Mid June 2012 InSites Consulting won the MOA Innovation Award 2012. This prize awarded by MOA (the Dutch Marketing Research Association) recognizes the company which created added value in the past year by learning from consumers in an innovating, positive and striking way. The InSites Consulting case has to do with gamification (= usage of game techniques in order to engage people) in online research communities (MROCs) in the entire research process.

1. MOA Innovation Award
Gamification in MROCs
by InSites Consulting
www.insites-consulting.com
Ghent I Rotterdam I London I Timisoara I New York

2. Nice to meet you
Elias Veris – Senior Research Innovator
Tom De Ruyck – Head of Research Communities
tom.deruyck@insites-consulting.com elias.veris@insites-consulting.com
@tomderuyck @eliasveris

3. Why are we nominated for
an innovation award?

4. 1
The top ten buzzwords:
Mobile Gamification:
Gamification trending topic
Analytics
Innovation
Communities
Social media
MROC
Co-creation
Shopper
Behavioural

5. Everybody likes to play
Using game mechanics
to solve problems and
engage users
xxx

6. 2
Qualitative
Research
MROCs:
Most popular
emerging method
in GRIT 2012

7. 3
The whole
Data collection research process
Analysis & interpretation
Reporting & presenting
xxx

8. That’s nice and all, but what
does it deliver?

9. Generating insights to grow the ketchup category
Improving the transfer flight experience
Co-creating the club of the future
Discovering hot trends in cool cities
Making the R&D plant customer centric

10. Phase 1: Data collection

11. 4 levels
“Prove to
me that your Question
city is better
than every
other city Individual
here”
Team
Community
xxx

12. 4 levels
Question
Individual
Team
Community
xxx

13. 4 levels
Question
Individual
Team
Community
xxx

14. 4 levels
Question
Individual
Team
Community
xxx

15. Do you think
this leads to…
1. More posts?
2. Richer posts?
3. More & richer posts?

16. Do you think
this leads to…
1. More posts?
2. Richer posts?
3. More & richer posts?

17. Think harder,
Think different
7x more on topic
arguments
Creative, emotional,
contextual
xxx

18. Phase 2: Analysis &
interpretation

19. Crowd interpretation:
interpretation of data by “ordinary” consumers
Right people
Curated data
3 phases

20. Gamified
procedure:
Limited timespan
Points for good
answers

21. How do they
perform?
Researchers Gen Y crowd

22. Who
is best at
generating insights?
1. Researchers
2. Gen Y Crowd
3. Both are equally good
xxx

23. Who
is best at
generating insights?
1. Researchers
2. Gen Y Crowd
3. Both are equally good
xxx

24. 20-40%
additional
insights!
Researchers Gen Y crowd

25. Phase 3: Reporting &
Presenting

26. Single focus on the
minds

27. Engage
Positive disruption
and conversations

28. Inspire
Energized rich
workshop
xxx

29. Activate
Make research
used
xxx

30. Activate
Live the results
xxx

31. Impact on 3 levels:
Eager to learn
Energized rich workshop
Research is used & lived
Conversations about
research

32. How many clients
on average talk about
market research after a
gamified reporting?
1. 12%
2. 35%
3. 55%
4. 80%

33. How many clients
on average talk about
market research after a
gamified reporting?
1. 12%
2. 35%
3. 55%
4. 80%

34. More and richer data through gamified MROCs
Crowd interpretation makes research truly
uncover hidden gems
Optimized research communication at client side
drives conversation long after we are gone
Research becomes an impactful experience for all
stakeholders involved

35. Thanks!
Questions?
The game is on!
@eliasveris | @tomderuyck