Surveys game on

MAKING SURVEYS MORE REWARDING EXPIERENCESJON PULESTON VP Innovation GMI Interactive

A NEW PERSPECTIVE ON GAMIFICATION

THE COCEPTGAMIFICATION HAS CAPTURED THE IMAGINATION OF THE RESEARCH INDUSTRY OVER THE LAST COUPLE OF YEARSIT HAS HAS BECOME AN UMBRELLA TERM TO DESCRIBE A WHOLE PANECEA OF TECHNIQUES WE ENVOKE TO IMPROVE RESPONDENT ENGAGEMENT IN SURVEYSGAMIFICATIONCOPY WRITINGEDITINGVISUALISINGART DIRECTINGIN TRUTH IT IS JUST ONE SPECIFIC PART OF THIS PANECEAGAMIFICATIONCOPY WRITINGEDITINGVISUALISINGART DIRECTINGSO TODAY I DONT WANT TO TALK SPECIFICALLY ABOUT GAMIFICATION.

I WANT TO THINK ABOUT THE ISSUES THAT THIS TERM HAS BECOME SYNONYMOUS WITH.

TAKE A HELECOPTER VIEW POINT: WHAT ARE WE TRYING TO DO HERE?ID LIKE TO THINK OF A BETTER TERM TO DESCRIBE THIS WHOLE PROCESS?GAMIFICATIONCOPY WRITINGEDITINGVISUALISINGART DIRECTINGGAMIFICATIONENTERTAINIFYINGGAMIFICATIONCOPY WRITINGEDITINGVISUALISINGART DIRECTINGGAMIFICATIONDEBORIFICATIONID LIKE TO THINK OF A BETTER TERM TO DESCRIBE THIS WHOLE PROCESS?DEBORIFICATIONBORINGLESS BORINGINTERESTINGFUN-1012A LOT OF WORK DONE IN THIS TERRITORYWHAT I THINK IT ULTIMATELY ALL BOILS DOWN TO ISGAMIFICATIONCOPY WRITINGEDITINGVISUALISINGART DIRECTINGGAMIFICATIONREWARDING

MOST SURVEYS ARE SIMPLY NOT VERY REWARDING EXPERIENCESDECONSTRUCTINIG THE AVERAGE TRACKING STUDY YOU WILL FIND THEY ARE ALL PRETTY MUCH THE SAME:MOSTLY MADE UP OF 3 CORE ELEMENTS:

ALL VERY UNREWARDING QUESTIONS FOR RESPONDENTS TO ANSWER1.2.3.DECONSTRUCTINIG THE AVERAGE TRACKING STUDY YOU WILL FIND THEY ARE ALL PRETTY MUCH THE SAME:MOSTLY MADE UP OF 3 CORE ELEMENTS:

AND THE ULTIMATE IMPACT OF THIS IS THEY DELIVER BACK POOR DATA1.2.3.

Tedious: People cant be bothered to thinkWhat brands come to mind?Are you aware of this brand?Have you seen this ad?Where have you seen it?ISSUES WITH AWARENESS QUESTIONS1 or 2 v up to 5 in face to face 100%+ misattribution50%+ variance simply based on how you ask

People lie and sometimes exaggerate (eg. Do you own an ipad!)They cant be bothered to rememberAnswers dont correlate with future behaviourWhat brands have you used?When have you used them?ISSUES WITH USAGE QUESTIONSOnly 70% accurately noted**Hofmeyr TNSSignificant answer decay

Important!

People struggle to differentiate their opinions How much do you like this?What words do you associate with this brand?Reasons for purchaseISSUES WITH ATTITUDE QUESTIONSI am not sure orI quite like it!I am not interested click max 4 options

ALL ROADS LEAD TO ROMEI CANT BE BOTHERED TO THINKSURVEYS REWARD SPEEDING ACTIONSURVEYSAVED TIMESPEEDTHROUGH IT

TRIGGERREWARDTHINK ABOUT GAMIFICATION AS ONE OF SUIT OF WEAPON THAT CAN BE USED TO REWARD RESPONDENTS FOR INVESTING MORE THOUGHT AND EFFORT IN COMPLETING A SURVEYTRIGGERREWARDBEINGTHOUGHTFUL & TRUTHFULTHE 4 CHALLENGES WE FACE WHEN DESIGNING SURVEY QUESTIONSCOMMANDING PEOPLES ATTENTIONPERSUADING PEOPLE TO READ THINGSPERSUADING PEOPLE TO THINK MOTIVATING PEOPLE TO RESPONDAT THIS POINT I WOULD LIKE TO TAKE A SHORT COMMERCIAL BREAK!IF YOU THINK ABOUT THESE CHALLENGCES THESE ARE EXACTLY THE SAME AS THE CHALLENGES THE ADVERTISING INDUSTRY FACES WHEN DESIGNING ADVERTISTING MESSAGESThis is a message I want you to read and think about and respond to.

