playing games with your customers: using gamification in concept development
DESCRIPTION
Using innovative methods in qualitative research to create competitive advantage Images are subject to copyright or trademark.TRANSCRIPT
Playing Games with your Playing Games with your CustomersCustomers
Susan AbbottSusan AbbottAbbott Research +
Consulting
Lesley ParkerLesley ParkerSenior Manager,
Advertiser SegmentsYellow Pages Group
&&
the context
74% of Canadians have used an online or print
directory in past month1
9.9 million unique online visitors quarterly2
Google search partner
Source: (1) 2006 Canadian Directory Usage Study - Ad Hoc Research (2) comScore Media Metrix, Q4 2007. Includes YPG, Trader and LesPAC.
What’s been happening since 1908?
5
… plus more
6
a lot of research
a lot of ideas
Why not try something different?
A customer workshop
Three activities Homework
Re-design basic communication Buy-a-feature game
Statement captures what we already
know
Detail about the challenge
Some of the ideas the internal team
generated to “prime the pump”
Buy-a-featuregame
Pitching idea to the rest of the group – why
we need to buy this feature
Should I contribute my
last $10 or not?
Master list of features to keep track
Key learning
The client experience of this process
At the end of the day, objectives were met
… and priorities were set
Buy-in from the project team goes
up
The presence of the project team is not really a problem
It’s a lot of work
… for both client and researcher
A fire alarm is very disruptive
What else would you
like to know?
Susan AbbottAbbott Research & Consulting
Phone: 416-481-7409E-mail: [email protected]
Susan AbbottAbbott Research & Consulting
Phone: 416-481-7409E-mail: [email protected]
Lesley ParkerSenior Manager, Advertiser Segments
Phone: 416-412-5655E-mail: [email protected]
Lesley ParkerSenior Manager, Advertiser Segments
Phone: 416-412-5655E-mail: [email protected]
Monique BrûlotteSenior Manager, Marketing Research
Phone: 514-934-2603E-mail: [email protected]
Monique BrûlotteSenior Manager, Marketing Research
Phone: 514-934-2603E-mail: [email protected]