Gamification: an interactive introduction by Anneleen Boullart & Timo Vandemaele, presented to the Hogeschool Gent Marketing Alumni on October 18, 2012 in Ghent (BE).
Gamification: an interactive introduction (by Anneleen Boullart & Timo Vandemaele)
1. Gamification
An interactive introduction
Anneleen Boullart
Research Consultant, InSites Consulting
Timo Vandemaele
Research Consultant, InSites Consulting
4. Nice to meet you
Anneleen Boullart, Research Consultant
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.
Anneleen@insites-consulting.com
@AnneleenBoullar
http://be.linkedin.com/in/AnneleenBoullart
5. 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.
Timo@insites-consulting.com
@TimoVandemaele
http://be.linkedin.com/in/TimoVandemaele
6. 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
21. “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
22. Objective
The process of using
game thinking and
game mechanics to
ENGAGE users !
#MktAlumni
24. #1 Achievement
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.
#MktAlumni
25. 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
26. #2 Power
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.
#MktAlumni
27. Leaderboards
People attach status to be in
first place. They are constantly
competing with their friends and
family to achieve the highest
rank!
#MktAlumni
28. Leaderboards
People attach status to be in
first place. They are constantly
competing with their friends and
family to achieve the highest
rank!
#MktAlumni
29. #3 Social
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.
#MktAlumni
30. City Marketing
By working together in teams, you
reach a higher goal. Social media
make it possible to see how others
are performing.
#MktAlumni
31. #4 Grow
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
32. Nike+ Running App
Set personal goals and keep
track of your improvements.
#MktAlumni
33. #5 Structure
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
35. Live action puzzle
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.
#MktAlumni
36. #6 Explore
You like change and adventure, you
enjoy new experiences. Stimulation
and changing environments are your
key drivers.
#MktAlumni
38. Unique fan experience
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.
#MktAlumni
39. 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
#MktAlumni
40. Q-Music stimulates its listeners
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)
#MktAlumni
41. #1 Achievement Main motivators
#2 Power for playing
games.
#3 Social
#4 Grow
#5 Structure
#6 Explore
#7 Purpose
#MktAlumni
42. But Timo & Anneleen…
You work in a market research agency?
#MktAlumni
48. Gamification and Market Research
// Communities
#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.
** 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…
#MktAlumni
55. Gamification in surveys leads to a better user
experience!
All of the below:
7,9
Non linearity (7,7)
Type feedback @ end (7,6)
Instant share results (7,4)
Average satisfaction
7,0
#MktAlumni
63. Let’s keep in
touch!
Anneleen@insites-consulting.com
@AnneleenBoullar
http://be.linkedin.com/in/AnneleenBoullart
Timo@insites-consulting.com
@TimoVandemaele
http://be.linkedin.com/in/TimoVandemaele
www.insites-consulting.com
Ghent I Rotterdam I London I Timisoara I New York
64. Let’s keep in
touch!
Anneleen@insites-consulting.com
@AnneleenBoullar
http://be.linkedin.com/in/AnneleenBoullart
Timo@insites-consulting.com
@TimoVandemaele
http://be.linkedin.com/in/TimoVandemaele
www.insites-consulting.com
Ghent I Rotterdam I London I Timisoara I New York