And I want you to read this bitAnd this bitAnd this bitAnd this bitAnd this bitAnd this bit tooSURVEY QUESTIONThis is a message I want you to read and think about and respond to.

And I want you to read this bitAnd this bitAnd this bitAnd this bitAnd this bitAnd this bit tooCOULD EQUALLY BE AN ADVERTSO HOW DO THEY TACKLE THIS PROBLEM?YOU WOULD NOT QUITE DESCRIBE WHAT THEY DO AS GAMIFICATIONBUT IT IS A VERY SIMILAR PROCESS CENTRED AROUND REWARDING PEOPLE TO NOTICE, READ, THINK AND RESPONDTITILATION= MILD SEXUAL PLEASURE

DOUBLE ENTENDRE= MENTAL PUZZLE SEXUAL & INTELLECTUAL REWARDS FOR READING THIS MESSAGECREATING A SENSE OF WONDER

VISUAL & EMOTIONAL REWARDS FROM LOOKING AT THIS AD

HUMOURENTERTAINMENT REWARD FO READING THIS MESSAGE

MENTAL CHALLENGEINTELLECTUAL REWARD FOR READING MESSAGEPUZZLE REQUIRING DECODING

INTELLECTUAL REWARDS FOR READING THIS MESSAGEVISUAL DECODING

ALIGNMENT & SCALING DELIVERS AESTHETIC PLEASUREAESTETIC & INTELLECTUAL REWARDS FOR READING THIS MESSAGE

A CHANCE TO DREAM & ESCAPE REALITYEMOTIONAL REWARDS FROM LOOKING AT THIS ADVISUAL SURPRISE + MENTAL DECODING

VISUAL SURPRISE/HUMOUR + MENTAL DECODING

VISUAL SURPRISEVISUAL PUZZLEADVERTISING FAILS IF IT DELIVER IT DOES NOT ADEQUATELY DELIVER REWARDS

NEWS REWARDS YESBUT ON ALL OTHER LEVELS UTTERLY UNMEMORABLE

CLICH MEANINGLESS DECORATIVE EFFECTS TAUTOLOGY SO NOTHING TO DECODE

SURPRISEDECODING CHALLENGE

THE MORE THE AD IS LIKED*, THE HIGHER THE RECALL* LIKED = DELIVERED A REWARDTHE WEAPONS OF ADVERTISERS:

VISUAL SURPRISES TO GAIN ATTENTION & TRIGGER THINKING PROCESSESPLEASING AESTHETICS TO ENCOURAGE VIEWINGALLOWING PEOPLE TO DREAM & FANTISISEASKING THE CONSUMER TO PLAY MICRO GAMES IN THE FORM OF MENTAL PUZZLESSEXUAL TITLATIONGAMIFICATION IS AN IMPORTANT PART OF MANY OF THESE ADVERTS BUT AT THE HEART OF IT IS ALL ABOUT REWARD DELIVERYEXAMPLES OF REWARD WEAPONS WE AS RESEARCHERS CAN USE Deliver aesthetic pleasureDelivering Surprises Providing respondents with something new to think aboutThe ability to set questions up as mental puzzlesSetting questions up as challengesWe can validate their opinionsWe can give them an opportunity to express themselves

LOOKING AT SURVEY GAMIFICATION AS A PROCESS OF REWARD DELIVERYVISUAL SURPRISES

90%More MENTAL PUZZLE

Describe yourself

Describe yourself in EXACTLY 7 words2.4 Descriptors 85%Answered4.5 Descriptors 98%AnsweredTHE PLEASURE OF COMPETINGCan you guess what brand this is?

Can you tell us what brand this is?

