games vs surveys - a case study - upfront analytics

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

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#MRMW

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Games vs Surveys: A Case Study on Attitudes and Behavior Relating to Astrology

Joe Marks

NSF REPORT

“In 2012, slightly more than half of Americans said that astrology was

‘not at all scientific,’ whereas nearly two-thirds gave this response in

2010. The comparable percentage has not been this low since 1983.”

- 2014 NSF report on Science and Engineering Indicators

Further work on possible confusion between ‘astronomy’ and

‘astrology’ as an explanation for the apparent belief in the scientific

validity of astrology produced contradictory results.

ASTROLOGY SURVEY DATA

Would you say that astrology is very scientific, sort of scientific, or not at all scientific?

Mobile

GATHERING DATA VIA REAL GAMES

• Parlor games & board games have

entertained generations

• Key game elements:

comparison

description

estimation

prediction

top-of-mind responses

• The same tasks are required in

surveys and focus groups, so maybe

real games can be used to gather

market data?

THE PRYZ MANOR

• Highly rated, fun-first games

• A demographically & behaviorally

representative player population

90,000+ downloads from Google Play

• Games gather different kinds of data:

Slice of Life – preferences

Name Dropper – awareness & attitude

The Salon – survey-style questions

Speed Stampede – responses to visual stimuli

Odd Relations – in-home ethnography

Bluff & Bluster – numeric estimation & prediction

The Vault – price estimation & prediction

• On-line dashboard for real-time data access

Love it!! I never rate apps

but this one ROCKS!!!! Fun

games and real prizes!!! I

play all the time!! Keep up

the great work!!

Awesomeness! I

installed this on a whim,

now I am addicted.

Goodbye Candy Crush,

hello Pryz Manor!

SLICE OF LIFE

• A prediction game

• Brand preference

NAME DROPPER

Player 1

Player 2

• A word-guessing game

• Brand awareness and attitude

• Given a choice between $10 in cash and a personal horoscope or

astrology chart worth $65, 88% of respondents chose the cash.

• Stated belief and actual behavior are different for our respondents:

- 12% for the horoscope vs 27% considering astrology ‘very scientific’

• Choice of horoscope not affected by education

SLICE OF LIFE DATA

NAME DROPPER DATA

The percentages of Name Dropper players selecting hints for ‘Astrology’

that indicate possible confusion with ‘Astronomy’.

Hint telescope Galileo physics observations measurements based on data experimental

% selecting 5.0% 5.8% 1.7% 9.2% 1.0% 0.9% 0.3%

• This metric addresses two problems with survey questions about

term confusion: framing and the interpretation of free-text analytics.

CONCLUSIONS

• Surveys, especially on-line surveys, are a poor way to

measure belief in the scientific validity of astrology

- Sampling, framing, interpretation problems

- Slow, self-edited responses (System 2)

• Mobile games offer greater insight

- More representative

- Instinctive, behavioral responses (System 1)

- (Attitude toward astrology may be a poor way to

measure educational achievement!)

QUESTIONS?

Title Sponsor Gold Sponsors

Silver Sponsors

Premier Sponsor Bag Sponsor Workshop Sponsors

MRMW Berlin Sept. 23-26, 2014 #MRMW

Association & Media Partners

Event App Partner

Networking Reception Partner Exhibitor

MRMW Berlin Sept. 23-26, 2014 #MRMW

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW