Why should market research care about gamification?
I'd ask you to watch Gabe Zichermann's Google Tech Talk - from 8:00 min to 8:40 - to understand my question: When Gabe says "parents and teachers got involved" - I can't help but hearing "researchers got involved". In other words, my question is: How do we avoid the edutainment trap? Applying game mechanics is one thing - applying them in a way that actually works however, ...more »
It's all about creating a 'compelling user experience'.
'Users' in our context are both clients, as well as interviewees (observational, questionnaire-based).
Game-like technologies and approaches will help us to create a fun experience with market research, ease opt-in, and provide our clients with usability they deserve (i.e., beyond complex BI-usage, but still powerful).
Won't the inherent and diverse game incentives affect the recruitment, retention and attrition of players? That is, won't the the type of incentive determine or at least affect the research outcome?
Will the benefits of the "fun" component outweigh the longer time it takes to conduct the survey or "game"? Most people complain about surveys being too long, Now the game part lengthens the data collection process even more. Does fun equal greater completion or actually create greater fatigue and dropoff?
Is gamification yet another "insightful" tool that is extremely difficult to validate? Show me the validation!
Ever play a game too many times? First time was "fun." Second was OK. Third was time consuming. How will gamification sustain the novelty? Online surveys were fun the first time using the internet. Second time?... 100th time??? 1000th time?
Part of our industry is to identify and exclude professional online access panel respondents. Will gamification create professional gamers who unlike non gamers are very different in terms of behaviour and attitudes? Game on!
From the research buyers' perspective, should gamification be viewed as an alternative way to get to the same insights or a new way to get to different insights? In other words, where does the value lie.
Hi, I was wondering which software would be used for creating games/animations for gamification- would flash Actionscript be used?
Thanks, Jon Hodge (working in the videogame industry)
I believe that practical implementation of different established methods of behavioral economics, even if in a simulated environment, is more 'scientific' than, say, points/badges based games. What does the community think?
One of the big issues survey research faces is that the contexts in which questions are asked often bear no resemblance to the context someone reaches a decision in. I want to know if the panel think gamification can solve this, and what needs to happen for it to work.