Game-Based Research: Implementing brand health and satisfaction tracking using...games?
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This document discusses using games to track brand health and satisfaction. It notes that over 50% of Americans play games, including 75% of males aged 18-44. The document then discusses how gamification is perceived and how explicit game rules can focus on user experience and influence behavior. An example brand tracker game is presented that measures awareness, usage, perceptions and purchase intent for different brands. The benefits of games-based research are discussed, including increased user engagement, suitability for mobile devices, and lower costs and time compared to traditional surveys. The key elements of games like victory conditions, challenges/antagonists, and reward systems are also outlined.
Game-Based Research: Implementing brand health and satisfaction tracking using...games?
- 1. Implementing brand health & satisfaction tracking using…games? Jason Anderson Founder & President
- 3. 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
- 4. 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
- 6. What we think when we hear “gamification”
- 7. 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
- 8. explicit Rules Focuses on UX Influences Behavior
- 16. Game-Based Tracking Framework Game Portal Awareness Usage & Perceptions Purchase Intent
- 17. 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
- 18. Traditional Game Correlation r = .974 Data Consistency
- 19. “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%
- 20. 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
- 22. Jason Anderson Founder & President @dirkgently www.insightsmeta.com