Using gamification to increase participant engagement and data quality in Online Research Communities

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Presentation by Sebastien Van Laere on Using gamification to increase participant engagement and data quality in Online Research Communities. Presented at the ASC Conference on Friday September 6, 2013 in Winchester (UK).

Tecnología Empresariales

www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

4
REVIEWWRITINGMODULE
www.insites-consulting.com @sebastienvl

5
REVIEWWRITINGMODULE
www.insites-consulting.com @sebastienvl

www.insites-consulting.com @sebastienvl
We all play …
www.insites-consulting.com @sebastienvl

www.insites-consulting.com @sebastienvl
Elements of game playing Also called game mechanics. These features play on game
dynamics and are what make games so engaging
Game dynamics The motivations that people have in relation to games.

www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl
Gamified focus groups

www.insites-consulting.com @sebastienvl
WHAT ABOUT
MROCs ?
www.insites-consulting.com @sebastienvl

www.insites-consulting.com @sebastienvl
Longitudinal
WHY MROCs?
www.insites-consulting.com @sebastienvl

www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl
LET’S MAKE
IT HAPPEN!

www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl
Group level
4 LEVELS

www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl
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.

www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl
harder
Thinking

www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl
different
Thinking

www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl
WHAT’S
NEXT?

www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl
Beyond
data collection

Crowd interpretation is the analysis of
research data by a group of research participants in
order to obtain richer, more accurate interpretation
of data that leads to insights.

www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl
LET THE GAMES
BEGIN!

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SkyTeam, one of the largest international airline alliances, launched a pilot customer centricity project for their key product – SkyPriority. The pilot project used an innovative approach designed to evoke a feeling of customer centricity through research. Following the pilot implementation, we looked back and found a positive impact on high value customers and SkyPriority managers. Customers felt they could better collaborate with SkyTeam, and more importantly, they felt more valued as customers when compared to people who did not take part in the program. Airline managers also had a positive perception of the project and reported improved implementation of the SkyPriority product.

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Using gamification to increase participant engagement and data quality in Online Research Communities

1. ASC Winchester 2013 GAMIFICATION

2. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

3. www.insites-consulting.com @sebastienvl

4. 4 REVIEWWRITINGMODULE www.insites-consulting.com @sebastienvl

5. 5 REVIEWWRITINGMODULE www.insites-consulting.com @sebastienvl

6. www.insites-consulting.com @sebastienvl We all play … www.insites-consulting.com @sebastienvl

7. www.insites-consulting.com @sebastienvl Elements of game playing Also called game mechanics. These features play on game dynamics and are what make games so engaging Game dynamics The motivations that people have in relation to games.

8. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

9. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl Gamified focus groups

10. www.insites-consulting.com @sebastienvl “on your next shop visit, be an anthropologist and observe the creature called the shopper!” “I challenge you to find the most arguments as to why people like brand X” “Imagine in alternative universe, you’re visiting the Plantet Brand X. What does it look like, …” “If brand X would come to live and be a person, just like you and me …” “If brand X would come to live and be a person, just like you and me …” www.insites-consulting.com @sebastienvl “If you’d make a movie about disease X, what would it be like, who plays the lead role, …” “Tell me whether you are pro or contra and why. Let’s see which group can list the most arguments…”

11. www.insites-consulting.com @sebastienvl WHAT ABOUT MROCs ? www.insites-consulting.com @sebastienvl

12. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

13. www.insites-consulting.com @sebastienvl

14. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

15. www.insites-consulting.com @sebastienvl Longitudinal WHY MROCs? www.insites-consulting.com @sebastienvl

16. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl LET’S MAKE IT HAPPEN!

17. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl Group level 4 LEVELS

18. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

19. www.insites-consulting.com @sebastienvl

20. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

21. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl 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.

22. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

23. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

24. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

25. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

26. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl harder Thinking

27. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl different Thinking

28. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl WHAT’S NEXT?

29. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl Beyond data collection

30. Crowd interpretation is the analysis of research data by a group of research participants in order to obtain richer, more accurate interpretation of data that leads to insights.

31. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

32. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

33. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

34. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

35. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

36. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl

37. www.insites-consulting.com @sebastienvlwww.insites-consulting.com @sebastienvl LET THE GAMES BEGIN!

Using gamification to increase participant engagement and data quality in Online Research Communities

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