40% say they dont know

People will play for hoursAnd every answer is a best guessRewardingThe truthAWARENESSUSAGEATTITUDESARE YOU AWARE OF THIS BRAND?GUESS THE BRAND!HAVE YOU BOUGHT THIS BRAND?PREDICT WHAT BRAND YOU WILL BUY NEXTWHAT WORDS DO YOU ASSOCIATE WITH THIS BRAND?GUESS WHAT WORDS ARE ASSOCIATED WITH THIS BRANDWITH A SMALL TWIST OF PERSPECTIVE & CREATIVITY ALL THE QUESTIONS IN TRACKING STUDIES COULD BE TURNED INTO MORE REWARDING EXPERIENCES:e.g.e.g.e.g.SPONTANEOUS BRAND AWARENESS1+ minutes of thinking time (we have had to impose a time limit)More than twice as many brands recalled

BonusRewardingthinkingPROMPTED BRAND AWARENSS

AWARENESS TASK: ANSER TIME PER QUESTIONStandard SurveyGuessing Game with time pressureAccurate brand recognitionRewardingThe truthMiss-attribution to Colgate

ADVERTISING AWARENESS

USAGE: HARDER TO GAMIFYLATENT BRAND PREFERENCEIF YOU Had no moneyHad unlimited budgetWanted to impress your friendsWhat the queen would buyTHE LAST TIME.You went out with friendsDrank at homeWas on holiday*Fun is a reward in itselfThere are things that can be done to make it more fun*VOLUMISINGINTERTWINING USAGE & PREDICTIONS TO MAKE INTO PROXY GAME What do you do?Predictive questions can deliver a rewardGuess what others do?WIN IF YOU GET IT RIGHT+PILOT EXPERIMENT

PILOT EXPERIMENT

PILOT EXPERIMENT

PILOT EXPERIMENT

ANSWER TIMEWhat they doPredict what others doYou win/lose feedbackControl group just asked what they doAnswer time (milliseconds)ANSWER TIME COMPARISONS

% OF EXTRA TIME

This game was not very rewardingSPONTANOUS WORD ASSOCIATION GAME

1 minute+ v 15 seconds & 10 times as much useful feedbackRewarding thinkingDUMMY ADVERTISING & BRAND PROPOSITION AWARENESS

Total colour care protection for your clothesWhich brand?A survey gaming technique devised to tease out respondents perceptions of brands through brand personalisation

First respondents played a game where they had to try and match brands with human personality traits to get them comfortable with the idea of brand having human characteristics

Once they had managed to do this correctly a few times we took them to the next level

We then asked them to try and imagine what different human characteristics a brand might exhibit

Then we got them to play a game where they had to bet on which brand was most likely to exhibit different human characteristics

We encouraged them to do this as instinctively as they could

We then presented them with a range of questions like thisWe then presented them with a range of questions like this

They won and lost based upon whether their choice matched the opinion of the crowdBRAND PERSONALITY GAME METRICS78% of respondents rated the survey 4 starts or higher93% said they would like to do more surveys like this97% who started it completed itThough& effort rewardedThe gamified approach pulled out stronger brand personality differences Deborah Sleep Engage ResearchXFACTOR GAME

Source: GMI survey evaluation base = 612 surveys Jan-July 20129.250%+ more feedback & most popular survey ever measuredRECIPE FOR DESIGNING MORE REWARDING SURVEYS1. THINK ABOUT WHAT TYPE OF REWARDS THERE ARE FROM DIFFERENT THINGS WE DO FOR PLEASURE IN LIFEGaining aesthetic pleasure - ARTSurprise, titillation adventure - SEXBeing taken to a different places - CINEMADiscovery of something new NEWSPAPER READINGIntellectual stimulation BOOK READINGMetal satisfaction from solving problems - PUZZLINGThe pleasure of competing again yourself & others - SPORTThe vicarious pleasure of other people succeeding WATCHING SPORTThe satisfaction gained from thinking you are helping someone or doing something for a good cause CHARITY WORKHaving our hunches confirmed - GAMBLINGBeing able to expressing ourselves - WRITINGBeing heard - COMMUNICATINGHumour - COMEDYBeing silly PLAYING GAMESMaking things - Gardening

* Note this is random list of thoughts not a comprehensive scientific list of all the types of reward mechanics that exist2. STEAL THEM!3. APPLY THEM IN YOUR SURVEYREWARDING THE TRUTHA NEW PHILOSPHY FOR SURVEY DESIGN