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 am a newbie to the debate on gamification, so apologies if this is an old hat topic. I'm wondering if as the level of gamification increases on a study, you run the risk of getting different results as people start playing roles. Usually when I play a (video) game, I take more risks than I normally would, am more inquisitive, more willing to deviate from the norm. So would a game where I wasn't investing real time ...more »
Why should market research care about gamification?
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?
Gamification will produce more revealed preference information, where respondents act, leaving it to the researcher to infer why, what drove the action. In what ways can existing RP analytics (e.g., discrete choice) help us to interpret results?
Is the rapid rise to stardom of 'gamification' (disregarding the fact that it's been used as an engagement mechanic for many years) likely to result in it becoming all too generic? I see a world where it is a) used by many, b) understood by few, and, as a result, c) lacking in any real impact in terms of deep, sustained engagement.
Profitable games have two key ingredients: they are scalable (low marginal cost to support additional players) and sticky (those players play long enough to provide value to other players in the form of an active community). In a research context, how do you simultaneously solve for both?
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).
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?
Re: The Science of Marketing Research
Very curious to know how data is applied to real world marketing situations. Are the issues of relaibility (over time) and validity (accuracy) ever a concer/addressed?
Will it be to used to augment traditional research, or will it be used to derive organic insights?
Base assumption: Social Media data is valid data