIERENCES JON PULESTON VP Innovation GMI Interactive."— Presentation transcript:

1 MAKING SURVEYS MORE REWARDING EXPIERENCES JON PULESTON VP Innovation GMI Interactive

2 A NEW PERSPECTIVE ON GAMIFICATION

3 THE COCEPT“GAMIFICATION” HAS CAPTURED THE IMAGINATION OF THE RESEARCH INDUSTRY OVER THE LAST COUPLE OF YEARS

4 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

5 IN TRUTH IT IS JUST ONE SPECIFIC PART OF THIS PANECEA… GAMIFICATION COPY WRITING EDITING VISUALISING ART DIRECTING

6 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.

7 TAKE A HELECOPTER VIEW POINT: WHAT ARE WE TRYING TO DO HERE?

8 I’D LIKE TO THINK OF A BETTER TERM TO DESCRIBE THIS WHOLE PROCESS? GAMIFICATION COPY WRITING EDITING VISUALISING ART DIRECTING GAMIFICATION ENTERTAINIFYING

9 GAMIFICATION COPY WRITING EDITING VISUALISING ART DIRECTING GAMIFICATION DEBORIFICATION I’D LIKE TO THINK OF A BETTER TERM TO DESCRIBE THIS WHOLE PROCESS?

10 DEBORIFICATION BORINGLESS BORINGINTERESTINGFUN 012 A LOT OF WORK DONE IN THIS TERRITORY

11 WHAT I THINK IT ULTIMATELY ALL BOILS DOWN TO IS… GAMIFICATION COPY WRITING EDITING VISUALISING ART DIRECTING GAMIFICATION REWARDING

12 MOST SURVEYS ARE SIMPLY NOT VERY REWARDING EXPERIENCES

13 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

14 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

15 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

16 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!

17 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

18 ALL ROADS LEAD TO ROME I CAN’T BE BOTHERED TO THINK

19 SURVEYS REWARD SPEEDING ACTION SURVEY SAVED TIME SPEED THROUGH IT TRIGGER REWARD

20 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

21 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

22 AT THIS POINT I WOULD LIKE TO TAKE A SHORT COMMERCIAL BREAK!

23 IF YOU THINK ABOUT THESE CHALLENGCES THESE ARE EXACTLY THE SAME AS THE CHALLENGES THE ADVERTISING INDUSTRY FACES WHEN DESIGNING ADVERTISTING MESSAGES

24 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

25 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

26 SO HOW DO THEY TACKLE THIS PROBLEM?

27 YOU WOULD NOT QUITE DESCRIBE WHAT THEY DO AS GAMIFICATION…

28 BUT IT IS A VERY SIMILAR PROCESS CENTRED AROUND REWARDING PEOPLE TO NOTICE, READ, THINK AND RESPOND…

29 TITILATION = MILD SEXUAL PLEASURE DOUBLE ENTENDRE = MENTAL PUZZLE SEXUAL & INTELLECTUAL REWARDS FOR READING THIS MESSAGE

30 CREATING A SENSE OF WONDER VISUAL & EMOTIONAL REWARDS FROM LOOKING AT THIS AD

31 HUMOUR ENTERTAINMENT REWARD FO READING THIS MESSAGE

32 MENTAL CHALLENGE INTELLECTUAL REWARD FOR READING MESSAGE

33 PUZZLE REQUIRING DECODING INTELLECTUAL REWARDS FOR READING THIS MESSAGE

34 VISUAL DECODING ALIGNMENT & SCALING DELIVERS AESTHETIC PLEASURE AESTETIC & INTELLECTUAL REWARDS FOR READING THIS MESSAGE

35 A CHANCE TO DREAM & ESCAPE REALITY EMOTIONAL REWARDS FROM LOOKING AT THIS AD

36 VISUAL SURPRISE + MENTAL DECODING

37 VISUAL SURPRISE/HUMOUR + MENTAL DECODING

38 VISUAL SURPRISE VISUAL PUZZLE

39 ADVERTISING FAILS IF IT DELIVER IT DOES NOT ADEQUATELY DELIVER REWARDS

40 NEWS REWARDS YES BUT ON ALL OTHER LEVELS UTTERLY UNMEMORABLE

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43 CLICHÉ MEANINGLESS DECORATIVE EFFECTS TAUTOLOGY SO NOTHING TO DECODE

44 SURPRISEDECODING CHALLENGE

45 THE MORE THE AD IS LIKED*, THE HIGHER THE RECALL * LIKED = DELIVERED A REWARD

46 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

47 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

48 LOOKING AT SURVEY GAMIFICATION AS A PROCESS OF REWARD DELIVERY

49 VISUAL SURPRISES 90% More 90% More

50 MENTAL PUZZLE Describe yourself Describe yourself in EXACTLY 7 words 2.4 Descriptors 85% Answered 4.5 Descriptors 98% Answered

51 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

52 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.

53 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

54 PROMPTED BRAND AWARENSS

55 AWARENESS TASK: ANSER TIME PER QUESTION Standard Survey Guessing Game with time pressure

56 Accurate brand recognition Rewarding The truth Rewarding The truth

57 Miss-attribution to Colgate

58 ADVERTISING AWARENESS

59 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

60 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 +

61 PILOT EXPERIMENT

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65 ANSWER TIME What they do Predict what others do You win/lose feedback Control group just asked what they do Answer time (milliseconds)

66 ANSWER TIME COMPARISONS

67 % OF EXTRA TIME This game was not very rewarding This game was not very rewarding

68 SPONTANOUS WORD ASSOCIATION GAME 1 minute+ v 15 seconds & 10 times as much useful feedback Rewarding thinking Rewarding thinking

69 DUMMY ADVERTISING & BRAND PROPOSITION AWARENESS Total colour care protection for your clothes Which brand?

70 A survey gaming technique devised to tease out respondents perceptions of brands through brand personalisation

71 First respondents played a game where they had to try and match brands with human personality traits – to get them comfortable with the idea of brand having human characteristics

72 Once they had managed to do this correctly a few times we took them to the next level…

73 We then asked them to try and imagine what different human characteristics a brand might exhibit…

74 Then we got them to play a game where they had to bet on which brand was most likely to exhibit different human characteristics…

75 We encouraged them to do this as instinctively as they could…

76 We then presented them with a range of questions like this…

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78 They won and lost based upon whether their choice matched the opinion of the crowd

79 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

80 XFACTOR GAME

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86 Source: GMI survey evaluation base = 612 surveys Jan-July %+ more feedback & most popular survey ever measured

87 RECIPE FOR DESIGNING MORE REWARDING SURVEYS

88 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

89 2. STEAL THEM!

90 3. APPLY THEM IN YOUR SURVEY

91 REWARDING THE TRUTH A NEW PHILOSPHY FOR SURVEY DESIGN


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