Game-Based Research: Implementing brand health and satisfaction tracking using...games?
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Implementing brand health & satisfaction tracking using…games? Jason Anderson Founder & President
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Transcript of Game-Based Research: Implementing brand health and satisfaction tracking using...games?
Implementing brand health & satisfaction tracking using…games?
Jason Anderson Founder & President
Presenter
Presentation Notes
Before we start talking science, would describe yourself as a gamer? What do you see when you think about gaming? Guns and car chases? Role-playing games? Virtual farms and simulated people? Football? Soccer? Hockey? What about solitaire and card games, or word games? In its broadest definition, all of these experiences qualify as “gaming.”
US Population 18+ Don’t Play Games
Games are pervasive
Source: Insights MetaPoll, November 2014
Board & Card Games
(32%)
Mobile Games (27%)
Console & PC Games (24%)
Over 50% of Americans play games
Presenter
Presentation Notes
- You don’t need to be a “gamer” to enjoy playing games, much like you don’t need to be a sommelier to enjoy wine.
US Population Male 18-44 Don’t Play Games
Games are pervasive
Source: Insights MetaPoll, November 2014
Board & Card Games
(43%)
Mobile Games (49%)
75% of Males 18-44 play games
Perception vs. Reality
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At Insights Meta, we tend to avoid using the word “gamification” as its definition is not universal.
What we think when we hear “gamification”
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Common gamification controls / tactics: Sliders Animated effects Avatars Badges Points
Survey Game Rules (Research perspective): • Recruit potentially qualified
participants • Filter out bad candidates • Filter out bad data • Infer insights
Survey Game Rules (Respondent perspective): • Qualify for survey • Answer questions • Get paid
“You have to learn the rules of the game. And then you have to play better than anyone else.” Albert Einstein
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Games have rules Games have a winning state or victory conditions Games provide emotional or psychological rewards
explicit Rules
Focuses on UX
Influences Behavior
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The “rules of the game” become explicit and transparent. More importantly, both the researcher and the participant must abide by the same rules. User experience becomes inseparable from game design (and from the research process). This improves the participation experience and reduces barriers/friction to honest and accurate participation. Games naturally channel behavior into patterns or tracks, based on the intentions of the game designer. This can be used to the benefit of the research (or can destroy its legitimacy).
Example: Brand Tracker
Purchase Intent Perceptions Usage Awareness
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Presentation Notes
A typical brand tracking study may include several modules: Aided and unaided awareness for products in a particular category Usage or consumption behaviors within that category Brand imagery and perceptions about key products and brands in the category Intent to purchase or use products and services in the category
Example: Brand Tracker
Purchase Intent Perceptions Usage Awareness
Brand X
X
X
X X
Presenter
Presentation Notes
The awareness module typically includes open-ended text boxes and a series of checkbox yes/no items for the various brands or products being tested.
Example: Brand Tracker
Purchase Intent Perceptions Usage Awareness
Brand X
X
X
X X
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Presentation Notes
In a game-based approach, these experiences can be combined into a word search game experience, where we measure player’s ability to find words hidden in a puzzle. Their speed of discovery and success or failure at locating words can be converted into awareness data.
Example: Brand Tracker
Purchase Intent Perceptions Usage Awareness
X
X
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Presentation Notes
Product usage and perception questions are often a combination of checkboxes (have you ever purchased Product X?) and sliders or rating scales (how often do you use Product X?).
Example: Brand Tracker
Purchase Intent Perceptions Usage Awareness
X
X
Presenter
Presentation Notes
These attributes can also be measured through a specially designed card game, where each card represents a product in the test list. Game rules encourage players to interact with these cards, and in the process to submit feedback about the player’s consumption patterns and perceptions.
Example: Brand Tracker
Purchase Intent Perceptions Usage Awareness
Presenter
Presentation Notes
Purchase intent is traditionally captured as a rating scale (Likert) question, with one end of the scale indicating “not at all likely to purchase” and the other end of the scale indicating “Extremely likely to purchase” (or other similar language).
Example: Brand Tracker
Purchase Intent Perceptions Usage Awareness
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In game-based research, purchase behavior can be measured through virtual shopping experiences or environment simulators where players shop for products in a related set of categories within the constraints of their typical budget.
Game-Based Tracking Framework
Game Portal
Awareness
Usage & Perceptions
Purchase Intent
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These three mini-games combine into an integrated “game portal” experience.
Traditional User Flow
Unaided Awareness
Aided Awareness
Usage
Perceptions
Purchase Intent
User
Awareness Search
Card Game Shopping Game
Linear vs. Non-Linear User Experience
User-Centric Game Model
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In a traditional survey, users respond to survey email invitations and complete each module in sequence. The full survey must be completed for the data to be considered complete. In a more user-centric game model, the timing and order of game experiences are left to the user’s discretion. They may be played in one session or over multiple sessions, or even played multiple times.
Traditional Game
Correlation
r = .974
Data Consistency
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Insights Meta has used this approach to replace MaxDiff survey modules with an online card game, and has measured tremendous consistency between the two techniques.
“Never, ever underestimate the importance of having fun.”
Randy Pausch
* SOURCE: MaxDiff and Gamification: The GenPop Effect: Testing MaxDiff Gamification with a General Population Sample, Insights Meta, July 8, 2014.
Played a game Answered a survey
Satisfaction with survey length (top 2 box)
55%
37%
Played a game Answered a survey
How enjoyable was this study? (top 2 box)
69%
34%
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Presentation Notes
The major difference, however, is in user satisfaction: respondents that answer survey questions are less satisfied with the length and overall survey experience than respondents that play the game.
Benefits of games-based research
User engagement
• Games are designed to engage • Games require focus to play • Games measure both System 1 (subconscious)
and System 2 (conscious)
Mobile devices • Games are the #1 app category for mobile devices • Mobile-first design
Cost & Time • Games are software, and benefit from the scalability and speed of all software solutions
Data integration
• Games can integrate with a wide variety of APIs (data interfaces) • Embed within a survey • Integrate into a web page
Victory conditions
Challenge / antagonist
Reward System
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Presentation Notes
Experimenting with game-based research doesn’t require a large technology investment; it only requires a small amount of risk and creativity. If the participant experience includes victory conditions, an explicit challenge or antagonist, and an explicit reward system, they are well on the path to game-based research.
Jason Anderson Founder & President @dirkgently www.insightsmeta.com
