using gamification to increase participant engagement and data quality in online research...
DESCRIPTION
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).TRANSCRIPT
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ASC Winchester 2013
GAMIFICATION
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4
REV
IEW
WR
ITIN
G M
OD
ULE
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5
REV
IEW
WR
ITIN
G M
OD
ULE
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We all play …
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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.
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Gamified focus groups
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“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 …”
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“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…”
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WHAT ABOUT
MROCs ?
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Longitudinal
WHY MROCs?
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LET’S MAKE
IT HAPPEN!
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Group level
4 LEVELS
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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.
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harder
Thinking
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different
Thinking
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WHAT’S
NEXT?
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Beyond
data collection
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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.
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LET THE GAMES
BEGIN!